The Marketing Strategy of METRO Commercial Ltd.

I wrote my dissertation with the aim of analysing the marketing strategy of one of the most significant multinational companies in Hungary, the METRO Commercial Ltd. As I spent my graduation period in the Nyíregyháza METRO Store as a trainee in its Customer Marketing Department, I placed a special emphasis on the marketing activities carried out by this department as part of the METRO marketing strategy.First of all I provided a comprehensive theoretical background to support my topic. In the further chapters I analysed METRO as a C&C wholesaler. I gave an overview on its history and evolution on the Hungarian market. Focusing on the Nyíregyháza METRO Store I analysed the life-cycle of METRO; the turnover and customer target groups of the company and how it reacted to changes in competition, economy and society. I chose to make a SWOT analysis in order to show the factors influencing Nyíregyháza METRO Store. Then I presented the tasks of the Customer Marketing Department and the marketing instruments applied within the Store. I placed a significant emphasis on the Loyalty Programs, the own brand strategy and the Remodelling of METRO.Finally, I included my ideas for METRO.