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Ausgewählte Parfümmarken. Situationsanalyse der Marke "Jil Sander"

Ausgewählte Parfümmarken. Situationsanalyse der Marke "Jil Sander"

          
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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Marktforschung, Note: 1,8, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Die vorliegende Arbeit soll sich auf die Analyse der Ist-Situation der Marke Jil Sander auf dem Markt, unter Berücksichtigung ausgewählter Mitbewerber konzentrieren. Hierzu werden nicht nur bestehende Konkurrenzverhältnisse, der Besitz von Marktanteilen und die Beschreibung der Zielgruppen vorgenommen, es wird auch eine vergleichende Analyse zwischen den Jahren 2016 und 2018 durchgeführt, um mögliche Trends zu verdeutlichen. Vor dem Hintergrund eines immer größer werdenden Vorkommens von austauschbaren Produkten, sind Unternehmen immer häufiger bestrebt ihre Marke als Wettbewerbsfaktor zu nutzen. Um dies erfolgreich tun zu können, stellt die Analyse einer aktuellen Marktsituation eine unabdingbare Notwendigkeit dar. Sie ist die Voraussetzung dafür, Trends und Entwicklungen frühzeitig erkennen, sowie Bewertungen von Chancen und Risiken für die Marke vornehmen zu können. Parfüm steigert nicht nur das Frischegefühl bei uns Menschen, es führt auch zu einer gesteigerten Wahrnehmung der eigenen Attraktivität. So gaben bei einer Umfrage der IKW (2022) 51 Prozent der Deutschen an, sich weniger frisch und attraktiv zu fühlen, wenn sie kein Parfüm verwenden. Dies gibt Anlass dazu, sich mit Körperpflegeprodukten im Bereich der Düfte näher auseinanderzusetzen. Zu den bekanntesten Luxusmarken Deutschlands zählt die Marke Jil Sander. Anlässlich ihrer Popularität in Deutschland, soll eine Situationsanalyse von Jil Sander sowie einer Auswahl ihrer Mitbewerber in dieser Arbeit vorgenommen werden. Dabei wurde sich auf die von Frauen meistverwendeten Parfümmarken im Jahr 2018 konzentriert. Darunter Chanel und Dior, welche im hochpreisigen Segment anzusiedeln sind, sowie Lancôme und Chloé, welche im mittelpreisigen Segment Parallelen zu Jil Sander aufweisen. Um eine über alle Preisklassen hinweg vergleichende Analyse durchfü


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Product Details
  • ISBN-13: 9783346971647
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346971643
  • Publisher Date: 09 Nov 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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