In 1981 Juan Roig
bought the company owned by his parents since 1977 with the goal to fully
satisfy the needs for food, household cleaning and personal hygiene of their
clients, as well as the needs related to the care of their pets.
This company meets
two antagonistic strategies according to consumer perceptions that are: always
low prices and total quality. To get the lowest possible price, Mercadona saves
money in its supply chain. Thus, saving moves to the basket of the customers.
For Mercadona customers are “the bosses”, everything is done to achieve
customer’s satisfaction.
Mercadona doesn't
compete for variety, but offers a small selection of products as it has its own
brands of food, cosmetics, pet food and perfume, among other things.
Mercadona’s brand
offers very good quality in their products, that's why there has been a
positive boom for the chain on the market, ranking the first choice for
customers when they going to purchase.
Hello!
ResponderEliminarI would like to comment your post because I am absolutely agree about what the post is talking about. In my opinion Mercadona has win all this number of consumers because of the price and the accessibility. Maybe in some products it doesn’t have the best quality but they have known how differentiated themselves from the rest of the supermarkets. Also, we think that in the last years it has change. Do you think that is has affected to their consumers?
Absolutely yes, we think that actually Mercadona has changed a little bit the way that they are working, and in our opinion, we think that every change of the company affect the customers.
Eliminar