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Aktueller Stand der Vertriebsformen im Lebensmittel- Einzelhandel Zweiter Teil einer Tetralogie

Author

Listed:
  • Rose, Karl

    () (FOM)

Abstract

The food market distribution in Germany is relatively set. While in the supermarket sector with EDEKA, REWE, Kaufland and METRO there are practically only four nationwide chains, there are five chains remaining in the discount sector, namely ALDI, LIDL, Netto (EDEKA), Penny (REWE) and NORMA. However, the four "major" chains together won a market shareinexcess of 80%. The discount retail sector was able to establish itself as such a stable market, because of its targeted store brand policies and as such was able to offer products at a much lower price at comparable quality. In addition, the discount sector was well versed in making a good name for itself by offering sale products, specifically in the non-food sector. Furthermore, the highest guiding maxim was "targeted restraint" i.e. to consequently cut costs and not the issue of providing the consumer with additional services. To implement this very straight forward strategy successfully, great value was placed on well trained personnel with the strict willingness to implement and maintain theset procedures withexactitude.

Suggested Citation

  • Rose, Karl, 2016. "Aktueller Stand der Vertriebsformen im Lebensmittel- Einzelhandel Zweiter Teil einer Tetralogie," Zeitschrift für interdisziplinäre ökonomische Forschung, Allensbach Hochschule, issue 2, pages 123-130, November.
  • Handle: RePEc:ris:zfioef:0047
    as

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    More about this item

    Keywords

    market distribution; discount storeestablishment; store brand; consequence;

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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