PCs and Laptops - Germany - August 2009

Table of Contents

• Market in Brief
• The future
• Market size and performance
• Leading players
• Report Scope
• PC retailers' sales
• Leading retailers and company profiles
• Abbreviations
• Other abbreviations
• Technical notes
• Financial definitions
• Currencies
  • Figure 1: Exchange rates, € to other European currencies, 2004-08
• VAT
  • Figure 2: Europe: Standard VAT rates, 2008
• Country codes
  • Figure 3: Country codes
• Broader Market Environment
• Key points
• Population in decline
  • Figure 4: Germany: Population trends, 2003-07
  • Figure 5: Germany: Births, deaths, immigration and emigration, 2000-07
  • Figure 6: Germany: Population, by age group, 2007, 2010 and 2015
• Germany in recession
  • Figure 7: Germany: Gross domestic product, 1999-2008
• Weak consumer spending
  • Figure 8: Germany: Consumer expenditure, 1999-2008
• Inflation in free-fall
  • Figure 9: Germany: Consumer prices, 2003-08
• PC ownership
  • Figure 10: Germany: Ownership of PCs and internet access, 2004-08
• Ownership of peripherals
  • Figure 11: Home computer peripherals/hardware, ownership, 2007-08
• Ownership demographics
  • Figure 12: Germany: Computer ownership, by age group, 2008
  • Figure 13: Germany: Computer ownership, by income group, 2008
• Computer usage
  • Figure 14: Germany: What home computer is used for, 2004-08
• Factors in choosing a home computer
  • Figure 15: Germany: Most important factor when choosing a home computer, 2004-08
• Competitive Context
• Key points
• Spending on audio-visual, photo and information processing equipment
  • Figure 16: Germany: Consumer spending on leisure & culture, 2004-08
• PC goods in a wider context
  • Figure 17: Germany: Consumer spending, growth in selected main categories (current prices), 2004-08
• Price deflation
  • Figure 18: Germany: Consumer price index for selected products, 2000-08
• Channels of Distribution
• Market Size and Forecast
• Key points
• Economic and consumer outlook
• Market and retail forecasts
• Technical notes
• Retail prospects
  • Figure 19: Germany: Computer market size and retail sales, 2004-14
• Outlook for PC retailers
• Past performance of PC specialists
  • Figure 20: Germany: PC and office specialists' retail sales, 2004-08
• Retail Competitor Analysis
• Key points
• Media-Saturn is market leader
• Synaxon in second place
• Vobis decline continues
• Heavy presence of buying groups
• Notebooksbilliger.de
• Conrad
  • Figure 21: Germany: Leading PC retailers, 2008
• Market shares
  • Figure 22: Germany: Leading retailers of PCs, market shares, 2008
• Enterprise and outlet data
  • Figure 23: Germany: PC and office specialists, enterprise and outlet data, 1998-2004
• Media Markt/Saturn
• Strategic evaluation
• History
• Financial performance
  • Figure 24: Media Markt/Saturn: Financial performance, 2004-08
  • Figure 25: Media Markt/Saturn: Germany, Western Europe & Eastern Europe -- share of sales, 2004-08
• Store portfolio
  • Figure 26: Media Markt/Saturn: Outlet data, by country, 2004-08
  • Figure 27: Media Markt/Saturn, description of outlets, 2008
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Advertising and marketing
• Operational issues
• e-commerce and home shopping
  • Figure 28: Media Markt/Saturn: Websites by country, 2009
• PC Spezialist (Synaxon)
• History
• Financial performance
  • Figure 29: Synaxon: Group financial performance, 2004-08
• Store portfolio
  • Figure 30: Synaxon: Number of PC-Spezialist franchise partners and Microtrend members, 2004-08
• Retail offering
• Market positioning
• Product offer
• Pricing
• e-commerce and home shopping
• Vobis
• History
• Financial performance
• Store portfolio
  • Figure 31: Vobis: Outlet data, 2004-08
• Retail offering
• Market positioning
• Brands and product offer
• e-commerce and home shopping