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Case

DIA CINA (A): La strategia digitale; Oltre l'e commerce

By Rodríguez Bouzo, S. / Audicana Arcas, J.

Il caso racconta l'avventura del discount spagnolo leader in un mercato "mutevole a rotta di collo", dove la vendita online di prodotti di consumo sfiora già il 13%, grazie all'ascesa dei social network e allo sviluppo di acquisti e pagamenti tramite mobile telefoni. Con quasi 400 supermercati a Shanghai e una quota di mercato ridotta, DIA TIAN TIAN (filiale cinese di DIA) opta per una strategia indipendente dalla casa madre spagnola, aderendo a tutte le iniziative digitali che le vengono presentate e accettando l'invito di ALIBABA ad aderire a TMALL , il più grande mercato al mondo con accesso a 1,3 miliardi di utenti.

Collection: San Telmo (España)

Ref: IIST-PI-171-I-IT

Format: PDF

Number of pages: 38

Publication Date: Sep 5, 2016

Language: Italian

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Description

Learning Objective

• Internazionalizzazione del retail (off-line). Adattamento al paese di destinazione • La trasformazione digitale del retail, in generale, e in particolare della distribuzione alimentare, molto più dell'e-commerce • Coesistenza di online e offline per realizzare una business unit redditizia. Strategia O2O • La necessità di cambiamento nelle organizzazioni per adattarsi alla nuova realtà.

DIA CINA (A): La strategia digitale; Oltre l'e commerce

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DIA CINA (A): La strategia digitale; Oltre l'e commerce

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DIA CINA (A): La strategia digitale; Oltre l'e commerce

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