In Germany’s market many types of retailers exist and are part of peoples’ life. Looking at other continents and countries though, there is one type of retail store which is very common there but can hardly be found in Germany, the convenience store. This thesis is about factors for a successful implementation of convenience stores into the German market and its development so far. By writing this thesis the author tried to work on the relevant aspects of implementing and introducing a new store type to the German market. The author of this work looks at legal aspects, possible customers, infrastructural and geographical aspects as well as suitable store management and planning. Analysing given data and information as well as looking at the current and future development declares how to implement convenience stores into the German market. This thesis results in the fact that at this moment in time (January 2018) convenience stores, which are open 24/7, can almost only exist in cooperation with gas stations in Germany, because of legal restrictions by the federal states. Convenience stores in gas stations are most likely to become an established part of the German retail market in the next years. Even though it being new to Germany and its market the likelihood of this retail store type growing fast in Germany is high and more companies are almost certainly going to establish cooperated convenience store businesses in gas stations around the country.
Table of Contents
- 1 Introduction
- 2 Basic Terms and Topic Definition
- 2.1 Convenience Store Definition
- 2.2 The two Convenience Store Types
- 2.2.1 The Classic Convenience Stores (C-Stores)
- 2.2.2 Included Convenience Stores (G-Stores)
- 3 Relevant Factors for the Successful Implementation of Convenience Stores with focus on Germany
- 3.1 Primarily External Factors
- 3.1.1 Population Density
- 3.1.2 Traffic Density
- 3.1.3 Opening Hour Laws
- 3.1.4 Potential C-Store Customers by Demography and Behaviour
- 3.1.4.1 Customer Demographics
- 3.1.4.2 Customer Mobility Types and their Behaviour
- 3.1.5 Competition
- 3.1.5.1 Direct Competition
- 3.1.5.2 Indirect Competition
- 3.2 Primarily Internal Factors
- 3.2.1 Location
- 3.2.2 Products
- 3.2.3 Real Estate
- 3.2.4 Logistics
- 3.2.4.1 C-Store Logistics
- 3.2.4.2 G-Store Logistics
- 3.2.5 Services
- 3.2.6 Marketing
- 3.3 Economical Factors
- 3.1 Primarily External Factors
- 4 The German Way
- 4.1 G-Stores – A German Success Story
- 4.1.1 Historical Development
- 4.1.2 Market Reaction – Gas Stations filling a Gap
- 4.1.3 G-Store Partnership ARAL and REWE To Go
- 4.1.3.1 Conception, Testing Phase and ongoing Realisation
- 4.1.3.2 Data Analysis
- 4.2 Future Development
- 4.2.1 Quantitative Aspects of future Development
- 4.2.2 Qualitative Aspects of future Development
- 4.1 G-Stores – A German Success Story
Objectives and Key Themes
This bachelor thesis aims to investigate the relevant success factors for implementing convenience stores in the German market, a retail format prevalent globally but largely absent in Germany. The author explores the potential for market growth and identifies optimal strategies for introducing this new retail concept.
- Factors influencing the successful implementation of convenience stores in Germany.
- Analysis of external factors such as population density, traffic patterns, and competition.
- Examination of internal factors, including location, product assortment, logistics, and marketing.
- Evaluation of the role of legal frameworks and their impact on convenience store viability.
- Exploration of the potential for growth and future development of convenience stores in Germany, particularly in relation to G-Stores.
Chapter Summaries
1 Introduction: This chapter introduces the topic of convenience stores, highlighting their global prevalence and their relative absence in Germany. It poses the central question of how to successfully implement convenience stores in the German market, given the unique characteristics of the German retail landscape and consumer behavior. The thesis outlines the structure and scope of the following chapters, which will delve into the definition of convenience stores, relevant success factors, and a future outlook for their development within the German context.
2 Basic Terms and Topic Definition: This chapter provides crucial definitions of convenience stores, differentiating between "Classic Convenience Stores" (C-Stores) and "Included Convenience Stores" (G-Stores). It clarifies the key features of convenience stores, including their product range, store size, convenient location and extended opening hours. The distinction between C-Stores and G-Stores, typically found in North America/Asia and Europe respectively, is emphasized as vital for understanding the challenges and opportunities specific to the German market.
3 Relevant Factors for the Successful Implementation of Convenience Stores with focus on Germany: This chapter examines the critical success factors for implementing convenience stores in Germany, categorized into primarily external and internal factors. External factors such as population density, traffic density, opening hour regulations, customer demographics and behavior, and competition are analyzed. Internal factors including location, product assortment, real estate decisions, logistics (specifically for both C-Stores and G-Stores), services offered, and marketing strategies are discussed, providing a comprehensive framework for assessing the feasibility of convenience store implementation.
4 The German Way: This chapter focuses on the adaptations required for implementing convenience store models in the German market, specifically due to existing legal constraints on opening hours. The chapter highlights the unique success of G-stores (convenience stores integrated into gas stations) as a consequence of these restrictions, and the resulting regulatory environment. It traces the historical development of grocery retail in Germany, showcasing the decline of smaller stores and the rise of larger supermarkets. The chapter then delves into the potential of G-stores as a viable solution to fill the gap in local supply created by this shift, analyzing examples of successful partnerships like ARAL and REWE.
Keywords
Convenience stores, German retail market, G-stores, C-stores, location analysis, market research, customer behavior, logistics, marketing, legal framework, opening hours, competition, future development, ARAL, REWE To Go.
Convenience Store Implementation in Germany: Frequently Asked Questions
What is the main focus of this document?
This document provides a comprehensive overview of a bachelor thesis investigating the success factors for implementing convenience stores in the German market. It includes a table of contents, objectives, key themes, chapter summaries, and keywords.
What types of convenience stores are discussed?
The document differentiates between two types: Classic Convenience Stores (C-Stores), common in North America and Asia, and Included Convenience Stores (G-Stores), more prevalent in Europe, often integrated into gas stations.
What are the key objectives of the thesis?
The thesis aims to identify relevant success factors for implementing convenience stores in Germany, analyze external factors (population density, traffic, competition, legal frameworks), examine internal factors (location, products, logistics, marketing), and explore the potential for future growth, particularly concerning G-Stores.
What are the key external factors influencing convenience store success in Germany?
External factors include population density, traffic density, opening hour laws, customer demographics and behavior, and direct and indirect competition from other retail formats.
What are the key internal factors influencing convenience store success in Germany?
Internal factors include store location, product assortment, real estate decisions, logistics (for both C-stores and G-stores), services offered, and marketing strategies.
What is the significance of G-Stores in the German context?
G-Stores, integrated into gas stations, are highlighted as a successful model in Germany due to existing legal constraints on store opening hours. The thesis analyzes their historical development and the partnership between ARAL and REWE To Go as a case study.
What is the role of legal frameworks, specifically opening hour laws?
Legal frameworks, particularly opening hour regulations, significantly impact the viability of convenience stores in Germany. The restrictions have shaped the development of G-stores as a successful adaptation to these regulations.
What aspects of future development are considered?
The thesis explores both quantitative (e.g., market size, number of stores) and qualitative (e.g., consumer preferences, technological advancements) aspects of the future development of convenience stores in Germany.
What is the significance of the ARAL and REWE To Go partnership?
The ARAL and REWE To Go partnership serves as a case study demonstrating a successful implementation of a G-store model in Germany. The thesis analyzes the conception, testing phase, realization, and data analysis of this collaboration.
What are the key takeaways from the chapter summaries?
The chapter summaries provide concise overviews of the thesis's core arguments. They cover the introduction of the topic, the definitions of convenience store types, a detailed analysis of success factors, and an in-depth look at the German market context and the potential for future growth.
What are the key words associated with this thesis?
Keywords include convenience stores, German retail market, G-stores, C-stores, location analysis, market research, customer behavior, logistics, marketing, legal framework, opening hours, competition, future development, ARAL, and REWE To Go.
- Arbeit zitieren
- Matthias Gumbart (Autor:in), 2018, Relevant Success Factors for the Implementation of Convenience Stores in Germany and their Development in the German Market, München, GRIN Verlag, https://www.grin.com/document/416807
