A pioneer in international expansion: MAKRO Cash & Carry in the Netherlands turns 40

For centuries, the Dutch have been famous for their entrepreneurial spirit. A favorable location by the North Sea, numerous inland waterways and an open-minded population – these factors have made the country a major player in international maritime trade. MAKRO Cash & Carry ventured into this market of merchants and traders early on: in 1968, the company opened its first wholesale store outside of Germany in the city of Amsterdam.

METRO Cash & Carry began its successful international expansion into the country of dunes, dams and dikes forty years ago. The company’s first wholesale store to open in the Netherlands was called “MAKRO Zelfbedieningsgroothandel.” Before 1973, five more store openings were celebrated in Delft, Breda, Nuth, Best and Duiven in quick succession. Today the company has a total of 16 wholesale stores throughout the small, but densely populated country.

Five steps to success

In 2008, the company’s 40th anniversary year, MAKRO Cash & Carry Netherlands will be pushing ahead with a strategic repositioning project: the wholesaler has developed a five-point program to align its operating concepts even more closely with the needs of professional customers – an initiative that will be completed in 2009. Measures include the setting up of customer and expert panels. Engaging in an intensive customer dialog will help MAKRO Cash & Carry better tailor its product ranges to meet customers’ demands. In addition, the company plans to expand its nonfood range and optimize the handling of fresh food. In doing so, it will be drawing on a wealth of experience gained in the other 28 countries in which the wholesaler operates. Another project, called Wij gaan voor het volle schap! (“we’re committed to full shelves!”), aims to further improve the availability of merchandise in wholesale stores. Finally, the spotlight will be turned on employees: dedicated training programs will help employees to deepen their knowledge and understanding of customers, the market and the products on offer.

Jubilee events in October

Among all this strategic planning, the Dutch colleagues have not overlooked the need to celebrate! Customers can expect a whole series of exciting jubilee events, staged during October 2008. Long before this date, a specially designed anniversary logo will be in plain evidence throughout the wholesale stores – bound to get employees and customers excited about celebrating this important milestone.