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Erstellung eines strategischen Marketingplans für die Kosmetikmarke The Body Shop in Chile

Erstellung eines strategischen Marketingplans für die Kosmetikmarke The Body Shop in Chile

          
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About the Book

Diplomarbeit aus dem Jahr 1997 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule RheinMain, Sprache: Deutsch, Abstract: Der internationale Wettbewerb nimmt seit über 20 Jahren immer mehr zu, und diese Tendenz wird weiter bestehen bleiben. Diese Zunahme ist grundsätzlich auf zwei Hauptfaktoren zurückzuführen. Auf der einen Seite ist eine gewisse Erleichterung des internationalen Handelssystems (dem sog. Welthandel) eingetreten. Die Erleichterung und zum Teil die Aufhebung verschiedener nationaler und internationaler Handelsrestriktionen hat es vielen Unternehmen leichter oder erst möglich gemacht, ihre Produkte in anderen Märkten bzw. Ländern zu verkaufen. Dies führte zu einem rasch wachsenden Welthandel und zu wachsenden internationalen Investitionen. Auf der anderen Seite mussten viele Unternehmen expandieren, um neue Absatzmärkte aufzusuchen, weil ihnen die lokalen bzw. nationalen Märkte zu klein wurden - einige bekannte Beispiele hierfür sind Heineken aus den Niederlanden, die Automobilhersteller (VW, Daimler-Benz, etc.) aus Deutschland, TBS International PLC aus Großbritannien, usw. In den neuen Absatzmärkten tätig zu werden, heißt neue Risiken und Chancen erkennen und analysieren. Dies ist, neben dem Unternehmenszweck, die grundlegende Voraussetzung für die Zielsetzung bezüglich des neuen Marktes. Um diese Ziele erreichen zu können, muss jedes Unternehmen Strategien erarbeiten. Die erarbeiteten Strategien können dann mit Hilfe der Marketinginstrumente (Produkt-, Preis-, Distributions- und Kommunikationspolitik) realisiert werden. Ziel dieser Arbeit ist die Erstellung eines internationalen und praxisorientierten strategischen Marketingplans für TBS International PLC in Chile. Für die Schaffung einer praxisrelevanten Rahmenbedingung zur Erstellung dieses Marketingplans wurde die betriebswirtschaftliche Literatur zur Hilfe genommen. Dementsprechend sind, zum größten Teil, Bereiche behandelt bzw. ausführlich bearbeitet, die bei
About the Author: Bijan has been a consultant and academic for the past 20 years, is a Visiting Lecturer at well-known German Business Schools. He was previously Management Consultant and Project Manager at international companies such as SAP, update.com, Axon Global, BTC, IDS Scheer, German Telecom, and many more, successfully delivering dozens of international and global business and IT projects. His key skills are as a consultant, entrepreneur, teacher and researcher. As a consultant, he developed a number of CRM, Business and IT Strategy solutions with his colleagues at different multinational companies, including AREP4CRM(c) - developed by himself, to enable firms to gain competitive advantage from its CRM programmes and business and IT project activities. As an entrepreneur, he established a number of businesses with his partners in UK and Germany. As a teacher, he has taught different management and business subjects such as CRM, strategic marketing, business development, project management, and intercultural management, among others, at Bachelor, Master and Executive MBA levels. He is a frequent keynote speaker at both academic and practitioner conferences, particularly on the topic of CRM, project management and intercultural management. As a business and management researcher, his work is widely unpublished.


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Product Details
  • ISBN-13: 9783668140981
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3668140987
  • Publisher Date: 15 Feb 2016
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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Erstellung eines strategischen Marketingplans für die Kosmetikmarke The Body Shop in Chile
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