Metro Cash & Carry의 국제화 전략

Abstract

This case deals with the internationalization strategy of Metro Cash & Carry, a Germany-based global wholesaler. On the research front, the issues this case generates include how Metro Cash & Carry transfers its home-grown business concepts, strategic and operational capabilities to the international markets and how the company has become successful in localizing its ‘Metro way’, i.e. the methodology to carry out its unique value proposition at operational level, for different foreign markets. Written as a teaching case with instructional purposes, this case asks students to go through a set of analyses on the Korean wholesale market. Data on demand potential, incumbent wholesale structures and competitors of Korean market are provided as a basis for entry decision making i.e. “should Metro Cash & Carry enter Korean wholesale market or not?”