Fast Food in Spain
MERCADONA MARKETING MIX RESEARCH
MARKETING MANAGEMENT
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TABLE OF CONTENTS
TABLE OF CONTENTS 1 INTRODUCTION 3 1. THE CHARACTERISTICS OF THE PRODUCT 4 2. PRODUCT 5 a) Dimension and focus 5 b) Aspects of differentiation and product quality 6 c) Product Portfolio 6 d) The Brand 7 3. PLACE 9 a) Commercial distribution concept 9 b) Logistics 9 c) The supply process 10 d) Intersuppliers 10 e) Points of Sale 11 4. PRICE 12 a) Price concept 12 b) Pricing strategy 13 c) Determinants of pricing strategy 14 c.1) Costs 14 c.2) Market and Demand 14 c.3) Competition 15 5. PROMOTION 17 a) Advertising 17 b) Sales Promotion 18 c) Public Relations 18 d) Personal selling 18 CONCLUSION 19
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
MARKETING MANAGEMENT
SENDING INSTITUTION:
RECEIVING INSTITUTION:
TABLE OF CONTENTS
TABLE OF CONTENTS 1 INTRODUCTION 3 1. THE CHARACTERISTICS OF THE PRODUCT 4 2. PRODUCT 5 a) Dimension and focus 5 b) Aspects of differentiation and product quality 6 c) Product Portfolio 6 d) The Brand 7 3. PLACE 9 a) Commercial distribution concept 9 b) Logistics 9 c) The supply process 10 d) Intersuppliers 10 e) Points of Sale 11 4. PRICE 12 a) Price concept 12 b) Pricing strategy 13 c) Determinants of pricing strategy 14 c.1) Costs 14 c.2) Market and Demand 14 c.3) Competition 15 5. PROMOTION 17 a) Advertising 17 b) Sales Promotion 18 c) Public Relations 18 d) Personal selling 18 CONCLUSION 19
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