Table of Contents
- Market in Brief
- The future
- Market size and performance
- Market leaders
- Figure 1: Germany: Outlet/channel where PC purchased, May 2007
- Consumer behaviour
- Report Scope
- PC retailers' sales
- Abbreviations
- Technical notes
- Definitions
- Currencies
- Figure 2: Exchange rates: National currencies against the Euro, 2003-06
- Country codes
- VAT
- Figure 3: Europe: Standard VAT rates, 2006
- Other abbreviations
- Broader Market Environment
- Ageing population
- Figure 4: Germany: Population trends, 2002-06
- Figure 5: Germany: Population, by age group, 2002, 2006 and 2010
- Computer ownership
- Hardware ownership is on the rise but still lags behind other markets
- Figure 6: Germany: Computer ownership in the home, 2003-06
- Ownership tails off rapidly with age
- Figure 7: Germany: Computer ownership, by age group, March 2006
- But rises in line with income
- Figure 8: Germany: Computer ownership, by income group, March 2006
- Demand for PC peripherals grows
- Figure 9: Germany: Ownership of PC peripherals, 2002 and 2006
- Computer usage
- Figure 10: Germany: What home computer is used for, 2002 and 2006
- Figure 11: Germany: Five most important factors when choosing a home
computer, 2002 and 2006
- Economy looking brighter, at last
- Figure 12: Germany: Gross domestic product, 1995-2006
- Inflation
- Figure 13: Germany: Consumer prices, 2002-06
- The Market in Context
- Subdued consumer spending
- Figure 14: Germany: Household consumer expenditure, 1995-2006
- Consumer spending on audio-visual, photo and information processing
equipment
- Figure 15: Germany: Consumer spending on leisure & culture, 2002-2006
- Figure 16: Europe: Share of households with broadband Internet access,
2006
- Price deflation
- Figure 17: Germany: Consumer price index on selected products, 2000-06
- PCs in the wider context
- Figure 18: Germany: Consumer spending on select home and technology
products, 2002-06
- Figure 19: Germany: Consumer price index on selected home and
recreational products, 2000-06
- Market Size and Forecast
- Future
- Market will outperform all retail sales
- Figure 20: Germany: Information processing equipment spending and retail
sales, indexed growth, 2001-11
- Figure 21: Germany: Consumer spending on information processing
equipment, by value, 2001-11
- Driving through the price message
- Recreational use and multiple ownership
- Innovation and convergence
- Workplace policies
- Past
- Sector Size and Forecast
- Economic outlook
- Computer retailers' prospects
- Retail sales forecasts
- Figure 22: Germany: Retail sales, 2002-12
- Figure 23: Germany: PC and office specialists as % all retail sales,
2002-12
- Figure 24: Germany: Information processing market, PC/office specialists
sales and all retail sales, indexed growth, 2001-11
- European Consumer Context
- Computer ownership
- Figure 25: GB, France, Spain and Germany: Computer ownership in the
home, 2006
- Peripherals ownership
- Figure 26: GB, France, Spain and Germany: Peripherals ownership in the
home, 2006
- Figure 27: GB, France, Spain and Germany: Peripherals ownership in the
home, 2006
- Main user
- Figure 28: Europe: Main user in the home, GB, France, Spain and Germany,
2006
- Main uses
- Figure 29: Europe: Main use in the home, GB, France, Spain and Germany,
2006
- Figure 30: Europe: Main use in the home, GB, France, Spain and Germany,
2006
- Broadband access
- Figure 31: Europe: Share of households with broadband Internet access,
2006
- Most important factors when choosing a home computer
- Figure 32: Germany and GB: Five most important factors when choosing a
home computer, 2006
- Figure 33: Spain and France: Five most important factors when choosing a
home computer, 2006
- The Consumer -- Where They Shop
- Where people buy
- Media Markt dominates
- PC specialists
- Online shopping
- Other in-store
- Second-hand
- Figure 34: Germany: Outlet/channel where PC purchased, May 2007
- Who buys where
- Gender bias
- Media Markt pulls in the youngsters
- Figure 35: Germany: Selected outlets where PC purchased, by age, May 2007
- Figure 36: Germany: Selected outlets where PC purchased, by income band,
May 2007
- Figure 37: Germany: Outlet/channel where PC purchased, May 2007
- Retail Competitor Analysis
- Leading retailers
- Figure 38: Germany: Leading PC retailers, 2006
- Market shares
- Figure 39: Germany: Leading PC retailers, market shares, 2006
- Retailer Profiles
- Dell B2C Retail Europe
- Strategic evaluation
- Background
- Dell founded in 1984
- The Dell model
- Alienware acquisition
- Financial performance
- Figure 40: Dell EMEA: Financial performance, 2001/02-2005/06
- Figure 41: Dell B2C Retail Europe: Estimated retail sales,
2001/02-2005/06
- Store portfolio
- Retail offering
- Market positioning
- Product offer
- Figure 42: Dell Global: Product breakdown, 2005
- Figure 43: Dell Global: Product breakdown by category, 2001/02-2005/06
- Pricing
- Advertising & marketing
- e-commerce & home shopping
- Media Markt/Saturn
- Figure 44: Media Markt/Saturn: Sales as share of electricals specialists
in Europe, 2002-06
- Figure 45: Media Markt/Saturn (Germany): Sales as share of electricals
specialists in Germany, 2002-06
- Figure 46: Media Markt/Saturn (Italy): Sales as share of electricals
specialists in Italy, 2002-06
- Figure 47: Media Markt/Saturn (Spain): Sales as share of electricals
specialists in Spain, 2002-06
- Figure 48: Media Markt/Saturn (Netherlands): Sales as share of
electricals specialists in Netherlands, 2002-06
- Figure 49: Media Markt/Saturn (Austria): Sales as share of electricals
specialists in Austria, 2002-06
- Figure 50: Media Markt/Saturn (France): Sales as share of electricals
specialists in France, 2002-06
- Strategic evaluation
- Background
- METRO Group
- Financial performance
- Figure 51: Media Markt/Saturn: financial performance, 2002-06
- 2006 results
- Figure 52: Media-Saturn: Germany, Western Europe & Eastern Europe -- share
of sales, 2002-06
- Store portfolio
- Figure 53: Media Markt/Saturn: Outlet data by country, 2002-06
- Figure 54: Media Markt/Saturn: Sales per outlet by country, 2002-06
- Retail offering
- Market positioning and customer profile
- Brands
- Product offer
- Figure 55: Media Markt/Saturn: product mix, 2003
- Pricing and advertising
- Customer services
- Operational issues
- e-commerce & home shopping
- Synaxon (PC Spezialist)
- Strategic evaluation
- Background
- Financial performance
- Figure 56: Synaxon: Group financial performance, 2002-06
- Figure 57: Synaxon: Sales breakdown 2006
- Figure 58: PC-Spezialist and Microtrend: Estimated sales at retail,
2003-06
- Store portfolio
- Figure 59: Synaxon: Number of PC-Spezialist Franchise Partners and
Microtrend members, 2002-06
- Figure 60: PC-Spezialist: Store numbers by type, 2006
- Figure 61: PC-Spezialist: Store interior
- Retail offering
- Market positioning
- Product offer
- Pricing
- e-commerce & home shopping
- Vobis AG
- Strategic evaluation
- Background
- Turbulent times
- Financial performance
- Store portfolio
- Retail offering
- Market positioning
- Brands
- Product offer
- Advertising & marketing
- e-commerce & home shopping
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