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Einzelhandelsform Convenience Store: Trends, Zielgruppen und Konzeptionsprozess

Einzelhandelsform Convenience Store: Trends, Zielgruppen und Konzeptionsprozess

          
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About the Book

Convenience im Einzelhandel ist in aller Munde. Die Autoren dieser Studie beschäftigen sich mit dem Convenience Store - eine Handelsform, die heute verschiedene andere Handelsformen ergänzt, Lebensmitteleinzelhandel, Gastronomie und Out-of-Home-Markt zusammenführt und die höchstmögliche Bequemlichkeit für den Kunden bzw. die Kundin als Alleinstellungsmerkmal implementiert hat. Für den Convenience Store gibt es keinen einheitlichen Prototyp, da die Anforderungen der Kunden und Kundinnen von Standort zu Standort variieren. Konzerne wie Einzelunternehmer und -unternehmerinnen stehen in ihren Geschäftskonzepten vor der Herausforderung, die vier "Bausteine" des Convenience Stores, Standort, Sortiment, Atmosphäre und Zeit so zu justieren, dass möglichst viele Probleme der Kundschaft gleichzeitig gelöst werden können. Nicht nur begrenzte Ladenöffnungszeiten in verschiedenen Ländern, sondern auch sich stets verändernde Trends und Zeitgeisterscheinungen, wie die Bevorzugung von aus der Region stammenden Lebensmitteln oder die Zunahme von Einpersonenhaushalten, bilden die Rahmenbedingungen in deren Gefüge sich das "ideale" Convenience Store-Konzept einfügen muss. In dieser Studie bietet die theoretische Untersuchung der Handelsform Convenience Store, mit all ihren einflussnehmenden Faktoren, die Grundlage für die selbstständige Erstellung von Ladenkonzepten für einen bestimmten Standort. Bei der Ideengenerierung wird besonderer Wert auf Kreativitätsmethoden gelegt, die von den Autoren in Arbeitsgruppen praktiziert und in der Studie dokumentiert werden. Die Beschreibung der Vorgehensweise und der tatsächlichen Durchführung bis hin zum fertigen Konzept, geben dem Leser oder der Leserin einen Leitfaden an die Hand, mit welchem ein potenzielles Ladenkonzept erstellt werden kann.
About the Author: Benjamin Wanninger, M.A., geboren 1985 in Cham (Oberpfalz), absolvierte 2010 den Bachelor in "Informationsmanagement und Unternehmenskommunikation" an der Hochschule Neu-Ulm. Martin Wurn, M.A., geboren 1988 in Amstetten, erhielt seinen Bachelor in "E-Business".in Steyr an der Fachhochschule Oberösterreich. Im Rahmen des Masterstudiums in Produktmarketing und Innovationsmanagement an der Fachhochschule Wiener Neustadt, welches die Autoren im Jahr 2012 abschlossen, nutzten sie die Möglichkeit eines Auslandssemesters in Großbritannien bzw. Irland, um sich ein besseres Verständnis für die Einzelhandelsform Convenience Store anzueignen. Im Zuge dieser Auslandsaufenthalte arbeiteten Sie an der vorliegenden Studie und entwickelten einen eigenen Konzeptionsprozess für den Standort Wien.


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Product Details
  • ISBN-13: 9783842892163
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 213 gr
  • ISBN-10: 3842892160
  • Publisher Date: 05 Feb 2013
  • Height: 210 mm
  • No of Pages: 170
  • Series Title: German
  • Sub Title: Trends, Zielgruppen und Konzeptionsprozess
  • Width: 148 mm


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Einzelhandelsform Convenience Store: Trends, Zielgruppen und Konzeptionsprozess
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