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Konkurrenzanalyse als Navigationssystem: Inwieweit beeinflusst die Konkurrenz die eigene Unternehmensstrategie?

Konkurrenzanalyse als Navigationssystem: Inwieweit beeinflusst die Konkurrenz die eigene Unternehmensstrategie?

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, International Business School Berlin, Sprache: Deutsch, Abstract: Seit Beginn des 20. Jahrhunderts ist die Wirtschaft unserer Welt geprägt von progressivem Wachstum. Unternehmen beschäftigten sich stärker mit der Erschließung internationaler Märkte. Durch diesen Prozess der Globalisierung sieht sich das Unternehmen einer wachsenden Anzahl von Konkurrenten gegenüber. Heute ist es daher zwingend notwendig, die Konkurrenz zu kennen und zu analysieren, um sich von den Wettbewerbern abzuheben und so einen Wettbewerbsvorteil zu erlangen. Ein sehr wirksames Instrument dafür ist die Konkurrenzanalyse, um die es in dieser Arbeit geht. Zu dieser Analyse gehört vor allem der Prozess, seine Hauptmitbewerber zu identifizieren. Anschließend wird die ermittelte Konkurrenz auf Ziele, Annahmen, gegenwärtige Strategien, Stärken und Schwächen analysiert, so dass am Ende der Analyse ein aussagekräftiges Reaktionsprofil des Konkurrenten erstellt werden kann. Anhand diesem ist es dann in einem dritten Schritt möglich, unter Berücksichtigung der eigenen Marktposition, Aktion und Reaktion der Gegner vorherzusehen und dementsprechend zu handeln. Dass die Konkurrenzanalyse ein effektives Navigationssystem zum Unternehmenserfolg darstellt, beweist eine alteingesessene Firma wie Coca Cola. Denn hier wird schnell klar, dass die Unterscheidung vom Wettbewerb der Schlüssel zum Erfolg ist. Die Konkurrenzanalyse hilft auch Coca Cola Stärken und Schwächen sichtbar zu machen und somit Merkmale der Einzigartigkeit zu identifizieren und die Konkurrenz hinter sich zu lassen.


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Product Details
  • ISBN-13: 9783640540051
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Weight: 45 gr
  • ISBN-10: 3640540050
  • Publisher Date: 18 Feb 2010
  • Height: 210 mm
  • No of Pages: 22
  • Series Title: German
  • Sub Title: Inwieweit beeinflusst die Konkurrenz die eigene Unternehmensstrategie?
  • Width: 148 mm


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