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Markenstrategische Ansätze beim VW Konzern. Das Marktpositionierungsmodell von Volkswagen und Porsche

Markenstrategische Ansätze beim VW Konzern. Das Marktpositionierungsmodell von Volkswagen und Porsche

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Diese Arbeit beschäftigt sich mit markenstrategischen Ansätzen am Beispiel der VW AG. Hierbei werden zunächst die unterschiedlichen Markenstrategien vorgestellt und in Verbindung zu der VW AG gebracht. Dabei stellt sich die Frage, welche Markenstrategien innerhalb des Konzerns zum Einsatz kommen. Im Zuge dessen werden die einzelnen Marken des Konzerns aufgezeigt und näher beleuchtet. Zwei dieser Marken werden im Anschluss weiter analysiert. Anhand dieser Analysen werden Handlungsempfehlungen für das Management des VW Konzerns generiert, um das markenstrategische Vorgehen weiter zu unterstützen. Innerhalb dieser Arbeit liegt der Fokus bei der Volkswagen AG und ihren acht PKW Marken. Der Konzern selbst besteht aus zwölf Marken, die ein immenses Produktportfolie aufweisen können und somit eine große Bandbreite an Kunden ansprechen. Das Unternehmen selbst ist in die Geschäftsfelder PKW, Nutzfahrzeuge, Finanzdienstleistungen und Motoräder aufgeteilt. Das Leben innerhalb der europäischen Länder ohne einen eigenen PKW ist für die meisten Menschen kaum vorstellbar. Durch die immer weiterwachsende Weltbevölkerung steigt der Bedarf an PKWs immer weiter an. Im Jahre 2017 hat allein Deutschland 5,65 Millionen PKWs produziert. Damit war Deutschland auf dem vierten Platz der größten Automobilproduktionsstandorte hinter China, den USA und Japan. Dennoch ist Deutschland der wichtigste Produktionsstandort innerhalb von Europa. Der VW Konzern hat innerhalb des Jahres 2017 über 10,8 Millionen Fahrzeuge weltweit produziert. Diese Mengen an Fahrzeugen werden nicht alle innerhalb von Deutschland gefertigt. Der Umsatz der Deutschen innerhalb der Automobilindustrie belief sich auf insgesamt 423 Milliarden Euro. Dabei wurden im Inland 151,3 Milliarden und im Ausland 271,7 Milliarden Euro erwirtschaftet. Das Kaufverhalten wird jedoc


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Product Details
  • ISBN-13: 9783346279286
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346279286
  • Publisher Date: 13 Oct 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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Markenstrategische Ansätze beim VW Konzern. Das Marktpositionierungsmodell von Volkswagen und Porsche
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