1、2022/10/14Alcampo vs Peapod1CASE STUDYLi HaiyunWen RenyiZhao YuZhuang Wei2020-02-28Alcampo vs Peapod2CASE1（Spain）vs（USA）2020-02-2832020-02-284PropagandizeFocusThe1st in Spain,even in Continental Europe.Emphasizethe competitive advantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable: I

2、n Spain,leisure hasa differentmeaning andshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-timeLow-costisa keyfactor?2020-02-285利用規(guī)模模效益降降低成本本提高利利潤(rùn)盡快解決決技術(shù)問(wèn)問(wèn)題，將將業(yè)務(wù)拓拓展到全全國(guó)，從從而降低低單位成成本。在更大范范圍內(nèi)追追求購(gòu)買(mǎi)買(mǎi)效益通過(guò)資源源共享減減少重復(fù)復(fù)配置所所造成的的浪費(fèi)2020-02-286向價(jià)值鏈鏈全過(guò)程程要效益益電子商務(wù)務(wù)概念的的引入將將對(duì)Alcampo公司價(jià)值值鏈的各各環(huán)節(jié)產(chǎn)產(chǎn)生重大大影響。除銷(xiāo)售外外，

3、Alcampo公司應(yīng)同同樣重視視電子商商務(wù)在其其他環(huán)節(jié)節(jié)可能產(chǎn)產(chǎn)生的效效益。采購(gòu)尋價(jià)存貨管理理2020-02-287建立自己己的特色色以特色求求生存、求發(fā)展展 。由于網(wǎng)絡(luò)絡(luò)所擁有有的“鏈鏈接”優(yōu)優(yōu)勢(shì)，可可將Alcampo公司的其其它業(yè)務(wù)務(wù)進(jìn)行整整合。將“旅游游”作為為其網(wǎng)上上超市的的特色2020-02-288安全 網(wǎng)上交易易的安全全性是消消費(fèi)者最最大的心心理顧慮慮，要將將消費(fèi)者者從傳統(tǒng)統(tǒng)連鎖業(yè)業(yè)中爭(zhēng)取取過(guò)來(lái)，這是Alcampo公司必須須解決的的重要問(wèn)問(wèn)題應(yīng)重點(diǎn)從從“財(cái)”、“物物”兩方方面做好好安全工工作確保消費(fèi)費(fèi)者信用用卡帳戶戶的安全全要建立時(shí)時(shí)時(shí)查詢?cè)兿到y(tǒng)，讓消費(fèi)費(fèi)者了解解自己所所購(gòu)物品品的

4、狀態(tài)，何時(shí)貨貨可送達(dá)達(dá)。2020-02-289協(xié)助社會(huì)會(huì)推廣網(wǎng)網(wǎng)絡(luò)概念念從案例中中提供的的資料看看，1997年西班牙牙14歲以上人人口為約約3400萬(wàn)，其中中對(duì)互聯(lián)聯(lián)網(wǎng)有所所接觸的的為134萬(wàn)人（4），使使用者約約92萬(wàn)人（2.7%）。2020-02-2810OriginalGoalsTorespond to theneed fordifferentiatedservice andhigh qualityinteractionwithcustomers.Tomeet customersdesire forshoppingthrough an Internet-based supermarket

5、.Tobecomethe marketleaderinthe onlinedistributionchannel.Toacquire relevant know-how fortheonlineretailingand thusprepareAlcampo fortheemerginginformationsociety.2020-02-2811Current StatusThe1st in Spain,even in Continental Europe.Oct. 19970.01%oftotalturnover4,900m pesetas（profitin1996）490k pesetas

6、profit（virtual supermarket）Cost 100m fordeveloping thenewsystemOperationand maintenance fee2020-02-2812CompetitivesAnalysisCOMPETING SELLERSSUPPLIERS OF KEY INPUTSSUBSTITUTESBUYERSPOTENTIALNEW ENTRANTSWin buyersBargaining power and leverageAbility to exercise bargaining power and leverageThreat of e

7、ntry of new rivals2020-02-2813KeyFocusSegmentation, Differentiationstrategy,customersloyalty improvement,insight.BasedonE-commerce,develop SCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablish effectivedistributionsystem.2020-02-2814SegmentationOn-line Supermarket Customers:Suburbf

8、amiliesMothers takingcare of littlebabyTechnicalfocusfamiliesWhat theyfocusPriceConvenienceDiversification2020-02-2815Customers LoyaltyCriticalSuccess FactorforOn-lineSupermarketI knowitand trust itCRMSalesMarketingCall CenterService,etc.Insight2020-02-2816Develop SCM,SynergyStrategySCMLogistic;Inve

9、ntory;Purchase;DistributionProfits:Alcampo :1.9%Prvca: 4%Reduceprofit to sustainAlcamposdiscountwayoflife?Howto? Low-Cost Leadship StrategyBasedontheE-Commerce,establish SCM,Synergy2020-02-2817Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablish effectivedistributionsystem（Sustainable

10、CompetitiveAdvantage）Improve SystemSecuritySpecial E-BusinessModel（noteasytocopy）Core CompetenciesOther4 supermarketss businessE-CommerceplatformAlcampootherbusinessE-Commerceplatform最理想的的發(fā)展戰(zhàn)戰(zhàn)略：連連鎖經(jīng)營(yíng)營(yíng)、物流流配送、電子商務(wù)務(wù)三方面面齊頭并并進(jìn)。2020-02-28182020-02-28Alcampo vs Peapod19PeapodInc.Onlinegrocerycompany in U.S

11、.2020-02-2820CorporationDevelopment2020-02-2821Revenuesgrowth&orderssoarOrders: 93700 in 3rdquartersof1997,43700only duringthesameperiodin1996;Revenues:41.6million in first 9months in 1997, up by 111%from19.7 millionfor thesame periodin1996;Revenuesfrom onlinemarketingservices: 3millionto6 million;R

12、evenuesfrom memberandretail services:1.8million(1996)to3.4million(1997)No.offulfillmentcenters:37more,cover6.6 millionhouseholdtotally.Problem:stillincurredlosses, facingthefinancialproblem,why?2020-02-2822Businesspattern of PeapodCustomerssendthepurchasingorderthrough internetPeapodservers& systems

13、Fulfillmentcentercloset to thespecifieddeliveryaddressFleetofdeliveryvansPartner of retailer2020-02-2823ITSystemClientlayerResideonthe customerscomputer; createtheusers interfacebyfollowinginstructions fromthe application server;run theapplicationandreturn input to PeapodserverApplicationserversProp

14、rietarytargetingengineBusinesssupport systemFulfillmentmanagement applicationAccounting systemsDatabaseMaintainandmanage thedata associatedwiththePeapod application.2020-02-2824What hasPeapoddonesofarfor itsbusiness?Peapodsdiscussion andinformationforums(submitrecipes andwinthe coupons, “AmericanHea

15、rtAssociation”. etc)Selling theITsystemand Know-how to itsselectretailers.(ColeMyer)DiversificationStrategy. FTD-branded Flowershop,premium wines andgreetingcardsandotherretail relationships.Interactivemarketingservices.From late1995,builtrelations withseveralconsumergoodsandservicecompanies.Provide

16、sa varietyofbundledinteractivemarketingproductsand services.BannerAdvertisingEnhancedContent Advertising ElectronicCoupons StimulusresponseTesting2020-02-2825StillincurredthelossandWhy?網(wǎng)絡(luò)公司司是命里里注定的的燒錢(qián)公公司基本網(wǎng)絡(luò)絡(luò)的架構(gòu)構(gòu)就如同同基礎(chǔ)設(shè)設(shè)施的建建設(shè)；系統(tǒng)維護(hù)護(hù)、更新新和維持持正常運(yùn)運(yùn)作的成成本非常常高；改變和維維持客戶戶消費(fèi)行行為的成成本過(guò)高高；過(guò)于龐大大的服務(wù)務(wù)范圍使使得運(yùn)營(yíng)營(yíng)成本過(guò)過(guò)高。建設(shè)

17、自己己的配送送體系并并加以維維持正常常運(yùn)營(yíng)的的成本過(guò)過(guò)高大量的車(chē)車(chē)隊(duì)許多消費(fèi)費(fèi)者沒(méi)有有按時(shí)收收到貨物物，或者者貨物發(fā)發(fā)送錯(cuò)誤誤，導(dǎo)致公司司補(bǔ)償成成本增加加。2020-02-2826SuggestionsFocusoncertain serviceareaReducethe numberofemployeesMergewith local retailersordeliverycompanies, takeadvantage of their servicenetworks.2020-02-2827PeapodOptimisticE-CommerceModel互聯(lián)網(wǎng)并并不能取取代傳統(tǒng)統(tǒng)媒體，它與傳傳統(tǒng)媒體體的關(guān)系系應(yīng)是一一種互為為補(bǔ)充的的關(guān)系，兩者將將長(zhǎng)期共共存。傳統(tǒng)零售售模式在在某種程程度上來(lái)來(lái)說(shuō)已在在人們的的意識(shí)形形態(tài)中根根深蒂固固電子商務(wù)務(wù)盡管已已經(jīng)發(fā)展展了十余余年，但但不管是是管理理理念、文文化理念念、還是是技術(shù)發(fā)發(fā)展都還還有很長(zhǎng)長(zhǎng)的路要要走配送、支支付、網(wǎng)絡(luò)安安全等一一系列技技術(shù)問(wèn)題題并非所有有的的商商品都適適合做電電子商務(wù)務(wù)傳統(tǒng)的零零售企業(yè)