Management-Report Karstadt

Business & Finance, Marketing & Sales
Cover of the book Management-Report Karstadt by Volker Schmid, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Volker Schmid ISBN: 9783638372909
Publisher: GRIN Publishing Publication: May 1, 2005
Imprint: GRIN Publishing Language: English
Author: Volker Schmid
ISBN: 9783638372909
Publisher: GRIN Publishing
Publication: May 1, 2005
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (73 percent), University of Teesside (Teesside Business School), course: Marketing Management, 36 entries in the bibliography, language: English, abstract: According to the Financial Times, one of Europe's largest department store and mail-order group KarstadtQuelle AG may have to dismiss about 20,000 to 30,000 of its employees and to sell approximately 77 of its smaller warehouses as well as all retail chains including SinnLeffers, Wehmeyer, Runners Point and Golf HousE. The over-the counter segment of the KarstadtQuelle AG dropped by 5 percent from 7.3 in 2002 to 6.9 billion Euro in 2003 which is under performing its sector. In the year 2003 the group generated a total sales of 15.3 billion Euro with 100,956 employees and 2,621,4 thousand square meter sales space. As the current marketing weakness concerns the over-the-counter retail which is one out of KarstadtQuelle AG's four segments, this management report focuses on the warehouses which are under the legal unit called Karstadt AG: The report has the aim to identify and describe the customers of the Karstadt AG, to discuss the marketing strategy of that organisation and to analyse a current marketing weakness within the KarstadtQuelle AG's operations. Finally it provides a plan how that marketing weakness can be resolved. It applies a variety of different marketing concepts and tools such as customer segmentation, Ansoff-matrix, marketing mix, SWOT analysis, and STEP analysis. Finally, the research and the analysis showed that the customers of Karstadt AG are all citizens of Germany from all classes, all age groups, all social milieus. Its overall marketing strategy is to give the 'customers what they want'. The marketing weakness of KarstadtQuelle AG is the usage of the classical warehousing concept which has reached the declining phase of its life cycle, targeting a disappearing customer segment. One solution would be the transformation of the classical warehouses in Shopping-Centres with a large number of specialised shops.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (73 percent), University of Teesside (Teesside Business School), course: Marketing Management, 36 entries in the bibliography, language: English, abstract: According to the Financial Times, one of Europe's largest department store and mail-order group KarstadtQuelle AG may have to dismiss about 20,000 to 30,000 of its employees and to sell approximately 77 of its smaller warehouses as well as all retail chains including SinnLeffers, Wehmeyer, Runners Point and Golf HousE. The over-the counter segment of the KarstadtQuelle AG dropped by 5 percent from 7.3 in 2002 to 6.9 billion Euro in 2003 which is under performing its sector. In the year 2003 the group generated a total sales of 15.3 billion Euro with 100,956 employees and 2,621,4 thousand square meter sales space. As the current marketing weakness concerns the over-the-counter retail which is one out of KarstadtQuelle AG's four segments, this management report focuses on the warehouses which are under the legal unit called Karstadt AG: The report has the aim to identify and describe the customers of the Karstadt AG, to discuss the marketing strategy of that organisation and to analyse a current marketing weakness within the KarstadtQuelle AG's operations. Finally it provides a plan how that marketing weakness can be resolved. It applies a variety of different marketing concepts and tools such as customer segmentation, Ansoff-matrix, marketing mix, SWOT analysis, and STEP analysis. Finally, the research and the analysis showed that the customers of Karstadt AG are all citizens of Germany from all classes, all age groups, all social milieus. Its overall marketing strategy is to give the 'customers what they want'. The marketing weakness of KarstadtQuelle AG is the usage of the classical warehousing concept which has reached the declining phase of its life cycle, targeting a disappearing customer segment. One solution would be the transformation of the classical warehouses in Shopping-Centres with a large number of specialised shops.

More books from GRIN Publishing

Cover of the book Pinter's 'The birthday party' and Wilde's 'The Importance of Being Earnest' - a comparison by Volker Schmid
Cover of the book François Truffaut, FAHRENHEIT 451 : Quand les livres brûlent by Volker Schmid
Cover of the book Process Performance Measurement by Volker Schmid
Cover of the book The Role of Animals in McCarthy's 'Blood Meridian' and Haggard's 'She' by Volker Schmid
Cover of the book We are living in an era of globalisation, yet there is evidence that distance still matters, and increasingly so by Volker Schmid
Cover of the book Who should be included in, and who excluded from, the club of rights-holders? by Volker Schmid
Cover of the book The speech of Pope Urban II 1095 at Clermont in the versions of the Gesta Francorum and Baldric of Dol by Volker Schmid
Cover of the book Contingency theory by Volker Schmid
Cover of the book The Implications of the rising demand for biofuels on developing/emerging economies by Volker Schmid
Cover of the book Enlargement of the EU is primarily a political and not an economic project. Discuss. by Volker Schmid
Cover of the book Iraq against the United States of America (events 2003-2004) by Volker Schmid
Cover of the book Kognitive und psychophysiologische Verarbeitungsmechanismen bei der Panikstörung und bei Personen mit einem erhöhten Risiko für die Panikstörung by Volker Schmid
Cover of the book To what extent do you agree with those who argue that the UK should join the European Monetary Union (EMU)? by Volker Schmid
Cover of the book The Reform of the German Health Sector: Integrated Service Delivery Systems - Cost Containment and Quality Enhancement - Attaining Diverging Ends by Similar Means by Volker Schmid
Cover of the book Methods for laparoscopic instrument tracking and motion analysis for objective assessment of surgical technical skills by Volker Schmid
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy