{"id":214929,"date":"2023-04-11T15:41:37","date_gmt":"2023-04-11T15:41:37","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=214929"},"modified":"2023-04-11T15:41:37","modified_gmt":"2023-04-11T15:41:37","slug":"strategie-o-sticla-de-lapte-laptaria-cu-caimac-costa-109-lei-intr-un-supermarket-mega-image-de-pe-calea-mosilor-la-350-m-distanta-in-aceeasi-retea-acelasi-lapte-costa-1199-lei","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=214929","title":{"rendered":"Strategie. O sticl\u0103 de lapte L\u0103pt\u0103ria cu Caimac cost\u0103 10,9 lei \u00eentr-un supermarket Mega Image de pe Calea Mo\u015filor. La 350 m distan\u0163\u0103, \u00een aceea\u015fi re\u0163ea, acela\u015fi lapte cost\u0103 11,99 lei"},"content":{"rendered":"

\nO sticl\u0103 de lapte de vac\u0103 la 1 li\u00adtru sub brandul L\u0103pt\u0103ria cu Caimac costa \u00een ultima s\u0103p\u00adt\u0103m\u00e2\u00adn\u0103 din luna martie 11,99 lei \u00een\u00adtr-un su\u00adpermarket Mega Image de pe strada Mihai Eminescu din Capital\u0103. \u00cen aceea\u015fi re\u0163ea, tot \u00eentr-un supermarket Mega Image, la doar 350 de metri distan\u0163\u0103, pe Calea Mo\u00ad\u015filor, acela\u015fi produs era 10,9 lei, deci cu 10% mai ieftin. Niciunul dintre artico\u00adle nu era la promo\u0163ie ori la ofert\u0103.<\/span><\/p>\n

\nCe spun reprezentan\u0163ii Mega Image des\u00adpre aceast\u0103 diferen\u0163\u0103 de pre\u0163?<\/p>\n

\n\u201eMega Image aplic\u0103 aceea\u015fi po\u00adlitic\u0103 de pre\u0163 \u00een cadrul magazinelor o\u00adpe\u00adrate sub bran\u00addul Mega Image. Po\u00adlitica de pre\u0163 Mega Image are carac\u00adter confiden\u0163ial \u015fi este construit\u0103 \u00een func\u0163ie de propriile politici comercia\u00adle \u015fi cu respectarea \u00een totalitate a ce\u00adrin\u0163elor legale aplicabile. Suntem \u00eencrez\u0103tori c\u0103 Mega Image practic\u0103 pre\u0163uri competitive (…).\u201c<\/p>\n

\n\u00cen realitate, oficialii companiei nu au r\u0103spuns solicit\u0103rii ZF privind aceast\u0103 diferen\u0163\u0103 de pre\u0163 mai ales c\u0103 e vorba de dou\u0103 magazine Mega Image, \u015fi nu de un supermarket sub acest brand \u015fi un magazin de proximitate Shop&GO, acestea din urm\u0103 fiind uneori operate sub contract de management.<\/p>\n

\n\u015ei dac\u0103 sunt operate de companie, ele sunt sub alt format \u015fi atunci poate fi aplicat\u0103 \u00een cazul lor alt\u0103 politic\u0103 de pre\u0163.<\/p>\n

\nTotu\u015fi, de\u015fi oficialii companiei spun c\u0103 aplic\u0103 aceea\u015fi politic\u0103 de pre\u0163 \u00een cadrul magazinelor operate sub brandul Mega Image, ZF a mai verificat pre\u0163urile \u00een alte supermarketuri ale aceleia\u015fi re\u0163ele, din alte cartiere bucure\u015ftene \u2013 Dristor, Victoriei \u015fi Mihai Bravu. \u00cen cazul a dou\u0103 dintre acestea, pre\u0163ul era 10,92 lei. \u00cen cazul celuilalt era 11,99 lei. Nici de aceast\u0103 dat\u0103 produsul \u2013 lapte de vac\u0103 sub brandul L\u0103pt\u0103ria cu Caimac \u2013 nu era la ofert\u0103.<\/p>\n

\nZF a scris anterior c\u0103 \u00een cazul unora dintre lan\u0163urile de magazine din Rom\u00e2nia pre\u0163urile pot diferi de la un ora\u015f la altul, iar \u00een interiorul aceluia\u015fi ora\u015f ele pot varia de la un cartier la altul \u00een func\u0163ie de puterea de cump\u0103rare \u015fi de concuren\u0163a din zon\u0103.<\/p>\n

\nDe aceast\u0103 dat\u0103 \u00eens\u0103, pre\u0163ul difer\u0103 cu 10% \u00eentre dou\u0103 magazine aflate foarte aproape unul de cel\u0103lalt, \u00een acela\u015fi cartier, deci nu poate fi vorba de diferen\u0163e \u00een puterea de cump\u0103rare a zonei.<\/p>\n

\n\u201e\u00cen cazul lan\u0163urilor de supermarketuri, pre\u0163urile se pot stabili \u015fi \u00een func\u0163ie de v\u00e2nz\u0103rile fiec\u0103rei unit\u0103\u0163i. \u00cen func\u0163ie de elasticitatea cererii la pre\u0163, re\u0163elele pot stabili pre\u0163uri diferite. Ele \u0163in cont \u00eens\u0103 \u015fi de densitatea competi\u0163iei \u015fi de puterea de cump\u0103rare a zonei\u201c, spune un executiv din industrie.<\/p>\n

\nSpre exemplu, alte re\u0163ele de supermarketuri au mai multe clustere de pre\u0163 pe care apoi le \u00eempart pe magazine. Mai exact, un retailer are 3-4 pre\u0163uri pentru acela\u015fi articol \u015fi \u00een func\u0163ie de magazin sau de zon\u0103 aplic\u0103 unul dintre ele. Alte dou\u0103 surse din pia\u0163\u0103 spun c\u0103 este \u015fi cazul Mega Image.<\/p>\n

\nAceste diferen\u0163e de pre\u0163uri apar \u00eentr-o perioad\u0103 marcat\u0103 de infla\u0163ie-record, c\u00e2nd consumatorii au devenit mai aten\u0163i la buget \u015fi la oferte, a\u015fa c\u0103 au \u00eenceput s\u0103 mearg\u0103 \u00een acele magazine care au ca strategie pre\u0163ul.<\/p>\n

\nRetailerul Mega Image, controlat de grupul blegiano-olandez Ahold Delhaize, a \u00eenchis anul trecut cu o re\u0163ea de 956 de supermarketuri \u015fi magazine de proximitate, cu 36 de unit\u0103\u0163i mai mult dec\u00e2t avea la final de 2021. Cifrele iau \u00een calcul at\u00e2t deschiderile, c\u00e2t \u015fi eventualele \u00eenchideri, dat fiind c\u0103 grupul nu anun\u0163\u0103 separat c\u00e2te unit\u0103\u0163i a inaugurat \u015fi c\u00e2te au tras obloanele.<\/p>\n

\nPentru re\u0163ea, aceasta este cea mai lent\u0103 expansiune de dup\u0103 2011, deci de mai bine de un deceniu. Spre compara\u0163ie, re\u0163eaua s-a extins \u00een ultimii ani, de regul\u0103, cu de dou\u0103 ori mai multe unit\u0103\u0163i noi. Mai mult, \u00een anii de glorie ai companiei, Mega Image deschidea peste 100 de supermarketuri \u015fi magazine de proximitate noi, fiind atunci campionul expansiunii retailului rom\u00e2nesc. Ast\u0103zi, acele cifre sunt doar o amintire. Iar c\u00e2nd vine vorba de expansiune, re\u0163eaua Mega Image este dep\u0103\u015fit\u0103 sau egalat\u0103 de mai multe alte re\u0163ele, lucru greu de imaginat \u00een perioada 2014-2015.<\/p>\n

\nBusinessul retailerului olandezo-belgian a ajuns \u00een 2021, ultimul an pentru care exist\u0103 date publice, la circa 7,5 mld. lei. Avansul a fost de doar 3,3%, sub cel din anii anteriori \u015fi mai lent dec\u00e2t al consumului privat \u00een ansamblul s\u0103u, acesta din urm\u0103 post\u00e2nd un plus de peste 10% \u00een 2021, conform INS. Totodat\u0103, profitul companiei a sc\u0103zut puternic, cu o treime, la 107,7 mil. lei.<\/p>\n

\n\"\"<\/p>\n

\n <\/p>\n

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O sticl\u0103 de lapte de vac\u0103 la 1 li\u00adtru sub brandul L\u0103pt\u0103ria cu Caimac costa \u00een ultima s\u0103p\u00adt\u0103m\u00e2\u00adn\u0103 din luna martie 11,99 lei \u00een\u00adtr-un su\u00adpermarket Mega Image de pe strada Mihai Eminescu din Capital\u0103. \u00cen aceea\u015fi re\u0163ea, tot \u00eentr-un supermarket Mega Image, la doar 350 de metri distan\u0163\u0103, pe Calea Mo\u00ad\u015filor, acela\u015fi produs era 10,9 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[46148,8364,387,8087,340,15942,7404,421],"class_list":["post-214929","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-laptaria-cu-caimac","tag-lapte","tag-magazine","tag-mega-image","tag-preturi","tag-sticla","tag-supermarket","tag-supermarketuri"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/214929","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=214929"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/214929\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=214929"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=214929"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=214929"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}