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Fallstudie: Kanada / USA

Fallstudie: Kanada / USA


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About the Book

HintergrundDie Firma Rolf Benz AG & Co.KG in Nagold ist Marktfuhrer im Segment der hochqualitativen Polstermobel in Deutschland und hat diese Marktposition vor allem durch seine individuellen Designkonzepte und innovativen Verarbeitungsprozesse erworben. Seitdem Benz im Jahre 1964 die ersten Sitzmobel auslieferte hat das Unternehmen seiner Kundschaft immer wieder bewiesen, wie facettenreich und individuell Polstermobel sein konnen. Die kontinuierliche Arbeit an der Erschliessung neuer Markte und Zielgruppen bildet die Grundlage fur den wachsenden Erfolg. Die Sitzmobel von Rolf Benz geniessen auch in der Medienlandschaft eine hohe Prasenz und sind der Inbegriff fur Exklusivitat und Design. Verschiedene Unterhaltungssendungen wie 'Wetten Baier dass..?' oder die 'J.B.-Kerner-Show' tragen dazu bei, dass Benz seine Marktanteile in Deutschland weiter ausbauen kann.Der internationale Vertrieb allerdings soll dem Unternehmen weitere Absatzpotentiale ermoglichen und daher hat man beschlossen das Vertriebsnetz weiter auszubauen. Wahrend man in Europa bereits uber ein gut entwickeltes Vertriebsnetz verfugt und in jedem Land in Westeuropa mindestens einen Vertriebspartner zur Seite hat, ist der nordamerikanische Markt noch unangetastet. Die Geschaftsfuhrung von Benz hat daher beschlossen, den Vertrieb der Produkte in den USA sowie spater auch in Kanada anzustreben. Nach einer ersten Auswahlphase von moglichen Partnern, hat man sich nun auf einen Kandidaten fokussiert, welcher in das Konzept von Benz passt. Hierbei handelt es sich um 'Rapport International Furniture' in Los Angeles. Man hat sich verstandigt, dass die Vertragsverhandlungen am Hauptsitz des neuen Partners stattfinden sollen. Die Firma Benz hat sich entschlossen Dr. Eric Hoffmann nach Nordamerika zu entsenden um die Verhandlungen abzuschliessen. Herr Hoffmann ist 41 Jahre alt, verheiratet und hat 2 Kinder. Er ist nun schon seit 3 Jahren bei der Firma Benz als Verkaufsleiter im Bereich International tat


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Product Details
  • ISBN-13: 9783638305471
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • Sub Title: Kanada / USA
  • ISBN-10: 3638305473
  • Publisher Date: 01 Jan 2004
  • Binding: Digital (delivered electronically)
  • No of Pages: 15


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