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Produkt-Markt-Strategien nach Ansoff

Produkt-Markt-Strategien nach Ansoff


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Beschaffung, Produktion, Logistik, Note: 1,3, Fachhochschule der Wirtschaft Bergisch Gladbach, Sprache: Deutsch, Abstract: Eine Entscheidung der Unternehmensleitung und die damit verbundenen Bemühungen, die Ziele und Zwecke des Unternehmens zu verwirklichen, stellt jene vor eine komplexe Aufgabe. Das liegt daran, dass zur Erreichung eines Ziels Analysen durchgeführt, Entscheidungen getroffen, Bewertungen vorgenommen und Kontrollen ausgeübt werden müssen. Um diesen Anforderungen gerecht zu werden, wird versucht, mit Strategiekonzepten in sich konsistente Kombinationen von Erklärungs- und Entscheidungsvariablen zu finden. Bis heute gibt es eine Vielzahl entwickelter Konzepte, die sich mit der Formulierung allgemeiner Unternehmensstrategien befassen. Mit diesen Konzepten, die auf einer Kombination von Marktmerkmalen und möglichen Wettbewerbsvorteilen basieren, versucht man typische strategische Grundmuster zu entwickeln, die eine "Einteilung von unterschiedlichen strategischen Denkansätzen in bestimmte Kategorien ermöglichen sollen." Im Folgenden soll ein solches Konzept, nämlich die Produkt-Markt-Matrix von Harry Igor Ansoff, vorgestellt werden. Dabei wird zwischen vier unterschiedlichen Marktstrategien und deren Eigenschaften differenziert. Auch der für die heutige Zeit enorm wichtig gewordene Aspekt der Internationalisierung von Unternehmen soll in diesem Zusammenhang betrachtet werden. Abschließend werden einige Kritikpunkte an der Produkt-Markt-Matrix aufgezeigt.


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Product Details
  • ISBN-13: 9783640362417
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640362411
  • Publisher Date: 02 Jul 2009
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 132 gr


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