MediaMarkt and Saturn before the end? Expert with a grim prognosis

Business has been better for MediaMarkt and Saturn. But it’s worse, says one economist. It’s supposed to be about “naked survival”.

Expert: MediaMarkt and Saturn near the end

The Corona years have too hit the big electronics chains hard, but recently MediaMarkt and Saturn were again able to point to a significant increase in sales. One expert doubts that this will remain the case in the long term. Gerrit Heinemann, professor of business administration and trade at the Niederrhein University of Applied Sciences, does not have high hopes.

Today, MediaMarkt and Saturn are not only “interchangeable” with each other, according to Heinemann. It would be plain not a unique range give. Or to put it another way: Basically, all products can also be purchased elsewhere. The chains could only establish their own brands in the accessories sector.

According to Heinemann, MediaMarkt and Saturn cannot keep up with Amazon. You got to know each other earlier behaving “arrogantly” as the market leader and overslept the online business for a long time. Even today one would lag behind and let the gap to the competition widen.

Heinemann also sees the existing shareholder structure as problematic. A fast implementation of changes is hardly possible if decisions can be blocked on the spot. A more centralized approach would be helpful.

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MediaMarkt and Saturn: Marketing instead of advice

Furthermore, Heinemann criticizes the consulting competence of employees (source: Business Insider). This is precisely where specialty stores should really score. With the competition from Expert and Electronic Partner, the range of services is noticeably better.

The economist also sees potential for improvement in marketing. They are definitely present here and have unusual and innovative ideas, but he can hardly see any consistent implementation. In order to better understand why customers buy what in the future, more data would have to be collected. In this way, the branches that are too large could also be designed more efficiently.