Analyse der Marke Borussia Dortmund. Mikroumwelt, Makroumwelt und Markenstrategie im Fokus
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Analyse der Marke Borussia Dortmund. Mikroumwelt, Makroumwelt und Markenstrategie im Fokus

Analyse der Marke Borussia Dortmund. Mikroumwelt, Makroumwelt und Markenstrategie im Fokus


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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,0, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Veranstaltung: Sportökonomie 4, Sprache: Deutsch, Abstract: Die vorliegende Hausarbeit zielt darauf ab, eine umfassende Analyse der Marke Borussia Dortmund (BVB) zu präsentieren. Dabei wird sowohl die Mikro- als auch die Makroumwelt des Vereins untersucht, um ein vollständiges Bild der externen und internen Faktoren zu erhalten, die die Marke beeinflussen. Zusätzlich wird die Markenstrategie des BVB beleuchtet und durch eine SWOT-Analyse die Stärken, Schwächen, Chancen und Risiken der Marke herausgearbeitet. Die Arbeit beginnt mit einer detaillierten Untersuchung der Mikroumwelt des BVB, wobei der Club selbst, die Verbände und Ligen, Spieler, Zulieferer, Substitute sowie neue Konkurrenten analysiert werden. Anschließend werden die Kunden- und Absatzmärkte des BVB betrachtet, um die Zielgruppen und Vertriebswege zu identifizieren und zu bewerten. Der nächste Abschnitt widmet sich der Makroumwelt, wobei externe Einflüsse wie politische, ökonomische, soziokulturelle und technologische Faktoren analysiert werden, die die Marke BVB beeinflussen können. Daraufhin folgt eine detaillierte Darstellung der Marke BVB, einschließlich des Portfolios, das Sponsoring, Merchandising, Spielbetrieb und Ticketing sowie Medienvermarktung umfasst. Besonders hervorzuheben ist die Bedeutung des Slogans "Echte Liebe" für die Markenidentität und -kommunikation des BVB. Im Rahmen der SWOT-Analyse werden schließlich die Stärken und Schwächen der Marke BVB sowie die Chancen und Risiken identifiziert und bewertet, um strategische Handlungsempfehlungen abzuleiten. Die Arbeit schließt mit einem Literaturverzeichnis und einem Abbildungs- und Tabellenverzeichnis ab, die alle verwendeten Quellen und visualisierten Daten dokumentieren.


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Product Details
  • ISBN-13: 9783389042403
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr
  • ISBN-10: 3389042407
  • Publisher Date: 04 Jun 2024
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm


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