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Market Entry Strategies Case Study

Case Title:

Metro in India: Fighting against Odds

Publication Year : 2004

Authors: Devangana Sisodia, Sumit Kumar Chaudhuri

Industry: Retailing


Case Code: MES0011

Teaching Note: Not Available

Structured Assignment: Not Available

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By 2003, Metro AG was the third largest trading and retailing group in Europe and the fifth largest in the world, with a presence in 28 countries. Metro forayed into the Indian market in 2003 with its cash and carry concept of Business-to-Business (B2B) wholesaling. Its entry into India was accompanied by widespread protests by the local trading communities and allegations of violation of the licensing agreement with the Government of India.

Pedagogical Objectives:

  • To discuss the reasons underlying Metro's market entry problems in India
  • To discuss its expansion strategies in the Indian market through its innovative supply chain system.

Keywords : Metro AG; Metro Cash and Carry; The cash and carry concept; Wholesale distribution; Metro in India; FDI (foreign direct investment) regulations on retailing in India; Indian supply chain; Global retail companies; Market Entry Strategies Case Study; Indian retailing market; Metro's entry hurdles in India; Cross-divisional service companies of Metro Group

Contents : 
About The Company
Metro In India
Metro’s Indian Puzzle
The Cash And Carry Concept
Metro Group: Cross-Divisional Service Companies
Metro Group: Net Sales By Division
Metro Cash And Carry

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