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Markteintritts- und Marktbearbeitungsstrategien deutscher Automobilhersteller in China am Beispiel von BMW und Volkswagen

Markteintritts- und Marktbearbeitungsstrategien deutscher Automobilhersteller in China am Beispiel von BMW und Volkswagen

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,3, Hochschule Fresenius Idstein, Sprache: Deutsch, Abstract: Auf der Suche nach neuen Absatzmöglichkeiten, müssen deutsche Premium- Automobilhersteller neue Wege bestreiten. Nachdem der Westeuropäische Automarkt nahezu gesättigt ist, wird es für die Zukunft der Autobranche von entscheidender Wichtigkeit sein in die "Emerging Markets" einzutreten. Wichtig sind die sogenannten BRIC- Staaten. In der vorliegenden Arbeit wird im speziellen auf den Automarkt in China eingegangen, da dieser als größter und profitabelster Automarkt der Zukunft gilt. Nach einer Studie der Unternehmensberatung Oliver Wyman, wird im Jahr 2017 ein zusätzliches Absatzvolumen von 21 Millionen Fahrzeugen in den BRIC- Staaten erwartet. Diese zeigt die Vorreiterrolle des chinesischen Automarktes, denn im Vergleich mit Indien, einem ähnlich Bevölkerungsstarken Land, wird in China ein fast fünfmal so hohes Absatzvolumen prognostiziert. Um diese Marktentwicklung zu untersuchen, werden in dieser Arbeit die Markteintritts- und Marktbearbeitungsstrategie anhand der deutschen Premiumautoherstellern Volkswagen (VW) und BMW analysiert. Ziel dieser Arbeit soll es sein, die Vorgehensweise beim Markteintritt der genannten Automobilhersteller in den chinesischen Automarkt zu analysieren. Dazu werden zunächst die verschiedenen Markteintrittsstrategien in der Theorie erklärt. Zudem werden für jede Markteintrittsform sowohl die Vor- als auch die Nachteile untersucht. Im nächsten Schritt werden die wichtigsten Entscheidungskriterien aufgeführt, die für die Selektion der richtigen Marktbearbeitungsstrategie relevant sein können. Den Anwendungsteil der Arbeit bildet die Untersuchung der Vorgehensweise von BMW und VW beim Markteintritt in China. Hierzu wird zunächst der chinesische Automarkt analysiert und die Automobilhersteller BMW und VW werden vorgestellt. Abschließend werden die Markteintrittsstrategie


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Product Details
  • ISBN-13: 9783656206156
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656206155
  • Publisher Date: 01 Jun 2012
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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