Makro cash &

Makro cash &

carry

carry

Synopsis Synopsis Makro is a joint venture between SHV

Nethrland and house of Habib in Pakistan. Makro has opened three outlets in

Pakistan. Makro has international contracts with

multinational.

TargetTarget MarketMarket

Small and medium sized retailers, hotels, restaurants, catering services, and cafeterias.

Marketing StrategyMarketing StrategyAccording to Porter Generic strategies Makro is using focus strategy.

Product:Product: Producing in-store brands. Providing many products of different

brands under one roof.

Marketing StrategyMarketing StrategyPlace:Place:

Two stores in Karachi & one in Lahore.

Price:Price: Low prices as compare to other cash &

carry stores.

Marketing strategyMarketing strategyPromotion:Promotion:

Latte Lounge Bake Shop at both Makro stores in Karachi.

Distributing their brochure to their target market.

They advertise their own brand in their stores.

Positioning StrategyPositioning Strategy

Maximum products under one roof at affordable prices.

Future PlansFuture Plans

Producing more in-store products. Opening more stores in the coming year.

Makro’s SWOT AnalysisMakro’s SWOT AnalysisStrengths:Strengths: More shelf space for products to get more facing. Skillful sales personals.

Weaknesses:Weaknesses: Low margin from manufacturer as compare to traditional

channels. Insufficient outlets in Pakistan.

Makro’s SWOT analysisMakro’s SWOT analysisOpportunities:Opportunities: People seeking all needed products under

one roof. Companies are realizing the importance of

having a presence at the point of purchase.

Threats:Threats: People are very usedto with tradational

channels.

RecommendationsRecommendations

Expand geographical coverage. Maximize margin from manufactureres. More focus on end consumers.