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Markenstrategie des VW-Konzerns. Eine Fallstudie über die Arbeit als Senior Brandmanager bei VW

Markenstrategie des VW-Konzerns. Eine Fallstudie über die Arbeit als Senior Brandmanager bei VW

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Hochschule Berlin (früher OTA), Sprache: Deutsch, Abstract: Die Automobilindustrie hat in Deutschland eine enorme volkswirtschaftliche Bedeutung. Liegt der Umsatz der Branche im Jahr 2016 noch bei ca. 404,6 Milliarden Euro, so wird für das Jahr 2022 eine Umsatzentwicklung bis auf 457,4 Milliarden Euro prognostiziert. Aber auch für den Arbeitgeber und Arbeitnehmermarkt nimmt die Automobilbranche einen wichtigen Stellenwert ein. 2017 sind ungefähr 819.996 Arbeitnehmer in der Automobilindustrie beschäftigt. In den letzten Jahrzehnten unterliegt der Sektor stetig den verschiedensten Einflüssen, wobei nicht zuletzt der hohe Innovationsdruck im Zuge der Digitalisierung, neue Anforderungen an Mobilität und Nachhaltigkeit sowie vor allem der Konkurrenz-druck durch internationale Märkte einen schnellen Wandel erzwingen und verursachen. Zwischen all diesen dynamischen Transformationsprozessen soll auch der Kunde nicht zu kurz kommen. Durch die fortschreitenden Entwicklungen neuer Modelle und Technologien passen sich die Automobilhersteller dauernd an das veränderte Kundenverhalten und -bedürfnis an. Umso wichtiger ist es für das jeweilige Unternehmen, stets ein positives Image bzw. Wirkung gegenüber ihren (potenziellen) Kunden und Märkten aufrecht zu erhalten. In den vergangenen drei Jahren bekommt vor allem der Volkswagen Konzern zu spüren, wie drastisch sich ein Imageschaden auf das gesamte Unternehmen aus-wirken kann. Im September 2015 wird öffentlich bekannt gegeben, dass die Volkswagen AG in weltweit rund elf Millionen Diesel-Fahrzeugen eine illegale Software zur Manipulation von Abgaswerten verwendet, um US-amerikanische Abgasnormen zu umgehen. Die Folgen des sog. "VW-Abgasskandals" sind weitreichend: Das erste Mal nach 15 Jahren erleidet der Konzern einen Quartalsverlust in Höhe von 3,5 Milliarden Euro. Des Weiteren müssen die 120.000 Festangestellten auf ihren


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Product Details
  • ISBN-13: 9783668941908
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668941904
  • Publisher Date: 11 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr


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