소매업체의 글로벌 확장전략과 공급사슬관리에 관한 연구

• 영문명: A Study on the Retailer's Global Expansion Strategy and Supply Chain Management: Focus on the Metro Group
• 발행기관: 한국유통과학회
• 저자명: 김동윤(Dong Yun Kim) 문미진(Mi Jin Moon) 이상윤(Sang Youn Lee)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제12호, 25~37쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

Purpose - The structure of retailing has changed as retailers develop markets in response to business environment changes. This study aims to analyze the general situation of retailers in order to predict future global strategy using case studies of overseas expansion strategy and the Metro Group's global strategy. Research design, data, and methodology - The backgrounds to the new retail business model and retailer classification are analyzed as theoretical data. In addition, the key success point of the Metro Group's "cash and carry" strategy is analyzed as is the Metro Group's global CFAR (collaborative planning, forecasting, and replenishment) strategy. Finally, the plan for cooperation and precise forecasting under the Metro Group's supply chain management are analyzed from the promotion environment viewpoint. Related materials analyzed included the 2012 annual report, the Metro Group's web page, and a video interview with the executive in charge of global strategy and the new market development department. Some data were revised to avoid disrupting essential aspects of the case studies. Results - The important finding was that the Metro Group could be a world-class retail company with its successful global expansion strategy. The Metro Group's global strategy's primary goal is to have a leading business position in Eastern and Western Europe. The "cash and carry" strategy is highest priority in its overseas expansion strategy. Moreover, the Metro Group has standardized product planning capacity, which could be applied in various countries with different structural and cultural backgrounds. This is the main reason that the Metro Group could rapidly become successful in the Eastern Europe and Asian markets through its structural overseas expansion strategies. In addition, the Metro Group emphasizes the importance of supply chain management. Conclusions - First, retailers should create additional value through utilizing the domestic market, market power, and e

목차

Abstract

1. 서론

2. 소매 업태의 정의와 분류

3. 소매 기업의 해외 진출 전략

4. 프로모션 환경의 SCM

5. 메트로 그룹의 캐시앤캐리와 글로벌 성장 전략과 성공요인

6. 결론

References

키워드

Metro Group Cash & Carry SCM CPFR Retail's