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Marketingstrategien während der Corona-Pandemie. Praxisbeispiel "Canyon Bicycles GmbH" by Strang, Damian

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

by Damian Strang
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Book cover type: Paperback
  • ISBN13: 9783346855787
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

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. Anschlie end wird das Marketing seit Beginn der Pandemie untersucht. Mit Hilfe von zwei fiktiven Personas werden typische Customer-Journey-Prozesse dargelegt und abschlie end Handlungsempfehlungen für eine erfolgreiche Ausgestaltung des zukünftigen Marketings gegeben. Um auch in au ergewöhnlichen Zeiten von Krisen und Pandemien, wie der aktuell herrschenden Corona-Pandemie, wettbewerbsfähig zu sein, muss ein Unternehmen rechtzeitig Ma nahmen 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 gro er 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 regelmä ig 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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