Tchibo and Entrepreneurship

Tchibo and Entrepreneurship

Tchibo and Entrepreneurship

Introduction

The brand name originated from the name from the word Tchiling bean. The two founders had the idea to send coffee by mail. Max Herz led the company until his death in 1965. On 13, he opened a retail store in October 1955 in Hamburg, the first Tchibo store in which the customer the coffee could try before buying. The branch network grew rapidly in the following years and expanded to the entire former Federal Republic of Germany. From 1963, they taught Tchibo in bakeries and pastry shops called as fresh deposits. These were to shelves highlighted set up in stores and in which the Tchibo coffee were offered. After his father's death in 1965, he led Herz, the company further. Since the 1950s, coffee was sold at Tchibo in containers. Since coffee was considered a luxury item in this time, Tchibo designed the packaging quality and first sold him in cloths and later in orange boxes. Due to a Federal Court decision in 1973, it was no longer possible Tchibo, the sale of other products, such as coffee cans or flavor cookbooks as adding product to give away. So the company decided to sell this product instead.

Literature Review

The idea to use items to sell was born. Under the slogan “Every week a new”, Tchibo offers its customers a weekly changing selection of consumer goods, from fashion, jewelry and sporting goods, home accessories, kitchen accessories and consumer electronics. Tchibo in 1974, acquired a minority stake in Beiersdorf AG and in 1980 the majority stake in Reemstma. Through this participation shops, Tchibo, AG reached a higher diversification. In 1988, it was converted the "Tchibo Frisch-roasted coffee AG "in the" Tchibo Holding AG which is called as Maxingvest, today and affiliated to the coffee shop in the newly formed wholly- owned subsidiary Tchibo Frisch-roasted coffee GmbH. From 1991, the foreign business of Tchibo Holding AG was settled by the newly created subsidiary Tchibo International. In subsequent years, Tchibo expanded abroad, particularly in Eastern Europe. In 1994, Tchibo coffee service was spun off as an independent subsidiary for the supply of catering and office customers.

Tchibo operates as a family business and wants satisfied, committed employees who maintain an open and honest relationship with each other. Tchibo strengthens the corporate culture through a variety of measures - and encourages dialogue. The company believes that a strong corporate culture needs strong values and it has explicitly declared its values which are as below. Customer focus: Tchibo puts their customers at the center of all their thoughts and actions. Their goal is to provide not only to satisfy, but also to inspire. It can be argued that a satisfied customer has a high a switching rate than an inspired customer as the later will develop a certain loyalty towards the brand.

Critical Analysis

Tchibo promotes courage, innovation and decision-making. They wish to awaken the entrepreneur in each of their employees and motivate them to become intrinsically motivated to the success ...