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Intervention of Small Businesses Against Big Supermarkets

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Intervention of Small Businesses Against Big Supermarkets Escola Universitària d’Enginyeria Tècnica de Telecomunicació La Salle Final Thesis Graduate in Management of Business and Technology INTERVENTION OF SMALL BUSINESSES AGAINST BIG SUPERMARKETS: A Multiple Case Study in: Andorra & La Seu D’Urgell (Spain) Student Promoter MERITXELL EGEA NAVARRO GERMAN ARAGON ACTA DE L'EXAMEN DEL TREBALL FI DE GRAU Meeting of the evaluating panel on this day, the student: D. MERITXELL EGEA NAVARRO Presented their final thesis on the following subject: INTERVENTION OF SMALL BUSINESSES AGAINST BIG SUPERMARKETS: A Multiple Case Study in Andorra & La Seu D’Urgell (Spain) At the end of the presentation and upon answering the questions of the members of the panel, this thesis was awarded the following grade: Barcelona, MEMBER OF THE PANEL MEMBER OF THE PANEL PRESIDENT OF THE PANEL 2 Case management Pere Egea Meritxell Egea Intervention of small businesses against big supermarkets: A Multiple Case Study in: Andorra & La Seu d’Ugell Village (Spain). By Pere Egea and Meritxell Egea -Final Project 2016- Case management Pere Egea Meritxell Egea ABSTRACT The objective of this project for the end of our coursework is to realize a detailed study that will allow us to develop a marketing plan and introduce new technology in small businesses to help them successfully face competition from large supermarkets. Small businesses in La Seu d'Urgell have seen a large decrease in their business since the opening of a large supermarket (Mercadona). The same situation exists in Andorra, but with somewhat less of a negative impact. Therefore, there is a necessity for a detailed study to determine who is aware of this problem and what measures can be taken to correct the problem. The findings of this case study recognize a very negative effect at a global level on small businesses. There must be an important restructuring, at both the internal and external levels to be able to compete successfully with large stores. Keywords: Competence, Demand, Small businesses, Restructuting. -Final Project 2016- 4 Case management Pere Egea Meritxell Egea TABLE OF CONTENTS ABSTRACT .................................................................................................................. 4 LIST OF TABLES AND FIGURES ............................................................................... 7 FIGURES .................................................................................................................................. 7 TABLES .................................................................................................................................... 8 GRAPHS ................................................................................................................................... 8 ACKNOWLEDGEMENTS ............................................................................................ 9 EXECUTE SUMMARY ............................................................................................... 10 WHY DID WE CHOOSE THIS TOPIC? ..................................................................... 11 INTRODUCTION AND PROBLEM STATEMENT ..................................................... 12 LITERATURE REVIEW ............................................................................................. 13 DEFINITION OF COMMERCE .............................................................................................. 13 THE GLOBALIZATION OF MARKETS ................................................................................ 14 BRIEF HISTORY OF SMALL BUSINESS ............................................................................ 15 BRIEF HISTORY OF SUPERMARKETS .............................................................................. 16 COMPARISON: SMALL BUSINESS VS SUPERMARKETS .............................................. 17 HOW OTHER COUNTRIES ARE DEALING WITH THIS PROBLEM ................................. 18 BACKGROUND OF THE CHALLENGE IN ANDORRA ............................................ 19 ANDORRA, THE PYRENEAN COUNTRY ........................................................................... 19 EVOLUTION OF COMMERCE .............................................................................................. 20 COMMERCE NOWADAYS .................................................................................................... 22 CURRENT PRACTICES TO DEAL WITH THE PROBLEM IN ANDORRA .............. 24 BACKGROUND OF THE CHALLENGE IN LA SEU D’URGELL .............................. 26 LA SEU D’URGELL, THE CRADLE OF CHEESES ............................................................ 26 EVOLUTION OF COMMERCE .............................................................................................. 27 COMMERCE NOWADAYS .................................................................................................... 29 CURRENT PRACTICES TO DEAL WITH THE PROBLEM IN LA SEU D’URGELL 30 PRIMARY RESEARCH .............................................................................................. 32 ANALYSIS OF RESULTS ..................................................................................................... 32 ANALYSIS OF THE DIFFERENT ALTERNATIVES .................................................. 42 PROPOSED SOLUTION............................................................................................ 43 PHILOSOPHY ........................................................................................................................ 43 COMPETITIVENESS ..................................................................................................... 43 PROFITABILITY ............................................................................................................ 43 UPDATING .................................................................................................................... 44 COMMERCIAL FOUNDATION ...................................................................................... 44 -Final Project 2016- 5 Case management Pere Egea Meritxell Egea INTERNAL STRUCTURE ...................................................................................................... 45 STRUCTURE OF MANAGEMENT ................................................................................ 45 COMMUNICATION ........................................................................................................ 45 COMPANY FLOW CHART ............................................................................................ 46 OBJECTIVES ................................................................................................................ 47 PRINCIPAL MOTORS ................................................................................................... 47 CONCLUSIONS ......................................................................................................... 54 APPENDIX ................................................................................................................. 55 LITERATE REVIEW ............................................................................................................... 55 CHARACTERISTICS OF SMALL BUSINESS ............................................................... 55 CHARACTERISTICS OF SUPERMARKETS ................................................................. 56 BACKGROUND OF THE CHALLENGE IN ANDORRA ...................................................... 57 HISTORY, INSTITUTIONAL ORGANIZATION, ECONOMY AND SOCIETY OF ANDORRA ..................................................................................................................... 57 CURRENT PRACTICES TO DEAL WITH THE PROBLEM IN ANDORRA ........................ 58 PEDESTRIAN STREET ................................................................................................. 58 THE CREATION OF ANDORRA SHOPPING FESTIVAL .............................................. 59 THE CREATION OF VIVAND ........................................................................................ 60 THE THYSSEN COLLECTION ...................................................................................... 61 THE FERRIS WHEEL .................................................................................................... 62 THE “CIRQUE DU SOLEIL” ........................................................................................... 63 GRANDAVALIRA AND THE WORLD CUP ................................................................... 64 MOUNTAIN BIKE & TRIALS WORLD CHAMPIONSHIPS ............................................. 65 BACKGROUND OF THE CHALLENGE IN LA SEU D’URGELL ....................................... 66 HISTORY, INSTITUTIONAL ORGANIZATION, ECONOMY AND SOCIETY OF LA SEU D’URGELL ..................................................................................................................... 66 CURRENT PRACTICES TO DEAL WITH THE PROBLEM IN LA SEU D’URGELL ......... 67 REPRESENTATIONS OF THE “RETABLO DE SAN ERMENGOL” .............................. 67 SEASON OF THEATER AND DANCE .......................................................................... 68 MEDIEVAL MARKET OF “CANONIGOS” ...................................................................... 69 TOWN FESTIVAL .......................................................................................................... 70 OPEN AIR THURSDAYS............................................................................................... 71 PRIMARY RESEARCH .........................................................................................................
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