February 2016
Beginner to intermediate
217 pages
4h 49m
English
Content preview from Case Studies in Strategic Planning
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Chapter 6
Tchibo*
Tchibo is a retailer of food and nonfood products. The Tchibo shops are a three-in-one-store model, a unique combination of coffee shop, retail store, and coffee bar. The Tchibo shops offer an all-in-one experience. The nonfood product range of Tchibo includes kitchenware to leather jackets. The concept of every week a new experience makes the customer curious to look around, experience the new theme, and purchase some useful money-for-value consumer goods.
The primary product that Tchibo has a good reputation with is coffee. The company engaged in distribution of specialized coffee beans. Tchibo sells the products via its website and mail orders and in over 60,000 retail outlets spread across the globe. The company also sells ...
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