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Tendenzen der Polarisierung von Marken in High-End und Low-End: Eine kritische Analyse der Hintergründe

Tendenzen der Polarisierung von Marken in High-End und Low-End: Eine kritische Analyse der Hintergründe

          
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About the Book

Inhaltsangabe: Hintergrund: „Nie war der Kunde so unberechenbar wie heute." Die gegensätzlichen Sparten High-End und Low-End boomen. Etliche Firmen werden sich und ihre Marken in Zukunft neu definieren müssen, da der heutige Kunde sehr hohe Erwartungen an sich und damit auch die Anbieter stellt. „Niemand will mehr Mittelmaß sein. Deshalb wird die Mitte verschwinden.", prophezeit der schwedische Wirtschaftswissenschaftler Kjell Nordström. Mittelklassemarken galten früher als gut und solide. Mittelmaß lockt allerdings heute keine Käufer mehr an. Klassische Marken der Mittelklasse wie zum Beispiel Opel und Ford, VW, Karstadt und Spar befinden sich zurzeit in Notzeiten. Besonders mit den Unternehmenskrisen von Karstadt und Opel im Jahr 2004 rückte der Trend zum Verschwinden der Mitte in den Vordergrund. Der KarstadtQuelle Konzern verzeichnete 2004 einen Umsatzrückgang von 7% zum Vorjahr, Opel musste 2003 einen Umsatzrückgang von 15% bekannt geben. Auch andere Mittelklassemarken der Automobilbranche wie Ford oder VW können sich diesem Abwärtstrend nicht entziehen. Premiumanbieter hingegen wie beispielsweise DaimlerChrysler, BMW und Porsche verzeichnen Absatzzuwächse von bis zu 15%. Die japanische Marke Toyota oder die französische Marke Renault erzielten 2004 ähnlich hohe Absatzzuwächse. Die Polarisierung zu einem High-End- und einem Low-End-Sektor und dem daraus resultierenden Verschwinden, bzw. Schrumpfen der Mid-Range wie in der Automobilbranche findet ebenfalls in anderen Konsumgütersektoren statt. Über alle Industrien hinweg zeichnet sich ein Aufschwung von Premiummarken und Discountmarken ab, Lust-Brands und Hard-Discounter bilden die Pole. Dies geht mit einer Krise bei Mittelklassegütern einher. Diese Polarisierung zeigt sich am deutlichsten in der Lebensmitteleinzelhandelsbranche. Während die Discounter, wie zum Beispiel Aldi und Lidl, von 1992 bis 2003 ihren Umsatz auf 52,5 Millarden Euro annähernd verdoppeln konnten und Wal-Mart mittlerweile einen Jahresums


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Product Details
  • ISBN-13: 9783838688244
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 149 gr
  • ISBN-10: 3838688244
  • Publisher Date: 21 Jun 2005
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Eine kritische Analyse der Hintergründe
  • Width: 148 mm


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Tendenzen der Polarisierung von Marken in High-End und Low-End: Eine kritische Analyse der Hintergründe
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