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WELCOME

WELCOME. Subject: Global competitiveness of Lotte Department Store and its global strategy B y : Maria van Hooijdonk The Netherlands 2011/11/30. Content. Facts and image of Lotte Department Store Competition & consumer behavior in Europe : - The Netherlands France Germany

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WELCOME

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  1. WELCOME Subject:Global competitivenessof Lotte Department Store and itsglobalstrategy By: Maria van Hooijdonk The Netherlands 2011/11/30

  2. Content Facts and image of Lotte Department Store Competition & consumerbehavior in Europe:- The Netherlands France Germany Woulditwork? Marketingstrategy

  3. What is Lotte Department Store?FactsProvidingsincere and honest service • The premieredomesticretailerfeaturingdiversifiedproducts and sincere services • 29 stores; 2 overseas (Moscow, Beijing) • Nr 586; The WorldsBiggest Public Companies Vision: Global top 5, professionality, customers

  4. What is Lotte Department Store?FactsProvidingsincere and honest service “Customersalwayscomefirst” “Customers are the Master of Our Company” “You are ourforemostpriority” “More Than Life” “Always WithYou” • The premieredomesticretailerfeaturingdiversifiedproducts and sincere services • 29 stores; 2 overseas (Moscow, Beijing) • Nr 586; The WorldsBiggest Public Companies Vision:

  5. What is Lotte Department Store? Image SurveyKoreanpeople • Expensive/ for the higherclass • Modern interior • Manyproducts • Huge • Crowded • Easy to find

  6. What is Lotte Department Store? Image SurveyEuropeanforeigners in Korea • Chique • Overwhelming • Manyproducts • Huge • Service (≈ ‘too’ many employees) • A day out • For presents + Impressive - Uncomfortable

  7. Competition in the Netherlands • Hema • V&D • Metz&Co (Europe) ≈ to Lotte Department Store: • Shoppingmallswith different stores ( De Barones; 33.000 m2) • Bijenkorf

  8. Competition in the Netherlands • Hema • V&D • Metz&Co ≈ to Lotte Department Store: • Shoppingmallswith different stores ( De Barones; 33.000 m2) • Bijenkorf De Barones, South of Holland

  9. Competition in the Netherlands De Bijenkorf • Hema • V&D • Metz&Co ≈ to Lotte Department Store: • Shoppingmallswith different stores ( De Barones; 33.000 m2) • Bijenkorf

  10. Competition in the Netherlands De Bijenkorf • Hema • V&D • Metz&Co ≈ to Lotte Department Store: • Shoppingmallswith different stores ( De Barones; 33.000 m2) • Bijenkorf

  11. Competition in the Netherlands • Hema • V&D • Metz&Co ≈ to Lotte Department Store: • Shoppingmallswith different stores ( De Barones; 33.000 m2) • Bijenkorf

  12. Consumerbehavior in the Netherlands • Shoppingstreets • 1 Shoppingcenter per city • Men / women • “Kijken, kijken, niet kopen.” (Looking, looking, nobuying) • Sales • Oriëntedshoppingor a day out • Don’t want to bebothered • Online

  13. Consumerbehavior in the Netherlands • Shoppingstreets • 1 Shoppingcenter per city • Men / women • “Kijken, kijken, niet kopen.” (Looking, looking, nobuying) • Sales • Oriëntedshoppingor a day out • Don’t want to bebothered • Online

  14. Consumerbehavior in the Netherlands • Shoppingstreets • 1 Shoppingcenter per city • Men / women • “Kijken, kijken, niet kopen.” (Looking, looking, nobuying) • Sales • Oriëntedshoppingor a day out • Don’t want to bebothered • Online

  15. Consumerbehavior in the Netherlands • Shoppingstreets • 1 Shoppingcenter per city • Men / women • “Kijken, kijken, niet kopen.” (Looking, looking, nobuying) • Sales • Oriëntedshoppingor a day out • Don’t want to bebothered • Online Service (≈ ‘too’ many employees)

  16. Consumerbehavior in the Netherlands • Shoppingstreets • 1 Shoppingcenter per city • Men / women • “Kijken, kijken, niet kopen.” (Looking, looking, nobuying) • Oriëntedshoppingor a day out • Don’t want to bebothered • Online

  17. Competition in France Pleasurable and mainstreamshopping • 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)

  18. Consumerbehavior 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

  19. Competition in Germany • Paunsdorf Center • RuhrparkShopping Center • Sevens (Saturn) • CentrO(70.000 sqm)

  20. Competition in Germany • Paunsdorf Center • RuhrparkShopping Center • Sevens • CentrO(70.000 sqm)

  21. Consumerbehavior in Germany • Men/ women • Compare different stores whenexpensive • Long distances(up to 200km) • Shoppingstreets • Sociallevels • Brand value(youngsters)

  22. CONSUMERS! “Customersalwayscomefirst” “Customers are the Master of Our Company” “You are ourforemostpriority” “More Than Life” “Always WithYou”

  23. Woulditwork? 1. Lotte: Dutyfreeshop 2. Lotte is very transparant 3. Bonding 4. Like Batavia in Holland

  24. Woulditwork? 1. Lotte: Dutyfreeshop 2. Lotte is very transparant 3. Bonding 4. Like Batavia in Holland • Lotte is a Dutch girl • Cosyshoppingstreets • Notfortoomany different thingslikeboulangeries • Consumerbehavior

  25. Woulditwork? 1. Lotte: Dutyfreeshop 2. Lotte is very transparant 3. Bonding 4. Like Batavia in Holland • Lotte is a Dutch girl • Cosyshoppingstreets • Notfortoomany different thingslikeboulangeries • Consumerbehavior

  26. Woulditwork in Europe? 1. Lotte: Dutyfreeshop 2. Lotte is very transparant 3. Bonding 4. Like Batavia in Holland • Lotte is a Dutch girl • Cosyshoppingstreets • Notfortoomany different thingslikeboulangeries • Consumerbehavior

  27. Marketingstrategy • Hairdressers • Higherclasssportsclubs (moms & womenfriends) • Airplanes • Sundayevents • Connectwith internet (forum & shopping) • Subscriptionwithbenefits and card (bonding) • Listen to consumers and reactimmediatlyonthem; communication!

  28. MarketingstrategyHow to create the image and the conversation? Listen to consumers and reactimmediatlyon them; 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 suitedway of writing to the targetgroup - design!

  29. MarketingstrategyHow to create the image and the conversation? Listen to consumers and reactimmediatlyon them; 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 suitedway of writing to the targetgroup - design!

  30. Marketing strategy • Babbelbox ! • Talkwall

  31. Thankyouverymuch! Questions & discussion

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