welcome subject: global competitiveness of lotte department store and its global strategy by: maria...
TRANSCRIPT
WELCOME
Subject:Global competitiveness of Lotte
Department Store and its global strategy
By:Maria van HooijdonkThe Netherlands2011/11/30
Content
• Facts and image of Lotte Department Store• Competition & consumer behavior in Europe:- The Netherlands-France-Germany•Would it work?• Marketingstrategy
What is Lotte Department Store?Facts
Providing sincere and honest service
• The premiere domestic retailer featuring diversified products and sincere services
• 29 stores; 2 overseas (Moscow, Beijing)• Nr 586; The Worlds Biggest Public CompaniesVision: Global top 5, professionality, customers
What is Lotte Department Store?Facts
Providing sincere and honest service
• The premiere domestic retailer featuring diversified products and sincere services
• 29 stores; 2 overseas (Moscow, Beijing)• Nr 586; The Worlds Biggest Public CompaniesVision:
“Customers always come first”“Customers are the Master of Our
Company”“You are our foremost priority”
“More Than Life”“Always With You”
What is Lotte Department Store? Image
Survey Korean people
• Expensive/ for the higher class• Modern interior• Many products• Huge• Crowded• Easy to find
What is Lotte Department Store? Image
Survey European foreigners in Korea
• Chique• Overwhelming• Many products• Huge• Service (≈ ‘too’ many employees)• A day out• For presents
+ Impressive
- Uncomfortable
Competition in the Netherlands
• Hema• V&D• Metz&Co (Europe)
≈ to Lotte Department Store:• Shoppingmalls with different stores
( De Barones; 33.000 m2)
• Bijenkorf
Competition in the Netherlands
• Hema• V&D• Metz&Co
≈ to Lotte Department Store:• Shoppingmalls with different stores
( De Barones; 33.000 m2)
• Bijenkorf De Barones, South of Holland
Competition in the Netherlands
• Hema• V&D• Metz&Co
≈ to Lotte Department Store:• Shoppingmalls with different stores
( De Barones; 33.000 m2)
• Bijenkorf
De Bijenkorf
Competition in the Netherlands
• Hema• V&D• Metz&Co
≈ to Lotte Department Store:• Shoppingmalls with different stores
( De Barones; 33.000 m2)
• Bijenkorf
De Bijenkorf
Competition in the Netherlands
• Hema• V&D• Metz&Co
≈ to Lotte Department Store:• Shoppingmalls with different stores
( De Barones; 33.000 m2)
• Bijenkorf
Consumer behavior in the Netherlands
• Shoppingstreets• 1 Shoppingcenter per city• Men / women• “Kijken, kijken, niet kopen.”
(Looking, looking, no buying)
• Sales• Oriënted shopping or a day out• Don’t want to be bothered• Online
Consumer behavior in the Netherlands
• Shoppingstreets• 1 Shoppingcenter per city• Men / women• “Kijken, kijken, niet kopen.”
(Looking, looking, no buying)
• Sales• Oriënted shopping or a day out• Don’t want to be bothered• Online
Consumer behavior in the Netherlands
• Shoppingstreets• 1 Shoppingcenter per city• Men / women• “Kijken, kijken, niet kopen.”
(Looking, looking, no buying)
• Sales• Oriënted shopping or a day out• Don’t want to be bothered• Online
Consumer behavior in the Netherlands
• Shoppingstreets• 1 Shoppingcenter per city• Men / women• “Kijken, kijken, niet kopen.”
(Looking, looking, no buying)
• Sales• Oriënted shopping or a day out• Don’t want to be bothered• Online
Service (≈ ‘too’ many employees)
Consumer behavior in the Netherlands
• Shoppingstreets• 1 Shoppingcenter per city• Men / women• “Kijken, kijken, niet kopen.” (Looking,
looking, no buying)
• Oriënted shopping or a day out• Don’t want to be bothered• Online
Competition in France
Pleasurable and mainstream shopping• Galerie Lafayette:• Printemps
A day out• Carrousel du Louvre (containing several restaurants including a controversial Mc Donalds.The mall includes a convention center and exhibition hall.)
• Lyon Part-Dieu (It is the biggest downtown shopping center in Europe, 134.000m²)
Consumer behavior in France
• Traditionally-minded Parisians still prefer to buy much of their food from specialty stores, such as bakeries, butcher shops, cheese shops, etc
• Flea markets• A day out
Competition in Germany
• Paunsdorf Center• Ruhrpark Shopping Center• Sevens (Saturn)
• CentrO (70.000 sqm)
Consumer behavior in Germany
• Men/ women• Compare different stores when
expensive• Long distances (up to 200km)
• Shoppingstreets• Social levels• Brand value (youngsters)
“Customers always come first”“Customers are the Master of Our Company”
“You are our foremost priority”“More Than Life”“Always With You”
CONSUMERS!
Would it work?
1. Lotte: Dutyfreeshop2. Lotte is very transparant3. Bonding4. Like Batavia in Holland
YES
1. With internetshopping
2. Keep up the transparancy
3. Lotte Card
4. Rich people/ exclusive
4. Change image
Would it work?
1. Lotte: Dutyfreeshop2. Lotte is very transparant3. Bonding4. Like Batavia in Holland
YES NO
1. With internetshopping a. With the name-image combination
2. Keep up the transparancy b. In the centrum
3. Lotte Card c. Too many ‘discount’cards
4. Rich people/ exclusive d. Difference per country
4. Change image
a. Lotte is a Dutch girlb. Cosy shoppingstreetsc. Not for too many different
things like boulangeriesd. Consumer behavior
Would it work?
1. Lotte: Dutyfreeshop2. Lotte is very transparant3. Bonding4. Like Batavia in Holland
YES NO
1. With internetshopping a. With the name-image combination
2. Keep up the transparancy b. In the centrum
3. Lotte Card c. Too many ‘discount’cards
4. Rich people/ exclusive d. Difference per country
4. Change image
a. Lotte is a Dutch girlb. Cosy shoppingstreetsc. Not for too many different
things like boulangeriesd. Consumer behavior
Would it work in Europe?
1. Lotte: Dutyfreeshop2. Lotte is very transparant3. Bonding4. Like Batavia in Holland
YES NO
1. With internetshopping a. With the name-image combination
2. Keep up the transparancy b. In the centrum
3. Lotte Card c. Too many ‘discount’cards
4. Rich people/ exclusive d. Difference per country
4. Change image
a. Lotte is a Dutch girlb. Cosy shoppingstreetsc. Not for too many different
things like boulangeriesd. Consumer behavior
Marketingstrategy
• Hairdressers• Higher class sportsclubs (moms & women friends)
• Airplanes• Sundayevents • Connect with internet (forum & shopping)
• Subscription with benefits and card (bonding)
• Listen to consumers and react immediatly on them; communication!
MarketingstrategyHow to create the image and the conversation?
Listen to consumers and react immediatly onthem; communication!
• Reading, clicking, buying, enjoying, writing, talking, reading, clicking, buying, enjoying, writing, talking, etc
Shape the image through:- the right advertisements at the right locations- a suited way of writing to the targetgroup- design!
MarketingstrategyHow to create the image and the conversation?
Listen to consumers and react immediatly onthem; communication!
• Reading, clicking, buying, enjoying, writing, talking, reading, clicking, buyinh, enjoying, writing, talking, etc
Shape the image through:- the right advertisements at the right locations- a suited way of writing to the targetgroup- design!