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Digitale Transformation des Lebensmittelhandels am Beispiel von Gorillas
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ISBN10: 3346860493
ISBN13: 9783346860491
Publisher: Grin Verlag
Published: Apr 15 2023
Pages: 42
Weight: 0.15
Height: 0.10 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346860491
Publisher: Grin Verlag
Published: Apr 15 2023
Pages: 42
Weight: 0.15
Height: 0.10 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2022 im Fachbereich Psychologie - Sonstiges, Note: 1,0, Hochschule Fresenius; Hamburg, Sprache: Deutsch, Abstract: In dieser Hausarbeit wird die digitale Transformation der Lebensmittelbranche erläutert und anhand des Geschäftsmodells des Unternehmens Gorillas verdeutlicht. Zunächst werden im theoretischen Teil grundlegende Konzepte des E-Food-Sektors vorgestellt und mit denen des traditionellen Food-Sektors verglichen. Darauf folgt eine Beschreibung des aktuellen Marktes im Zuge einer Konkurrenzanalyse von Gorillas. Abschlie end folgen die Analyse des Geschäftsmodells und das Fazit. Während es früher ausreichend war über das richtige Produkt zu verfügen und es zu einem angemessenen Preis anzubieten, steht heute nicht mehr das Produkt, sondern die Befriedigung von Kundenbedürfnissen im Mittelpunkt. Entscheidend ist dabei, für den Konsumenten einen Mehrwert zu schaffen und direkt mit ihm in Kontakt zu treten, um eine Kundenbindung aufzubauen. Diesem Mehrwert für den Kunden hat sich der Online-Pure-Player Gorillas verschrieben, welcher durch sein Need-Order-Get Prinzip das klassische Einkaufskonzept von traditionellen Einzelhandelsunternehmen aufbricht. Durch die Möglichkeit online zu bestellen und eine Lieferung innerhalb weniger Minuten zu erhalten, verändert sich auch das Einkaufsverhalten von Konsumenten, was wiederum starke Auswirkungen auf den traditionellen Lebensmittelhandel hat.
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