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Analysis of Metro GroupInternational Business project | |
Custură Ruxandra Gabriela Imre Botond Munteanu Teodora

Metro Group
1. Description of the company

1.1 Field of activity
Metro AG, is otherwise known as Metro Group, established in 1964 by Otto Beisheim.
It is a German global diversified retail and wholesale/cash and carry group based in Düsseldorf. It has the largest market share in its home market, and is one of the most globalised retail and wholesale corporations.
It is the fifth-largest retailer in the world measured by revenues (after Wal-Mart, Carrefour, Tesco and Kroger).
Metro Group has
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It expresses the key attributes of the corporate identity that has been developed over the past years: innovation, success-orientation and internationality. The Metro Group enters the Japanese and Vietnamese markets.
In the upcoming years, the now called Metro Group continues its expansies in many other countries, in Europe and in Asia. By 2007, Metro Cash & Carry opened the first wholesale store in Pakistan and Media Markt entered the market in Turkey. The Metro Group is expanding its sales network in other countries as well. In Romania, Real will open its 14th Real hypermarket at the end of the year. With the comprehensive implementation of the Radio Frequency Identification (RFID) in Germany, the METRO GROUP ensures an even better supply chain efficiency.
Even with the economic depression starting in 2008 and making its mark even nowadays, Metro Group still went on with a powerful expansion plan.
At its annual business press conference in March, METRO GROUP announces a record result of 2.4 billion euros for the financial year 2010. All of the sales divisions play a part in achieving the Group's overall growth of more than 19 percent.
In May, 2011, METRO GROUP launches a new umbrella brand communication campaign featuring the slogan 'Made to trade.' It is a combination of conventional print ads, novel online tools and public dialogue forums.
The Saturn sales brand celebrates its

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