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Entwicklung einer Marketingkonzeption am Beispiel eines gastronomischen Investorenprojektes in einem Kurort

Entwicklung einer Marketingkonzeption am Beispiel eines gastronomischen Investorenprojektes in einem Kurort

          
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About the Book

Projektarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hamburger Fern-Hochschule (Studienzentrum Bad Mergentheim), Sprache: Deutsch, Abstract: Gastronomieunternehmen in der heutigen, modernen Welt sehen sich mit deutlich veränderten Rahmenbedingungen konfrontiert. Sie "sehen sich einer immer größeren Konkurrenz aus dem Einzelhandel, dem Lebensmittelhandwerk oder den Tankstellen gegenüber" (DEHOGA 2011). Traditionelle Gaststätten haben sich mit erhöhtem Kostendruck, kleineren Margen beim Wareneinkauf und der Notwendigkeit, stärker um jeden neuen Gast kämpfen zu müssen, auseinander zu setzen. Die Gründe dafür sind vielfältig: Zum einen hat sich der gastronomische Markt durch die Entwicklung des Welthandels, neuer logistischer Technologie und eines rasanten Fortschrittes der globalen Vernetzung, nicht zuletzt mit Hilfe des Internets, gewandelt. In dem ehemals rein polypolistischen Markt (sehr viele eher kleine Gastronomen mit sehr vielen einzelnen Nachfragern) haben mehrere große Systemgastronomieketten auch in Deutschland Einzug gehalten. Damit wurde die Wettbewerbssituation im deutschen Gastronomiemarkt in sehr kurzer Zeit vollständig verschärft. "Die Kraft der Marken, professionelle Planung und ein strategischer Systemgedanke gehören sicherlich zu den Gründen, warum die Markengastronomie sich auch in konjunkturell schwierigen Zeiten etwas besser behauptet" (DEHOGA 2011). Zum anderen hat es einen Wandel bei den Essgewohnheiten der Deutschen gegeben. Ein triftiger Grund hierfür dürfte der rasante Anstieg des Wissenstransfers und der Quantität des Wissens über die Beschaffenheit von Lebensmitteln, aber auch über viele Krankheitsursachen, sein. "Der Hunger nach Gesundheit ist groß...Gesucht sind Produkte, die gut für Körper und Seele sind (Wellfood)" (DEHOGA 2011). Die Wissensvermittlung wurde und wird gefördert durch das Internet, aber auch die Berichterstattung im Fernsehen. Dabei liegen derzeit Fernsehserien wie z.B. "


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Product Details
  • ISBN-13: 9783640940332
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640940334
  • Publisher Date: 20 Jun 2011
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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Entwicklung einer Marketingkonzeption am Beispiel eines gastronomischen Investorenprojektes in einem Kurort
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Entwicklung einer Marketingkonzeption am Beispiel eines gastronomischen Investorenprojektes in einem Kurort
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