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A German businessman has taken over Zielpunkt.

Satek snatches Zielpunkt

A German businessman has taken over Zielpunkt.

Jan Satek, who has headed the supermarket chain for almost two years, announced yesterday (Tues) he paid a "seven-digit figure" to acquire the company in full. Satek was introduced as boss of the Zielpunkt board in July 2010 by German-Luxembourgian investment firm BluO.

Satek said yesterday he planned to carry out slight corrections of the firm’s current strategy. The German entrepreneur, who lives in Austria, identified a turnover increase from 540 million Euros in 2011 to 560 million Euros this year as his goal.

Zielpunkt failed to achieve a profit in each of the past six years. The company previously named Plus runs 300 branches in Austria. Around half of them are located in federal capital Vienna. Satek stressed yesterday he was convinced that Zielpunkt had good chances to prosper in the near future.

Zielpunkt offers a wide range of cut-price foodstuff. However, its product range also features brand name articles. Experts on the domestic supermarket sector think that little precise policies such as these kept Zielpunkt from getting closer to leading discount supermarkets Hofer and Lidl in the past years.

Zielpunkt, which has around 3,000 employees, is not only struggling to catch up with Hofer and Lidl. The enterprise is also challenged by the dominance of market leaders Billa and Spar Austria.

Gerhard Drexel, who heads Spar Austria, recently revealed that his company’s organic Natur Pur product range had achieved two-digit growth rates in the past years. Drexel added the plan was to continue focusing on promoting such foodstuff. Analysis group RegioPlan found that Austrian shops increased their turnover with sales of organic food and non-food products by 20 per cent from 2009 to 2010 to 1.05 billion Euros.

RegioPlan research shows that the number of supermarkets dropped from 5,700 in 2004 to 5,000 in 2011. The market expert said Billa, Spar Austria and its competitors were now mainly trying to optimise their networks after many years of quick expansion.

Rewe International is the number one on the domestic market ahead of Spar Austria and Hofer. Billa, Adeg, Penny and Merkur are all part of Rewe International. Discounter Hofer is owned by Aldi Süd – which belongs to German supermarket enterprise Aldi.

Hofer believes in its trusted concept of keeping the design and interior structure of its branches similar while Billa tried to win over former bakery chain customers by opening Billa Box shops in Vienna and Innsbruck. The small stores are located close to busy public transport stations and offer lemonades, coffee to go and freshly prepared snacks.

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Tag cloud:
supermarket  Austria  enterprise  Hofer  Aldi  Drexel  range  foodstuff  German  Billa  branches  International  Zielpunkt  RegioPlan  Satek  food  domestic  product  Euros  Spar


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