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Marketingstrategien während der Corona-Pandemie. Praxisbeispiel "Canyon Bicycles GmbH"

Marketingstrategien während der Corona-Pandemie. Praxisbeispiel "Canyon Bicycles GmbH"


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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Sprache: Deutsch, Abstract: In der nachstehenden Ausarbeitung wird die SWOT-Analyse durchgeführt und an Hand des Praxisbeispiels Canyon Bicycles GmbH aufgezeigt, wo Stärken und Schwächen des Marketings liegen. Aufgrund der umfänglichen Limitierung wurden keine weiteren Analysen mit Hilfe der zuvor genannten Theorien durchgeführt. Anschließend wird das Marketing seit Beginn der Pandemie untersucht. Mit Hilfe von zwei fiktiven Personas werden typische Customer-Journey-Prozesse dargelegt und abschließend Handlungsempfehlungen für eine erfolgreiche Ausgestaltung des zukünftigen Marketings gegeben. Um auch in außergewöhnlichen Zeiten von Krisen und Pandemien, wie der aktuell herrschenden Corona-Pandemie, wettbewerbsfähig zu sein, muss ein Unternehmen rechtzeitig Maßnahmen ergreifen um die Überlebensfähigkeit auf allen Ebenen zu sichern und zu stärken. Zu diesen Ebenen zählt insbesondere der Bereich des Marketings. Angemessene Marketing- und Kommunikationsstrategien sind jederzeit notwendig um erfolgreich am Markt agieren zu können. Diese tragen mit großer Wahrscheinlichkeit auch in Krisenzeiten ihren Teil dazu bei, den Erhalt eines Unternehmens sicherzustellen. Um mit flexiblen Veränderungen des Marktes umgehen zu können, ist es wichtig neue Marketingstrategien und Geschäftsmodelle zu entwickeln. Unternehmen, die für solche Veränderungen kein Bewusstsein entwickeln, werden langfristig zu Verlierern einer Krise. Die raschen Veränderungen der Umwelt führen auf Grund dieses sturen Verhaltens zu Fit-Diskrepanzen. Daher ist es unerlässlich für ein Unternehmen sich regelmäßig der Frage auszusetzen, ob die aktuelle Strategie beibehalten werden kann oder ob die Notwendigkeit besteht, eine neue, den Umständen angepasste, Strategie zu entwickeln. Zur Entwicklung einer solchen Strategie ist es ratsam auf diverse Marketing-Theorien und Analyse-Tools zurückzugreifen. Zu den v


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Product Details
  • ISBN-13: 9783346855787
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346855783
  • Publisher Date: 04 Apr 2023
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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