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Marketingstrategie der fritz-kola GmbH: Eine kritische Analyse

Marketingstrategie der fritz-kola GmbH: Eine kritische Analyse

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Leuphana Universität Lüneburg, Sprache: Deutsch, Abstract: "Die Monopolstellung und das Einerlei der Allerwelts-Colas ging uns gehörig auf die Nerven" - so sprachen zwei Hamburger Studenten und gründeten 2003 selbstbewusst das Projekt fritz-kola. In Hamburg wurde der neue Softdrink mit dem traditionellen, deutschen Vornamen "Fritz" und antiamerikanischem "k" schnell zum Kultgetränk und die Marke fritz-kola vor allem durch seine kreativen Werbemaßnahmen mit viel Wortwitz bekannt. Mittlerweile ist die Produktpalette gewachsen und der Vertrieb innerhalb Deutschlands und sogar ins europäische Ausland ausgeweitet worden. Befindet sich fritz-kola so auf dem richtigen Weg, um eine Alternative zu den großen Marken zu werden? Dieser Frage möchte die vorliegende Arbeit nachgehen, indem die Marketingstrategie der fritz-kola GmbH kritisch beleuchtet wird. Der Fokus der Arbeit liegt deshalb auf der Marketingstrategie, da diese wesentlich für die Erreichung der Unternehmensziele ist und eine detaillierte Beschreibung aller Unternehmensfunktionen im Rahmen dieser Arbeit nicht möglich ist. Nach einer kurzen Darstellung des Unternehmens wird zunächst der strategische Ansatz des Marketings analysiert, bevor die einzelnen Marketinginstrumente betrachtet werden. Anschließend findet eine zusammenfassende kritische Bewertung statt und mögliche Handlungsempfehlungen werden skizziert.


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Product Details
  • ISBN-13: 9783656576068
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 50 gr
  • ISBN-10: 3656576068
  • Publisher Date: 27 Jan 2014
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Eine kritische Analyse
  • Width: 148 mm


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