Tchibo is a German company known for the production of instant coffee of the same name, as well as branded clothing, household appliances and household items. Also engaged in tourism and insurance activities. Weekly, the company makes a rating of the most popular products of its brand. [1] The slogan of the company is the expression “Every week is a new world” ( German: Jede Woche eine neue Welt ); [2] . Tchibo also owns a network of coffee shops and restaurants (more than a thousand establishments in Germany). Founded in 1949, the company’s head office is located in Hamburg. In Russia, the advertising slogan is the expression "Give the best."
| Tchibo | |
|---|---|
| Type of | Private company |
| Base | 1949 |
| Founders | Max herz |
| Location |  Germany : Hamburg |
| Key figures | Markus conrad |
| Industry | |
| Turnover |
|
| Number of employees | 12 300 (2012) |
| Site | tchibo.com |
Tchibo coffee is sold not only in Germany , but also in countries such as the USA , UK , Russia , Kazakhstan , Ukraine , Poland , Hungary , Turkey , Romania , Israel and Jordan .
Content
Corporation Structure
The holding company Tchibo (known as Maxingvest AG since 2007) belongs to the Hertz family, the richest dynasty of German businessmen. [3] The family owns a full stake in Tchibo GmbH, the holding company itself is a well-known distributor of Beiersdorf products. [4] [5] As of 2002, Tchibo owned 850 stores and 22,000 of its branded departments in grocery stores and supermarkets. Non-food items are sold in these corners called Frische-Depots . [6]
History
Tchibo was founded in 1949 in Hamburg by Karl Chilling-Irjan (Chilingaryan) and Max Hertz. The main office of the company has been located since its foundation in the north of the city. The name "Tchibo" is created from the surname Chilling ( German: Tchilling ) and the word "Bohnen" ( German: Beans ). During the early years, Tchibo focused on delivering coffee beans. In 1977, the company entered into an agreement with another Beiersdorf company, becoming a distributor of Reemtsma brand cigarettes. In 2002, distribution rights were transferred to the Imperial Tobacco trading organization for € 5.2 billion. [7] After joining the Tchibo distribution company Eduscho in 1997, Tchibo became the leader in coffee production in Germany: about 20% of the coffee sold was under the Tchibo brand. [6] In the 1990s, Tchibo stores began to open in other countries (now they are in Switzerland, Austria, the Netherlands, Poland, the Czech Republic and Turkey). In the early 2000s, it was planned to open a network of its stores in the United States, but this idea did not find support.
Tchibo was the owner of the Davidoff cigarette brand, the rights to which were soon sold to the British company Imperial Tobacco for € 540 million. In 2006, the rights to the Davidoff café brand were transferred to Tchibo. [7]
Market Reorganization
The company's reorientation program was presented to Tchibo employees at a meeting on December 7, 2007 . Under the new slogan “Strengthening forces by 2010” ( German: Stärken stärken 2010 ), it was planned to carry out all the reforms related to the program by 2010 in order to regain lost ground in the coffee market. In the UK, Tchibo stores soon began to close, and soon their number was halved, and the number of Tchibo representative directors in the UK fell from 11 to 4.
On November 26, 2008, a representative of Tchibo announced that concessions with Somerfield and Sainsbury would be terminated due to the financial crisis in Britain. The company's results were published in the publication Retail Week at the beginning of the same year ( February 14 ). It was confirmed that the company would have to leave the UK market as early as possible, and all of its stores were closed by the end of October 2009 . Tchibo is currently promoting its Davidoff café brand in the United States.
Notes
- ↑ Lincoln, Keith. Becoming a retail phenomenon // How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands. - Kogan Page Publishers, 2007 .-- P. 121 ff. - ISBN 9780749450168 .
- ↑ Kroeger, Fritz. More than coffee: the Tchibo system // Beating the Global Consolidation Endgame: Nine Strategies for Winning in Niches. - McGraw-Hill Professional, 2008. - P. 137–138. - ISBN 9780071590761 .
- ↑ Sarah Arnott . Tchibo coffee family 'to back' GfK's counterbid for TNS , The Independent on Sunday (July 11, 2008). Date of treatment August 30, 2009.
- ↑ RAI Van Frederikslust. Corporate governance and corporate finance: a European perspective. - Routledge, 2007, 2007.- P. 169. - ISBN 9780415405324 .
- ↑ Familien Herz ordnen ihre Unternehmensbeteiligungen neu (German) (11. Februar 2009). Date of treatment August 30, 2009. Archived on August 28, 2012.
- ↑ 1 2 Freese, Gunhild Wenn Geschwister mit Milliarden spielen (German) . Die Zeit (2002). Date of treatment August 30, 2009. Archived on August 28, 2012.
- ↑ 1 2 Tchibo verkauft Davidoff (German) . manager magazin (23.August 2006). Date of treatment August 30, 2009. Archived on August 28, 2012.