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Portfolioanalyse der Marke Volkswagen Pkw gemäß des Ansatzes der Boston Consulting Group by Patekar, Edi

Portfolioanalyse der Marke Volkswagen Pkw gemäß des Ansatzes der Boston Consulting Group

by Edi Patekar
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Book cover type: Paperback
  • ISBN13: 9783346681287
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 59 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Im Rahmen dieser Hausarbeit wurde eine kurze Vorstellung der Volkswagen AG, sowie eine detaillierte Portfolioanalyse, gemä des Ansatzes der Boston Consulting Group, der Marke Volkswagen Pkw durchgeführt. Auf den Ergebnissen der Analyse basierend, wurde eine empfehlenswerte zukünftige Markenausrichtung abgeleitet. In den vergangenen Jahren hatte Volkswagen Pkw mit Schwierigkeiten wie dem Abgasskandal und den Folgen der Corona-Pandemie zu kämpfen. Dennoch gelang es dem Unternehmen seine Position an der Spitze der Automobilindustrie zu wahren, vor allem durch die Implementierung neuer Geschäftsstrategien, welche speziell auf der Herstellung von klimaneutralen Fahrzeugen beruhen. Der Wandel von Verbrenner- zu Elektromotoren wird aufgrund des global zu bekämpfenden Klimawandels und die grö er werdende Bedeutung von Nachhaltigkeitslösungen, zum Erfolgsschlüssel der gesamten Automobilindustrie. Wie sich der Volkswagen Konzern im Zuge dieser Transformation positionieren muss, um weiterhin als Automobilhersteller erfolgreich sein zu können, soll in dieser Arbeit mittels Portfolioanalyse der Marke Volkswagen Pkw erforscht werden, indem eine Matrix im Sinne der Boston Consulting Group erstellt wird. Dazu wird die aktuelle Produktpalette der Marke Volkswagen Pkw betrachtet. Das Resultat soll Hinweise für die Ableitung einer empfehlenswerten zukünftigen Markenausrichtung ermöglichen. Zu Beginn der Arbeit erfolgt eine Kurzvorstellung der Volkswagen AG. Im Anschluss darauf wird der Grundmechanismus der Portfolioanalyse der Boston Consulting Group erläutert, um daraufhin eine BCG-Matrix für die aktuelle Produktpalette der Marke Volkswagen Pkw erstellen zu können. Im letzten Teil dieser Arbeit soll zunächst ein Einblick in die Unternehmensstrategie von Volkswagen Pkw erfolgen, um schlie lich durch einen Abgleich mit den Ergebn

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