Branchenstrukturanalyse nach Porter für die deutsche E-Automobilbranche
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Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Sonstiges, Note: 1,3, Sprache: Deutsch, Abstract: Auf der Grundlage von Michael E. Porter's Five-Forces-Konzept soll die Branchenstruktur der deutschen E-Automobilbranche analysiert werden. Der Wettbewerb der Automobilbranche wird durch europäische und nationale gesetzliche Vorgaben sowie Förderprogramme, die durch die wachsende Erkenntnis der Ursachen und der Auswirkungen Klimawandels ausgelöst wurden, beeinflusst. Um den Einfluss der Elektromobilität zu untersuchen, wird daher Im Mittelpunkt der Ausführungen, aufgrund seines bevorstehenden Eintrittes in die deutsche Automobilindustrie, der chinesische Elektroautomobilhersteller Build Your Dreams (BYD) stehen. Im Anwendungsteil sollen die Wettbewerbskräfte "Verhandlungsmacht der Kunden" und "Bedrohung durch neue Anbieter/ Wettbewerber" untersucht werden. Auf Grundlage der Analyseergebnisse dieser Wettbewerbskräfte soll die Attraktivität der deutsche E-Automobilbranche beurteilt werden. Die Automobilbranche ist mit einem Umsatz von 506 Milliarden Euro der grö te Industriezweig Deutschlands (Bundesministerium für Wirtschaft und Klimaschutz [BMWK], 2021; Statista, 2023). Gegenwärtig sind in Deutschland rd. 48,8 Millionen Personenkraftwagen (PKW) zugelassen (Henn, 2023; KBA 2023). Hinsichtlich klima- und gesundheitsschädlicher Emissionen war der Verkehrssektor 2020 jedoch der grö te Verursacher von Stickoxiden und Kohlenstoffmonoxid sowie nach Landwirtschaft und Industrie der drittgrö te Verursacher von Feinstaub (Umweltbundesamt, n.d.). Den Vorgaben der EU und des Bundes-Klimaschutzgesetzes folgend muss die Automobilindustrie die Treibhausgas- und Schadstoffbelastungen bis 2030 um 65 Prozent reduzieren und gemä dem Pariser Klimaabkommen den Stra enverkehr bis 2045 treibhausgasneutral zu gestalten (Bundesregierung, 2022). Dabei ist die "Elektromobilität eine Schlüsseltechnologie für eine emissionsfreie, klimafreundliche Mobilität der Zukunft" (Müller, 2021). Neb
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