Makro cash &
Makro cash &
carry
carry
Synopsis Synopsis Makro is a joint venture between SHV
Nethrland and house of Habib in Pakistan. Makro has opened three outlets in
Pakistan. Makro has international contracts with
multinational.
TargetTarget MarketMarket
Small and medium sized retailers, hotels, restaurants, catering services, and cafeterias.
Marketing StrategyMarketing StrategyAccording to Porter Generic strategies Makro is using focus strategy.
Product:Product: Producing in-store brands. Providing many products of different
brands under one roof.
Marketing StrategyMarketing StrategyPlace:Place:
Two stores in Karachi & one in Lahore.
Price:Price: Low prices as compare to other cash &
carry stores.
Marketing strategyMarketing strategyPromotion:Promotion:
Latte Lounge Bake Shop at both Makro stores in Karachi.
Distributing their brochure to their target market.
They advertise their own brand in their stores.
Positioning StrategyPositioning Strategy
Maximum products under one roof at affordable prices.
Future PlansFuture Plans
Producing more in-store products. Opening more stores in the coming year.
Makro’s SWOT AnalysisMakro’s SWOT AnalysisStrengths:Strengths: More shelf space for products to get more facing. Skillful sales personals.
Weaknesses:Weaknesses: Low margin from manufacturer as compare to traditional
channels. Insufficient outlets in Pakistan.
Makro’s SWOT analysisMakro’s SWOT analysisOpportunities:Opportunities: People seeking all needed products under
one roof. Companies are realizing the importance of
having a presence at the point of purchase.
Threats:Threats: People are very usedto with tradational
channels.
RecommendationsRecommendations
Expand geographical coverage. Maximize margin from manufactureres. More focus on end consumers.