Der demografische Wandel und die Anforderungen an den Discounthandel: Eine Betrachtung der Firma Lidl
©2008
Diplomarbeit
54 Seiten
Zusammenfassung
Die Veränderung der Gesellschaft hat auch für den Einzelhandel Konsequenzen, eine Branche, die in den letzten Jahrzehnten von einer Dynamik und einem Wandel außerordentlicher Intensität erfasst wurde. Der Wandel der Gesellschaft und dessen Einflüsse auf das Konsumverhalten älterer Menschen stellen den Einzelhandel vor neue Herausforderungen. Die Discounter, die mit steigenden Marktanteilen den Lebensmitteleinzelhandel beherrschen, werden vor diesem Hintergrund neue Wettbewerbsstrategien entwickeln müssen, denn die Zeit, in der der Preis der einzige Wettbewerbsfaktor zu sein schien, ist vorbei. Die Zielsetzung dieser Arbeit ist es, auf die Frage, welche Anforderungen sich an den Discounthandel vor dem Hintergrund der demografischen Entwicklung stellen, eine Antwort zu finden.
Leseprobe
Inhaltsverzeichnis
7DEHOOHQYHU]HLFKQLV
7DE
5DXINUDIW ZZ4 LQ 'HXWVFKODQG QDFK $OWHUVNODVVHQ
*
7DE
HUIJEDUHV (LQNRPPHQ XQG )ULYDWHU HUEUDXFK QDFK $OWHU GHV DX)W
=
HLQNRPPHQVEH]LHKHUV ZZ
(LQOHLWXQJ
:HU KDW LQ 8QJVWHU =HLW QLFKW HWZDV YRQ GHU GHPRJUDILVFKHQ (QWZLFNOXQJ LQ 'HXWVFKODQG
JHKNUW RGHU JHOHVHQ" lWlQGLJ ZLUG EHU GLH DOWHUQGH %HYNONHUXQJ XQG GHQ
%HYNONHUXQJVUFNJDQJ EHULFKWHW EHU GLH $XVEHXWXQJ GHU 1XQJHQ GXUFK GLH $OWHQ EHU
XQJHUHFKWH 5HQWHQYHUWHLOXQJHQ XQG GDV
HUVDJHQ GHU lR]LDOV[VWHPH 'HU %HJULII
'HPRJUDILH LVW GLHVHU 7DJH LQ DOOHU 0XQGH
'LH HUlQGHUXQJ GHU *HVHOOVFKDIW KDW DXFK IU GHQ (LQ]HOKDQGHO 5RQVH XHQ]HQ HLQHU
%UDQFKH GLH LQ GHQ OHW]WHQ 1DKU]HKQWHQ YRQ HLQHU '[QDPLN XQG HLQHP :DQGHO
DX HURUGHQWOLFKHU |QWHQVLWlW HUIDVVW ZRUGHQ LVW 'HU :DQGHO GHU *HVHOOVFKDIW XQG GHVVHQ
(LQIOVVH DXI GDV 5RQVXPYHUKDOWHQ lOWHUHU 0HQVFKHQ VWHOOHQ GHQ (LQ]HOKDQGHO YRU QHXH
HUDXVIRUGHUXQJHQ 'LH 'LVFRXQWHU GLH PLW VWHLJHQGHQ 0DUNWDQWHLOHQ GHQ /HEHQVPLWWHO
HLQ]HOKDQGHO EHKHUUVFKHQ ZHUGHQ YRU GLHVHP LQWHUJUXQG QHXH :HWWEHZHUEVVWUDWHJLHQ
HQWZLFNHOQ PVVHQ GHQQ GLH =HLW LQ GHU GHU 3UHLV GHU HLQ]LJH :HWWEHZHUEVIDNWRU ]X VHLQ
VFKLHQ LVW YRUEHL
3UREOHPVWHOOXQJ XQG =LHOVHW]XQJ
'LH =LHOVHW]XQJ GLHVHU $UEHLW LVW HV DXI GLH )UDJH ZHOFKH $QIRUGHUXQJHQ VLFK DQ GHQ
'LVFRXQWKDQGHO YRU GHP LQWHUJUXQG GHU GHPRJUDILVFKHQ (QWZLFNOXQJ VWHOOHQ HLQH $QWZRUW
]X ILQGHQ =XU %HDQWZRUWXQJ LVW HV ]XQlFKVW QRWZHQGLJ GLH
HUlQGHUXQJHQ LP
JHVHOOVFKDIWOLFKHQ \PIHOG 'HXWVFKODQGV ]X HUNHQQHQ 'LH VLQNHQGHQ *HEXUWHQUDWHQ XQG GLH
VWHLJHQGH /HEHQVHUZDUWXQJ IKUHQ ]X GHU (UNHQQWQLV GDVV GLH lHQLRUHQ GLH HLQ]LJ
ZDFKVHQGH %HYNONHUXQJVJUX))H LQ 'HXWVFKODQG VLQG
RU GLHVHP LQWHUJUXQG NDQQ GHU (LQ]HOKDQGHO PLW VHLQHU $XVULFKWXQJ DXI GHQ 1XJHQGNXOW
QLFKW HUIROJUHLFK VHLQ
HUlQGHUXQJHQ GLH VLFK DOV )ROJH GHU DOWHUQGHQ *HVHOOVFKDIW LP
5RQVXPYHUKDOWHQ HUJHEHQ JLOW HV ]X DQDO[VLHUHQ XQG ]X LQWHU)UHWLHUHQ
0LW GHP ]XQHKPHQGHQ $QWHLO lOWHUHU 0HQVFKHQ DQ GHU *HVDPWEHYNONHUXQJ LQ 'HXWVFKODQG
HQWZLFNHOW VLFK IU GHQ (LQ]HOKDQGHO HLQH EHGHXWHQGH 5DXINUDIW GHUHQ 3RWHQ]LDO HV
DXV]XVFKN)IHQ JLOW 'LH KRKHQ $QV)UFKH GLH lOWHUH 5RQVXPHQWHQ DQ GHQ (LQ]HOKDQGHO
VWHOOHQ ZHUGHQ HLQHQ QHXHQ :HWWEHZHUE DXVONVHQ GHU QLFKW ZLH ELVKHU GXUFK GHQ
:HWWEHZHUEVIDNWRU 3UHLV GRPLQLHUW ZLUG
RU DOOHP 'LVFRXQWHU PVVHQ QHXH $QUHL]H XQG lWUDWHJLHQ VFKDIIHQ XP GDV ILQDQ]LHOOH
3RWHQ]LDO GHU lOWHUHQ 5RQVXPHQWHQ IU VLFK ]X QXW]HQ XQG VLFK JHJHQ 5RQNXUUHQWHQ
1
EHKDX)WHQ ]X NNQQHQ $P %HLV)LHO GHU )LUPD /LGO ZHUGHQ 0NJOLFKNHLWHQ JH]HLJW ZLH
'LVFRXQWHU GLHVHV =LHO HUUHLFKHQ NNQQHQ
$XIEDX GHU $UEHLW
'LH YRUOLHJHQGH $UEHLW EHVWHKW DXV 4 5D)LWHOQ
'DV ]ZHLWH 5D)LWHO EHIDVVW VLFK DXVVFKOLH OLFK PLW GHU GHPRJUDILVFKHQ (QWZLFNOXQJ LQ GHU
%XQGHVUH)XEOLN 'HXWVFKODQG (V GHILQLHUW GHQ %HJULII 'HPRJUDILH XQG EHVFKUHLEW GLH
GHPRJUDILVFKH (QWZLFNOXQJ GHU OHW]WHQ 1DKU]HKQWH
HV DQDO[VLHUW GLH DNWXHOOH
%HYNONHUXQJVVLWXDWLRQ XQG EOLFNW DXI GLH ]XNQIWLJH %HYNONHUXQJVHQWZLFNOXQJ YRUDXV
|Q 5D)LWHO
ZHUGHQ GLH )ROJHQ GHU GHPRJUDILVFKHQ (QWZLFNOXQJ IU GDV 5DXIYHUKDOWHQ
XQWHUVXFKW 'DEHL ZLUG LQVEHVRQGHUH GLH =LHOJUX))H GHU lHQLRUHQ DOV ZDFKVHQGH 5DXINUDIW
LGHQWLIL]LHUW
XQG
GHUHQ
5RQVXPYHUKDOWHQ
DQDO[VLHUW
5XQGHQZQVFKH
ZHUGHQ
KHUDXVJHDUEHLWHW XQG VLFK GDUDXV HUJHEHQGH 'HIL]LWH LP 0DUNHWLQJ IU lHQLRUHQ ZHUGHQ
DXIJHGHFNW
|P YLHUWHQ 5D)LWHO ZHUGHQ ]XQlFKVW GLH JlQJLJHQ /HEHQVPLWWHOHLQ]HOKDQGHOVEHWULHEVIRUPHQ
YRQHLQDQGHU DEJHJUHQ]W XQG IHVWJHVWHOOW ZHOFKH %HWULHEVW[)HQ DOV 5RQNXUUHQ] IU GLH
'LVFRXQWHU LQ )UDJH NRPPHQ 'DEHL ZLUG DXFK GLH EHVRQGHUH 5ROOH GHV (RPPHUFH XQG
GHVVHQ 5RQNXUUHQ]IlKLJNHLW JHJHQEHU GHP /HEHQVPLWWHOHLQ]HOKDQGHO XQWHUVXFKW
$QVFKOLH HQG ZLUG GLH DNWXHOOH 0DUNWVLWXDWLRQ GHU 'LVFRXQWHU DQDO[VLHUW XQG GLH
$QIRUGHUXQJHQ GLH VLFK YRU GHP LQWHUJUXQG GHV 5DXIYHUKDOWHQV GHU lHQLRUHQ DQ GLH
'LVFRXQWHU VWHOOHQ HUDUEHLWHW $P %HLV)LHO GHU )LUPD /LGO ZLUG GDEHL DXIJH]HLJW ZHOFKH
NRQNUHWHQ 0NJOLFKNHLWHQ HV JLEW GHQ %HGUIQLVVHQ GHU lHQLRUHQ JHUHFKW ]X ZHUGHQ |P
OHW]WHQ 7HLO GHV YLHUWHQ 5D)LWHOV ZHUGHQ GLH %HGHXWXQJ YRQ LQQHUVWlGWLVFKHQ lWDQGRUWHQ XQG
0NJOLFKNHLWHQ IU 'LVFRXQWHU VLFK QlKHU DQ GHQ 5RQVXPHQWHQ ]X EHJHEHQ EHVFKULHEHQ
|P IQIWHQ 5D)LWHO ZLUG HLQ )D]LW JH]RJHQ
2
'LH GHPRJUDILVFKH (QWZLFNOXQJ LQ GHU %XQGHVUHSXEOLN 'HXWVFKODQG
%HJULIIVHUNOlUXQJ
Ä'HPRJUDILH³ RIWPDOV V[QRQ[P PLW GHP %HJULII %HYNONHUXQJVZLVVHQVFKDIW JHEUDXFKW
EH]HLFKQHW GLH /HKUH YRP :HVHQ GHQ \UVDFKHQ XQG )ROJHQ GHU %HYNONHUXQJVEHZHJXQJ
|P HQJHUHQ lLQQH EHVFKUHLEW XQG DQDO[VLHUW 'HPRJUDILH GLH *UN H HUWHLOXQJ lWUXNWXU XQG
HUlQGHUXQJ YRQ 3R)XODWLRQHQ
ZREHL 8HGH
HUlQGHUXQJ GHU %HYNONHUXQJV]DKO
GHPRJUDILVFK JHVHKHQ HLQ (IIHNW YRQ )HUWLOLWlW 0RUWDOLWlW XQG 0LJUDWLRQ LVW
'HU
GHPRJUDILVFKH :DQGHO EHVFKUHLEW GLH HUlQGHUXQJ GHU DOOHLQ QDWUOLFK EHGLQJWHQ ]HQWUDOHQ
%HYNONHUXQJVYRUJlQJH GHU )HUWLOLWlW XQG GHU 0RUWDOLWlW
(LQH
HUlQGHUXQJ GHU
%HYNONHUXQJVVWUXNWXU KLQVLFKWOLFK HLQHV $QVWLHJHV GHV 'XUFKVFKQLWWVDOWHUV ZLUG DOV
GHPRJUDILVFKH $OWHUXQJ EH]HLFKQHW
3
'LHVH NDQQ DOV 7HLO GHV GHPRJUDILVFKHQ :DQGHOV
JHVHKHQ ZHUGHQ GD 0LJUDWLRQ GHQ $OWHUXQJV)UR]HVV ODQJIULVWLJ EHWUDFKWHW QXU XQZHVHQWOLFK
EHHLQIOXVVW
4
'HU $OWHQ XRWLHQW XQG GHU 1XJHQG XRWLHQW VLQG 5HQQ]DKOHQ ]XU 0HVVXQJ GHU
$OWHUXQJ LQ GHU *HVHOOVFKDIW
'HPRJUDILVFKHU :DQGHO XQG $OWHUXQJ GHU *HVHOOVFKDIW
5FNJDQJ GHU )HUWLOLWlW
|Q GHU %XQGHVUH)XEOLN 'HXWVFKODQG %5' ZLH LQ IDVW DOOHQ HXUR)lLVFKHQ /lQGHUQ ZlFKVW
VHLW HLQLJHQ 1DKU]HKQWHQ GHU $QWHLO DOWHU 0HQVFKHQ ZlKUHQG GHU $QWHLO 8XQJHU 0HQVFKHQ
VLQNW
*
'HU NDXVDOH =XVDPPHQKDQJ GDIU OLHJW PLWXQWHU GDULQ GDVV VHLW =
LQ GHU %5' GLH
$Q]DKO *HVWRUEHQHU 8HGHV 1DKU EHU GHU $Q]DKO &HXJHERUHQHU OLHJW
=
%HWUDFKWHW PDQ GDV
HUKlOWQLV YRQ &HXJHERUHQHQ XQG *HVWRUEHQHQ VR KDW VLFK GLHVHV DQGHUV DOV QDFK GHP
5RQ]H)W GHU VWDELOHQ %HYNONHUXQJ HQWZLFNHOW ZREHL HLQ GHXWOLFKHU 5FNJDQJ &HXJHERUHQHU
]X YHU]HLFKQHQ LVW %HLP 5RQ]H)W GHU VWDELOHQ %HYNONHUXQJ LVW GLH *HEXUWHQKlXILJNHLW VR
KRFK GDVV VLH LQ HWZD GHQ JHJHEHQ lWHUEOLFKNHLWVYHUKlOWQLVVHQ HQWV)ULFKW XQG VRPLW HLQH
*HQHUDWLRQ GXUFK GLH QlFKVWIROJHQGH HUVHW]W ZLUG
Z
JO *DEOHU :LUWVFKDIWVOH.LNRQ ZZ4 l 334
JO lFKLPDQ[ 3
ZZ l 4
JO 7KLHPH )
ZZ l Z
3
JO HEHQGD l
4
JO lFKLPDQ[ 3
ZZ l
'HU $OWHQ XRWLHQW EHVFKUHLEW GLH $Q]DKO GHU 41lKULJHQ XQG bOWHUHQ 8H ZZ 3HUVRQHQ YRQ Z ELV
XQWHU 4 1DKUHQ YJO lWDWLVWLVFKHV %XQGHVDPW ZZ l
'HU 1XJHQG XRWLHQW EHVFKUHLEW GLH $Q]DKO GHU XQWHU Z1lKULJHQ 8H ZZ 3HUVRQHQ LP $OWHU YRQ Z
ELV XQWHU 4 1DKUHQ YJO lWDWLVWLVFKHV %XQGHVDPW ZZ l
*
JO 7KLHPH )
ZZ l
=
JO ZZZ GHVWDWLV GH
Z
JO lFKLPDQ[ 3 ZZ l 43
3
$EE
(QWZLFNOXQJ GHU $Q]DKO &HXJHERUHQHU XQG *HVWRUEHQHU VHLW =4Z
:LH $EE ]X HQWQHKPHQ LVW ODJ GLH DEVROXWH *HEXUWHQUDWH LQ GHU %5' LP 1DKU = 3 DXI
GHP
NFKVWZHUW YRQ
4
0LR &HXJHERUHQHQ 'LH *HEXUWHQKlXILJNHLW ODJ EHL
GXUFKVFKQLWWOLFK 4 5LQGHUQ )UR )UDX |P 1DKU ZZ ODJ GLH *HEXUWHQUDWH DXI GHP 7LHIVWZHUW
YRQ
0LR &HXJHERUHQHQ XQG GLH *HEXUWHQKlXILJNHLW EHWUXJ GXUFKVFKQLWWOLFK QXU QRFK
5LQGHU )UR )UDX =X EHUFNVLFKWLJHQ LVW KLHUEHL 8HGRFK GDVV GLH &HXJHERUHQHQ LQ GHU
HUVWHQ lOIWH GHU = ZHU 1DKUH YRQ GHQ VWDUNHQ IRUW)IODQ]XQJVIlKLJHQ $OWHUV8DKUJlQJHQ DXV
GHU =HLW UHODWLY KRKHU *HEXUWHQUDWHQ LQ GHQ = ZHUQ VWDPPWHQ GLH DXI *UXQG NULHJVEHGLQJWHU
*HEXUWHQDXVIlOOH ÄQDFKKROWHQ³
&DFK GLHVHP %DE[ERRP LVW LQ GHU ]ZHLWHQ
lOIWH GHU = ZHU 1DKUH HLQ VHKU VWDUNHU
5FNJDQJ GHU *HEXUWHQ ]X YHU]HLFKQHQ
LHU ZLUG JHUQH YRQ GHP VRJHQDQQWHQ 3LOOHQNQLFN
JHV)URFKHQ GHU GHQ *HEXUWHQUFNJDQJ DOV )ROJH GHU HUEUHLWXQJ GHU $QWL %DE[ 3LOOH DOV
HUKWXQJVPLWWHO VLHKW )U GLH HUEUHLWXQJ GHU 3LOOH ZLH VLH LP RONVPXQG EH]HLFKQHW ZLUG
EHGXUIWH HV GHU %HUHLWVFKDIW XQG GHU PDWHULHOOHQ 0NJOLFKNHLW GHU 0HQVFKHQ VLH ]X QXW]HQ
(UVWJHQDQQWHV LVW XQWHU DQGHUHP DOV )ROJH GHV %HGHXWXQJVUFNJDQJV GHU 5HOLJLRQ XQG LKUHU
:HUWH ]X VHKHQ (EHQVR KDW GLH /HJDOLVLHUXQJ YRQ lFKZDQJHUVFKDIWVDEEUFKHQ GLH
NIIHQWOLFKH 0HLQXQJ JHJHQEHU VROFKHP ]XYRU YRP *HVHW]JHEHU DOV VWUDIEDUH DQGOXQJ
DQJHVHKHQHP
HUKDOWHQ JHlQGHUW XQG HLQH NIIHQWOLFKH $N]H)WDQ] GHP JHJHQEHU
(LJHQH 'DUVWHOOXQJ :HUWH4 ZZZ GHVWDWLV GH
7KLHPH ) ZZ l =3
%LUJ
UVJ
ZZ3 l
4
JHVFKDIIHQ
3
0DQ NDQQ DOVR QLFKW GLH Ä3LOOH IU GHQ *HEXUWHQUFNJDQJ YHUDQWZRUWOLFK
PDFKHQ VRQGHUQ OHW]WOLFK LVW HV GHU :LOOH GHV 0HQVFKHQ ]XU *HEXUWHQEHVFKUlQNXQJ GHU
GLHVHQ 5FNJDQJ ]X )ROJH KDWWH
4
'DVV GLH *HEXUWHQUDWHQ ]HLWZHLOLJ DQVWLHJHQ XQG VRPLW lFKZDQNXQJHQ LQ GHUHQ ]HLWOLFKHU
(QWZLFNOXQJ HQWVWHKHQ OLHJW DQ GHQ LQGLYLGXHOOHQ (QWVFKHLGXQJHQ GHU 0HQVFKHQ ]X
ZHOFKHP =HLW)XQNW VLH 5LQGHU EHNRPPHQ PNFKWHQ 0HQVFKHQ GLH IUKHU (OWHUQ ZHUGHQ
NNQQHQ PLW 0HQVFKHQ GLH V)lWHU (OWHUQ ZHUGHQ ]HLWOLFK ]XVDPPHQIDOOHQ GDQQ JLEW HV LQ
HLQ]HOQHQ 5DOHQGHU8DKUHQ PHKU *HEXUWHQ DOV YRUKHU XQG QDFKKHU RKQH GDVV VLFK GLH
*HEXUWHQKlXILJNHLWHQ GHU HLQ]HOQHQ )UDXHQJHEXUWV8DKUJlQJH WDWVlFKOLFK HUKNKW KDEHQ 'LH
HUKNKWH $Q]DKO GHU *HEXUWHQ =*= LVW GXUFK GLH :LHGHUYHUHLQLJXQJ 'HXWVFKODQGV EHGLQJW |Q
GHU HKHPDOLJHQ ''5 ODJ GLH *HEXUWHQUDWH ]X GLHVHP =HLW)XQNW GHXWOLFK EHU GHU8HQLJHQ LQ
GHU %5'
'DV lWDWLVWLVFKH %XQGHVDPW KDW GUHL $QQDKPHQ ]XU NQIWLJHQ *HEXUWHQHQWZLFNOXQJ HUVWHOOW4
Ä$QQlKHUQGH 5RQVWDQ]4 'LH (QWZLFNOXQJ GHU OHW]WHQ 4 ELV Z 1DKUH VHW]W VLFK ZlKUHQG GHU
QlFKVWHQ Z 1DKUH ZHLWJHKHQG IRUW 'LH ]XVDPPHQJHIDVVWH *HEXUWHQ]LIIHU EOHLEW DXI GHP
&LYHDX YRQ NQD))
3 5LQGHUQ )UR )UDX |P =HLWUDXP YRQ Z
ELV Z4Z EOHLEHQ GLH
*HEXUWHQYHUKlOWQLVVH NRQVWDQW ³
*
Ä/HLFKWHU $QVWLHJ4 =XQDKPH GHU *HEXUWHQKlXILJNHLW DXI
5LQGHU 8H )UDX ELV Z 4 |P
=HLWUDXP YRQ Z
ELV Z4Z EOHLEW GLH *HEXUWHQKlXILJNHLW NRQVWDQW ³
=
Ä/HLFKWHU 5FNJDQJ4 5FNJDQJ GHU *HEXUWHQKlXILJNHLW ELV ]XP 1DKU Z4Z DXI
5LQGHU 8H
)UDX ³
Z
%HL DOOHQ
$QQDKPHQ ]XU ]XNQIWLJHQ *HEXUWHQHQWZLFNOXQJ EOHLEW GLH *HEXUWHQ]LIIHU XQWHU
GHU 0DUNH EHL GHU GLH %HYNONHUXQJ RKQH 0LJUDWLRQ VWDELO LVW XQG GLH ]XOHW]W LP 1DKU =
HUUHLFKW ZXUGH
lRODQJH GLH *HEXUWHQKlXILJNHLW XQWHU
EOHLEW ZLUG 8HGH IROJHQGH
0WWHUJHQHUDWLRQ NOHLQHU DXVIDOOHQ DOV GLH YRUKHULJH $OV )ROJH LPPHU ZHQLJHU )RWHQ]LHOOHU
0WWHU ZUGH EHL JOHLFKEOHLEHQGHU *HEXUWHQKlXILJNHLW GLH 5LQGHU]DKO ZHLWHU VLQNHQ 'DV
3
7KLHPH ) ZZ l =4
4
JO :DOOD :
ZZ l =I
JO :DOOD :
ZZ l
'LH ]XVDPPHQJHIDVVWH *HEXUWHQ]LIIHU JLEW GLH GXUFKVFKQLWWOLFKH K[)RWKHWLVFKH =DKO GHU
OHEHQGJHERUHQHQ 5LQGHU 8H )UDX DQ
*
lWDWLVWLVFKHV %XQGHVDPW ZZ l
=
HEHQGD l 3
Z
HEHQGD l 4
JO %HUOLQ |QVWLWXW IU %HYNONHUXQJ XQG (QWZLFNOXQJ l
ZZ l
5
*HEXUWHQGHIL]LW ZUGH VRPLW YRQ 3* =Z LP 1DKU ZZ ZHLWHU VWHLJHQ XQG EHL GHU DNWXHOOHQ
GHPRJUDILVFKHQ (QWZLFNOXQJ ELV DXI HZWD ZZ ZZZ LP 1DKU Z4Z VWHLJHQ
5FNJDQJ GHU 0RUWDOLWlW
:LH $EE
]HLJW LVW )DUDOOHO ]XU JHVXQNHQHQ =DKO GHU &HXJHERUHQHQ EHL GHU =DKO GHU
*HVWRUEHQHQ VHLW (QGH GHU = ZHU 1DKUH HLQ UFNOlXILJHU 7UHQG ]X YHU]HLFKQHQ
LHUEHL LVW
]X EHGHQNHQ GDVV GLH $Q]DKO *HVWRUEHQHU HLQ DEVROXWHU :HUW LVW XQG GLH %HYNONHUXQJ LQ GHU
%5' VHLW (QGH GHU = ZHU GHXWOLFK JHZDFKVHQ LVW
$EE
(QWZLFNOXQJ GHV HUKlOWQLV YRQ LQ GHU %5' OHEHQGHQ XQG JHVWRUEHQHQ 0HQVFKHQ VHLW
= Z
3
'HU D)UX)WH $QVWLHJ GHU %HYNONHUXQJ LP 1DKU =*= LVW GXUFK GLH :LHGHUYHUHLQLJXQJ GHU
EHLGHQ 7HLOH 'HXWVFKODQGV EHGLQJW GXUFK GLH VLFK GLH %HYNONHUXQJ GHU %5' YRQ
* 0LR
(LQZRKQHU LP 1DKU =*= DXI = 4 0LR (LQZRKQHU LP 1DKU ==Z HUKNKW KDW 'DVV GLH =DKO
GHU *HVWRUEHQHQ LQ $EVROXW WURW] HLQHU ZDFKVHQGHQ %HYNONHUXQJ ]XUFNJHJDQJHQ LVW KDW
PHGL]LQLVFKH *UQGH ZLH ] % GLH HUEHVVHUXQJ GHU HLOXQJVFKDQFHQ GXUFK PHGL]LQLVFKHQ
)RUWVFKULWW
$X HUGHP
VLQG
VR]LRNNRQRPLVFKH
)ROLWLVFKH
XQG
VR]LRNXOWXUHOOH
%HVWLPPXQJVJUQGH ]X QHQQHQ 'D]X ]lKOHQ GLH HUEHVVHUXQJ GHU /HEHQVEHGLQJXQJHQ
YRU DOOHP KLQLVFKWOLFK GHU (UQlKUXQJ 8HGRFK DXFK GLH HUEHVVHUXQJ GHU :RKQ XQG
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l 3
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l 3II
3
(LJHQH 'DUVWHOOXQJ :HUWH4 ZZZ GHVWDWLV GH
6
$UEHLWVVLWXDWLRQ VRZLH HUlQGHUXQJHQ LP %HUHLFK GHU NIIHQWOLFKHQ XQG )ULYDWHQ [JLHQH
4
'HU 5FNJDQJ GHU lWHUEOLFKNHLW PDFKWH VLFK (QGH GHV = 1DKUKXQGHUWV ]XQlFKVW EHL
llXJOLQJHQ XQG 5LQGHUQ EHPHUNEDU GHQQ VWDUEHQ LP 1DKU ** QRFK UXQG 4h DOOHU
&HXJHERUHQHQ VR ZDUHQ HV =4 QRFK h
HXWH OLHJW GLH llXJOLQJVVWHUEOLFKNHLW EHL XQWHU
Z 4h %OLFNW PDQ DXI GDV OHW]WH 1DKU]HKQW ]XUFN VR ZDUHQ EHL GHQ llXJOLQJHQ QXU QRFK
JHULQJH 5FNJlQJH GHU lWHUEOLFKNHLW ]X YHU]HLFKQHQ
LHOPHKU KDW GLH (QWZLFNOXQJ GHU
lWHUEOLFKNHLW EHL KNKHUHQ $OWHUVJUX))HQ DQ %HGHXWXQJ JHZRQQHQ XQG HQRUP GLH (QWZLFNOXQJ
GHU /HEHQVHUZDUWXQJ EHHLQIOXVVW
$QVWLHJ GHU /HEHQVHUZDUWXQJ
'DVV VLFK GLH VR]LDOHQ /HEHQVEHGLQJXQJHQ YHUEHVVHUW KDEHQ XQG GHU PHGL]LQLVFKH
)RUWVFKULWW ]XU HUEHVVHUXQJ GHU 7EHUOHEHQVEHGLQJXQJHQ EHLWUlJW ]HLJW VLFK DXFK LQ GHU
(QWZLFNOXQJ GHU /HEHQVHUZDUWXQJ 'LH $XVZLUNXQJHQ GHU YHUEHVVHUWHQ /HEHQVEHGLQJXQJHQ
XQG GHV PHGL]LQLVFKHQ )RUWVFKULWWV ]HLJWHQ VLFK ]XQlFKVW LQ GHU HUVWHQ lOIWH GHV Z
1DKUKXQGHUWV PLW HLQHP $QVWLHJ GHU llXJOLQJVOHEHQVHUZDUWXQJ GLH XQPLWWHOEDU DXV GHP
ZHLWHU REHQ EHVFKULHEHQHQ 5FNJDQJ GHU llXJOLQJVVWHUEOLFKNHLW UHVXOWLHUWH |Q GHU ]ZHLWHQ
lOIWH GHV Z 1DKUKXQGHUWV LVW GLH IU GHQ GHPRJUDILVFKHQ :DQGHO LQ GHU %5' LQ GHQ OHW]WHQ
1DKU]HKQWHQ ZHLWDXV EHGHXWHQGHUH /HEHQVHUZDUWXQJ GHU Z 1lKULJHQ XQG bOWHUHQ JHVWLHJHQ
'LH *UQGH IU GLHVHQ $QVWLHJ VLQG GHU 5FNJDQJ GHU $OWHUVVWHUEOLFKNHLW DXI *UXQG HLQHU
VWDUNHQ $EQDKPH GHU |QIHNWLRQVNUDQNKHLWHQ VRZLH GHU 5FNJDQJ GHU lWHUEOLFKNHLW DQ
HU]NUHLVODXIHUNUDQNXQJHQ YRQ GHP EHUZLHJHQG lOWHUH 0HQVFKHQ )URILWLHUHQ
*
$EE
YHUGHXWOLFKW GLH =XQDKPH GHU /HEHQVHUZDUWXQJ lOWHUHU 0HQVFKHQ YRU DOOHP DE
0LWWH GHV Z 1DKUKXQGHUWV 'LH /HEHQVHUZDUWXQJ GHU )UDX OLHJW KNKHU DOV GLH GHU 0lQQHU
JHJHQZlUWLJ EHWUlJW GLH 'LIIHUHQ] EHL &HXJHERUHQHQ LP 'XUFKVFKQLWW
1DKUH EHL Z
1lKULJHQ OLHJW GLH 'LIIHUHQ] EHL FD 34 1DKUHQ 'LHVHU JHVFKOHFKWVV)H]LILVFKH \QWHUVFKLHG
LVW ZlKUHQG GHV JHVDPWHQ = 1DKUKXQGHUWV PLW 1DKUHQ QDKH]X NRQVWDQW JHZHVHQ XQG
LVW HUVW VHLW 0LWWH GHV Z 1DKUKXQGHUWV DQJHZDFKVHQ 'LH UHODWLYH /DQJOHELJNHLW GHU )UDX
WULWW LQ DOOHQ (\ /lQGHUQ DXI XQG LVW HLQ V)H]LILVFKHV 0HUNPDO DOOHU PRGHUQHQ
*HJHQZDUWVJHVHOOVFKDIWHQ
=
$NWXHOO OLHJW GLH GXUFKVFKQLWWOLFKH /HEHQVHUZDUWXQJ EHL
*HEXUW IU 0lGFKHQ EHL * Z* 1DKUHQ XQG IU 1XQJHQ EHL
3 1DKUHQ 'LH IHUQHUH
/HEHQVHUZDUWXQJ Z 1lKULJHU OLHJW IU )UDXHQ EHL 3 3= 1DKUHQ XQG IU 0lQQHU EHL Z 4*
1DKUHQ VR GDVV HLQH KHXWH Z 8lKULJH )UDX HLQH GXUFKVFKQLWWOLFKH /HEHQVHUZDUWXQJ YRQ
4
lFKLPDQ[ 3
ZZ l
lWDWLVWLVFKHV %XQGHVDPW ZZ l *
lFKLPDQ[ 3
ZZ l 3
*
JO lFKLPDQ[ 3
ZZ l 3 II
=
JO HEHQGD l 4ZI
7
*3 3= 1DKUHQ KDW ZlKUHQG HLQ Z 8lKULJHU 0DQQ PLW HLQHP $OWHU YRQ *Z 4* 1DKUHQ
UHFKQHQ NDQQ
$EE
(QWZLFNOXQJ GHU /HEHQVHUZDUWXQJ Z 1lKULJHU VHLW = Z
Z
=X GHU NQIWLJHQ (QWZLFNOXQJ GHU /HEHQVHUZDUWXQJ NDQQ PLW %OLFN DXI GLH ELVKHULJH
(QWZLFNOXQJ GHU /HEHQVHUZDUWXQJ LQ 'HXWVFKODQG DQJHQRPPHQ ZHUGHQ GDVV GLH
$XVZLUNXQJHQ GHU YHUEHVVHUWHQ /HEHQVXPVWlQGH XQG HUEHVVHUXQJHQ LQ GHU PHGL]LQLVFKHQ
XQG VR]LDOHQ HUVRUJXQJ GD]X IKUHQ GDVV GLH /HEHQVHUZDUWXQJ LQ GHU %5' ZHLWHU
DQVWHLJHQ ZLUG 1HGRFK JHKW GDV lWDWLVLWVFKH %XQGHVDPW YRQ HLQHP ODQJVDPHUHQ $QVWLHJ
GHU /HEHQVHUZDUWXQJ DXV GD
HUEHVVHUXQJV)RWHQ]LDOH QDKH]X DXVJHVFKN)IW VLQG XQG YRU
DOOHP LP VR]LDOHQ %HUHLFK VRZLH LQ LQ GHU HUEHVVHUXQJ GHU /HEHQVXPVWlQGH NHLQH
JUDYLHUHQGHQ bQGHUXQJHQ PHKU HUZDUWHW ZHUGHQ
LQ]X NRPPW GDVV GHU $QVWLHJ GHU
/HEHQVHUZDUWXQJ GXUFK GLH VWHLJHQGH TXRWH DQ )HWWOHLELJNHLW JHEUHPVW ZLUG XQG GHU GDUDXV
UHVXOWLHUHQGHQ )ROJHQ ZLH HLQH KRKH :DKUVFKHLQOLFKNHLW YRQ (UNUDQNXQJHQ DQ 'LDEHWHV
HU]NUHLVODXIVWNUXQJHQ RGHU 5UHEV %HWURIIHQ VLQG KLHUYRQ YRU DOOHP GLH EHUJHZLFKWLJHQ
lFKXONLQGHU 8HGRFK DXFK HLQH JUR H =DKO YRQ (UZDFKVHQHQ GHQQ EHUHLWV 8HW]W VLQG 8HGHU
]ZHLWH 0DQQ XQG 8HGH GULWWH )UDX LP $OWHU ]ZLVFKHQ 4 XQG = 1DKUHQ EHUJHZLFKWLJ
Z
(LJHQH 'DUVWHOOXQJ :HUWH4 lWDWLVWLVFKHV %XQGHVDPW ZZ l *
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l 3
JO :DOOD :
ZZ l
*I
8
5RQNUHW H.LVWLHUHQ YRP lWDWLVWLVFKHQ %XQGHVDPW
7UHQGDQQDKPHQ ]XU (QWZLFNOXQJ GHU
/HEHQVHUZDUWXQJ4
%DVLVDQQDKPH ]XU /HEHQVHUZDUWXQJ4 )U GDV 1DKU Z4Z HUJLEW VLFK HLQH GXUFKVFKQLWWOLFKH
/HEHQVHUZDUWXQJ EHL *HEXUW YRQ ** 1DKUHQ IU )UDXHQ XQG * 4 1DKUHQ IU 0lQQHU 'LH
IHUQHUH /HEHQVHUZDUWXQJ IU Z 1lKULJH OLHJW Z4Z IU )UDXHQ EHL = 1DKUHQ IU 0lQQHU EHL
4
1DKUHQ 'LH %DVLVDQQDKPH EHUFNVLFKWLJW VRZRKO GLH ODQJIULVWLJH (QWZLFNOXQJ GHU
/HEHQVHUZDUWXQJ VHLW *
GLH LQ GLHVHU $UEHLW DX HQ YRU JHODVVHQ ZLUG GD VLH GHQ
EHWUDFKWHWHQ =HLWUDXP V)UHQJHQ ZUGH DOV DXFK GLH NXU]IULVWLJH (QWZLFNOXQJ VHLW = Z
$QQDKPH PLW KRKHP $QVWLHJ GHU /HEHQVHUZDUWXQJ4 )U GDV 1DKU Z4Z HUJLEW VLFK HLQH
GXUFKVFKQLWWOLFKH /HEHQVZHUZDUWXQJ EHL *HEXUW YRQ *= * 1DKUHQ IU )UDXHQ XQG *4 3 1DKUHQ
IU 0lQQHU 'LH IHUQHUH /HEHQVHUZDUWXQJ EHWUlJW IU )UDXHQ Z = 1DKUH IU 0lQQHU
1DKUH 'LHVH 7UHQGDQQDKPH EDVLHUW DXI GHU NXU]IULVWLJHQ (QWZLFNOXQJ VHLW = Z XQG VWHOOW EHL
GHQ $QQDKPHQ GLH 9EHUJUHQ]H GDU RUUDXVVHW]XQJ IU GLHVH (QWZLFNOXQJ LVW GDVV VLFK GLH
HUPLQGHUXQJ GHV lWHUEHULVLNRV LQ GHQ KNKHUHQ $OWHUVNODVVHQ ZLH LQ GHQ YHUJDQJHQHQ Z
1DKUHQ ELV Z4Z ZHLWHU IRUWVHW]HQ 'DV ZUGH HLQH NRQWLQXLHUOLFKH HUEHVVHUXQJ GHU
PHGL]LQLVFKHQ HUVRUJXQJ lKQOLFK ZLH LQ GHQ OHW]WHQ Z 1DKUHQ HUIRUGHQ
3
3
$QVWLHJ GHV 'XUFKVFKQLWWVDOWHUV
'LH $XVZLUNXQJHQ GHU ELVKHU JHQDQQWHQ (QWZLFNOXQJHQ DXI GLH $OWHUVVWUXNWXU GHU
0HQVFKHQ LQ GHU %5' JHPHVVHQ DQ GHQ 5HQQ]DKOHQ $OWHQ XQG GHQ 1XJHQG XRWLHQW
]HLJHQ ZLH LQ $EE 3 HUVLFKWOLFK GDVV VLFK GLH $Q]DKO GHU XQWHU Z 1lKULJHQ GHXWOLFK
UHGX]LHUW KDW XQG GLH $Q]DKO GHU 4 1lKULJHQ XQG bOWHUHQ YRU DOOHP LP OHW]WHQ 1DKU]HKQW
GHXWOLFK JHVWLHJHQ LVW 'HU $QVWLHJ GHV 1XJHQG XRWLHQWHQ LP 1DKU =*= LVW GXUFK GLH
:LHGHUYHUHLQLJXQJ 'HXWVFKODQGV EHGLQJW XQG KDW GHQ LQWHUJUXQG GDVV GLH %HYNONHUXQJ
LQ GHU HKHPDOLJHQ ''5 8QJHU ZDU DOV LQ GHU %5' GHQQ GRUW ODJ GLH *HEXUWHQ]LIIHU VHLW
= Z ELV ]XU :LHGHUYHUHLQLJXQJ GHXWOLFK EHU GHU GHV ZHVWOLFKHQ 7HLOV 'HXWVFKODQGV
4
'LHVH $OWHUVYHUVFKLHEXQJ KDW HLQHQ $QVWLHJ GHV 'XUFKVFKQLWWVDOWHUV DOV )ROJH JHKDEW |P
1DKU ==Z ODJ GHU $OWHUVGXUFKVFKQLWW LQ 'HXWVFKODQG EHL * 1DKUHQ ZZ ODJ GHU :HUW
EHUHLWV NQD)) EHU 3 1DKUHQ
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l 3
3
JO HEHQGD l 3
4
JO %HUOLQ |QVWLWXW IU %HYNONHUXQJ XQG (QWZLFNOXQJ ZZ l
JO ZZZ GHVWDWLV GH XQG HLJHQH %HUHFKQXQJHQ
9
$EE 3 (QWZLFNOXQJ GHV $OWHQ XQG 1XJHQG XRWLHQWHQ VRZLH GHV 'XUFKVFKQLWWVDOWHUV LQ GHU
%5' VHLW = Z
'DV 'XUFKVFKQLWWVDOWHU GHU %HYNONHUXQJ ZLUG ZHLWHU ]XQHKPHQ XQG ELV Z4Z XP
PLQGHVWHQV VHFKV XQG PD.LPDO ]HKQ 1DKUH DQVWHLJHQ
*
Ä%HL DQQlKHUQG NRQVWDQWHU
*HEXUWHQKlXILJNHLW XQG GHU %DVLVDQQDKPH ]XU /HEHQVHUZDUWXQJ EHWUlJW HV LP 1DKU Z4Z
FLUFD 4Z 1DKUH ³
=
0LJUDWLRQ
)U GLH %HYNONHUXQJVHQWZLFNOXQJ LQ 'HXWVFKODQG VLQG QHEHQ )HUWLOLWlW XQG 0RUWDOLWlW DXFK
GLH %HYNONHUXQJVEHZHJXQJHQ EHU GLH *UHQ]HQ GHV /DQGHV GLH 0LJUDWLRQ EHGHXWVDP
3Z
:LH LQ 5D)LWHO
EHUHLWV HUZlKQW KHUUVFKW LQ GHU %5' VHLW
=
HLQ
lWHUEHIDOOEHUVFKXVV $OOHLQ GXUFK GLH QDWUOLFKHQ %HYNONHUXQJVEHZHJXQJHQ KlWWH HV LQ
GHU %5' GHVKDOE ]X HLQHP NRQVWDQWHQ %HYNONHUXQJVUFNJDQJ NRPPHQ VROOHQ
3
1HGRFK
ZXUGH GLHV GXUFK GLH 0LJUDWLRQ ]XPLQGHVW ELV ]XP 1DKU ZZ XQWHUEXQGHQ lHLW ZZ
VFKUXP)IW GLH %HYNONHUXQJ 'HXWVFKODQGV GD GHU :DQGHUXQJVVDOGR
3
GLH UFNOlXILJHQ
*HEXUWHQ]DKOHQ QLFKW PHKU DXVJOHLFKHQ NDQQ
(LJHQH 'DUVWHOOXQJ :HUWH4 lWDWLVWLVFKHV %XQGHVDPW ZZ l 3
*
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l
=
lWDWLVWLVFKHV %XQGHVDPW ZZ l
3Z
JO lWDWLVWLVFKHV %XQGHVDPW ZZ l 33
3
JO lFKLPDQ[ 3
ZZ l 4=
3
'HU :DQGHUXQJVVDOGR LVW GLH 'LIIHUHQ] ]ZLVFKHQ =XZDQGHUXQJHQ XQG $XVZDQGHUXQJHQ LQ HLQ
*HELHW E]Z DXV HLQHP *HELHW LQQHUKDOE HLQHV EHVWLPPWHQ =HLWUDXPV
10
$EE 4 :DQGHUXQJVVDOGR ]ZLVFKHQ GHU %5' XQG GHP $XVODQG VHLW = 3
3
:LH $EE 4 ]HLJW OLHJW WURW] HLQHV 5FNJDQJV GHU &HWWR]XZDQGHUXQJ ZlKUHQG GHU OHW]WHQ
1DKUH VHLW 0LWWH GHU =*ZHU 1DKUH HLQ )RVLWLYHU :DQGHUXQJVVDOGR YRU ZDV EHGHXWHW GDVV
PHKU 0HQVFKHQ QDFK 'HXWVFKODQG HLQJHZDQGHUW DOV DXVJHZDQGHUW VLQG &HEHQ GHQ
$XVZLUNXQJHQ IU GLH %HYNONHUXQJV]DKO KDW GHU )DNWRU 0LJUDWLRQ 8HGRFK DXFK (LQIOXVV DXI
GLH $OWHUVVWUXNWXU GHU %HYNONHUXQJ GHV 8HZHLOLJHQ /DQGHV
)U GLH $OWHUVVWUXNWXU GHU =LHOOlQGHU ZLUNW VLFK GLH =XZDQGHUXQJ PLWWHOIULVWLJ JQVWLJ DXV
GD GLH =XZDQGHUHU PHLVW 8QJHUH 3HUVRQHQ LP HUZHUEVIlKLJHQ $OWHU VLQG XQG WHLOZHLVH
5LQGHU PLWEULQJHQ RGHU GLHVH V)lWHU QDFKKROHQ
33
(EHQVR OLHJHQ GLH *HEXUWHQUDWHQ GHU
DXVOlQGLVFKHQ )UDXHQ GLH QDFK 'HXWVFKODQG HLQZDQGHUQ KlXILJ EHU GHQHQ GHU
(LQKHLPLVFKHQ ZDV HEHQIDOOV GDV GXUFKVFKQLWWOLFKH $OWHU GHU %HYNONHUXQJ PLWWHOIULVWLJ
VHQNW
34
RUEHUJHKHQG NDQQ 0LJUDWLRQ DOVR ]X HLQHU HU8QJXQJ GHU %HYNONHUXQJ IKUHQ
ODQJIULVWLJ JHVHKHQ ZlUH HLQHU 0RGHOOUHFKQXQJ GHU HUHLQWHQ &DWLRQHQ ]XIROJH QXU
PNJOLFK GDV HUKlOWQLV ]ZLVFKHQ GHU =DKO GHU 0HQVFKHQ LP HUZHUEVIlKLJHQ $OWHU 4 ELV
3 XQG GHU =DKO GHU lHQLRUHQ
4 1DKUH XQG lOWHU ]X HUKDOWHQ ZHQQ GHU 8lKUOLFKH
:DQGHUXQJVVDOGR ELV
Z4Z GXUFKVFKQLWWOLFK
0LR 0HQVFKHQ EHWUDJHQ ZUGHQ
$QJHVLFKWV HLQHU GXUFKVFKQLWWOLFKHQ &HWWR]XZDQGHUXQJ YRQ HWZDV PHKU DOV Z
0LR
0HQVFKHQ 8lKUOLFK LVW GLHVHU :HUW VHKU XQUHDOLVWLVFK \P GHQ %HVWDQG GHU %HYNONHUXQJ
]X HUKDOWHQ XQG HLQ %HYNONHUXQJVUFNJDQJ ]X YHUPHLGHQ EHGUIH HV HLQHU 8lKUOLFKHQ
3
(LJHQH 'DUVWHOOXQJ :HUWH4 ZZZ GHVWDWLV GH
33
lFKLPDQ[ 3
ZZ l 4=II
34
JO %XQGHVPLQLVWHULXP GHV |QQHUHQ ZZ l *Z
11
Details
- Seiten
- Erscheinungsform
- Erstausgabe
- Jahr
- 2008
- ISBN (eBook)
- 9783958209282
- ISBN (Paperback)
- 9783958204287
- Dateigröße
- 2.2 MB
- Sprache
- Deutsch
- Institution / Hochschule
- Duale Hochschule Baden-Württemberg, Stuttgart, Horb, früher Berufsakademie Stuttgart; Horb
- Erscheinungsdatum
- 2015 (Oktober)
- Note
- 2
- Schlagworte
- wandel anforderungen discounthandel eine betrachtung firma lidl
