Otto Group

In: Business and Management

Submitted By PudelDesTodes
Words 1405
Pages 6
Die Multi-Channel Strategie des führenden deutschen Versandhändlers

Beatrix Brocks, Andreas Fischer, Annalena Dierlam und Isabell Sandner

Otto stellte sich bereits früh breit auf und gehörte zu den Ersten die das E-Business für sich entdeckten
          

17. August 1949 Gründung durch Werner Otto als Schuhversandhandel 1950 Erster Otto Katalog Erster Versandhandel der Zahlung auf Rechnung akzeptierte, 5% Rabatt bei Sammelbestellung 1969 Gründung der Hanseatic Bank 1970 Beginn der Internationalisierung der Otto Group 1972 Gründung von Hermes Paket

1974-86 kauft Otto Heine Katalogversand und Schwab Versand und gründet BonPrix
1981 Michael Otto, Sohn des Gründers, wird Geschäftsführer 1993 gründet Otto den Reiseveranstalter OFT (Otto Freizeit und Touristik Group) 1995 Einstieg ins E-Business Positionierung als sozialverantwotliches Unternehmen mit Hilfe von Gütesiegeln



2000-04 Einstieg ins m-Business/m-Commerce, eigene Schnelldurchwahl per SMS, weitere technische Innovationen
Zwischen 1986 und 2005 mehrere - teils anteilige - Firmenübernahmen bzw. Joint-Ventures 2005 Partnerschaft mit Microsoft

 

Der Umsatz der Otto Group pro Jahr (in Mrd. Euro) stieg bis zum Jahrtausendwechsel rasant an und stagnierte dann
16 14 12 10 8 6 4 2 0 1970 1999 2002 2003 2004 2005

+50%

Die Otto Group gehört zu den größten Versandhändlern weltweit und verfolgt eine Multi-Channel Strategie




    





Größter internationaler (Katalog-)Versandhandel / Zweitgrößter Online-Versandhändler nach Amazon 26. Platz bei den Händlern weltweit/ PricewaterhouseCoopers (2000) Multi-Channel Strategie (E-Business, Einzelhandel, Katalog) Versand/ Kataloghandel ist das Kerngeschäft In 19 Ländern vertreten und besitzt 123 Sub-Unternehmen Agiert hauptsächlich in Europa, Asien und Nordamerika Zielgruppe: Familien mit Kindern und Frauen…...

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