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Entwicklung einer Marketingkonzeption für ein Handelsunternehmen im Gebrauchsgütersektor

Entwicklung einer Marketingkonzeption für ein Handelsunternehmen im Gebrauchsgütersektor

          
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Inhaltsangabe: Einleitung: Die 90er Jahre sind aus der Sicht des Einzelhandels kein erfolgreiches Jahrzehnt. So klagten laut HDE-Umfrage über die Hälfte der Betriebe (53%) über Umsatzrückgänge und 30% der befragten Betriebe konnten sich nur über bescheidene Umsatzzuwächse freuen. Dabei waren Erfolg oder Misserfolg unabhängig von Betriebsgröße oder Branchenzugehörigkeit. Diese Entwicklungen führt der HDE (Hauptverband Deutscher Einzelhandel) auf verschiedene Ursachen zurück, versucht aber auch Wege aus der Miesere aufzuzeigen: „Der HDE befasst sich mit den Perspektiven des Einzelhandels bis zum Jahr 2010. Er interpretiert die seit 1992 anhaltende Flaute im Einzelhandel nicht als eine vorübergehende Erscheinung, sondern als Beginn eines langfristig wirksamen down-sizing-Prozesses im Einzelhandel, der mit stagnierenden Umsätzen, beschleunigter Unternehmenskonzentration, Verringerung der Zahl der Einzelhandelsbetriebe und weiteren Anteilsverlusten am privaten Verbrauch verbunden ist. Dennoch sieht der HDE nicht nur für die auch international agierenden Einzelhandelskonzerne gute Erfolgschancen, sondern auch für aufgeschlossene innovative mittelständische Betriebe, vorausgesetzt sie erfüllen die nachfolgenden Bedingungen: enge Kooperation mit Systemanbietern, Flexibilität bei Sortiment und Standort, Aufgeschlossenheit gegenüber der fortschreitenden Technisierung im Einzelhandel, strikte Kundenorientierung und konsequentes Qualitätsmanagement." Um die vom HDE empfohlenen Bedingungen zu erfüllen, bedarf es einer Reihe von Aktivitäten, struktureller Veränderungen und eines Umdenkens in der Führung und bei den Mitarbeitern des Handelsunternehmens. Deshalb ist ein erfolgreiches Vorgehen nur über die Erarbeitung und Einführung schlüssiger Konzepte möglich, wobei hauptsächlich die kleineren Unternehmen externer, professioneller Hilfe bedürfen. Die vom HDE allgemein gezeichnete Situation des Einzelhandels lässt sich in ähnlicher Weise auch branchenspezifisch beobachten. So kl


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Product Details
  • ISBN-13: 9783838614663
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838614666
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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