Abstract
Hierbei handelt es sich um eine Fallstudie zur Anwendung in betriebswirtschaftlichen Kursen und Seminaren. Das Thema der Fallstudie ist "Internationales Retail Management". Der Fall basiert vollständig auf öffentlich zugänglichen Quellen. Die Kurzbeschreibung des Falls lautet:
The case describes the entry of Russia-based retailer Torgservis into Germany and analyzes its management strategy ...
Abstract
Hierbei handelt es sich um eine Fallstudie zur Anwendung in betriebswirtschaftlichen Kursen und Seminaren. Das Thema der Fallstudie ist "Internationales Retail Management". Der Fall basiert vollständig auf öffentlich zugänglichen Quellen. Die Kurzbeschreibung des Falls lautet:
The case describes the entry of Russia-based retailer Torgservis into Germany and analyzes its management strategy for expanding into an attractive international retail market. Under the name "Mere" the company wanted to gain a foothold in the German retail sector using
the same strategy that had proven successful in other European countries: spartan store design, bargain procurement, no marketing, and
“ultra-low” prices. With their high price sensitivity and high purchasing power, the German customers appeared to be a perfect fit for Mere.
However, entering the German market proved a challenge, as new competitors faced fierce rivals, such as the retail giants Edeka, Rewe, Lidl, and Aldi. Mere tried to capture market share by strongly undercutting the price level of its competitors, building on the intuitive notion that price is one of the strongest determinants of store selection. After great initial media interest, the first criticisms of Mere’s business practices followed, and Mere’s ambitious expansion plans seemed to be in jeopardy. Viktoria Sobolev, a retail consultant, is the protagonist of this case. She is tasked with analyzing whether the Mere business model will work successfully in Germany. To find an answer, Sobolev’s analysis must not only include a comparison of Mere and its main competitors, but also requires a close look at consumer behavior, with particular attention to German shopping culture.
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