個案資料
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Karstadt Warenhaus GmbH: Do Department Stores Have a Future?
內容大綱
At the end of 2013, Karstadt Warenhaus GmbH, the second-biggest German department store chain and one of the most traditional and well-known companies in Germany, was in a highly challenging strategic position. Following recent mismanagement, it had narrowly escaped insolvency. By the end of 2013, however, Karstadt was still struggling against competition in the retail sector. Could the newly appointed chief executive officer come up with a business model and strategic direction that would ensure the company’s continued existence and sustainable profits in the near future? Challenges that she had to address included increasing competition (e.g. from online shops), low liquidity, delays in necessary investments, and rising concerns about job security among employees. What strategic options were best for turning around the performance of the iconic 130-year-old department store chain?
學習目標
This case is intended for courses in strategic management and international management. It was written to train students in applying skills to analyze problems, identify potentialities, and develop strategies for using these potentialities. Hence, students have to use their knowledge of tools for analyzing a company’s situation, such as SWOT analysis and Porter’s five forces. Furthermore, they have to evaluate the results of the analysis and create a strategy. Different disciplines of business administration have to be addressed — for example, finance, marketing and management. Students should determine whether the concept of department stores still has a future or whether a major change in the business has to be made. The results have huge relevance not only for the German market, but also for the future development of the entire retail industry.