Travail sur colruyt

Milazzo Anthony                                                        02/022016

Brogniet Jonathan

English UF 4 ( Marketing)

Writing

Colruyt Group

Syllabus - page 47

English – Cie profile

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1. What is Colruyt group’s marketing strategy today ?

They sells brand products and It’s the first group on the food market. The reason ? Colruyt is less expensive than their competitors such as Carrefour, Delhaize … They know that Price is an important factor and they promote products with an aggressive pricing strategie. Actually, they use a strategy which consist in reduce prices according competitors. « Red phone » allows consumers to inform Colruyt that a product is less expensive in an other supermarket.

There is not many investissements for presentations of products or decorations. And it’s really effective because this allows to reduce costs.

Colruyt try to control every step, from production to the sales.

1. Who is the chief executive today ?

Jef Colruyt is the chief executive and he works on retail, an important part of his activities.

1. What does Colruyt sell nowadays ?

Colruyt sells food, they operate petrol station with Dats24 open 24/24h. They also sell office supplies, toys and electronic devices.

4)        What is Tesco plc ?

Colruyt group is leader on the food market and they offer brand’s product, in low price. They apply a technics who consist of be informed when an other group has price cheaper.

In 1950, Franz Colruyt created “The SA Ets Franz Colruyt”, grocery wholesaler.

6)         How did Colruyt start  ?

Franz Colruyt, a baker's son, starts a colonial wares wholesale business, selling, among others, coffee and spices. At first, he supplies the grocers in the area, but he quickly expands to the Brussels region. Together with his brothers, Jo Colruyt takes over leadership of the company that by this time already supplies over 800 independent retailers. When Competitors also start using the term 'discount', and because of this all the discount stores are renamed Colruyt.

In 1994  Jo Colruyt passes away. His son Jef succeeds him. The group is expanded with 5 droomland stores, which are later renamed DreamLand. In 1997, Colruyt opens their first store in France. In 2000, Colruyt Starts Collect&Go : ordering groceries online and picking them up at a colruyt store.

Now a day, In Belgium, Colruyt Group owns 224 colruyt branches, 80 Okay branches, 7 bio-planet branches, 35 Dreamland branches, 10 Dreambaby branches and 87 DATS 24 petrol station. In total, the group has more than 25000 employees. And their sales revenue is more than 8 billion!!!

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