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Mittelpreislagen-Strategie vs. Outpacing-Strategie: Voraussetzungen und kritische Würdigung dargestellt an praktischen Beispielen

Mittelpreislagen-Strategie vs. Outpacing-Strategie: Voraussetzungen und kritische Würdigung dargestellt an praktischen Beispielen

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule Aachen, Sprache: Deutsch, Abstract: Aufgrund des intensiver werdenden Wettbewerbs in vielen Branchen stehen Unternehmen heutzutage vor dem Problem, im Markt überleben zu können. Die klassischen Wettbewerbsstrategien nach Michael E. Porter sind oft nicht mehr ausreichend. Unternehmen stehen vor der schwierigen Aufgabe, ein gewisses Maß an Qualität zu einem moderaten Preis anzubieten. Aus diesem Grund wurden in den letzten Jahren sogenannte hybride Wettbewerbsstrategien entwickelt, die einen Ausweg aus diesem Dilemma anbieten. Hybride Strategien ermöglichen die gleichzeitige Verfolgung eines hohen Leistungsangebots zu einem günstigen Preis. Von den hybriden Wettbewerbsstrategien soll sich diese Seminararbeit insbesondere mit der Outpacing-Strategie nach Gilbert und Strebel beschäftigen. Aus Preispositionierungssicht kann mithilfe einer Mittelpreislagenstrategie ebenfalls die Komponenten Preis und Leistung miteinander vereint werden. Bevor auf die Hauptthematik der Outpacing- und Mittelpreislagenstrategie eingegangen wird, soll sich zunächst mit wissenschaftlichen Grundlagen beschäftigt werden. Hierbei steht am Anfang die Definition des Wortes Strategie. Im Anschluss wird Porters Fünf-Kräfte-Modell sowie Branchenstrukturanalyse dargestellt werden, um daraufhin auf die generischen Wettbewerbsstrategien eingehen zu können. Von kritischen Anmerkungen zu Porters Ansatz am Ende von Kapitel 2 kommt es in Kapitel 3 zu den Weiterentwicklungen. Dort werden Outpacing- und Mittelpreisstrategie definiert, kritisch gewürdigt, Voraussetzungen geklärt sowie erfolgreiche Praxisbeispiele beider Strategien dargestellt. Letztendlich wird in Kapitel 4 geprüft, ob hybride Wettbewerbsstrategien sowie die Mittelpreislagenstrategie als Ausweg aus dem Dilemma, eine Leistung zu einem günstigen Preis anzubieten, geeignet sind.


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Product Details
  • ISBN-13: 9783640780976
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3640780973
  • Publisher Date: 19 Dec 2010
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Voraussetzungen und kritische Würdigung dargestellt an praktischen Beispielen
  • Width: 148 mm


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