metro

Module: Introduction to METRO

CORPORATE HOUSE OF TRAINING

COPYRIGHT © 2010 METRO Cash & Carry , India

Contents

History METRO Group & Sales Lines METRO Cash & Carry Countries


1. The Development of METRO

Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles


3. Our Customers, our Stores, our Assortment

Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles


2. METRO Mission & Wholesale Concept

4. Metro Cash & Carry India 4. Metro Cash & Carry India General Presentation Metro, a responsible Corporate Citizen Strategy

ExpansionPositioningPerformanceCompetence

General Presentation Metro, a responsible Corporate Citizen Strategy


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Contents










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History1964 First METRO Cash & Carry store opened in Mulheim, Germany, by Otto Beisheim

1968 First MAKRO store opened in the Netherlands.Enhancement & internationalization of the concept.

1996 METRO AG was founded. Since then the Headquarters have been situated in Düsseldorf, Germany.

1998 METRO Group acquired the European Cash & Carry business of SHV MAKRO in which METRO Group already held a 40 % stake. METRO Group is quoted on

the stockmarket today.

2003 First store openings in India and Ukraine. Since then focus on expansion in new countries, especially in Eastern Europe and Asia.

1964

2003

1968

1

Cash & Carry*

Cash & Carry* Food RetailFood Retail Department

StoresDepartment

StoresNonfoodSpecialtyNonfoodSpecialty

* Cash & Carry includes Schaper stores

Sales Lines of METRO Group

The METRO Group is one of the Top 5 retailing groups worldwide with sales of € 65.5 billion in 2009.

1

Contribution of Each Sales Line


Cash & Carry*

Cash & Carry* Food RetailFood Retail Department

StoresDepartment

StoresNonfoodSpecialtyNonfoodSpecialty

30.6 bn €30.6 bn € 11.3 bn €11.3 bn € 19.7 bn €19.7 bn € 3.6 bn €3.6 bn €

Cross-divisional service companiesCross-divisional service companies

Status 31.12.2009 Status 30.04.2010 Status 30.04.2010 Status 30.04.2010

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Cross-divisional Service CompaniesCross-divisional Service Companies


Sales Lines of METRO Group

The METRO Group is one of the Top 5 retailing groups worldwide with sales of € 65.5 billion in 2009.

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METRO Group Asset Management

MGB METRO GROUP Buying HK

MGI METRO GROUP Information Technology

MGL METRO GROUP Logistics

MFM METRO GROUP Facility Management

MGA METRO GROUP Advertising

MIB METRO GROUP Insurance Broker

MGT METRO GROUP Travel

MGP METRO GROUP Account Processing

MIAG Metro International AG

http://mcc.in.metrogroup-networking.com/intranet/site/metro-group/node/19438/Len/index.html

http://mcc.in.metrogroup-networking.com/intranet/site/mcc-in/node/217111538/Len/index.html

METRO Cash & Carry

Metro Cash & Carry

A core division of METRO Group

and worldwide market leaderin self-service wholesaling.

Metro Cash & Carry

A core division of METRO Group

and worldwide market leaderin self-service wholesaling.

1

METRO Cash & Carry

669 stores in 31 countries*669 stores in 31 countries*

4.9 million m² total sales area4.9 million m² total sales area

More than 100,000 employeesMore than 100,000 employees

Sales of 30.6 billion €Sales of 30.6 billion € 2009 -102009 -10* Status: 17.12.2010

1

METRO/ MAKRO Cash & Carry Stores WorldwideAT BE BG CN HR CZ DK FR DE

[1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]

12 11 43 6 13 5 91 121

VN GR[1992]

9 9

UK HU[1994]

30 13

UA IN[2003]

25 6

TR IT[1972]

14 48

ES JP[2002]

34 6

SK RU RO PT PL NL MA MD[2001] [1996] [1990] [1994] [1968] [1991] [2004]

5 52 24 10 29 17 8 3

[1971]

[2002]

[1971]

[2003]

[1990]

[1972]

[2000]

RUSSIA

Tomilino

11th Oct 2007

CHINA

Quanzhou

13th Dec 2007

PK[2007]

5

Status: 31ST March 2010

RS[2005]

5

11

GREECE

Volos

16th Jan 2008

1

1

KZ

http://www.dreamstime.com/stock-image-flag-of-kazakhstan-image7374981

METRO/ MAKRO Cash & Carry Stores WorldwideAT BE BG CN HR CZ DK FR DE

[1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]

12 11 46 6 13 5 91 121

VN GR[1992]

9 9

UK HU[1994]

30 13

UA IN[2003]

25 6TR IT

[1972]

14 48

ES JP[2002]

34 6

SK RU RO PT PL NL MA MD[2001] [1996] [1990] [1994] [1968] [1991] [2004]

5 52 24 10 29 17 8 3

[1971]

[2002]

[1971]

[2003]

[1990]

[1972]

[2000]

PK[2007]

2

RS[2005]

5

11

INDIA

August 2003 - 2008

1

KZ

Status: 31ST March 2010





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How Is It All Linked?2

METRO will dominate the Cash & Carry wholesale segment globally, through our unique business formula which improves the competitiveness of our customers all over the world.

VISION

The Vision of METRO Cash & Carry2

Our Mission Statement

METRO is a Cash & Carry Wholesaler for businesses and professionals.

METRO provides quality products and business solutions at the lowest possible prices.

2

Our Core Values

Open communication

Innovative in all we do

Win-win partnership with our suppliers

Acknowledged first-choice Cash & Carry Wholesaler

Commitment to give our customers more value for their money

Defined format adapted to local market needs

Efficient and low-cost operation

Commitment to ethical and environmental values

Strive for reliability and transparency

Sustained growth of shareholder value

Continuous focus on customer needs and satisfaction

Our employees are our main asset

METRO Cash & Carry’s 12 Core Values2

WholesalerSomeone who buys and sells goods in large amounts to shops and

businesses. (Source: Cambridge advanced dictionary)

RetailerA person, shop or business that sells goods to the public.(Source: Cambridge advanced dictionary)

The Cash & Carry Business Concept2

The Cash & Carry Business Concept

WHOLESALER WHOLESALER

Manufactures

Farmers

Co-ops

Traders

HoReCa

Small businesses

“Business to Business” Access only to registered Professional Customers via

free Metro Card

Our Distribution Centres bring Suppliers together with Professional Customers

2

The Cash & Carry Business Concept

OUR COMPETITORSOUR COMPETITORS

Not only Retailers… But also…

Wet MarketWet Market

SuppliersSuppliers

Wholesale MarketWholesale Market

2

Customers put their own order together

Customers pay in cash*

Customers carry the goods away

in their own vehicles

CASH & CARRY

* With some countries other payment types are accepted

The Cash & Carry Business Concept2

Advantages of the Cash & Carry Business Concept

CASH & CARRY CONCEPTCASH & CARRY CONCEPT

Self-Service

Self-Service

Direct MailingDirect Mailing

Supply Chain

Management

Supply Chain

Management

Everything under

one roof

Everything under

one roof

Solid organizational

structure

Solid organizational

structure

Wide range of choices

Personal contact

Professional service

Time-saving shopping

Standardized store layout

Stock KeepingFunction

Stock KeepingFunction

Cash Flow Advantage

2

1. Focused on Customer Needs1. Focused on Customer Needs

METRO Cash & Carry’s 10 Business Principles

2. One-Stop-Shopping

3. Store Concept & Layout for Professional Needs

4. Enhanced Customers’ Competitiveness

5. Excellence in Supply Chain Management

Functional Alignment and Controlling


2

1. Focused on Customer Needs

METRO Cash & Carry’s 10 Business Principles

1. Focused on Customer Needs




9. Internationally transferable concept


6. Advanced Customer Service

7. Strengthening of Local Suppliers


8. Support of National Infrastructure

9. Internationally Transferable Concept

10. Career Opportunities

http://www.metro-cc.com/

2

Best prices guaranteed1

It’s your warehouse2

Everything under a single roof3

Extended business hours4

Quality guaranteed5

Free parking6

After-sales service7

In touch – at all times8

9

Great value for money10

Manage your stocks more productively

Advantages of Metro C&C for its Customers3

Conditions to be a METRO Customer

Everyone who has a registered

business.

Everyone who has a registered

business.

2

Through CUSTOMER

CARDS, MCC should offer

all customers value adding

services, and reward

specific customer groups

with additional benefits in-

and outside the store.

Through CUSTOMER

CARDS, MCC should offer

all customers value adding

services, and reward

specific customer groups

with additional benefits in-

and outside the store.

Customer Cards as Opportunity to Create Retention2

METRO Mail & Customer Card

Customer Consultants available in all stores are responsible for: the support of existing customers the acquisition of new customers.

Direct mailings regularly with attractive special offers targeted mailings to selected customer

groups with offers that are focused on their individual business needs.

Professional services for professional customer needsCustomer card for entrance control.

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Who Are Our Customers?

e.g. Hotels Restaurants Caterer Café / bars Pubs.

e.g. Hotels Restaurants Caterer Café / bars Pubs.

HoReCa

e.g. Generalist F Kiosks Specialist F Petrol station NF trader.

e.g. Generalist F Kiosks Specialist F Petrol station NF trader.

Traders

e.g. Health Care Wellness Physical

services Craftsmen.

e.g. Health Care Wellness Physical

services Craftsmen.

Services

e.g. Institutions Industries Office based

services Metro internal.

e.g. Institutions Industries Office based

services Metro internal.

Companies & Offices

3

Food departments

Wide and deep food offering with special focus on quality, traceability and availability – Fresh Food

Delicatessen, cheese,

yogurts and additional milk

products

Dairy , Frozen & Bakery

Meat and poultry in a strictly

temperature controlled

environment

Meat

Varieties of fish and other seafood,

delivered daily from fresh distribution

centers

Fish

Local and exotic varieties

in different pack sizes

Fruit & Vegetables

Deep Frozen

3

Food departments

Wide and deep food offering with special focus on quality, traceability and availability – Dry food

Detergents & Toiletries, all

cleaning material

NFIF

All kinds of sweets & savories, toffees &

candies too

Sweets & Confectionery

Local and exotic varieties

in different pack sizes

Grocery

Non-alcoholic drinks, wine and spiritsBWST –

Beverages, Wines, Spirits

Beverages

3

Non-Food Departments (1/2)

Utensils, kitchen-ware, crockery,,

cutlery, tableware, plastic-ware,

glassware, pots and pans.

All linen - Bed sheets, bath towels, hand

towels, curtains, bath mats ,

doormats etc

Do it Yourself – Furniture, Car accessories,

Power tools, tools, Tools &

accessories etc

Office solutions ranging from files

to paper, glue, pens, pencils etc.

Home Improvement

Office & Stationery

Home TextilesHousehold

Comprehensive Non-Food assortment covering complementary business demand.

3

Ladies, Men, Shoes – casual &

& for uniform Luggage,

Accessories.

Luggage & Footwear

Non-Food Departments (1/2)

Home electronics,Bulbs & lamps,

television, mobiles, cameras etc

Complementary department with room for special events according to season (e.g.

christmas, diwali, dusshera).

Ladies, Men, Uniforms, aprons etc for HoReCa

Seasonal ApparelMedia

Comprehensive Non-Food assortment covering complementary business demand.

3

Home electrical –both small & large

– micro-ovens, rice cookers,

mixers, juicers etc.,

Appliances

Administration (1/2)

Service departments support the sales departments in their vending activities.

Welcoming customers, check & issue customer cards at the entrance.

Dealing with goods returns and After Sales

Service, Customer Care.

Acquiring new customers and visiting registered customers.

Dealing with all human resources topics for the store’s staff .

Settling of demonstration furniture,

display material and signage for the

presentation of goods.

Human ResourcesDecoration & Maintenance

Customer ManagersCustomer Entrance &

After Sales Service

3

Administration (2/2)

Handling of the data transfer and the system in the store, Generating

reports, Inventory management.

Receiving of goods in the Goods Receiving

area, handling of returns & relocations.

Handling of all invoices, debit and credit notes.

Invoicing and collecting money from the

customer before s/he leaves the store. Freebie control.

Main Cashier CheckoutGoods ReceivingAdministration &

Logistics Center (ALC)

3

Departments at the Genesis Store

Front of House Gold Customer CSD Checkout / Main Cash Deco Maintenance promo Management Sales Floor management

• Quality• Logistics• Goods Receiving• ALC / IT• Re- ordering• Replenishment• Outrigger management• Stock Management• PI / AI• Planogram

• Customer marketing• FSD / COD / SKS

• HR & Training• Security• Store Admin

Services Management SupportStock Management Sales Management

3

How to sell our self in the industry

Well groomed – not just well dressed

• Hair (men / women)

• Accessories

• Elegance / make-up

• Clothes

• Personal hygiene

• Posture

Posture – the way we carry ourselves

• Do not slouch while standing or sitting

• Drumming signifies restlessness

• Rubbing eyes signifies boredom

• Negative posture looks suspicious and closed

• Constant hand movement signifies nervousness

Let your dress and posture reflect professionalism

What makes us different from the mob

• Positive attitude• Appearance – well groomed (smart, fresh and clean)• Mannerisms – polite, sincere, alert to needs• Communication / sales presentation – clear, concise,

well prepared• Respect for time – punctuality, appointments• Knowledge – own ( product, Company ), customer’s

company• Sensitivity to needs – empathy, listening

What makes generic

• Appearance – sloppiness, untidiness

• Lack of knowledge or information

• Poor communication: Sales presentation – ill prepared, bad usage of sales tools

• Unacceptable mannerism – arrogance, disrespect, insincere, nosey, interrupting

• Time wasting - irrelevant chat, loud and long conversations

• Pressure – being pushy or ‘negative’, aggressive

Selling Skills

5 Steps of SalesP – Positive state of mind

O – Open discussion

U – Understand customer needs

C – Close the discussion

H – Handshake

Unique way of Handling

• Acknowledge– Listen carefully– Rephrase the objection in question form– If I am to understand you correctly…….

• Solve– Provide facts and answer directly to clear the

objection

• Close– Gain Agreement to solution

Our Way: Closing• Don’t be scared.

– 44% Of all professionals give up after the first ‘no’ !

60% Of the industrialist say ‘No’ four times before they say ‘Yes’

Our Way of ClosingSummary Close• Summarize the

benefits.– Eg : “Now Mr.

customer, we have agreed that metro suites your day to day requirements. Shall I go ahead and deliver the card to you?”.

Mantra to ace….

TEAM WORK

United we stand divided we fall……

Opportunities in Service Industry

• Hospitality/Tourism sector

• Retail sector

• Banking sector

• Logistics sector

• IT sector

• Public sector

metro

Documents

metro cash carrys

metro ag

mission statement2 metro

sales lines of metro

cash carry wholesaler

sales line1 cash carry

cash carry wholesale

india page