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Studie zur Marktsituation von Groupware-Lösungen: Gegenüberstellung von Marktangebot und Kundenbedarf

Studie zur Marktsituation von Groupware-Lösungen: Gegenüberstellung von Marktangebot und Kundenbedarf

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Frankfurt University of Applied Sciences, ehem. Fachhochschule Frankfurt am Main, Sprache: Deutsch, Abstract: Die Herausforderung in dieser sich schnell entwickelnden Welt ist es umgehend und präzise auf die Bedürfnisse der Marktteilnehmer zu reagieren. Gerade in den letzten zwanzig Jahren zeigt sich ein deutlicher Trend. Immer mehr Start-UPs bedienen sich der schnellen Kommunikationswege des Internets, um sich einen Vorteil gegenüber den bestehenden, oft mit vielen Ressourcen ausgestatteten Firmen heraus zu arbeiten. Es genügt als Anbieter und Marktteilnehmer nicht mehr an alte und verkrustete Denkweisen festzuhalten. Die bereits übersättigten Märkte führten dazu, dass sich die Situation für die Marktteilnehmer wandelte. Durch die voranschreitende Individualisierung der Gesellschaft wurde der Anbietermarkt zu einem Nachfragemarkt. Demnach besteht ein Überangebot an Produkten und Dienstleistungen. Die Kunden entscheiden, was sie wann, wie und wo kaufen. Die Wechselbereitschaft ist hoch und vor allem bei Substitutionsgütern maßgeblich.2 Ein weiteres Problem beschreibt Porter mit seiner Aussage "Stuck in the middle". Einerseits versuchen Anbieter, wie z.B. Discounter, durch hohe Mengen und einfache Distribution eine klare Position als Preisführer zu halten, andererseits spezialisieren sich einige Firmen auf Nischenmärkte mit hohen Erträgen. Wer dazwischen liegt, wird mittelfristig seine Position am Markt verlieren und seinen Marktanteil abtreten müssen. In Folge der vorherrschenden Marktsituation ist es demnach entscheidend ein hohes Maß an Übereinstimmung von Marktangebot und Kundenbedarf sicherzustellen. Der Kunde muss das Gefühl haben, bei seinem Kauf, eine gute Entscheidung getroffen zu haben. Einerseits begründet durch objektive Kriterien, wie z.B. Preis, Qualität und Nutzen, andererseits spielt das subjektive Wohlbefinden nach dem Kauf eine große Rolle. Daher gilt es di


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Product Details
  • ISBN-13: 9783656234357
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3656234353
  • Publisher Date: 14 Jul 2012
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Gegenüberstellung von Marktangebot und Kundenbedarf
  • Width: 148 mm


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Studie zur Marktsituation von Groupware-Lösungen: Gegenüberstellung von Marktangebot und Kundenbedarf
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