Mercadona, Strategic Management
1. Compare the physical structure of Mercadona supermarkets with different supermarket chains (size of the shops, location, parking, other elements…)
In one hand, Mercadona owns a network of 900 supermarkets approximately, strategically located in commercial areas. Such supermarkets are of a considerable size but they are located inside towns and cities. However, there are many of them located in commercial areas outside urban clusters. In addition, Mercadona offers a free parking service for all its clients which may be an important incentive for most of them.
On the other hand, when comparing with other national supermarket chains we can find some differences. For example, the physical structure of supermarkets from El Corte Inglés differs in the location of its shops, which are located inside huge buildings located inside villages. Regarding the parking issue, it is more restrictive than those of Mercadona: clients are required to have a client card in order to have access to free parking.
Moreover, we can compare Mercadona with other kind of supermarkets outside Spain. The French model, for instance, is in general based on big stores outside cities and they are surrounded by high extensions of parking. In such supermarkets, customers can buy anything, from food to technological engines. Nevertheless, the German model is more traditional. German supermarkets are usually located inside cities and they are small shops which only offer food, generally cheap. Moreover, German supermarkets do not spend in marketing or in parking services.
2. Try to do an internal analysis using the value chain tool.
Focusing firstly on Mercadona’s support activities, we may found that the firm’s infrastructure consists on a supermarket chain of 900 stores around 14 Spanish autonomous communities and it is headquartered in Valencia. Moreover, the firm’s human resource management invests 4 times more than other US supermarkets in employees’ training. This department seeks
In one hand, Mercadona owns a network of 900 supermarkets approximately, strategically located in commercial areas. Such supermarkets are of a considerable size but they are located inside towns and cities. However, there are many of them located in commercial areas outside urban clusters. In addition, Mercadona offers a free parking service for all its clients which may be an important incentive for most of them.
On the other hand, when comparing with other national supermarket chains we can find some differences. For example, the physical structure of supermarkets from El Corte Inglés differs in the location of its shops, which are located inside huge buildings located inside villages. Regarding the parking issue, it is more restrictive than those of Mercadona: clients are required to have a client card in order to have access to free parking.
Moreover, we can compare Mercadona with other kind of supermarkets outside Spain. The French model, for instance, is in general based on big stores outside cities and they are surrounded by high extensions of parking. In such supermarkets, customers can buy anything, from food to technological engines. Nevertheless, the German model is more traditional. German supermarkets are usually located inside cities and they are small shops which only offer food, generally cheap. Moreover, German supermarkets do not spend in marketing or in parking services.
2. Try to do an internal analysis using the value chain tool.
Focusing firstly on Mercadona’s support activities, we may found that the firm’s infrastructure consists on a supermarket chain of 900 stores around 14 Spanish autonomous communities and it is headquartered in Valencia. Moreover, the firm’s human resource management invests 4 times more than other US supermarkets in employees’ training. This department seeks