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Marketing. Eine fiktive Fallstudie zu Marketingzielen, -strategien und -instrumenten sowie der Marktabgrenzung
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ISBN10: 3346288382
ISBN13: 9783346288387
Publisher: Grin Verlag
Published: Mar 30 2021
Pages: 32
Weight: 0.12
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346288387
Publisher: Grin Verlag
Published: Mar 30 2021
Pages: 32
Weight: 0.12
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Um einen Einstieg in die neue Arbeit als Marketing-Leiter zu erlangen, sollen im Rahmen dieser Fallstudie marketingrelevante Eckdaten untersucht und ein Dossier erstellt werden. Der Firmensitz befindet sich in Ingolstadt. Es handelt sich um ein klein- bis mittelständisches Dienstleistungsunternehmen im Bereich Elektronikentwicklung und Automatisierungstechnik. Es entwickelt zum einen kundenspezifische Elektronikkomponenten für Prototypen beziehungsweise (Klein-)-Serien, Testequipment und die entsprechende Software bis hin zur Fertigung und bietet zum anderen Personalleasing im Elektronikbereich an. Zu Beginn der Fallstudie findet der Leser eine erste Abgrenzung des in Frage kommenden Marktes durch angebotene Produkte bzw. Leistungen sowie eine Identifikation der Zielgruppe und relevanten Wettbewerber. Das zweite Kapitel beschäftigt sich mit den aktuellen Herausforderungen auf dem Markt und deren Auswirkungen auf die Unternehmensbranche. Auf Grundlage dieser Situationsanalyse sollen dann im dritten Kapitel entsprechende Marketingziele formuliert und festgehalten werden. Eine entsprechende Marketingstrategie wie auch geeignete Marketing-Instrumente sind Gegenstand des vierten und fünften Kapitels dieser Fallstudie.
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