Efficient Consumer Response - Wiedergewinnung der Produktivität
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Inhaltsangabe: Gang der Untersuchung: Im ersten Teil der Arbeit wird die wirtschaftliche Situation auf dem deutschen Lebensmittelmarkt aufgezeigt, die die Hersteller und Händler zu einer veränderten strategischen Ausrichtung ihrer Unternehmenspolitik zwingt. Anschlie end wird zunächst ECR als ein kunden- und proze orientiertes Konzept vorgestellt. Die Besonderheit liegt in der systemübergreifenden Optimierung sämtlicher Wertschöpfungsprozesse. Danach folgt eine Darstellung der Faktoren, die für eine erfolgreiche Realisierung von ECR innerhalb und im Umfeld der Unternehmung vorhanden sein müssen. Im Hauptteil werden die vier ECR-Hauptstrategien vorgestellt. Sie betreffen den Inforinations- und Warenflu im Rahmen einer Effizienten Distribution, die Effiziente Sortimentgestaltung, die Effiziente Produktentwicklung und -einführung, sowie die Effiziente Verkaufsförderung. Basis jeder Strategie ist eine auf gegenseitigem Vertrauen beruhende Kooperation zwischen den Marktparteien. Im Anschlu an die Deskription der Strategien und deren Sub-Strategien werden neben den für ECR notwendigen Investitionen ausführlich die Rationalisierungsmöglichkeiten innerhalb der Kooperation aufgezeigt. Es folgt eine Beschreibung der verbesserten Nutzenstillung für den Konsumenten, Zum Abschlu dieses Kapitels wird darauf eingegangen, da ECR nicht nur Verbesserungen mit sich bringt, sondern auch Probleme aufwerfen kann und deshalb noch ausbaufähig ist. Zum Abschlu erfolgt die Darstellung eines in einzelne Phasen gegliederten Ablaufschemas, das voll einem Unternehmen bei der Implementierung voll ECR als Leitfaden verwendet werden kann und den ungefähren Zeitaufwand determiniert. Inhaltsverzeichnis: Inhaltsverzeichnis: AbbildungsverzeichnisIV TabellenverzeichnisVI AbkürzungsverzeichnisVII 1.Probleme der Hersteller-Handelsbeziehung in der Lebensmittelbranche und Lösungsmöglichkeiten mittels Kooperation1 2.Entwicklungstendenzen in der Beziehung zwischen Hersteller und Handel3 2.1
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Rich Dad Poor Dad: What the Rich Teach Their Kids about Money That the Poor and Middle Class Do Not!
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