Diploma in H&T

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Diploma in Hospitality and Tourism

HT 1020

Marketing in H&T

The outlet of Carrefour®

Lecturer: MR. Alvin

Group name: 4+1

Group members:

|LI CHUNYAN |1111/9205 | |LIU FANGYU |1108/8812 | |HUANG JIAHUI |1112/9271 | |XU KE |1109/8920 | |YAO SHI |1201/9343 |

Table of Contents

1. Introduction...……………………………………………………………….............3 2. Background...…………………………………………….…………………………3 3. Marketing Research...………………………………………….…………………....3 3.1 Marketing Concept……..………………………………………………3 3.2 Service Marketing………………………………………………………..4 3.2.1 Environment…………..……………………………..…….…………5 3.2.2 Service concept……....………………………………………….5 3.2.3 Quality of service management………………………..……………….5 3.2.4 Four-dimensional customer service……………………..……………….6 3.3 Micro & Macro Environment Assessment…………………………………….6 3.4 Analyze Consumer Behavior ………………...………………………………7 3.4.1 Cultural Factors………………………………………………………….8 3.4.2 Social Factors……………………………………………………………8 3.4.3 Personal Factors…………………………………………………………8 3.4.4 Psychological Factors…………………………………………………....9 3.5 Segmenting Consumer Markets..……………………………………………..9 4. News………………………………………………………………………………10 4.1 The Asia market territory is narrowing………………………………………10 4.2 Suspected price fraud………………………………………….......................11 5. Recommended Strategy & Implementation Plan…………………………...........11 6. Conclusion………………………………………………………………………....11 Reference………………………………...……………………………………….12

1. Introduction
Our group has chosen Carrefour® for our project. In this report, firstly we will introduce its history briefly and then we will focus on 5 areas to analysis assessment and provide the detail that will enhance good marketing image/branding. The report will be conducted by analysis process, including situation analysis, identifying and explaining strategies, target customers needs and wants as well as the recommended implemented plans.

2. Background (History)
The Carrefour Company was established by the Fournier and Defforey families in 1959. Over the past 40 years, the Carrefour group has grown to become the first largest retailer in Europe and the second largest retailer in the world, the group currently operates four main grocery store formats: hypermarkets, supermarkets, cash & carry and convenience stores.

3. Marketing research
3.1 Marketing Concept
Here are five key concepts under the Carrefour conduct their marketing activities. As we know, Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers. The Carrefour goods in the global procurement. A commodity into Carrefour, manufacturers must first obtain a recognized headquarters negotiations, each branch orders through the system. Carrefour has an international commodity department, responsible for looking for resources in the world, Commodity introduced to purchasing department, then he will ordering the goods . But, Product concept is the understanding of the dynamics of the product and showcase, the best qualities of the product. Carrefour is based on low prices, excellent customer service and a comfortable shopping environment for consumers to provide the required products of daily life. Carrefour limited and carefully select the types of goods , It will first consider the needs of customers ,From customers, employees, vendors, competitors obtain information to adjust the classification and respond to market trends, we need to understand...
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