CASE STUDY ON TCHIBO

Case Study on Tchibo

Contents

BACKGROUND INFORMATION3

MARKET REORGANIZATION3

ANALYSIS4

NEW PRODUCTS AND NEW STORES - A STEP TOWARDS INNOVATION6

TEN BUSINESS MODELS8

Product Innovation10

Process Innovation10

Position Innovation10

Paradigm Innovation10

SPAGHETTI MODEL OF INNOVATION11

OVERVIEW AND TRENDS ANALYSIS OF UK ENTERPRISE POPULATION12

REFERENCES14

Case Study on Tchibo

Background Information

Tichibo is a chain of coffee shops based in Gernany. Its widely known for its product range which changes weekly. The latter includes: household items, clothing, electrical appliances and electronics. 'Jede Woche eine neue Welt' (translated to "Every week a new world") is the Tchibo's slogan in Germany. The expanded product range of toshibon includes services such as insurance, travel, and mobile phone contracts. Its one of Germany's biggest Shop chains.Based in Hamburg, the Tchibo's coffee is sold in supermarkets in the the Czech Republic United States, Hungary, Slovakia, Ukraine, Turkey, Jordan, United Arab Emirates, Romania, Israel, Poland, Russia, and Syria.

Tchibo.cz is ranked #36,835 in the world according to the three-month Alexa traffic rankings, and search engines refer about 12% of visits to the site. - The sites visitors view an average of 5.6 unique pages per day. Relative to the overall population of internet users, Tchibo.cz appeals more to users who browse from home; its visitors also tend to consist of moderately educated women earning between $30,000 and $60,000 who have more children. From the Alexa site analysis - Tchibo.cz gets rate 86% out of 100% Search performance = 11,5%

Market reorganization

The Herz family, one of Germany's wealthiest families, owns the Tchibo holding company. In 2007, It changed its name to maxingvest ag from Tchibo Holding AG. The Herz family is the largest shareholder of the Beiersdorf conmpanyand holds 100 percent of company Tchibo GmbH's Shares. The company has 22,000 Frische-Depots in supermarkets and bread shops where the nrand named shelves also sell products such as like bicycles, outerware and towelsalong with 850 shops in 2002.

Tchibo introduced its reorientation program to its employees on December 2007. The new motto "Stärken stärken 2010" ("Strengthen our strengths in 2010") conveys that all the changes are to be completed by the year 2010. This is the period when the company intends to return to its traditional growth and strengths. After consutation, the company decided to restructure the field teams and head office and also to close hald of its retail stores. The 11 directors from the UK board were decreased to 4.

The Tchibo spokesman announced the closing of Somerfield and Sainsbury's stores due to complex macroeconomic conditions on november 26, 2008. Given the title of "a glorified pound shop" by the Retail Week issue on February 2008, the company's lack of suceess was visible to all. The UK online webstore and all of the other Tchibo's Stores were closed in the period.

Analysis

Tchibo green energy is recovered in Norwegian hydroelectric power plants of Statkraft. When electricity is generated from hydropower, the emission of CO2 is avoided, which is why this type of power generation is considered to be climate-friendly. Not without reason the Green current of Tchibo received the ok-power ...