Fast Food in Spain

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MERCADONA MARKETING MIX RESEARCH

MARKETING MANAGEMENT

SENDING INSTITUTION:

RECEIVING INSTITUTION:

TABLE OF CONTENTS

TABLE OF CONTENTS1
INTRODUCTION3
1.THE CHARACTERISTICS OF THE PRODUCT4
2.PRODUCT5
a)Dimension and focus5
b)Aspects of differentiation and product quality6
c)Product Portfolio6
d)The Brand7
3.PLACE9
a)Commercial distribution concept9
b)Logistics9
c)The supply process10
d)Intersuppliers10
e)Points of Sale11
4.PRICE12
a)Price concept12
b)Pricing strategy13
c)Determinants of pricing strategy14
c.1) Costs14
c.2) Market and Demand14
c.3) Competition15
5.PROMOTION17
a)Advertising17
b)Sales Promotion18
c)Public Relations18
d)Personal selling18
CONCLUSION19

INTRODUCTION

1. THE CHARACTERISTICS OF THE PRODUCT

Mercadona's philosophy is based on a total quality model. That is why he has brought forward the following ranking of priorities: customer (who is known by the nickname "The Boss"), the worker, the provider, the company and the capital. In broad outline this philosophy has the following effects:

* Commercial: The commercial strategy developed by the company since 1993 is called ALP (Always Low Prices). It also works on the intrinsic quality assurance of products promoting the Life Principle Strategy * Human resources: The total quality model has led them to consider the worker as a second objective of the company. Supermarkets Mercadona, with a sales area of an average area of 1,300 m², respond to a trade model urban proximity, and maintain a variety in food, household cleaning and accessories characterized by enhancing the presence of their own “white brands” and reduce the supply of those external markings that do not maintain a minimum rotation. Mercadona is committed to a policy of customer approach, considering its commercial areas as neighborhood supermarkets, where customer satisfaction must be equal to that of employees, suppliers, society and capital. They committed to offering its customers a strategy of high quality products at the best price.

Regarding the features which our supermarkets have included the amplitude and cleaning thereof. The hallways are wide enough to avoid the crowds and strains that occur in some of the supermarkets in the competition. Cleanliness is extraordinary because there is a permanent service of it makes our halls are in the best conditions. The schedule is wide, as it is open continuously from 9 am to 21, without closing at any time, and makes it possible for any schedule you have done shopping support whenever you want. The customer service is really good. If you have questions about a product, in less than 3 minutes will attend an official in the area, and are very kind and friendly, as well as shelf stackers, and the truth is appreciated. Cashiers practically equal, and they are pretty quick, professional, and no long queues because of it. 2. PRODUCT

a) Dimension and focus
If we talk about the product of Mercadona, in general terms, we can say that its product is to give the customer the ability to make a great cart. To do this, in the Mercadona supermarket, you can find food products, cleaning products and home care products and personal aesthetic and animal feed products. Mercadona focuses its product focus to always have the customer at the center of decisions and is in continuous innovation and development to meet and try to meet market needs. In their model of Total Quality, which attempts to meet with the same intensity the five components of the company (customer, employees, suppliers, society and capital), "The Boss", as called customer, comes first. To keep the customer satisfied there are a number of considerations to take into account: * Through the closeness, foster dialogue and direct communication with customers. * Try to give the highest quality at the lowest price. This is a "Best...
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