Module: Introduction to METRO

CORPORATE HOUSE OF TRAINING

COPYRIGHT © 2010 METRO Cash & Carry , India

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Contents
1

1. The Development of METRO 
History  METRO Group & Sales Lines  METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept 
Vision  Mission Statement  Core Values  Strategy  Cash & Carry Business Concept  10 Business Principles

3. Our Customers, our Stores, our Assortment 
Customer Branch Segmentation  Store Format and Layout  Food & Non-Food Departments  Category Roles

4. Metro Cash & Carry India 
General Presentation  Metro, a responsible Corporate Citizen  Strategy Expansion Positioning Performance Competence PAGE 2

Contents
1

1. The Development of METRO 
History  METRO Group & Sales Lines  METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept 
Vision  Mission Statement  Core Values  Strategy  Cash & Carry Business Concept  10 Business Principles

3. Our Customers, our Stores, our Assortment 
Customer Branch Segmentation  Store Format and Layout  Food & Non-Food Departments  Category Roles

4. Metro Cash & Carry India 
General Presentation  Metro, a responsible Corporate Citizen  Strategy Expansion Positioning Performance Competence PAGE 3

History
1

1964 First METRO Cash & Carry store opened
in Mulheim, Germany, by Otto Beisheim

1964

1968 First MAKRO store opened in the Netherlands.
Enhancement & internationalization of the concept.

1996 METRO AG was founded. Since then the
Headquarters have been situated in Düsseldorf, Germany.

1968

METRO Group acquired the European Cash & Carry business of SHV MAKRO in which METRO Group already held a 40 % stake. METRO Group is quoted on the stockmarket today.

1998

2003

2003 First store openings in India and Ukraine. Since then
focus on expansion in new countries, especially in Eastern Europe and Asia.

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Cash & Carry* Food Retail Nonfood Specialty Department Stores * Cash & Carry includes Schaper stores PAGE 5 .5 billion in 2009.Sales Lines of METRO Group 1 The METRO Group is one of the Top 5 retailing groups worldwide with sales of ½ 65.

2010 11.2009 Cross-divisional service companies * Cash & Carry includes Schaper stores PAGE 6 .Contribution of Each Sales Line 1 Cash & Carry* Food Retail Nonfood Specialty Department Stores 30.6 bn ¼ Status 30.04.04.6 bn ¼ Status 31.2010 19.2010 3.3 bn ¼ Status 30.12.7 bn ¼ Status 30.04.

com/intranet/site/metro-group/node/19438/Len/index.in. Cross-divisional Service Companies METRO Group Asset Management MGB METRO GROUP Buying HK MGI METRO GROUP Information Technology MGL METRO GROUP Logistics MFM METRO GROUP Facility Management MGA METRO GROUP Advertising MIB METRO GROUP Insurance Broker MGT METRO GROUP Travel MGP METRO GROUP Account Processing MIAG Metro International AG http://mcc.5 billion in 2009.metrogroup-networking.Sales Lines of METRO Group 1 The METRO Group is one of the Top 5 retailing groups worldwide with sales of ½ 65.html * Cash & Carry includes Schaper stores PAGE 7 .

METRO Cash & Carry 1 Metro Cash & Carry A core division of METRO Group and worldwide market leader in self-service wholesaling. PAGE 8 .

9 million m² total sales area More than 100.2010 PAGE 9 .12.METRO Cash & Carry 1 669 stores in 31 countries* 4.6 billion ¼ 2009 -10 * Status: 17.000 employees Sales of 30.

METRO/ MAKRO Cash & Carry Stores Worldwide 1 AT [1971] BE [1970] BG [1999] CN [1996] HR [2001] CZ [1997] DK [1971] FR [1971] DE [1964] 12 VN [2002] 11 11 43 6 13 5 91 PK [2007] 121 GR [1992] 9 UK [1971] 5 KZ 9 HU [1994] 30 UA [2003] 1 13 IN [2003] 25 TR [1990] 6 IT 14 ES [1972] GREECE RUSSIA CHINA Quanzhou Tomilino Volos 16th Oct 2007 11th Jan 2008 13th Dec NL 2007 MA [1968] [1991] [1972] 48 JP [2002] 34 SK [2000] 6 MD [2004] RS [2005] RU [2001] RO [1996] PT [1990] PL [1994] 5 5 52 24 10 29 17 8 3 Status: 31ST March 2010 PAGE 10 .

METRO/ MAKRO Cash & Carry Stores Worldwide 1 AT [1971] BE [1970] BG [1999] CN [1996] HR [2001] CZ [1997] DK [1971] FR [1971] DE [1964] 12 VN [2002] 11 11 46 6 13 5 91 PK [2007] 121 GR [1992] 9 UK [1971] 2 KZ 9 HU [1994] 30 UA [2003] 13 IN [2003] 25 TR [1990] 6 INDIA August 2003 2008 RS [2005] IT [1972] 14 ES [1972] 48 JP [2002] 34 SK [2000] 6 RU [2001] RO [1996] PT [1990] PL [1994] NL [1968] MA [1991] MD [2004] 5 5 52 24 10 29 17 8 3 Status: 31ST March 2010 PAGE 11 .

our Stores. The Development of METRO  History  METRO Group & Sales Lines  METRO Cash & Carry Countries 2.Contents 2 1. Our Customers. METRO Mission & Wholesale Concept  Vision  Mission Statement  Core Values  Strategy  Cash & Carry Business Concept  10 Business Principles 3. a responsible Corporate Citizen  Strategy Expansion Positioning Performance Competence PAGE 12 . our Assortment  Customer Branch Segmentation  Store Format and Layout  Food & Non-Food Departments  Category Roles 4. Metro Cash & Carry India  General Presentation  Metro.

How Is It All Linked? 2 PAGE 13 .

PAGE 14 .The Vision of METRO Cash & Carry 2 VISION METRO will dominate the Cash & Carry wholesale segment globally. through our unique business formula which improves the competitiveness of our customers all over the world.

METRO provides quality products and business solutions at the lowest possible prices.Our Mission Statement 2 METRO is a Cash & Carry Wholesaler for businesses and professionals. PAGE 15 .

METRO Cash & Carry·s 12 Core Values 2 Win-win partnership with our suppliers Open communication Defined format adapted to local market needs Innovative in all we do Commitment to give our customers more value for their money Efficient and low-cost operation Our Core Values Acknowledged first-choice Cash & Carry Wholesaler Strive for reliability and transparency Commitment to ethical and environmental values Our employees are our main asset Sustained growth of shareholder value Continuous focus on customer needs and satisfaction PAGE 16 .

The Cash & Carry Business Concept 2 Wholesaler Someone who buys and sells goods in large amounts to shops and businesses. (Source: Cambridge advanced dictionary) PAGE 17 . (Source: Cambridge advanced dictionary) Retailer A person. shop or business that sells goods to the public.

The Cash & Carry Business Concept 2 WHOLESALER Our Distribution Centres bring Suppliers together with Professional Customers Manufactures Farmers Co-ops Traders HoReCa Small businesses ³Business to Business´ Access only to registered Professional Customers via free Metro Card PAGE 18 .

The Cash & Carry Business Concept 2 OUR COMPETITORS Not only Retailers« But also« Wet Market Suppliers Wholesale Market PAGE 19 .

The Cash & Carry Business Concept 2 Customers pay in cash* CASH & CARRY Customers put their own order together * With some countries other payment types are accepted Customers carry the goods away in their own vehicles PAGE 20 .

Advantages of the Cash & Carry Business Concept 2 CASH & CARRY CONCEPT SelfService Wide range of choices Everything under one roof Time-saving shopping Direct Mailing Personal contact Solid organizational structure Standardized store layout Supply Chain Management Professional Stock Keeping Function service Cash Flow Advantage PAGE 21 .

Excellence in Supply Chain Management Functional Alignment and Controlling PAGE 22 . One-Stop-Shopping 3. Focused on Customer Needs 1. Enhanced Customers¶ Competitiveness 5. Focused on Customer Needs 2.METRO Cash & Carry·s 10 Business Principles 2 1. Excellence in Supply Chain Management 5. Store Concept & Layout for Professional Needs 4.

Excellence in Supply Functional Alignment and Controlling http://www. Focused on Customer Needs 8. Internationally Transferable Concept 9. Career Opportunities Chain Management Functional Alignment and Controlling 5. Internationally transferable concept 10. Focused on Customer Needs 6. Advanced Customer Service 7.metro-cc. Strengthening of Local Suppliers 1. Support of National Infrastructure Functional Alignment and Controlling 9.METRO Cash & Carry·s 10 Business Principles 2 1.com/ Functional Alignment and Controlling PAGE 23 .

Advantages of Metro C&C for its Customers 1 2 3 4 5 6 7 8 9 10 3 Best prices guaranteed It¶s your warehouse Everything under a single roof Extended business hours Quality guaranteed Free parking After-sales service In touch ± at all times Manage your stocks more productively Great value for money PAGE 24 .

PAGE 25 .Conditions to be a METRO Customer 2 Everyone who has a registered business.

PAGE 26 . MCC should offer all customers value adding services. and reward specific customer groups with additional benefits inand outside the store.Customer Cards as Opportunity to Create Retention 2 Through CUSTOMER CARDS.

METRO Mail & Customer Card 2 Professional services for professional customer needs Customer card for entrance control. Direct mailings  regularly with attractive special offers  targeted mailings to selected customer groups with offers that are focused on their individual business needs. PAGE 27 . Customer Consultants available in all stores are responsible for:  the support of existing customers  the acquisition of new customers.

Contents 3 1. METRO Mission & Wholesale Concept  Vision  Mission Statement  Core Values  Strategy  Cash & Carry Business Concept  10 Business Principles 3. our Assortment  Customer Branch Segmentation  Store Format and Layout  Food & Non-Food Departments  Category Roles 4. our Stores. a responsible Corporate Citizen  Strategy Expansion Positioning Performance Competence PAGE 28 . Metro Cash & Carry India  General Presentation  Metro. The Development of METRO  History  METRO Group & Sales Lines  METRO Cash & Carry Countries 2. Our Customers.

Caterers A BUSINESS which transforms food ingredients in order to sell complete meals (exception: the accommodation service of a hotel). PAGE 29 . Could not run its business without shopping for food. CDC Core Demand Customer Food Professional A BUSINESS which buys food products as core input. Food Traders A BUSINESS which resells the product. Can run its business without the products purchased at METRO. Companies & Offices A BUSINESS which buys inputs of secondary importance for its business at METRO. SCO ± Services. Restaurants.International Definition 3 HoReCa Hotels.

g.g.  Generalist F  Kiosks  Specialist F  Petrol station  NF trader. Traders e.Who Are Our Customers? 3 HoReCa e.g. Companies & Offices e. PAGE 30 . Services e.  Health Care  Wellness  Physical services  Craftsmen.g.  Hotels  Restaurants  Caterer  Café / bars  Pubs.  Institutions  Industries  Office based services  Metro internal.

Frozen & Bakery Delicatessen. yogurts and additional milk products Meat Meat and poultry in a strictly temperature controlled environment Deep Frozen PAGE 31 . traceability and availability ² Fresh Food Fruit & Vegetables Local and exotic varieties in different pack sizes Fish Varieties of fish and other seafood. cheese.Food departments 3 Wide and deep food offering with special focus on quality. delivered daily from fresh distribution centers Dairy .

Spirits PAGE 32 . wine and spirits BWST ± Beverages.Food departments 3 Wide and deep food offering with special focus on quality. traceability and availability ² Dry food Grocery Local and exotic varieties in different pack sizes Sweets & Confectionery All kinds of sweets & savories. toffees & candies too NFIF Detergents & Toiletries. all cleaning material Beverages Non-alcoholic drinks. Wines.

Power tools. All linen . Luggage & Footwear Ladies. curtains. hand towels. glassware.Non-Food Departments (1/2) 3 Comprehensive Non-Food assortment covering complementary business demand. tools. doormats etc PAGE 33 . Car accessories. Men. pots and pans.Bed sheets. Tools & accessories etc Office & Stationery Office solutions ranging from files to paper. cutlery.. plastic-ware. Accessories. pens. Utensils. Shoes ± casual & & for uniform Luggage. glue. tableware. bath mats . kitchenware. crockery. Household Home Textiles Home Improvement Do it Yourself ± Furniture. pencils etc. bath towels.

juicers etc. diwali.Non-Food Departments (1/2) 3 Comprehensive Non-Food assortment covering complementary business demand. television. mixers. Men. PAGE 34 . Bulbs & lamps. Media Seasonal Apparel Appliances Home electronics. rice cookers. dusshera).. Uniforms. aprons etc for HoReCa Home electrical ± both small & large ± micro-ovens.g. mobiles. Ladies. cameras etc Complementary department with room for special events according to season (e. christmas.

Customer Care.Administration (1/2) 3 Service departments support the sales departments in their vending activities. PAGE 35 . Customer Entrance & After Sales Service Welcoming customers. display material and signage for the presentation of goods. Dealing with goods returns and After Sales Service. Human Resources Dealing with all human resources topics for the store¶s staff. Customer Managers Acquiring new customers and visiting registered customers. check & issue customer cards at the entrance. Decoration & Maintenance Settling of demonstration furniture.

debit and credit notes. handling of returns & relocations. Generating reports. Checkout Invoicing and collecting money from the customer before s/he leaves the store. PAGE 36 .Administration (2/2) 3 Administration & Logistics Center (ALC) Handling of the data transfer and the system in the store. Freebie control. Goods Receiving Receiving of goods in the Goods Receiving area. Main Cashier Handling of all invoices. Inventory management.

Departments at the Genesis Store 3 Sales Management  Front of House  Gold Customer CSD  Checkout / Main Cash  Deco  Maintenance  promo Management  Sales Floor management Stock Management ‡ Quality ‡ Logistics ‡ Goods Receiving ‡ ALC / IT ‡ Re.ordering ‡ Replenishment ‡ Outrigger management ‡ Stock Management ‡ PI / AI ‡ Planogram PAGE 37 Services Management ‡ Customer marketing ‡ FSD / COD / SKS Support ‡ HR & Training ‡ Security ‡ Store Admin .

How to sell our self in the industry .

Well groomed ± not just well dressed ‡ ‡ ‡ ‡ ‡ ‡ Hair (men / women) Accessories Elegance / make-up Clothes Personal hygiene Posture .

Posture ± the way we carry ourselves ‡ ‡ ‡ ‡ Do not slouch while standing or sitting Drumming signifies restlessness Rubbing eyes signifies boredom Negative posture looks suspicious and closed ‡ Constant hand movement signifies nervousness Let your dress and posture reflect professionalism .

well prepared ‡ Respect for time ± punctuality. listening . concise.What makes us different from the mob ‡ Positive attitude ‡ Appearance ± well groomed (smart. appointments ‡ Knowledge ± own ( product. customer¶s company ‡ Sensitivity to needs ± empathy. fresh and clean) ‡ Mannerisms ± polite. alert to needs ‡ Communication / sales presentation ± clear. sincere. Company ).

insincere.What makes generic ‡ Appearance ± sloppiness. bad usage of sales tools ‡ Unacceptable mannerism ± arrogance. loud and long conversations ‡ Pressure ± being pushy or µnegative¶. aggressive . disrespect.irrelevant chat. untidiness ‡ Lack of knowledge or information ‡ Poor communication: Sales presentation ± ill prepared. nosey. interrupting ‡ Time wasting .

Selling Skills .

5 Steps of Sales P ± Positive state of mind O ± Open discussion U ± Understand customer needs C ± Close the discussion H ± Handshake .

‡ Solve ± Provide facts and answer directly to clear the objection ‡ Close ± Gain Agreement to solution .Unique way of Handling ‡ Acknowledge ± Listen carefully ± Rephrase the objection in question form ± If I am to understand you correctly««.

Our Way: Closing ‡ Don¶t be scared. ± 44% Of all professionals give up after the first µno¶ ! 60% Of the industrialist say µNo¶ four times before they say µYes¶ .

± Eg : ³Now Mr. customer. .Our Way of Closing Summary Close ‡ Summarize the benefits. we have agreed that metro suites your day to day requirements. Shall I go ahead and deliver the card to you?´.

TEAM WORK United we stand divided we fall«« .Mantra to ace«.

Opportunities in Service Industry ‡ ‡ ‡ ‡ ‡ ‡ Hospitality/Tourism sector Retail sector Banking sector Logistics sector IT sector Public sector .