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Kundenbindungsstrategien Brauerei - Gastronomie

Kundenbindungsstrategien Brauerei - Gastronomie


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About the Book

Inhaltsangabe: Einleitung: Im Konsumgüterbereich sind stagnierende bzw. schrumpfende Märkte schon lange keine Seltenheit mehr, und die Produkte einzelner Anbieter sind häufig in ihrem Nutzen für die Verbraucher ähnlicher und somit austauschbar geworden. Von diesem Faktum ist besonders der Biermarkt betroffen, der seit nunmehr 20 Jahren sich in einer Stagnationsphase bzw. mittlerweile in einer leichten Degressionsphase befindet. Mit einem Pro-Kopf-Verbrauch von 137,71 ist 1995 ein Wert erreicht wie zuletzt Ende der 60er Jahre. Sich wandelnde Trinkgewohnheiten und der allgemeine Imageverlust von Bier erschweren die Existenz der Brauereien. Um sich auf dem Markt behaupten zu können, wird häufig auf eine aggressive Preispolitik gesetzt. Viele Unternehmen schaffen es nicht, dieser aggressiven Preispolitik andere Strategien entgegenzusetzen und werden von großen Brauereien „geschluckt". Die großen Brauereien wiederum nutzen die Übernahme, um die eigenen Kapazitäten, die auf Grund falscher Prognosen führender Unternehmensberater und Fachleute aufgebaut wurden, auszulasten. Parallel zu der ungünstigen Situation für den Biermarkt hat sich im Marketing ein Paradigmawechsel zum Relationship-Marketing d.h. Beziehungsmarketing vollzogen: anstatt einmalige Verkaufstransaktionen zu forcieren, wird versucht, dauerhafte Beziehungen zu den Partnern zu unterhalten.' Grund hierfür sind der gesättigte Markt und der starke Verdrängungswettbewerb in der Branche. Die Privatbrauerei Andreas aus Hagen war den Herausforderungen des Biermarktes nicht mehr gewachsen. Mit der Übernahme durch die Dortmunder Actien-Brauerei (DAB) ging die Schließung des Brauereistandortes Hagen einher sowie eine Produktionsverlagerung nach Dortmund. Seit Februar 1995 werden die Produkte von Andreas ausschließlich in Dortmund gebraut. Der Wechsel des Standortes und die Schließung der Braustätte führten zu einem überproportional starken Rückgang der Marke Andreas in der Region Hagen und im EnnepeRuhr-Kreis, Haupt


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Product Details
  • ISBN-13: 9783838643038
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 231 gr
  • ISBN-10: 3838643038
  • Publisher Date: 12 Jul 2001
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel der Marke Andreas Pils der Dortmunder Actien-Brauerei
  • Width: 148 mm


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