Individual Case:
Metro Cash & Carry
International Business GSB5125
Summer 2014, IW3
Professor: Philip Powell
Name: Jorge Eduardo Corts
E-mail: jecortes@skku.edu
Metro Cash & Carry
1. What have been Metro Cash and Carry’s key competitive advantage as it has
moved into emerging markets?
2. What role did institutional context play in challenging Metro Cash and Carry’s
efforts to prove the value proposition of its unique wholesaling format and establish
itself as an accepted corporate citizen in Russia, India and China?
3. How would you rethink Metro Cash and Carry’s approach to strategic expansion
and public relations in India going forward?
1. What have been Metro Cash and Carry’s key competitive advantage as it has
moved into emerging markets?
A first mover advantage in many countries and an informed adaptation of the basic
Metro Cash and Carry model to local market conditions has been its formula for success.
Quick alternate solutions to entry barriers in new market and business development
solutions like investing logistics, improving distribution system, customizing products to
cater the special requirements of local community are adapted.
Metro uses local expertise along with its international managers and closely liaisons with
its offices globally. A hands-on managerial staff and multi ethnic human resource helps to
comprehend local culture sensitivities and adapt to market conditions. “Customer
consultants” teams regularly survey and update client needs. Also they operates with
customized store format for each location based on the country and locality and majority
of the stocks are procured locally to meet customer’s special local needs, taste and interest.
