Situationsanalyse des Bäckereimarkts in der Stadt Aachen

Market shares in the baked goods market have shifted steadily away from the baker's trade to forms of operation with lower-priced offerings. In Aachen, the entry of bakery discounters into the local market already took place at the end of 2002 or beginning of 2003 and changed its structure. The question arises as to how great the threat posed by low-price suppliers to smaller bakeries in Aachen really is and whether cut-throat competition is gaining renewed momentum now that the wave of chain stores has subsided. The status quo of the marketing activities of the smaller bakeries in the city of Aachen will be presented and existing marketing strategies and instruments will be examined for their applicability for a bakery business. In addition, the.