Download - History of Tchibo Company
![Page 1: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/1.jpg)
![Page 2: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/2.jpg)
History of Tchibo Company• Tchibo, the world's fourth largest coffee player by retail
value and German chain of coffee shops and cafés, also known for its weekly-changing range of other products.
• 1949 Max Herz established the company.
• In the 1970s, Tchibo became the first branch in Germany.
• For 60 years, the Hamburg-based business has scouted out trends and customer preferences in order to offer the best products at the right time.
• The latter includes: clothing, household items, electronics.
![Page 3: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/3.jpg)
"
“ Every week a new world ”
![Page 4: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/4.jpg)
Tchibo in Turkey In 2004 Tchibo began the marketing
research in Turkey In year 2010 Tchibo has 37 branches in Turkey
![Page 5: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/5.jpg)
Position industry
• Headquarters:Hamburg Area, Germany• Industry: retail• Type:Privately Held• Status:Operating• Company Size:12,000 employees • 2009 Revenue:3,200,000,000 [EUR] • Median Age:28 years • Median Tenure1.5 years• GenderMale:78% • Female:22%• 1300 branches
![Page 6: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/6.jpg)
![Page 7: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/7.jpg)
Strategies
• Pricing strategy: Use the penetration pricing strategy and make sure that in all distribution channels the products are offered for the same price.
![Page 8: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/8.jpg)
Price and quality strategy Buyers choose Tchibo products because they
look for excellent quality at a fair price. They trust Tchibo and the guaranteed quality. They want great coffee taste and the experience of the „Every week a new experience‟.
![Page 9: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/9.jpg)
Product and quality
TCHIBO has it’s own brand named TCM. It serves as a guarantee of carefully selected products that made to excellent quality standards. You will find the TCM Seal on each of our products, from T-shirts to cooking pots. This guarantees product quality, careful selection and exclusive production. TCM stands for 'Tchibo Certified Merchandise'.%30 TCM products are produced in turkey especially in Bursa.
![Page 10: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/10.jpg)
![Page 11: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/11.jpg)
![Page 13: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/13.jpg)
Location strategy
• “Our main criterion for identifying potential locations is the location itself, whether it is a crowded area, a High Street or a shopping center, and the size of the shop for presentation of food and nonfood, as well as for the coffee bar area.”
![Page 14: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/14.jpg)
![Page 15: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/15.jpg)
Who are the current and potential customers of Tchibo?
• The current buyers are households in several European countries who are searching for great coffee taste at a fair price and useful value for money consumer goods. Tchibo offers products for all ages and income levels. Although the product range is not gender-related, it should be considered that the majority of the buyers will be women because they mostly do the family shopping.
![Page 16: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/16.jpg)
Store atmospherics strategy
• The smell of coffee in the store adds to the ambience. “coffee bar area.” „Every week a new-Experience‟ marketing concept, plus the three-in-one-shop atmosphere, the desire to buy awakes
![Page 17: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/17.jpg)
![Page 18: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/18.jpg)
![Page 19: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/19.jpg)
Comparison with the competitors with regard to strategies
• There are no direct competitors, because the Tchibo concept is unique worldwide
• So it has two kind of indirect competitor:• Food products competitors: starbucks, gloria jeans• Consumer good competitors: wal mart, metro • Since year 1997 there was an other Berlin-based
direct competitor company eduscho but after buying eduscho’s rival tchibo became the market leader.
![Page 20: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/20.jpg)
Communication strategy
• In the strategic options three distribution channels were selected: joint venture, franchise and e-commerce
• Customers can order the non-food products and the coffee range with the mail-order magazine which is published monthly
![Page 21: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/21.jpg)
Evaluation of Tchibo
• Tchibo has a worldwide unique three-in-one-store model
• Great know how in the coffee consumer goods business• Good business relations to cooperation partners and
suppliers
• It offers high quality products at a low price
• Early adopter of internet and strong in e-commerce.
![Page 22: History of Tchibo Company](https://reader036.vdocuments.mx/reader036/viewer/2022081420/56816872550346895ddee222/html5/thumbnails/22.jpg)
Prepared By
• Gülşah YANAR
• Gizem TAŞKIN