From "Retailing in th 21st century" (Manfred Krafft)
Leopold Stiefel who is the founder and long time ceo of Media Markt says;
“[W]e do not sell sufficient volume. If your business model focuses on volume, you need to serve the Big Middle Segment. If you are an one-line shop, you do not necessarily have to serve the middle. In that case you don’t have to apply a low-cost strategy, either. Uniqueness and service are way more important for you. These companies serve the top 10-20 % of all customers. The bottom 10 % are served by discounters. In between there is a field we – as a volume selling company – try to conquer.”
As the employees of the retailing companies are we really aware of where our company targets and do we act accordingly?
