Analyse einer internationalen Markteintrittsstrategie am Beispiel des Modeunternehmens ZARA
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Analyse einer internationalen Markteintrittsstrategie am Beispiel des Modeunternehmens ZARA

Analyse einer internationalen Markteintrittsstrategie am Beispiel des Modeunternehmens ZARA


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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,6, Cologne Business School Köln, Sprache: Deutsch, Abstract: Das Ziel der vorliegenden Arbeit ist es, Daten zu analysieren, welche sich mit den Schwierigkeiten eines Markteintritts und der damit zu bewältigenden Entwicklung eines Unternehmens in einem fremden Land beschäftigen. Hierbei liegt die zentrale Fragestellung darin, Strategien aus der Sicht eines Modeunternehmens darzustellen und für den Leser greifbar zu machen. Welche Markteintrittsstrategien sind uns bekannt und inwiefern nutzt das Modeunternehmen Zara diese, um in fremde Märkte vorstoßen zu können? Welche interkulturellen, politischen oder wirtschaftlichen Barrieren gilt es, als Unternehmen zu überwinden? Diese Hausarbeit beinhaltet zahlreiche Aspekte der Auseinandersetzung mit dem Thema der Analyse einer internationalen Markteintrittsstrategie. Beginnend mit der Einleitung wird der Leser durch das Thema der Internationalen Markteintrittsstrategien geleitet, in welchen es vor allem darum geht, die Sprinkler-Strategie und die Wasserfallstrategie näher darzustellen und im Nachhinein auf Zara anzuwenden. Im nächsten Schritt werden die unterschiedlichen Markteintrittsformen dargestellt, welche aus Filialisierung, Akquisition, Joint-Venture und Franchising bestehen. Das vierte Kapitel präzisiert die Themen, in welchen Zara als Unternehmen im Mittelpunkt steht. Hierbei werden vor allem Unternehmensdaten und das Geschäftsmodell Zaras näher erörtert, um den Leser darauffolgend die Markteintrittsstrategien des Unternehmens näher darzustellen. In einem letzten Unterkapitel wird der Identity Based Brand Management Ansatz, am Beispiel von Zara, angewendet und dient dem Leser als bildhafte Darstellung der Markenidentität des Modeunternehmens.


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Product Details
  • ISBN-13: 9783346531964
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346531961
  • Publisher Date: 28 Oct 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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