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Transferorientierte Ausarbeitung einer Branchenstrukturanalyse im Rahmen des Strategieprozesses by Anonymous

Transferorientierte Ausarbeitung einer Branchenstrukturanalyse im Rahmen des Strategieprozesses

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346896599
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 20
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,5, Akademie Deutscher Genossenschaften ADG e.V., Sprache: Deutsch, Abstract: Der Begriff Strategie findet in der Betriebswirtschaftslehre vielfältige Anwendung. Er wird in der strategischen Unternehmensführung als das wichtigste Element genannt. Die Strategie bestimmt sowohl die Ausrichtung am Markt, als auch die Ressourcenallokation des Unternehmens und schafft somit Grundlagen und Voraussetzungen, um die Unternehmensentwicklung langfristig gewährleisten zu können. Strategien setzen sich aus den vier Bausteinen Mission, Vision, Transformationsprogramm und Erfolgslogik zusammen, welche sich gegenseitig ergänzen und vervollständigen. Bis hin zur Entwicklung einer definierten Unternehmensstrategie durchläuft diese zunächst einen Strategieprozess. Dieser besteht aus den Phasen Analyse, Strategieentwicklung und -auswahl, Implementierung und Kontrolle. Bei der strategischen Unternehmensführung wird innerhalb des Strategieprozesses unterschieden zwischen dem ressourcen- und dem marktorientierten Analyseansatz. Sie bieten einen unterschiedlichen Blickwinkel auf den Wettbewerb sowie dessen Vor- und Nachteile. Im Gegensatz zum ressourcenorientierten Ansatz, der hier nicht weiter behandelt wird, betrachtet der marktorientierte Analyseansatz die Kundenwahrnehmung und deren Verhalten mit dem Ziel, die Kundenbedürfnisse zu befriedigen und damit die betriebliche Zielerreichung zu gewährleisten. Das Five Forces-Modell nach Michael E. Porter, auch bekannt als die Branchenstrukturanalyse, ist dem marktorientierten Ansatz zuzuordnen. Ziel des Modells ist es, zu Beginn des Strategieprozesses das Unternehmensumfeld zu analysieren, wobei der Fokus der Analyse auf der Dynamik des Mikroumfelds der Branche liegt.

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