Retailer Market Share
DIXONS SOUTH EAST EUROPE Α.Ε.Β.Ε 34,0%-35,0%
MEDIA MARKT 18,0%-19,0%
ELECTRONET 9,0%-10,0%
Sales volume of the key cooperative / purchasing group brands
(Turnover / Net sales volume 2010 - 2015)
Brand 2010 2011 2012 2013 2014 2015
ELECTRONET Α.Ε. 86.412.946 74.336.113 63.754.085 54.071.302 58.171.634 55.753.783
MEGA ELECTRICS A.E.B.E. 35.555.093 35.779.831 45.058.141 50.041.689 52.167.771 55.294.687
ΤΕΧΝΟΗΛΕΚΤΡΙΚΗ "WELCOME STORES" Α.Ε. (1) - 618.932 1.420.258 1.759.991 2.652.593 4.859.296
ΗΛΜΑΚ Α.Ε.Β.Ε. 21.999.469 16.636.681 7.434.583 5.067.619 5.837.795 2.290.387
ΕΜΠΟΡΟΒΙΟΜΗΧΑΝΙΚΗ Α.Ε.Β.Ε. (2) - - - - 284.867 640.801
BEST ELECTRIC Α.Ε. 451.222 409.363 353.420 332.436 337.131 ΜΔ
ALMA ELECTRIC ΣΥΝ.ΠΕ. ΜΔ 69.223 55.318 ΜΔ ΜΔ ΜΔ
GO - ELECTRIC Α.Ε. (3) - - 1.317 129.139 245.907 ΜΔ
EXPERT ΕΛΛΑΣ Α.Ε. (4) 78.237.546 623.557 - - - -
Σ.Ε.Η.Ο.Σ. ΣΥΝ.Π.Ε. (5) ΜΔ 91.805 ΜΔ ΜΔ ΜΔ ΜΔ
Sum 222.656.276 128.565.505 118.077.122 111.402.176 119.697.698 118.838.954
Strengths Weaknesses
-Existence of large business models with a strong brand, network of wide geographical coverage and a well-established presence in the retail market.
-The evolution of technology and the supply of new product types.
- After-sales services that meet the needs of consumers for full service (installation, service, etc.). -Lower average retail selling price of the products concerned (due to competition) and margin squeeze.
- High demand dependence on external factors (available income, building activity, etc.).
Opportunities Threats
-Increased trend on the sales of electric/electronic devices and other supplements through internet
-The technological evolution of new products and gadgets which help the markets to boost themselves
- Sales/demand reinforcement for high-tech products such as smartphones and tablets -The case that the economic crisis will continue leading into low demand from the side of the consumers
- Reduction on the credits given from banks, which affects both the consumers and the companies in the market
- The high circulation of OEMs and imitation of well-known brands
H εργασία εξέτασε την περίπτωση των καταστημάτων λιανικής στην Ελλάδα που πουλάνε ηλεκτρικά ήδη και γενικότερα είδη από τις νέες τεχνολογίες. Η έρευνα έγινε με συνεντεύξεις σε στελέχη από τον χώρο της αγοράς αλλά και με την ανάλυση περιεχομένου από τη μελέτη της ICAP. H έρευνα έδειξε ότι αν και σίγουρα η κρίση επηρεάζει την αγορά ευκαιρίες υπάρχουν. Αυτές μπορεί να προκύψουν από το άνοιγμα σε αγορές με premium καταναλωτές, από την λειτουργία καταστημάτων σε κεντρικούς οδούς ως και την εξαγορά άλλων αλυσίδων. Γενικότερα, ο κλάδος έχει προοπτικές αρκεί να λαμβάνονται οι σωστές αποφάσεις.
The thesis has described the case of the electric retail market in Greece and how it has developed during the economic crisis. The research has relied on the use of evidence which derived from interviews given from managers and executives from electric retail companies but also from information taken from ICAP’s research. The outcome of this research is that despite of the economic crisis and of the austerity measures which affected consumers’ income there are strategies which can create opportunities. As indicated from this research, the ability to focus on high-end innovative products or/and to create competitive offers along with some key strategic moves such as to acquire smaller companies and develop stores on high streets can bring success for such companies. Also the diversity on the products and the ability to have exclusivities are part of the success story in this industry.
Αλυσίδα καταστημάτων λιανικής πώλησης και πωλήσεις σε ηλεκτρικές & ηλεκτρονικές οικιακές συσκευές