Mercadona Case

Dr. Alejandro Alvarado Herrera

2022
 What have you heard about Mercadona?

DR. ALEJANDRO ALVARADO HERRERA 2022

 Mercadona

Spanish family-owned supermarket company (1977)

In 1981 the sons & daughters bought the company from

their parents

In 1993 due to the arrival of international retail chains they

adopted TQM & ALP as their basis

TQM= Total Quality Management

ALP = Always Low Prices

In 2008, 30% of their sales werehigh-quality home

brand products
DR. ALEJANDRO ALVARADO HERRERA 2022
DR. ALEJANDRO ALVARADO HERRERA 2022
Their universal truths

How you

Reciprocity No one is
measure me is

born knowing how I behave

DR. ALEJANDRO ALVARADO HERRERA 2022

 Goal To satisfy

their 5 components

Customer (boss) Supplier

Employee

Society Capital
DR. ALEJANDRO ALVARADO HERRERA 2022
 Process Standarization

Improvement

Supply of
Transportation

Analysis of
raw
supplier
needs material &
>
logistics block
products

Transportation
logistics block Management

> of store

store operation

DR. ALEJANDRO ALVARADO HERRERA 2022

 On December 2008

"How to keep growing

at

a time when many

companies were simply

hoping not to shrink?"

DR. ALEJANDRO ALVARADO HERRERA 2022

 Individual Activity

Read the Mercadona case

Design a solution in
Once you have all the context and

which the costumer-

based on the information

centric approach and

provided and the personal
It is important that the

internal marketing
research you carry out, design
proposed design

strategies are
internal marketing strategies
implements the costumer-

implemented for
for a real company that you
centric approach and the

Mercadona, taking care

choose that lacks that strategy, internal marketing

of the internal staff and

take as bases the alignment of
strategies.
being reflected by the
the objectives of the organization

loyalty of the people

to the needs and expectations of

and by the benefit of

the internal and external

the company. costumers

DR. ALEJANDRO ALVARADO HERRERA 2022