Change Management of Tchibo
History of Tchibo
In 1949 Max Herz and Carl Tchilling-Hiryan founded the company Tchibo GmbH. The brand name was formed out of the name “Tchilling” and the word “Bohnen” (German word for “coffeebean”). The two founders had the idea of delivering coffee via mail.
In 1955 they opened the first Tchibo shop in Hamburg, Germany where clients could try the coffee before buying it. In the following years more branches were established all over Germany.
In 1973 the company decided to go through a major change. The coffee business was doing well and they wanted to expand their product line. But instead of enlarging their coffee products the founders had the idea of selling articles of daily use in addition. Under the motto “Jede Woche eine neue Welt” (“every week a new world”) Tchibo offers its clients a changing range of goods from fashion, jewelry, sporting products, home accessories, cooking products and entertainment electronics every single week. Later on the company also founded the travel organization Tchibo Reisen. In the following years the company began to expand into Europe, mainly concentrating on eastern Europe.
Since its foundation the company Tchibo has gone through many successful change efforts. In 1949 two people started a company that has now over 12.000 employees. In 2008 Tchibo had a turnover of € 3.6 billion Euros (approx. $ 4.7 billion dollars). From having one small coffee-store in Hamburg they are now represented in more than 40 countries around the world that include Switzerland, Austria, the United Kingdom, Hungary, Poland, Russia, Rumania the Czech Republic and Turkey. Today Tchibo is the fifth largest coffee roaster of the world.
In my opinion Tchibo managed to be so successful because they always put enough emphasis on creating something new. Even though in 1973 the company didn’t have a crisis nor had it any problems in distributing its products, the founders decided to enlarge...
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