UNIVERSITATEA TOMIS CONSTANTA

BANKING FINANCE SPECIALIZATION

ENGLISH ESSAY
PRESENTATION OF A SUCCESSFUL COMPANY IN ROMANIA

SC DEDEMAN SRL BACĂU

Professor:

Asist. UNIV. DR

Student First year , second semester:

SC DEDEMAN SRL BACĂU
Is a hypermarket chain with 100% Romanian capital offering home improvement and do-it-
yourself goods. The motto is "Dedicat planurilor tale", which translates "Dedicated to your plans". It is
based in Bacău and operates 49 stores (September 2018) in the country. SC DEDEMAN SRL BACĂU
was created in 1992, by two brothers Adrian and Dragoş Pavăl.
SC DEDEMAN SRL BACĂU was founded in 1992 in Bacău, Romania, its first store initially
measuring modest proportions, only 16 square meters, selling various retail merchandise. Dedeman
recorded a rapid growth of success, presently owning 49 stores.
Since 2010 SC DEDEMAN SRL BACĂU is the DIY market leader in Romania by turnover and since
2012 also by number of stores.
In October 2011 SC DEDEMAN SRL BACĂU became, for the first time, sponsor of the Romanian
Olympic and Sporting Committee for two years. The partnership continued in 2015, under the brand
"Team Romania", when Dedeman became Main Partner of the Romanian Olympic and Sporting
Committee for a period of 5 years.
In 2014 SC DEDEMAN SRL BACĂU signed a sponsorship with the Romanian tennis player Simona
Halep.
In 2015 SC DEDEMAN SRL BACĂU became the fourth bigger player in the Central and East
Europe DIY market, with a market share of 1,9%, according to a study by PMR Research
Retail is the process of selling consumer goods or services to customers through multiple channels of
distribution to earn a profit. Retailers satisfy demand identified through a supply chain. The term
"retailer" is typically applied where a service provider fills the small orders of many individuals, who are
end-users, rather than large orders of a small number of wholesale, corporate or government
clientele. Shopping generally refers to the act of buying products. Sometimes this is done to obtain final
goods, including necessities such as food and clothing; sometimes it takes place as
a recreational activity. Recreational shopping often involves window shopping and browsing: it does not
always result in a purchase.
Retail markets and shops have a very ancient history, dating back to antiquity. Some of the earliest
retailers were itinerant peddlers. Over the centuries, retail shops were transformed from little more than
"rude booths" to the sophisticated shopping malls of the modern era.
Most modern retailers typically make a variety of strategic level decisions including the type of store,
the market to be served, the optimal product assortment, customer service, supporting services and the
store's overall market positioning. Once the strategic retail plan is in place, retailers devise the retail mix
which includes product, price, place, promotion, personnel, and presentation. In the digital age, an
increasing number of retailers are seeking to reach broader markets by selling through multiple
channels, including both bricks and mortar and online retailing. Digital technologies are also changing
the way that consumers pay for goods and services.
Retailing support services may also include the provision of credit, delivery services, advisory services,
stylist services and a range of other supporting services.
Retail shops occur in a diverse range of types and in many different contexts – from strip shopping
centres in residential streets through to large, indoor shopping malls. Shopping streets may restrict traffic
to pedestrians only. Sometimes a shopping street has a partial or full roof to create a more comfortable
shopping environment – protecting customers from various types of weather conditions such as extreme
temperatures, winds or precipitation. Forms of non-shop retailing include online retailing (a type
of electronic-commerce used for business-to-consumer (B2C) transactions) and mail order.
Retail markets have existed since ancient times. Archaeological evidence for trade, probably involving
barter systems, dates back more than 10,000 years. As civilizations grew, barter was replaced with retail
trade involving coinage. Selling and buying are thought to have emerged in Asia Minor (modern
Turkey) in around the 7th-millennium BCE. In ancient Greece markets operated within the agora, an
open space where, on market days, goods were displayed on mats or temporary stalls. In ancient Rome,
trade took place in the forum. The Roman forum was arguably the earliest example of a permanent retail
shop-front. Recent research suggests that China exhibited a rich history of early retail systems. From as
early as 200 BCE, Chinese packaging and branding were used to signal family, place names and product
quality, and the use of government imposed product branding was used between 600 and 900
CE. Eckhart and Bengtsson have argued that during the Song Dynasty (960–1127), Chinese society
developed a consumerist culture, where a high level of consumption was attainable for a wide variety of
ordinary consumers rather than just the elite. In Medieval England and Europe, relatively few permanent
shops were to be found; instead, customers walked into the tradesman's workshops where they discussed
purchasing options directly with tradesmen. In the more populous cities, a small number of shops were
beginning to emerge by the 13th century. Outside the major cities, most consumable purchases were
made through markets or fairs. Market-places appear to have emerged independently outside Europe.
The Grand Bazaar in Istanbul is often cited as the world's oldest continuously-operating market; its
construction began in 1455. The Spanish conquistadors wrote glowingly of markets in the Americas. In
the 15th century, the Mexica (Aztec) market of Tlatelolco was the largest in all the Americas.
The retail service counter was an innovation of the eighteenth century
By the 17th century, permanent shops with more regular trading hours were beginning to supplant
markets and fairs as the main retail outlet. Provincial shopkeepers were active in almost every English
market town. As the number of shops grew, they underwent a transformation. The trappings of a modern
shop, which had been entirely absent from the sixteenth- and early seventeenth-century store, gradually
made way for store interiors and shopfronts that are more familiar to modern shoppers. Prior to the
eighteenth century, the typical retail store had no counter, display cases, chairs, mirrors, changing
rooms, etc. However, the opportunity for the customer to browse merchandise, touch and feel products
began to be available, with retail innovations from the late 17th and early 18th centuries.

Galeries de bois at au Palais-Royal, one of the earliest shopping arcades in Europe

By the late eighteenth century, grand shopping arcades began to emerge across Europe and in the
Antipodes. A shopping arcade refers to a multiple-vendor space, operating under a covered roof.
Typically, the roof was constructed of glass to allow for natural light and to reduce the need for candles
or electric lighting. Some of the earliest examples of shopping arcade appeared in Paris, due to its lack
of pavement for pedestrians. While the arcades were the province of the bourgeoisie, a new type of retail
venture emerged to serve the needs of the working poor. John Stuart Mill wrote about the rise of the co-
operative retail store, which he witnessed first-hand in the mid-nineteenth century.
Department stores, such as Le Bon Marché of France, appeared from the mid nineteenth century
The modern era of retailing is defined as the period from the industrial revolution to the 21st century. In
major cities, the department store emerged in the mid- to late 19th century, and permanently reshaped
shopping habits, and redefined concepts of service and luxury. Many of the early department stores were
more than just a retail emporium; rather they were venues where shoppers could spend their leisure time
and be entertained. Retail, using mail order, came of age during the mid-19th century. Although
catalogue sales had been used since the 15th century, this method of retailing was confined to a few
industries such as the sale of books and seeds. However, improvements in transport and postal services
led several entrepreneurs on either side of the Atlantic to experiment with catalogue sales.
In the post-war period, an American architect, Victor Gruen developed a concept for a shopping mall; a
planned, self-contained shopping complex complete with an indoor plaza, statues, planting schemes,
piped music, and car-parking. Gruen's vision was to create a shopping atmosphere where people felt so
comfortable, they would spend more time in the environment, thereby enhancing opportunities for
purchasing. The first of these malls opened at Northland Mall near Detroit in 1954. Throughout the
twentieth century, a trend towards larger store footprints became discernible. The average size of a U.S.
supermarket grew from 31,000 square feet (2,900 m2) square feet in 1991 to 44,000 square feet
(4,100 m2) square feet in 2000. By the end of the twentieth century, stores were using labels such as
"mega-stores" and "warehouse" stores to reflect their growing size. The upward trend of increasing retail
space was not consistent across nations and led in the early 21st century to a 2-fold difference in square
footage per capita between the United States and Europe.
As the 21st century takes shape, some indications suggest that large retail stores have come under
increasing pressure from online sales models and that reductions in store size are evident. Under such
competition and other issues such as business debt, there has been a noted business disruption called
the retail apocalypse in recent years which several retail businesses, especially in North America, are
sharply reducing their number of stores, or going out of business entirely.
Another important aspect that raises the company SC DEDEMAN SRL BACAU to the level of major
international traders is that each store, each warehouse provides its customers with complete services,
advice and assistance in purchasing, transport, warranty and after-sales service. The success it knows SC
DEDEMAN SRL BACĂU at this moment is the result of two big winning strategies.
The first was the company's decision to buy the commercial space and not to rent it at a time when bank
interest rates were lower than inflation. The financial burden of rents that traders usually bear has
diminished considerably in the case of DEDEMAN, which has allowed it to direct its investments
towards the development of other business segments.
The second strategy is to make investments all the time. SC DEDEMAN SRL BACĂU has invested all
the company's profit in the sustained development of both capital and management.
SC DEDEMAN SRL BACĂU has acquired over time commercial spaces, land, warehouses, means of
transport, software and hardware, shares in other companies and has continuously increased its working
capital, invested in product stocks. S
SC DEDEMAN SRL BACĂU is not just a huge warehouse or a large store, but an active partner of each
buyer. This attitude makes SC DEDEMAN SRL BACĂU very different and very difficult to imitate by
competitors.

There are many aspects that differentiate the DEDEMAN business from the traditional trade in building
materials that exists in Romania. It is about the concept of "several stores under one roof", where you
can buy all the products needed for construction, whether it is about the interior or exterior design of
buildings.
The object of activity of SC DEDEMAN SRL BACĂU is:

-import - export;
-manufacture of carpentry and joinery elements for construction;
-production of wooden packaging;
-manufacture of other wood products;
-production of chairs (exclusively of metal);
-production of office and shop furniture;
-production of kitchen furniture;
-production of other types of furniture;
-intermediate trade in wood and construction materials;
-intermediate trade in furniture, household goods and hardware;
-Wholesale of ceramic products, glassware, wallpapers and maintenance products;
-Wholesale of wood and construction materials;
-Wholesale of equipment and supplies for blacksmithing, plastering and heating;
-Wholesale of chemicals;
-Retail sale of furniture, lighting equipment and other household articles;
-detail sale of hardware, paints, glass and glassware;
-road transport of goods;
-depozitari.
Financial Figures
References
1.  "Archived copy". Archived from the original on 28 May 2015.
Retrieved 28 May 2015.
2. https://www.linkedin.com/company/dedeman
3. "Dedeman, biggest retailer on the DIY market in Romania, builds its
4th store in Bucharest". 10 January 2015.
4. "Dedeman Magazine - Dedicat planurilor tale".
5. "DIY Chain Dedeman Plans Expansion Abroad | ZF English".
6. "Reteaua Dedeman".
7. Cristi, Moga (23 April 2012). "Dedeman devine lider în bricolaj şi ca
număr de magazine, după ce a investit 12 mil. euro la Râmnicu-
Vâlcea". Ziarul Financiar.
8. "Dedeman, cel mai nou sponsor al COSR".
9. "Team Romania pentru Baku 2015".
10. "Dedeman incheie un contract de sponsorizare cu Simona
Halep". Wall-Street.ro.