Efficient Consumer Response: Realisierung bei einem mittelständischen Markenartikelhersteller
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Inhaltsangabe: Einleitung: Der Begriff Efficient Consumer Responce (ECR) wurde erstmals 1993 in einem Bericht für den Lebensmitteleinzelhandel (LEH) erwähnt. Es bleibt die Streitfrage offen, wem ECR im einzelnen zugute kommt. Die Betonung liegt zwar auf dem Nutzen für den Endkunden, in der Praxis aber kann der Nutzen je nach Marktdruck irgendwo innerhalb der Wertschöpfungskette erzielt werden. Das Verhältnis zwischen Industrie und Handel im Tagesgeschäft ist durch Konditionenpoker geprägt. Verbissen streiten sie auf den stagnierenden Märkten über Prozente, die immer kritischeren Käufer geraten unterdessen aus dem Blickfeld. Sinkende Umsätze und Umsatzrenditen in den verschiedenen Vertriebskanälen beweisen, dass herkömmliche Organisations- und Rationalisierungskonzepte nicht mehr greifen. Doch die Beteiligten tun sich schwer, das Konditionengerangel durch Kooperation abzulösen Wenn jeder den Kunden sehen würde, statt den anderen über den Tisch ziehen zu wollen, wären wir in Deutschland weiter.". Bei der Distribution von Markenartikeln sind die Hersteller in hohem Ma e auf die Erfüllung absatzwirtschaftlicher Leistungen durch den Handel angewiesen. Umgekehrt ist aber auch der Handel abhängig von attraktiven und verkaufsfähigen Produkten der Hersteller. Dieses wechselseitige Abhängigkeitsverhältnis spiegelt die Tatsache wider, das Industrie und Handel eine Schicksals- und Entscheidungsgemeinschaft bilden. Im Rahmen des internationalen Wettbewerbs zwischen Industrie und Handel, als auch der fortschreitenden Konzentration auf beiden Seiten, denken Handel und Industrie über partnerschaftliche Kooperationsformen nach, die letztlich dem Endverbraucher dienen sollen. Diese vertikale Kooperation - Efficient Consumer Responce - soll der Steigerung der Wettbewerbsfähigkeit aller an der Wertschöpfungskette beteiligten Industrie- und Handelsunternehmen dienen. ECR ist eine gemeinsame Initiative von Industrie und Handel, in enger Zusammenarbeit die Versorgungskette zu optimier
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