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Markteintrittsstudie - Nivea in Südafrika

Markteintrittsstudie - Nivea in Südafrika

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Fachhochschule Hof (Internationales Management), Veranstaltung: Internationales Marketing, Sprache: Deutsch, Abstract: 1.1. Über Nivea In der letzten Studienarbeit "Nationale Produktstärken - Nivea" wurden die Wettbewerbsvorteile Deutschlands am Beispiel der Marke Nivea dargestellt. Nivea wurde im Jahre 1911 entwickelt und erlebte seitdem einen beeindruckenden Erfolg. Als erste Fett in Öl Emulsion hat Nivea hervorragende kosmetische Eigenschaften, die die Haut weicher, geschmeidiger und elastischer macht. Bei regelmäßiger Anwendung schützt Nivea die Haut vor Umweltbelastungen und anderen Stressfaktoren und hat sogar eine wundheilende Wirkung. Die Haut wird mit langanhaltender Feuchtigkeit versorgt und verhindert somit ein Austrocknen der Haut. Der große Vorteil der Dachmarke Nivea ist ihre Nutzbarkeit als rundum- Körperpflege, die eine sehr hohe Qualität zu einem vernünftigen Preis bietet. Zeichen für die Qualität Niveas ist die anhaltende Position als weltweiter Marktführer. 1.2. Markt Südafrika Nun gilt es die Marke Nivea in Südafrika einzuführen. Südafrika ist das am weitesten wirtschaftlich entwickelte Land südlich der Sahara. Seit dem politischen Umbruch 1994 erlebt das Land einen enormen wirtschaftlichen Aufschwung und bietet viele interessante Geschäftsmöglichkeiten für Investoren, Importeure etc.. Die EU ist Südafrikas wichtigster Handelspartner; knapp 40% seiner Importe werden daher bezogen. Südafrika besitzt mit rund 41 Millionen Einwohnern ein großes Nachfragerpotential, welches vor allem durch den Nachholbedarf der schwarzen Bevölkerung, die den Großteil der Bevölkerung ausmacht, an Konsumgütern bestimmt wird. Im Nachfolgenden wird der zum Markteintritt benötigte Marketing Mix entwickelt, der die Kombination aller absatzpolitischen Instrumente in den Bereichen Produkt-, Kommunikations-, Preis- und Distributionspolitik b


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Product Details
  • ISBN-13: 9783640866229
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm
  • ISBN-10: 3640866223
  • Publisher Date: 23 Mar 2011
  • Height: 216 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 118 gr


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