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METRO GROUP : ANNUAL REPORT 2010 : BUSINESS → GROUP MANAGEMENT REPORT : 12. SUPPLEMENTARy ANd FORECAST REPORT Future sales markets On the balance sheet date, METRO GROUP was operating in 33 countries in Europe, Asia and Africa. we aim to continue to grow through existing and new locations in these markets. we are conducting feasibility studies to examine expansion opportunities for our sales divisions in other countries. In general, we enter new markets by first opening a Metro Cash & Carry store. depending on the respective country’s development status in terms of market maturity and potential, entry opportunities for Real and Media Markt and Saturn may subsequently arise as well. Entry into additional markets is not planned for Galeria Kaufhof. In November 2010, Media Markt opened its first Chinese consumer electronics store in Shanghai. Experts project that the sales market for consumer electronics in China will grow from €82 billion to €180 billion over the next five years. In this rapidly growing market, we are planning to open 10 Media Markt stores by the end of 2012 in Shanghai. Following the successful conclusion of this first phase, we are planning an additional expansion phase starting in 2013 by adding more than 100 Media Markt stores in China. New sales potential is also emerging through new sales channels, particularly through the Internet. As smart phones and tablet personal computers, in particular, become increasingly prevalent, customers have constant access to the Internet. All METRO GROUP sales divisions are addressing this development by expanding their multichannel product presence. In addition to technical solutions such as applications, METRO GROUP also offers its customers a broad range of products and value-added services online. In this process, the stationary business serves as a pick-up point, if desired, and ensures personal contact. Customers have recognised that this opportunity is not offered by providers operating strictly online. Future sales formats, technologies and processes/future products and services we continually work on the further development of our sales formats in the areas of customer approaches, product offers and processes. This work builds on continuous analyses of constantly changing customer requirements. The findings of these analyses also flow into the new sales formats we design and regularly test. These include smaller, downtown Metro Cash & Carry stores that specialise in supplying nearby hotels and restaurants as well as sales formats such as “Metro drive” and “Real drive”, in which commercial cus- → p. 138 tomers and consumers can pre-order goods online and then pick up the prepared order at these stores. All sales divisions are focusing on own-brand products in their merchandise management. The existing extensive product range will be expanded in 2011. The sales division Media Markt and Saturn has now been offering its first exclusive-brand products since 2010 and will markedly expand this product range in 2011. The products and services offered by our sales divisions are geared to customer needs and shopping habits. The industry continuously provides all sales divisions with innovative products. New products in consumer electronics, in particular, generate the most interest. we expect numerous new products to be unveiled in 2011 and 2012. The industry is also continuously introducing new products in the area of consumer goods and durables. In this area, we work together with suppliers and serve as an interface between suppliers and customers. however, not all new products are destined for lasting success and are subsequently replaced by other innovations. due to the large amount of new products, we have to select those that offer added value to our customers. At the same time, corresponding media support by the supplier is necessary to generate market success. To better analyse customer needs, we gather and examine information on shopping behaviour. Each customer at Metro Cash & Carry has an identifying loyalty card. At Real and Galeria Kaufhof, the Payback card is offered as an instrument to promote customer retention. By analysing the data provided by these cards, we can better address our customers’ needs. In addition, we use this purchasing data to design selling space and assortments to make our stores better fit our customers’ needs. Our procurement processes are also equipped for the future. For relevant products, we have begun to establish procurement offices in critically important producer regions. By doing so, we gain direct access to suppliers, which enables us to purchase products locally and check their quality without having to rely on an intermediary. Logistics is a key element of our supply chain. It must ensure that the correct amounts of all required products are available to customers at the right time. we are forging new
METRO GROUP : ANNUAL REPORT 2010 : BUSINESS → GROUP MANAGEMENT REPORT : 12. SUPPLEMENTARy ANd FORECAST REPORT paths in logistics to satisfy multifaceted customer demands, particularly with respect to food items. A prime example is our new logistics platform for fresh fish: by opening a fish logistics centre in Gross-Gerau near Frankfurt am Main, Germany, we can now guarantee that almost all types of fish are available in stores within 48 hours of being caught. In future, we intend to further optimise our logistics in order to quickly, efficiently and sustainably transport products to our stores. Expected earnings situation: outlook for the sales divisions of METRO GROUP Metro Cash & Carry Metro Cash & Carry is our most international sales division. Its stated goal is to continue on its profitable long-term growth course. New sales potential will be tapped in 2011 thanks to the planned opening of more than 40 stores and further extension of the delivery service. Aside from the expansion of business in Eastern Europe, growth in Asia will play a key role. In the mature economies of western Europe, we are making decisions about new store openings on the basis of new concepts and a sensible approach to consolidating the store network. New formats are well suited to attracting new customers in very mature markets as well. So-called satellite concepts are among these formats. As branches of existing stores, they can complement the existing sales network. In contrast, the establishment of a modern cash & carry wholesale structure is the pressing issue in growth markets. here, quality and consistent availability of goods represent unique selling propositions that are highly valued by customers. In future, Metro Cash & Carry intends to improve its response to customer needs, reacting even more quickly and gearing offerings to them. here, long-term partnerships with suppliers play an important role in being able to offer an ample supply of fresh, high-quality products at all times. As the availability of and direct access to producers are becoming ever more crucial, Metro Cash & Carry is intensifying relationships with suppliers – for example, through qualification measures. This approach creates the foundations for sustainable, profitable growth. Own-brand products have a high priority worldwide as these products can offer an important edge over the competition. Over the medium term, the plan is to increase the sales share of Metro Cash & Carry own-brand products to 20 percent. → p. 139 with increased sales, Metro Cash & Carry expects substantially improved earnings in 2011 and 2012. Productivity gains and cost-optimisation measures significantly contribute to this. Real In 2010, Real Germany also recorded progress within the context of its repositioning. The raising of Real’s brand profile is to continue over the next two years; in addition, the share of own-brand products is to be increased in all relevant product categories. In the medium term, the sales share of own-brand products is to be increased to around 25 percent. Real will continue to renew its market presence by applying new concept modules. These lead to a perceptible sales increase in the respective product categories while employing a relatively limited amount of capital. Internationally, Real plans to open about 5 new stores in 2011. Because of Eastern Europe’s potential, Real will systematically carry out this expansion within its existing country portfolio. In Germany, Real is focused on improving its existing store network. In 2011 and 2012, we expect Real to continue to boost sales and earnings by employing cost-saving measures as well as further improving operating performance. Media Markt and Saturn Media Markt and Saturn is the leading consumer electronics retailer in Europe. In 2010, the sales division increased its market share in numerous countries. In 2011, we aim to open about 70 new stores. The market presence in China offers enormous growth potential, and we want to open up to 10 stores in Shanghai by the end of 2012. Following this test phase, we will make a decision about an expansion of possibly 100 Media Markt stores in China. The sales division is pressing forward with extending the multichannel business. In Germany, Media Markt and Saturn plans to launch a comprehensive range of online products and services in 2011. Media Markt and Saturn will step up the introduction of new exclusive-brand products in 2011, extending this range of products to other countries as well. For Media Markt and Saturn, we are aiming for a tangible increase in sales and earnings in 2011. Even without major sport events like the Football world Cup or the Olympic
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