|
|
Nachdem das gesamte Haus auf dem Prüfstand war, gilt es nun eine Vision zu entwickeln, wie wir das Unternehmen auf dem Markt positionieren können, um für die Zukunft gewappnet zu sein.
|
|
Positionierung gegenüber den Wettbewerbern und Strategie.
|
|
|
|
|
|
Rang
|
Strategie
|
|
Abt.
|
Ums.
T- €
|
qm
|
T€/
qm
|
1
|
Ums.
|
2
|
Ums.
|
3
|
Ums.
|
4
|
Ums.
|
1=forcieren
2=unverändert
3=verkleinern
4=aufgeben
|
|
10 Haushalt
|
180,0
|
70,0
|
2,6
|
Kaufhaus
|
250
|
Musterm.
|
180
|
Müller
|
160
|
Belz
|
70
|
1
|
|
15 GPK
|
170,0
|
55,0
|
3,1
|
Musterm.
|
170
|
Kaufhaus
|
140
|
|
|
|
|
1
|
|
16 Geschenk
|
190,0
|
70,0
|
2,7
|
Musterm.
|
190
|
Kaufhaus
|
150
|
|
|
|
|
1
|
|
24 CD
|
150,0
|
45,0
|
3,3
|
Müller
|
200
|
Kaufhaus
|
170
|
Musterm.
|
120
|
|
|
4
|
|
28 Elektro
|
90,0
|
37,0
|
2,4
|
Reng
|
200
|
Müller
|
170
|
Nolde
|
160
|
Musterm .
|
90
|
4
|
|
29 Phono
|
70,0
|
25,0
|
2,8
|
Reng
|
150
|
Kaufhaus
|
120
|
Nolde
|
110
|
Musterm .
|
70
|
4
|
|
30 Parfümerie
|
200,0
|
33,0
|
6,1
|
Müller
|
400
|
Musterm.
|
200
|
|
|
|
|
3
|
|
31 Schmuck
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
2
|
|
32 Zigaretten
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
2
|
|
33 Schreib.
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
1
|
|
34 Foto
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
1
|
|
35 Spielwaren
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
1
|
|
36 Zeitungen
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
2
|
|
37 Uhren
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
2
|
|
38 Lederw.
|
|
35,0
|
0,0
|
|
|
|
|
|
|
|
|
1
|
|
Hartwaren
|
1050,0
|
41,0
|
25,6
|
|
|
|
|
|
|
|
|
|
|
40 Kurzwaren
|
|
65,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
42 Gardinen
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
44 Hausw.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
50 DOB
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
51 QS
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
52 EdC
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
53 Cecil
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
54 Lerros
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
55 Arbeitsw.
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
60 Baby
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
61 Da-W.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
63 Mieder
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
66 Strümpfe
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
67 Modew.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
70 Strick
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
71 Badem.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
72 He-Hemd.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
73 He-Wä.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
75 He-Esprit
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
81 Street 35
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
84 S.Oliv.Wo.
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
86 Street one
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
87 Kenny S
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
88 Olsen
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
89 Via Appia
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
90 Esprit
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
91 Comma
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
94 Mac
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
95 Angels
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
96 Zerres
|
|
54,0
|
0,0
|
|
|
|
|
|
|
|
|
|
|
Textil
|
0,0
|
54,4
|
0,0
|
|
|
|
|
|
|
|
|
|
|
Summe
|
1050,0
|
47,7
|
22,0
|
|
|
|
|
|
|
|
|
|
|
