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Edeka Zentrale’s Business Strategy Case Study

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Edeka Zentrale’s Company Overview


The Edeka Group is the largest German supermarket corporation, holding a market share of 26%. Founded in 1898, it consists today of several cooperatives of independent supermarkets all operating under the umbrella organization Edeka Zentrale AG & Co KG, with headquarters in Hamburg. There are approximately 4,100 stores with the Edeka nameplate that range from small corner stores to hypermarkets. On November 16, 2007, Edeka reached an agreement with Tengelmann (known for A&P in the US) to purchase a 70% majority stake in Tengelmann's Plus discount store division.

https://www.edeka.de

Country: Germany

Foundations date: 1898

Type: Private

Sector: Consumer Goods

Categories: Retail


Edeka Zentrale’s Customer Needs


Social impact:

Life changing: self-actualization, affiliation/belonging

Emotional: rewards me, badge value, provides access, attractiveness

Functional: saves time, reduces costs, variety, quality, sensory appeal


Edeka Zentrale’s Related Competitors


Walmart Publix Super Markets Migros Group Seven & Holdings Target Kroger

Edeka Zentrale’s Business Operations


Affiliation:

Commissions are used in the affiliate revenue model example. Essentially, you resell goods from other merchants or businesses on your website or in your physical store. You are then compensated for referring new consumers to the company offering the goods or services. Affiliates often use a pay-per-sale or pay-per-display model. As a result, the business can access a more diversified prospective client base without extra active sales or marketing efforts. Affiliate marketing is a popular internet business strategy with significant potential for growth. When a client purchases via a referral link, the affiliate gets a portion of the transaction's cost.

Cross-selling:

Cross-selling is a business strategy in which additional services or goods are offered to the primary offering to attract new consumers and retain existing ones. Numerous businesses are increasingly diversifying their product lines with items that have little resemblance to their primary offerings. Walmart is one such example; they used to offer everything but food. They want their stores to function as one-stop shops. Thus, companies mitigate their reliance on particular items and increase overall sustainability by providing other goods and services.

Discount club:

The discount club concept is built on perpetual high-discount deals utilized as a continual marketing plan or a brief period (usually one day). This might be seen as a reduction in the face value of an invoice prepared in advance of its payments in the medium or long term.

Hypermarket:

Disrupts by 'brand bombing' competitors, often by offering below cost. Hypermarkets, like other large-scale retailers, generally operate on a high-volume, low-margin basis. They typically span a space of 5,000 to 15,000 square meters (54,000 to 161,000 square feet) and stock more than 200,000 different brands of goods.

Long tail:

The long tail is a strategy that allows businesses to realize significant profit out of selling low volumes of hard-to-find items to many customers instead of only selling large volumes of a reduced number of popular items. The term was coined in 2004 by Chris Anderson, who argued that products in low demand or with low sales volume can collectively make up market share that rivals or exceeds the relatively few current bestsellers and blockbusters but only if the store or distribution channel is large enough.

No frills:

A no frills service or product has been stripped of non-essential elements to keep the price low. Initially, the word frills referred to a kind of cloth embellishment. Something provided free of charge to clients may be a frill - for example, complimentary beverages on airline flights or a radio fitted in a rental vehicle. No-frills companies rely on the premise that by eliminating opulent extras, consumers may benefit from reduced costs. Budget airlines, supermarkets, holidays, and pre-owned cars are examples of everyday goods and services with no-frills branding.

Pay as you go:

Pay as you go (PAYG) business models charge based on actual consumption or use of a product or service. Specific mobile phone contracts work on this principle, in which the user may purchase a phone card that provides credit. However, each call is billed separately, and the credit balance is depleted as the minutes are used (in contrast to subscription models where you pay a monthly fee for calls). Pay as you go is another term for pay & go, pay per use, pay per use, or pay-as-you-go.

Regular replacement:

It includes items that must be replaced on a regular basis; the user cannot reuse them. Consumables are products utilized by people and companies and must be returned regularly due to wear and tear or depletion. Additionally, they may be described as components of a final product consumed or irreversibly changed throughout the production process, including semiconductor wafers and basic chemicals.

Remainder retail:

Remainder retail (affectionately referred to as daily deal, flash sale, or one deal a day) is an online business strategy in which a website sells a single product for a period of 24 to 36 hours. Customers may join deal-a-day websites as members and get online deals and invite through email or social media. The deal-of-the-day business model works by enabling merchants to advertise discounted services or goods directly to the deal company's consumers, with the deal company receiving a cut of the retailer's earnings. This enables merchants to foster brand loyalty and rapidly liquidate excess inventory.

Reseller:

Resellers are businesses or individuals (merchants) that acquire products or services to resell them instead of consuming or utilizing them. This is often done for financial gain (but could be resold at a loss). Resellers are well-known for doing business on the internet through websites. One instance is the telecommunications sector, in which corporations purchase surplus transmission capacity or take the call from other providers and resell it to regional carriers.

Supermarket:

A supermarket is a self-service store arranged into aisles and has many foods and home goods. It is bigger and has a greater variety than traditional grocery shops but is smaller and offers a more limited selection than a hypermarket or big-box market. Supermarkets are usually chain shops supplied by their parent firms' distribution centers, allowing for more significant economies of scale. In addition, supermarkets often provide items at competitive rates by using their purchasing power to negotiate lower pricing from producers than smaller shops can.

White label:

The term white label refers to a product or service bought by a reseller who rebrands it to show that the new owner developed it. Frequently, white-label goods are mass manufactured. Thus, white-label goods are produced by one firm and sold by another under their brand and model number. For instance, most Dell computer screens are created by third-party manufacturers yet have the Dell brand and model number.

Why Edeka Zentrale’s Business Model is so successful?

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