Cash And Carry Case Study

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History and Inception. 1964-1969 The METRO Cash & Carry (MCC) company was established in 1964. In that year, the first full scale METRO Cash & Carry wholesale store opened in Mülheim an der Ruhr with selling space of 14,000 square metres. That was a new dimension in food and non-food wholesale. The MCC company was founded by the two brothers Wilhelm Schmidt-Ruthenbeck and Erwin Schmidt as well as the Schell family, owner of a wholesale company for electrical appliances. Soon, Otto Beisheim was nominated as the managing director of METRO-SB-Großmärkte GmbH & Co. KG. The revolutionary cash-and-carry concept proved to be a hit among professional customers. Within just a few years, other wholesale stores were opened in Berlin (1966), Cologne-Godorf, Hamburg, Munich and Düsseldorf (1967). METRO 's direct-mail system was revolutionary for that time: Customers received weekly advertising materials that were personally addressed to them. METRO Cash & Carry concluded an agreement with the Dutch company Steenkolen Handelsvereeniging and opened the first store outside Germany in the Netherlands under the brand name MAKRO. 1970-1979 The first MAKRO store was opened in Belgium. At the time, the wholesaler was already operating 13 METRO stores in Germany. Today, the MAKRO store network is well developed: in Belgium, no customer is more than 30 minutes away from a MAKRO store. METRO opened stores in Great Britain, France, Austria and Denmark – some under the MAKRO brand name. By opening

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