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PCs and Laptops - Germany - August 2009

Mintel’s report series “PCs and Laptops” in 2009 covers the six largest PC retail markets in Europe.

There are separate reports for the UK, Germany, France, Spain, Italy and the Netherlands as well as a pan-European report combining all six countries along with an overview of the market.

Mintel European Retail Intelligence provides independent, expert coverage of the major retail sectors throughout Europe.

The coverage provided by each report is as accurate, relevant and up-to-date as possible, combining in-house sector expertise with retailer performance data, taken directly from industry and trade sources.

Each examination includes studies of:

  • background economic and demographic data
  • market sizes
  • regional retailing trends and issues
  • market drivers
  • consumer expenditure
  • consumer trends
  • leading pan-European retailers
  • domestic retailers
  • market forecasts

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Table of contents

  1. Market in Brief

    • The future
      • Market size and performance
        • Leading players
        • Report Scope

            • PC retailers’ sales
              • Leading retailers and company profiles
                • Abbreviations
                  • Other abbreviations
                    • Technical notes
                      • Financial definitions
                        • Currencies
                          • Figure 1: Exchange rates, € to other European currencies, 2004-08
                        • VAT
                          • Figure 2: Europe: Standard VAT rates, 2008
                        • Country codes
                          • Figure 3: Country codes
                      • Broader Market Environment

                        • Key points
                          • Population in decline
                            • Figure 4: Germany: Population trends, 2003-07
                            • Figure 5: Germany: Births, deaths, immigration and emigration, 2000-07
                            • Figure 6: Germany: Population, by age group, 2007, 2010 and 2015
                          • Germany in recession
                            • Figure 7: Germany: Gross domestic product, 1999-2008
                          • Weak consumer spending
                            • Figure 8: Germany: Consumer expenditure, 1999-2008
                          • Inflation in free-fall
                            • Figure 9: Germany: Consumer prices, 2003-08
                          • PC ownership
                            • Figure 10: Germany: Ownership of PCs and internet access, 2004-08
                          • Ownership of peripherals
                            • Figure 11: Home computer peripherals/hardware, ownership, 2007-08
                          • Ownership demographics
                              • Figure 12: Germany: Computer ownership, by age group, 2008
                              • Figure 13: Germany: Computer ownership, by income group, 2008
                            • Computer usage
                              • Figure 14: Germany: What home computer is used for, 2004-08
                            • Factors in choosing a home computer
                                • Figure 15: Germany: Most important factor when choosing a home computer, 2004-08
                            • Competitive Context

                              • Key points
                                • Spending on audio-visual, photo and information processing equipment
                                  • Figure 16: Germany: Consumer spending on leisure & culture, 2004-08
                                • PC goods in a wider context
                                  • Figure 17: Germany: Consumer spending, growth in selected main categories (current prices), 2004-08
                                • Price deflation
                                  • Figure 18: Germany: Consumer price index for selected products, 2000-08
                              • Channels of Distribution

                                • Market Size and Forecast

                                  • Key points
                                    • Economic and consumer outlook
                                      • Market and retail forecasts
                                        • Technical notes
                                          • Retail prospects
                                              • Figure 19: Germany: Computer market size and retail sales, 2004-14
                                            • Outlook for PC retailers
                                              • Past performance of PC specialists
                                                • Figure 20: Germany: PC and office specialists’ retail sales, 2004-08
                                            • Retail Competitor Analysis

                                              • Key points
                                                • Media-Saturn is market leader
                                                  • Synaxon in second place
                                                    • Vobis decline continues
                                                      • Heavy presence of buying groups
                                                        • Notebooksbilliger.de
                                                          • Conrad
                                                            • Figure 21: Germany: Leading PC retailers, 2008
                                                          • Market shares
                                                            • Figure 22: Germany: Leading retailers of PCs, market shares, 2008
                                                          • Enterprise and outlet data
                                                            • Figure 23: Germany: PC and office specialists, enterprise and outlet data, 1998-2004
                                                        • Media Markt/Saturn

                                                            • Strategic evaluation
                                                              • History
                                                                • Financial performance
                                                                    • Figure 24: Media Markt/Saturn: Financial performance, 2004-08
                                                                    • Figure 25: Media Markt/Saturn: Germany, Western Europe & Eastern Europe – share of sales, 2004-08
                                                                  • Store portfolio
                                                                      • Figure 26: Media Markt/Saturn: Outlet data, by country, 2004-08
                                                                      • Figure 27: Media Markt/Saturn, description of outlets, 2008
                                                                    • Retail offering
                                                                      • Market positioning
                                                                        • Brands
                                                                          • Product offer
                                                                            • Pricing
                                                                              • Advertising and marketing
                                                                                • Operational issues
                                                                                  • e-commerce and home shopping
                                                                                      • Figure 28: Media Markt/Saturn: Websites by country, 2009
                                                                                  • PC Spezialist (Synaxon)

                                                                                      • History
                                                                                        • Financial performance
                                                                                            • Figure 29: Synaxon: Group financial performance, 2004-08
                                                                                          • Store portfolio
                                                                                              • Figure 30: Synaxon: Number of PC-Spezialist franchise partners and Microtrend members, 2004-08
                                                                                            • Retail offering
                                                                                              • Market positioning
                                                                                                • Product offer
                                                                                                  • Pricing
                                                                                                    • e-commerce and home shopping
                                                                                                    • Vobis

                                                                                                        • History
                                                                                                          • Financial performance
                                                                                                            • Store portfolio
                                                                                                              • Figure 31: Vobis: Outlet data, 2004-08
                                                                                                            • Retail offering
                                                                                                              • Market positioning
                                                                                                                • Brands and product offer
                                                                                                                  • e-commerce and home shopping

                                                                                                                  Companies Covered

                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                  PCs and Laptops - Germany - August 2009

                                                                                                                  £795.00 (Excl.Tax)