pdf (22.8 MB) - METRO Group

METRO GROUP : ANNUAL REPORT 2011 : BUSINESS
→ GROUP MANAGEMENT REPORT : 12. SUPPlEMENTARy ANd fOREcAST REPORT
of customer groups as well as regional market conditions
play a crucial role in this strategic focus. We are addressing
these factors by further refining sales formats and sales
channels. In addition, an entrepreneurial attitude continues
to be promoted and shapes daily actions.
at Metro Cash & Carry, the focus is clearly on professional,
commercial customers. The wholesaler has successfully
introduced its delivery service in nearly all stores and will
continue to expand it. smaller store formats and a sales force
more focused on the customer will reach new customer
groups, promoting greater customer centricity and retention.
Real will forge ahead with its repositioning. The introduction
of other tailored product worlds will increase the appeal of
Real hypermarkets. additional growth fields are being tapped
by online sales and the innovative service Real Drive. Mediasaturn
will continue to dovetail its stationary business with
online shopping and will introduce the appealing multichannel
strategy internationally. This will generate high
sales potential in years to come. online sales will be further
pursued by taking such steps as using the Redcoon brand.
Galeria Kaufhof will continue to rigorously focus its business
on the zeitgeist. By broadly increasing its range of products
sold online, the sales division will expand this rapidly growing
sales channel.
Efficiency and value-enhancing programme shape 2012
The aim of shape 2012 is to secure MeTRo GRoUp’s longterm
profitable growth. To achieve this goal, we have streamlined
our structures and introduced measures to further
improve our business. During the final year of shape 2012,
the programme’s focus will shift in particular to measures
aimed at further fuelling and implementing productivity
improvements. In this way, the idea of making our Company
more customer-focused and efficient is increasingly
anchored in our day-to-day business. shape 2012 will reshape
MeTRo GRoUp beyond the year of 2012 and is preparing us
for future challenges.
Non-financial targets
In addition to its financial targets, MeTRo GRoUp also pursues
a number of non-financial targets. These will be outlined
in detail in the next progress report. The goals are
related to the four topics of “supply chain and products”,
“energy and resource management”, “employees and social
affairs” and “social policies and stakeholder dialogue”. Furthermore,
our long-term objective is to reduce our green-
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house gas emissions per square metre by 15 percent by 2015
compared with the reference year of 2006.
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-saturn may subsequently
arise as well. entry into additional countries is not planned
for Galeria Kaufhof.
new sales channels are opening the way to new sales potential.
one key source of sales is the growing popularity of
online shopping. all our sales divisions are responding to this
shift by expanding their multichannel product ranges.
Besides technical solutions like applications, they provide
their customers with an extensive range of products and services
in their online shops. The stationary store can serve as
a pickup location and assures personal contact. providers
that work exclusively on the Internet lack this capability. This
option is valued and well received by customers.
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, building 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, which enable commercial customers and consumers to
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 2012 and future years.
The introduction of own-brand products by Media-saturn in
2010 has been well received. The sales division will introduce
the products in other countries in 2012 and markedly
expand this range.