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Markenstrategie des Volkswagen-Konzerns
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ISBN10: 3346743926
ISBN13: 9783346743923
Publisher: Grin Verlag
Published: Sep 28 2022
Pages: 36
Weight: 0.13
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346743923
Publisher: Grin Verlag
Published: Sep 28 2022
Pages: 36
Weight: 0.13
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, SRH Fernhochschule, Sprache: Deutsch, Abstract: Innerhalb dieser Fallstudie wird die Markenstrategie des Volkswagen-Konzerns identifiziert und erläutert. Ziel davon ist, am Ende ein künftiges marketingstrategisches Vorgehen zu empfehlen. Um dieses Ziel zu erreichen, wird zunächst die aktuelle Lage der Automobilbranche und des Volkswagenkonzerns in Zahlen dargelegt und die Markenstrategie, sowie Markenpositionierung von Audi und Volkswagen erklärt. Im Kapitel eins wurde die aktuelle Lage in der Automobilbranche und des Volks-wagen-Konzerns erläutert. Im folgenden Kapitel zwei werden theoretische Grundlagen der Marke erklärt. Es wird die Definition, die Funktion, die Identität, sowie das Markenimage und die Erscheinungsformen vermittelt. Im Kapitel drei folgt das Präzisieren von Markenstrategien, hierbei werden die vier Strategien (Einzel-, Familien-, Dach- und Mehrmarkenstrategie) betrachtet. Das vierte Kapitel widmet sich dem Volkswagen-Konzern und seiner Markenstrategie. Kapitel fünf legt die Markenpositionierung von Audi dar, ein besonderes Augenmerk liegt hierbei auf der Zielgruppe, den Wettbewerbern und der Marktstimmulierungsstrategie. Im Kapitel sechs werden die gleichen Aspekte aus der Sicht der Marke Volkswagen Pkw betrachtet. Das siebte und achte Kapitel schlie t die Fallstudie mit einer Diskussion und Empfehlung zum künftigen marketingstrategischen Vorhaben, sowie einem Fazit und Ausblick ab.
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