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Tankstelle als Vertriebsweg

Tankstelle als Vertriebsweg

          
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Inhaltsangabe: Gang der Untersuchung: Gegenstand dieser Arbeit ist es aufzuzeigen, wie interessant der Shop an der Markentankstelle als Handelsstufe für den Hersteller von Markenartikeln ist. Die Mineralölgesellschaften verstärken über die Convenience-Produkte reiner Markenartikelhersteller ihren eigenen Auftritt am Markt und verhelfen somit dem Hersteller ein bestehendes Potential am Markt zu bedienen. Diese geänderte strategische Vorgehensweise der Mineralölgesellschaften und die daraus neu entstandenen Konstellationen im Bereich der Systempartner, machen es erforderlich, daß dieser Vertriebsform eine erhöhte Aufmerksamkeit geschenkt wird. Die Beispielunternehmen Für die Analyse des Marktgeschehens wurden Tankstellen-Shops der unterschiedlichen Markengesellschaften innerhalb Deutschlands herangezogen. Unterschiede zwischen West- und Ost-Deutschland ergeben sich nicht in der allgemein geschilderten Vorgehensweise der Mineralölgesellschaften. Jedoch gilt es zuvor anzumerken, daß die neuerbauten Tankstellen-Shops in Ost-Deutschland schon wesentlich mehr den derzeitigen Anforderungen der einzelnen Mineralölgesellschaften entsprechen. Die Tankstellen-Shops in den alten Bundesländern werden durch gezielte Umbaumaßnahmen immer mehr den höheren Erwartungen des Marktes angepaßt. Die Vorgehensweise in dieser Arbeit Im ersten Kapitel werden zunächst die Abgrenzungen des Themas dargestellt. Im zweiten Kapitel werden die externen und internen Rahmenbedingungen aufgezeigt, die den Erfolg des Tankstellen-Shops erst ermöglichen. Das dritte Kapitel zeigt die unterschiedlichen Ziele auf, die die verschiedenen Teilnehmer innerhalb dieses Marktes verfolgen. Im vierten Kapitel werden ausgewählte Sachverhalte betrachtet, die es den einzelnen Teilnehmern am Markt erst ermöglichen, ihre gegensätzlichen Ziele zu realisieren. Dieses Kapitel enthält die verschiedensten Beispiele, die aufzeigen, wie die angestrebten Ziele schrittweise in die Realität umgesetzt werden. Das letzte Kapitel


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Product Details
  • ISBN-13: 9783838614250
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 3838614259
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 172
  • Series Title: German
  • Weight: 231 gr


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