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Nestlé - Eine Analyse der Wettbewerbsvorteile im Vergleich zu Danone und Unilever

Nestlé - Eine Analyse der Wettbewerbsvorteile im Vergleich zu Danone und Unilever

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 1,0, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Veranstaltung: Marketing Management, Sprache: Deutsch, Abstract: Der schweizerische Konzern Nestlé ist nicht nur ein einfacher Konsumgüterhersteller. Er ist ein, an Markenvielfalt kaum zu übertreffender, Global Player in seiner Branche, der auf eine mehr als 140 jährige Unternehmensgeschichte zurückblicken kann. Innerhalb dieses Zeitraumes avancierte Nestlé zum derzeit erfolgreichsten Lebensmittelkonzern weltweit mit einem Umsatz in Höhe von rund 83,5 Milliarden Schweizer Franken im Jahre 2011. Allein dieses Faktum weckt starkes Interesse und Faszination für den Konzern, dessen Ursprung im Jahre 1867 liegt, als Henri Nestlé ein Substitut für Muttermilch erfand und unter dem Namen "Farine Lactée Henri Nestlé" firmierte. Heute kümmern sich ca. 330.000 Angestellte bei Nestlé um die qualitativ hochwertige und flächendeckende Verfügbarkeit des Markenportfolios, welches den Konsumenten unter anderem Säuglingsnahrung, Kaffee & Kakaoprodukte und auch Tiernahrung bereitstellt. Und dies ist nur ein Ausschnitt aus der umfangreichen Produktvielfalt. Vordergründige Thematik im Rahmen dieser Projektarbeit soll dabei die Herausstellung der wesentlichen Wettbewerbsvorteile sein, die sich Nestlé im Laufe der Jahre durch strategische und operative Planungsprozesse, ein ausgeklügeltes Management und betriebswirtschaftliche Finesse erarbeitet hat und die dazu führten, dass Nestlé derzeit die Pole Position unter den Lebensmittelkonzernen einnimmt. Natürlich muss hierbei auch betrachtet werden, welche Maßnahmen Nestlé heute ergreift, um diese Wettbewerbsvorteile beizubehalten bzw. neue Vorteile gegenüber der Konkurrenz aufbauen zu können. Um die bereits erwähnten Wettbewerbsvorteile konkret benennen zu können, werden wir Unterschiede zwischen Nestlé und zwei seiner größten Konkurrenten, Danone und Unilev


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Product Details
  • ISBN-13: 9783656394693
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656394695
  • Publisher Date: 20 Mar 2013
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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