Conclusions

Abstract

The developments in the German grocery industry over the last two years have shown that this industry is undergoing severe changes. The entry of Wal-Mart, the raging price war, and the upcoming introduction of the Euro-currency increase the focus on prices. Furthermore, the internet changes market conditions by offering fundamentally new ways of doing business. The need to stay ahead of the growing competition makes it necessary for retailers as well as manufacturers to focus their attention on customer decisions, and to incorporate those decisions into their own decision-making even more than they already do today.