Erfolgsfaktoren für die Implementierung des Efficient Consumer Response-Konzeptes
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Imported Edition - Ships in 18-21 Days
Free Shipping in India on orders above Rs. 500
Inhaltsangabe: Einleitung: Schwache Umsatzrenditen, sinkende Realeinkommen der Verbraucher und damit verbunden ein mangelhaftes Wachstum im Konsumgütermarkt, steigende Kosten und ein zunehmender Verdrängungswettbewerb durch Konzentration sind die Fakten, mit denen der Einzelhandel heute zu kämpfen hat. Wie Erhebungen belegen, spielt sich der Kampf um die Gunst und Treue des Verbrauchers nicht nur auf der Preisebene ab. Deutsche Verbraucher sind europaweit die unzufriedensten, obwohl die Preise oftmals die niedrigsten sind. Handel und Industrie brauchen mehr Mit- als Gegeneinander, um das schwierige Szenario zu meistern. Um den aus immer neuen gegenseitigen Forderungen und Zwängen entstehenden Konflikten zu entgehen, die Kundenorientierung zur Nebensache geraten lassen, ist Kooperation die einzig mögliche Lösung. Potenziale zur Kostensenkung im logistischen Prozess und zu einer effizienteren Käuferansprache sind ausreichend vorhanden. Zu ihrer Erschlie ung wurde die Initiative Efficient Consumer Response (ECR) ins Leben gerufen. Bessere Kenntnis des Kunden und dadurch maximale Befriedigung seiner Bedürfnisse durch kooperative Gestaltung von jederzeit verfügbaren Sortimenten sind die Ziele, und das möglichst bei geringeren Kosten als bisher. Seit Anfang der neunziger Jahre, als erste ECR-Projekte in den USA gestartet wurden, wundern sich offenbar immer wieder Unternehmen, welch gro e Herausforderung die Implementierung darstellt. Die gro e Euphorie ist verflogen, die Dynamik entwichen. Insbesondere Hersteller beklagen, dass die Aussicht auf Erreichung einer Win-Win-Situation nicht erfüllt wurde, weil der Handel realisierte Kostensenkungen eher als Argument für weitere Preisnachlass-Forderungen verwendete und gleichzeitig die Einsparpotenziale direkt an den Kunden weitergebe, und sich somit selbst immer wieder unter Zugzwang setzt. Eine gute Idee ist wenig wert, wenn sie nicht gekonnt umgesetzt wird. Die meisten Initiativen scheiterten bisher nicht am Konzept, sonde
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