Positionierung des Mittelstands in Markt und Wettbewerb by Sebastian Sprunker
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Positionierung des Mittelstands in Markt und Wettbewerb

Positionierung des Mittelstands in Markt und Wettbewerb


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,3, Fachhochschule Flensburg, Veranstaltung: Mittelstandsmanagement, Sprache: Deutsch, Abstract: Die Positionierung eines Unternehmens ist zu einem der wichtigsten Faktoren erwachsen, um wirtschaftlichen Erfolg und zuletzt die Existenz des Unternehmens zu sichern. Die Notwendigkeit ergibt sich dabei aus der Entwicklung der Märkte. Schaut man beispielsweise auf die deutsche Wirtschaft, so bestanden nach Ende des 2. Weltkriegs große Probleme in der Versorgung der Bevölkerung mit Waren. Durch Produktionsengpässe wurde zu dieser Zeit alles verkauft, das auch produziert wurde. Auf diesem Verkäufermarkt war es somit nicht notwendig größere Kapazitäten in Marketing- und Positionierungsüberlegungen zu investieren. Durch das gesamtwirtschaftliche Wachstum und der infolgedessen zunehmenden Sättigung der Märkte wandelten sich die Verkäufermärkte jedoch zunehmend zu Käufermärkte3, da das Angebot stetig zunahm und die Kunden nun immer mehr Auswahl hatten. Durch den zunehmenden Konkurrenzdruck unter den Unternehmen erfolgte somit die Abkehr von der reinen Produktionsorientierung hin zur Orientierung an den Bedürfnissen der Konsumenten. Dies wird unter anderem auch als "Geburtsstunde des Marketing" bezeichnet und zeigt auf, dass eine Notwendigkeit für strategische Überlegungen hinsichtlich des eigenen Handels entstand. In der heutigen Zeit sind Faktoren wie die Globalisierung und die Digitalisierung die hautbestimmenden Treiber. Märkte wachsen immer stärker zusammen in dem sich regionale Barrieren mehr und mehr auflösen. Die Digitalisierung fördert zu dem unter anderem eine immer höhere Markttransparenz. Um in diesem Umfeld bestehen zu können muss ein Unternehmen sich damit auseinandersetzen, wie sich die notwendig gewordene optimale Positionierung gestaltet.


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Product Details
  • ISBN-13: 9783668656512
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668656517
  • Publisher Date: 12 Mar 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 104 gr


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