■ 湯淑君
行銷雜誌(Marketing Magazine)的市場調查結果發現,在英國,零售集團特易購公司(Tesco)高居最受信賴品牌第三名,僅次於搜尋引擎Google和手機大廠諾基亞(Noki-a)。
挾著多重的商品區、寬廣舒適的賣場設計、通路系統速度與效率奇高、訂價穩定且具競爭力,以及擁有世界最大網路食品雜貨銷售額等優勢,特易購順應英國民眾口袋多金但時間緊迫的情勢大發利市,穩坐英國零售業龍頭寶座。
自從雷希爵士(Sir Terry Leahy)1997年接任特易購執行長以來,這家英國零售集團的股票投資總報酬率以50%的差距,擊敗食品零售類股的整體表現,更是讓投資人眉開眼笑。
其中有何祕訣呢?在特易購,員工精益求精的狂熱是一種美德。雷希爵士說:「每一季都必須奮戰到底,贏得勝利。」他最喜愛的箴言是:「以第二名的心態行動。」換句話說,就是保持「坐二望一」的企圖心,向追求冠軍的目標挺進。
特易購30年前靠在倫敦市場擺攤賣口糧起家,如今,特易購不但稱霸英國零售市場,營運觸角還延伸到中國大陸等外國市場,販售的商品從活蛇到摩托車,應有盡有。
但特易購的信條是不以現狀自滿。雷希爵士在最近發表的演說中,概述特易購面臨的困境:「品牌知名度愈高,消費者的期許壓力就愈大,使得公司不得不臨深履薄。一旦失足,多年來累積的消費者信任就會毀於一旦。」
為避免陷入這種困境,特易購厲行三項政策。一,以優於競爭對手的待遇留住員工。二,領導組織扁平化,在總員工數35萬人的企業中,從基層賣場人員到執行長的職位,只需攀爬六層職階。三,穩住最高層主管人事,即強調團隊共治,共同參與重大決策。雷希爵士1997年上任以來,特易購高階管理團隊沒有一人脫隊。
同時,面對國內市場成長空間漸窄的問題,特易購近年來致力海外擴張,但結果好壞參半。分析師說,特易購必須評估,值不值得與沃爾瑪(Wal-Mart)、家樂福(Car-refour)等巨人競逐全球零售業的龍頭地位。
換言之,特易購須考慮海外擴張策略應做到何種程度為當。
雷希爵士說,目前特易購國際擴張策略的進度只完成20%,他的最終目標是國外的營業額能超過國內。目前,特易購在南韓、愛爾蘭、泰國、匈牙利、波蘭、捷克、日本、土耳其、台灣、中國大陸和馬來西亞等地都設有營運據點。
不過,美林公司指出,特易購已砸下55億英鎊進行海外擴張,但在達成預估投資報酬率的步調上仍然落後進度,而且銷售成長率也令人失望。
分析師也指出,特易購在海外擴張的同時犯了一些錯誤。例如,在台灣,因為家樂福等對手已搶得先機,特易購利潤遭到擠壓。在東歐,除了匈牙利外,美林認為特易購也陷入「苦戰」,遭到德國折扣商店的競爭。(綜合外電)
【2005/06/18 經濟日報】
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