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Anwendung moderner Marketing- und Managementmethoden in der Ernährungsbranche in den neuen Bundesländern

Anwendung moderner Marketing- und Managementmethoden in der Ernährungsbranche in den neuen Bundesländern

          
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About the Book

Inhaltsangabe: Einleitung: 1999 wurde durch eine Studie der Corporate Finance Beratung von PricewaterhouseCoopers in Deutschland in Zusammenarbeit mit der Bundesvereinigung der Deutschen Ernährungs-industrie (BVE) eine Fusionswelle insbesondere in den Bereichen Süßwaren- und Getränke-industrie sowie in den Sektoren Fisch und Feinkost für die Lebensmittelbranche für Unter-nehmen mit einer Größe von mehr als 40 Mio DM Umsatz prognostiziert. Nachdem alle führenden Food-Konzerne im März 2000 auf dem US-amerikanischen Markt eine Internet-Plattform für den gemeinsamen Einkauf von Vorleistungen initiiert hatten, kündigten die führenden europäischen Konzerne ein entsprechendes Gemeinschaftsprojekt auch für den europäischen Markt an. Angesichts dieser Nachrichten wird deutlich, daß sich die Ernährungsbranche - wie auch andere Branchen - in ihrer Dimension grundlegend verändern wird. Strukturen, die aufgebrochen werden, betreffen auch kleinere und mittlere Unternehmen; vor allem Ostdeutschland, welches mit 63 % des durchschnittlichen EU-Bruttoinlandsproduktes auch weiterhin ein sog. „Ziel-Eins-Fördergebiet" innerhalb der EU bleibt. Der ostdeutschen Ernährungsbranche soll, angesichts dieser Nachrichten noch ein „wirtschaftlicher Zwerg" im weiten Feld der Global Player, aus diesem Grund in der vorliegenden Arbeit besonderes Interesse gewidmet werden. Die Zielsetzung der vorliegenden Arbeit besteht darin, die Entscheidungsgrundlagen sowie die Ziele der ostdeutschen Ernährungsbranche zu erfragen und auszuwerten sowie die Ergebnisse der Befragung mit trendbezogenen, vorausschauenden Betrachtungen zur zukünftigen Entwicklung der Ernährungsbranche in der Fachliteratur zu vergleichen. In Vorbereitung der Befragung wurden in den Bereichen des Marketing als auch des Managements anhand der Literatur zukunftsträchtige Methoden herausgearbeitet, deren Anwendung in den einzelnen Unternehmen im Rahmen der Befragung zu ermitteln war. Dabei dienten die folgenden strategisch-konzeptione


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Product Details
  • ISBN-13: 9783838648750
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838648757
  • Publisher Date: 03 Jan 2002
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Weight: 199 gr


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Anwendung moderner Marketing- und Managementmethoden in der Ernährungsbranche in den neuen Bundesländern
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