PCs and Laptops - Italy - August 2009

Table of Contents

• Market in Brief
• The future
• Market size and performance
• The competitive landscape
• 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
• Slowly growing, ageing population
• Figure 4: Italy: Population trends, 2003-08
• Struggling economy
  • Figure 5: Italy: Gross domestic product, 1998-2008
• Consumer spend turns from weak to negative growth
  • Figure 6: Italy: Consumer spending, 1998-2008
• Inflation easing
  • Figure 7: Italy: Consumer price inflation, 2003-08
• Unemployment back on the rise
• PC ownership
  • Figure 8: Italy: Household PC ownership, 2004-08
  • Figure 9: Italy: Household PC ownership, by type of household, 2008
  • Figure 10: Italy: Computer usage, by selected demographics, 2008
  • Figure 11: Italy: Household PC ownership and internet/broadband access, by geographic region, 2004 and 2008
  • Figure 12: Italy: Average spending on PCs by consumers who bought them, 2003-07
• Competitive Context
• Key points
• Computing among the weakest spending categories
  • Figure 13: Italy: Consumer spending, growth in selected main categories (current prices), 2004-08
  • Figure 14: Italy: Consumer spending, growth in selected main categories (current prices), 2007-08
  • Figure 15: Italy: Consumer spending on recreation & culture, 2004-08
• Deflation hampers electricals
  • Figure 16: Italy: Consumer price inflation on audio-visual, photographic and information processing goods, 2002-07
• Channels of Distribution
  • Figure 17: Italy: Computing goods, estimated channels of distribution, 2008
• Market Size and Forecast
• Key points
• Economic outlook
• Market and retail forecasts
• Technical notes
• Retailers' prospects
• Spending on PCs to suffer as discretionary
• Challenging times ahead for PC retailers
  • Figure 18: Italy: Retail sales, 2004-14
• Retail Competitor Analysis
• Key points
• PC City merged to UniEuro
• Computer Discount struggles
• Wellcome gains ground
• Electricals chains in hot competition
  • Figure 19: Italy: Leading PC retailers, 2008
• Market shares
  • Figure 20: Italy: Leading retailers of PCs, market shares, 2008
• CDC Computer Discount
• Strategic evaluation
• History
• Financial performance
  • Figure 21: CDC Computer Discount: Group financial performance, 2004-08
• Store portfolio
  • Figure 22: CDC Computer Discount: Outlet data, 2004-08
• Retail offering
• Market positioning
• Figure 23: CDC Computer Discount: Group operations, 2008
• Brands
• Product offer
• Pricing
• Operational issues
• e-commerce and home shopping
• DSG International (PC World/PC City)
• Strategic evaluation
• Recent history
• Financial performance
  • Figure 24: DSG International: Group financial performance and outlet data, 2004/05-2008/09
  • Figure 25: DSG International: Computing division financial performance and outlet data, 2004/05-2008/09
  • Figure 26: DSGi UK Computing: Sales and operating profit, 2004/05-2008/09
  • Figure 27: PC City: Financial performance, 2004/05-2008/09
  • Figure 28: Currys and UniEuro: Financial performance, 2004/05-2008/09
• Store portfolio
  • Figure 29: PC World: Outlet data, 2004/05-2008/09
  • Figure 30: PC City: Stores and sales area, 2005-09
  • Figure 31: Currys and UniEuro: Outlet data, 2005-09
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Media Markt/Saturn
• Strategic evaluation
• History
• Financial performance
  • Figure 32: Media Markt/Saturn: Financial performance, 2004-08
  • Figure 33: Media Markt/Saturn: Germany, Western Europe & Eastern Europe -- share of sales, 2004-08
• Store portfolio
  • Figure 34: Media Markt/Saturn: Outlet data, by country, 2004-08
  • Figure 35: 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 36: Media Markt/Saturn: Websites by country, 2009
• Wellcome (Datamatic Group)
• Strategic evaluation
• History
• Financial performance
  • Figure 37: Datamatic: Group sales performance, 2004-08
• Store portfolio
  • Figure 38: Wellcome: Outlet data, 2004-08
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• e-commerce and home shopping