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Home > Business and Economics > Industry and industrial studies > Imageprofilierung Im Globalen Wettbewerb Durch Die Uberarbeitung Der Eigenen Marke Innerhalb Der Smurfit Kappa Group
Imageprofilierung Im Globalen Wettbewerb Durch Die Uberarbeitung Der Eigenen Marke Innerhalb Der Smurfit Kappa Group

Imageprofilierung Im Globalen Wettbewerb Durch Die Uberarbeitung Der Eigenen Marke Innerhalb Der Smurfit Kappa Group


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Industriebetriebslehre, Note: 2,0, Leibniz Akademie Hannover - Verwaltungs- und Wirtschaftsakademie Hannover, Sprache: Deutsch, Abstract: Durch die Globalisierung der Markte, den raschen technologischen Fortschritt und immer ahnlicher werdenden Produkten, bei annahernd gleichen Preisen und Vertriebskanalen, wird es fur die Unternehmen immer schwieriger sich gegenuber der Konkurrenz zu differenzieren und zu profilieren. Emotionelle Konstrukte wie Identitat, Image, Personlichkeit werden zu strategischen Erfolgsfaktoren. Stetiger Wertewandel und eine unuberschaubar breite Produktpalette macht die Konsumenten kritischer und anspruchsvoller, aber auch immer orientierungsloser. Die Ausrichtung und das Auftreten sowie bestimmte Identifikationsmerkmale der eigenen Marke entscheiden in der heutigen Zeit uber den Konkurrenzwettkampf am Markt. Gute Markenfuhrung ist ein wichtiges Erfolgskriterium grosser, etablierter Unternehmen. Marken wie Nike, Coca-Cola oder VW geben jahrlich Millionen fur Werbung und Imageprofilierung aus. Doch Marketing ist nicht nur fur Global Player relevant, sondern auch fur mittelstandische Unternehmen. Um sich innerhalb des Wettbewerbs zu profilieren, mussen sie somit auch verstarkt Marketing betreiben, um die eigene Marke im Fokus der relevanten Kunden zu erhalten. Ein internationales Team aus Mitarbeitern der Smurfit Kappa Group (SKG) arbeitet seit zwei Jahren an der Optimierung der Marke Smurfit Kappa." Zu diesem Optimierungsprozess gehort bspw. nicht nur die Aufarbeitung des eigenen Logos, sondern vor allem auch die Aufarbeitung des eigenen Selbstverstandnisses sowohl nach innen als auch nach aussen. Dies bedeutet im engeren Sinne, wie sich die SKG sieht, wie sie von der Aussenwelt wahrgenommen wird und wie sie in Zukunft wahrgenommen werden mochte. Die folgende Arbeit befasst sich mit dem zurzeit innerhalb der SKG stattfindenden Prozess zur Imageprofilierung im globalen Wettbewerb durch die U


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Product Details
  • ISBN-13: 9783656685098
  • Publisher: Grin Verlag Gmbh
  • Publisher Imprint: Grin Verlag Gmbh
  • Height: 210 mm
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656685096
  • Publisher Date: 08 Jul 2014
  • Binding: Paperback
  • Language: English
  • Weight: 50 gr


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