PC Retailing - Germany

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2007 - 103 Pages

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

Abstract

Mintel European Retail Intelligence provides independent, expert coverage of the major retail sectors throughout Europe. Each title in this series analyses retailing trends in up to 19 European markets, including the Scandinavian nations and Eastern European countries such as the Czech Republic and Poland as well as the major Western European markets.

The coverage provided by each report is as accurate, relevant and up-to-date as possible, combining in-house sector expertise with retailer performance data, taken directly from industry and trade sources.

With titles ranging from 'DIY Retailing in Europe' through to 'Food Retailing in Europe', each market examination includes studies of:

• background economic and demographic data
• market sizes
• regional retailing trends and issues
• market drivers
• consumer expenditure
• consumer trends
• leading pan-European retailers
• domestic retailers
• market forecasts

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