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Portfolio-Analysen: Marktanteils-Marktwachstums-Portfolio und Marktattraktivitäts-Wettbewerbsvorteils-Portfolio
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ISBN10: 3640768175
ISBN13: 9783640768172
Publisher: Grin Verlag
Published: Dec 5 2010
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783640768172
Publisher: Grin Verlag
Published: Dec 5 2010
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Wismar, Sprache: Deutsch, Abstract: Wie kann ein Unternehmen heute schon entscheiden, welchen Weg es in Zukunft antreten wird? Wie können einzelne Geschäftszweige eingeordnet werden und wie soll weiter mit ihnen verfahren werden? Ist es überhaupt von Bedeutung solchen Fragen, die für ein langfristiges Vorgehen stehen, nachzugehen? Die Antwort lautet: Es ist sogar unerlässlich. Im Zeitalter der Globalisierung ist der Wettbewerbsdruck, der auf Unternehmen wirkt, enorm. Wird zu viel an der kurzfristigen Gewinnerzielung und zu wenig am langfristigen Erfolg gearbeitet, kann es schnell zur Verdrängung vom Markt kommen, da nicht alles was für den Moment Rentabilität bzw. Gewinn verspricht, auf lange Sicht den Erhalt der Unternehmung garantiert. Das strategische Management bzw. Marketing soll solchen Fehlentscheidungen vorbeugen, indem es eindeutige zukunftsweisende Strategien vorgibt. Eines der wichtigsten Instrumente zur Entwicklung eben dieser langfristigen Vorgehensweisen stellen die Portfolioanalysen dar, weil das Unternehmen mit ihrer Hilfe, die oben gestellten Fragen behandeln kann. Diese Hausarbeit soll dabei einen vertieften Einblick in die zwei bekanntesten Analysen, das Marktwachstums-Marktanteils-Portfolio und das Marktattraktivitäts-Wettbewerbsvorteils-Portfolio, geben und die Vorgehensweise ebenso wie die Strategieentwicklung genauer beleuchten.
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