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Projektstrukturplan und Risikomanagement als zentrale Erfolgsfaktoren für Projekte. Limited Editions in der Konsumgüterindustrie: Die Kirsche auf der Torte oder das Haar in der Suppe?

Projektstrukturplan und Risikomanagement als zentrale Erfolgsfaktoren für Projekte. Limited Editions in der Konsumgüterindustrie: Die Kirsche auf der Torte oder das Haar in der Suppe?

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Informationswissenschaften, Informationsmanagement, Note: 1,0, Hochschule für Technik und Wirtschaft Berlin, Sprache: Deutsch, Abstract: In dieser Arbeit werden zentrale Tools des professionellen Projektmanagements auf den Bereich der Fast Moving Consumer Goods (FMCG) als eine durch hohen Innovationsdruck stark projektgetriebene Branche angewandt. Dieser starke Innovationsdruck resultiert zum Beispiel aus der sehr hohen Kauffrequenz der Produkte und den damit verbundenen Wunsch nach Abwechslung und neuen Geschmackserlebnissen. Aus Sicht der Markenartikelhersteller birgt dieser Wunsch die Gefahr, dass ihre Käufer zu Konkurrenzprodukten greifen - es folgen Kunden- und wirtschaftliche Verluste. Um dem vorzubeugen und ihren bestehenden Kunden zusätzliche Kaufimpulse durch Abwechslung im eigenen Markenportfolio zu bieten, arbeiten viele Marken regelmäßig mit 'Limited Editions' innerhalb ihrer Produktlinien. Obwohl Limited Editions Produktlinienerweiterungen sind und sich somit auf bereits etablierte Markenzeichen und -assoziationen stützen können muss beachtet werden, dass Limited Editions oft nicht nur eine andere Verpackung haben, sondern zumeist gänzlich andere Produkte mit neuartigen Produkteigenschaften sind. Aus diesem Grund muss für jede Limited Edition der Prozess der Produktentwicklung bis hin zur Markteinführung durchlaufen werden, weshalb Limited Editions als komplexe Launchprojekte verstanden werden können. Diese Arbeit zeigt anhand einer fiktiven Marke des FMCG-Bereichs 'Molkereiprodukte' die Markteinführung einer Limited Edition auf und erläutert, wie das Projekt mittels etablierter Tools des Projektmanagements (konkret Erstellung eines Projektstrukturplans und Risikomanagement inkl. Maßnahmenentwicklung) geplant wird.


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Product Details
  • ISBN-13: 9783346109361
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Weight: 45 gr
  • ISBN-10: 3346109364
  • Publisher Date: 05 Jan 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Die Kirsche auf der Torte oder das Haar in der Suppe?
  • Width: 148 mm


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Projektstrukturplan und Risikomanagement als zentrale Erfolgsfaktoren für Projekte. Limited Editions in der Konsumgüterindustrie: Die Kirsche auf der Torte oder das Haar in der Suppe?
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Projektstrukturplan und Risikomanagement als zentrale Erfolgsfaktoren für Projekte. Limited Editions in der Konsumgüterindustrie: Die Kirsche auf der Torte oder das Haar in der Suppe?
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