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Zukunftsgeschäft Video on Demand? Das Marktwachstum von Microsoft durch Eintritt in den SVoD-Markt

Zukunftsgeschäft Video on Demand? Das Marktwachstum von Microsoft durch Eintritt in den SVoD-Markt

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,3, Hochschule der Medien Stuttgart, Veranstaltung: Strategisches Marketing, Strategische Markenführung, Sprache: Deutsch, Abstract: Diese Marktwachstumsstrategie beschäftigt sich mit der strategischen Erschließung des SVoD-Marktes und den Auswirkungen auf die Marke Microsoft. Unter SVoD - Subscription Video on Demand - versteht man Internet-Dienste, die Filme und Serien über ein Abo-Modell an den Konsumenten streamen. Auf dem Markt tummeln sich einige wenige etablierte und bekannte Anbieter wie Netflix, Watchever, Maxdome oder Amazon Prime Instant Video. Microsoft, weltweit größter Softwarehersteller mit 65,7 Milliarden Dollar Umsatz im Jahr 2013, ist in diesem interessanten und jungen SVoD-Markt bisher noch nicht vertreten. Im zweiten Kapitel findet eine Analyse des Unternehmens Microsoft und dessen Produkte und Dienstleistungen statt. Des Weiteren wird die Marktsituation wie Konkurrenten, Marktanteile und Potenziale auf dem SVoD-Markt unter die Lupe genommen. Außerdem erfolgt noch eine Analyse der Markenidentität. Das dritte Kapitel befasst sich dann mit der konkreten Wachstumsstrategie. Dies beinhaltet die Formulierung der Strategie, Festlegung der Zielgruppe, Schwerpunkte im Marketing-Mix, Begründung der Strategie und einer kritischen Bewertung der Strategie. Abschließend zieht der Autor ein Fazit über die in dieser Ausarbeitung beschriebene Wachstumsstrategie.
About the Author: 2005 - 2007 Fachhochschulreife und Technischer Kommunikationsassistent 2007 - 2010 Auszubildender Fachinformatiker - Systemintegration 2010 - 2014 IT-Administrator und Hosting-Helpdesk 2014 - 2017 Studium Werbung & Marktkommunikation


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Product Details
  • ISBN-13: 9783668173033
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 77 gr
  • ISBN-10: 3668173036
  • Publisher Date: 19 Apr 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 178 mm


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Zukunftsgeschäft Video on Demand? Das Marktwachstum von Microsoft durch Eintritt in den SVoD-Markt
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