History of MEDIA MARKT
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Media Markt is a German chain of stores selling consumer electronics with
numerous branches throughout Europe. It is Europe's largest retailer of consumer
electronics.
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Media Markt was founded by entrepreneurs Leopold Stiefel, Walter Gunz,
Erich Kellerhals, and Helga Kellerhals. The first store opened on 29 November 1979 in
Munich.
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Today, it is owned by Media Saturn Holding, which also owns the Saturn
chain, which runs very similar stores. Media Saturn Holding in turn is owned by the
German retail company METRO AG.
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After Germany, the company located in Austria, Italy, Switzerland, Hungary,
Poland, Spain, Holland, Belgium, Portugal, Greece, Sweden, Russia, China, and Turkey.
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Media Markt's main slogan "Ich bin doch nicht blöd" (I am not stupid)
MEDIA MARKT’S POSITION IN ITS
INDUSTRY
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Media Markt has a big role in consumer technological store within huge
competition with giant companies. Consumers can find easily world brands with
best service quality and lower prices are in Media Markt. Almost 50000
employees work in more than 600 stores in different 15 countries.
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According to orginal data in 2006; Media Markt Group had 15,2 billion
euro revenue and they were first in europe and second in world related with
electronic retailing market.
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In 2007, the first store was opened in İstanbul – Umraniye in Turkey.
After that, Eskişehir and Mersin followed the store.
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In 2008, in İstanbul Beylikdüzü another store was opened. The same
year 2 stores were opened in Ankara and again in İstanbul Kozyatağı store was
opened and in Bursa Nilüfer store was opened.
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In2009, Adana Seyhan, İstanbul Güneşli 212, İstanbul Merter, Izmir,
İstanbul Pendik Pendorya, Ankara Kentpark and İstanbul Beşiktaş stores were
opened.
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In 2010, lastly opened in Bursa as Anatolium store. Consequently, the
number of store in Turkey reached to 16.
TARGET MARKET
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Since the Media Markt implemented the lowest price strategy,
its target market is the whole people in the market.
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There are different types of productions with high volume(over
50000 products can be found in the same roof ) such as DVD, cameras,
home theatre, pc games, etc..This is the significant example of calling
whole people by presenting different type products with different level
prices.
STRATEGIES
• As mentioned before, Media Markt has huge variety-high quality products with the
possible lowest price.
• The company aim that, if you buy the lowest one, the pay gap will be charged to
you.
• Media Markt has a strange advertisment understanding, uses unfamiliar slogans.
As communication tool the company apply billboards, inserts, visual and media
advertisements and internet.
• The sale of products offers a wide range of fields in Media Markt Stores.
MEDIA MARKT SWOT ANALYS
Strengths :
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Strong financial structure.
Product variety.
Almost 50.000 employees work in more than 600 stores in different 15 countries.
Lowest price strategy effects number of costumer and famous in the market.
Media Markt has great impact with impressive openings.
Weaknesses:
• Agressive advertisement campaign reacted in negative way in some places.
• Due to class of the products that they sell , they have to meet higher cost of
costumer service.
• Especially in Turkey, their advertising campaigns created negative impact.
Threats:
• Competition increased with other foreign chains that coming to Turkey.
• Media Markt has successful market entry strategy for the short term however, in
medium and long term public relations have same serious of risk.
• Profit decreased because of competitors.
Opportunities:
• Electronic market has growed in Turkey with the arrival of foreign brands.
• Changing consumer habits affect electronic market in positive way.
• As a reflection of technological developments, product diversity increased.
Comparison with the competitors with
regard to strategies
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Media Markt
Lowest price
Attractive advertisments
Product variety
Costumer service
Wide range of fields
Competitors
( Bestbuy, Darty, Teknosa,Bimex,etc.)
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Lowest price
Product variety
Costumer service
Some companies have more
experience in local market
GENERAL EVALUATION
• Media Markt announced its own name and took the serious place in
short time after entered to the Turkish market.
• Consumers’ behaviours changed to the electronic devices.
• By using lower price strategy, Media Markt aroused the technology
market and technology market competition.
• Although the agressive advertising campaign understanding, Media
Markt became one of the most selective technology retailer in
Turkey( This agressive advertisement campaign may be reacted in
negative way in some places so the company should behave more
carefull about this topic.).
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