Der Businessplan: Geschaftsplane professionell erstellen. by Anna Nagl

By Anna Nagl

Dieser bewährte Leitfaden ermöglicht es dem Leser, einen „maßgeschneiderten“ company- und Geschäftsplan zu erstellen, der strengsten Anforderungen genügt. Im neuen Teil III zeigt Prof. Dr. Klaus Kaiser an einem konkreten Beispiel aus der Praxis eine umfassende und integrierte Geschäftsplanung für ein Unternehmen der Energiewirtschaft. Die 7., überarbeitete und erweiterte Auflage wieder mit vielen Beispielen, Checklisten und nützlichen Praxistipps.

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Extra info for Der Businessplan: Geschaftsplane professionell erstellen. Mit Checklisten und Fallbeispielen

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Unbestritten ist jedoch die Tatsache, dass es einer engen Abstimmung der strategischen und operativen Teilaufgaben bedarf, um den Erfolg der gesamten Marketingstrategie dauerhaft zu gewährleisten. Im operativen Marketing werden die Entscheidungen über den Einsatz der Marketinginstrumente – auch Marketing-Mix genannt – getroffen. Der Marketing-Mix ist die Gestaltung und Abstimmung der Produkt-, Preis-, Vertriebs- und Kommunikationspolitik. Im Gegensatz zum strategischen Marketing, bei dem es um die grundlegende Kenntnis der 48 Module eines Business-/Geschäftsplans Märkte und Produkte sowie die Auswahl der geeigneten Strategien geht, wird im operativen Marketing die aktive Marktbeeinflussung geplant und durchgeführt.

Make-or-buy-Entscheidungen sind bewusst und nach Abwägung der Vor- und Nachteile zu treffen: í Strategische Bedeutung: Leistungen, die wesentlich zum Wettbewerbsvorteil beitragen, sind für das Unternehmen von strategischer Bedeutung. í Beste Eignung: Jede unternehmerische Tätigkeit erfordert spezifische Fähigkeiten, die im Unternehmerteam nicht unbedingt vorhanden sind. Grundsätzlich gilt, dass jede Art der Zusammenarbeit den Partnern Vorteile bringen sollte, d. h. eine Win-Win-Situation entsteht, ansonsten wird eine Kooperation nicht von langer Dauer sein.

B „Stars“ (Sterne) verfügen in einem wachsenden Markt über eine gute Marktposition. Durch die Realisierung von Mengeneffekten kann eine Kostendegression erreicht werden. Als Normstrategie wird empfohlen, in Stars zu investieren. Normstrategie „Stars“: Hohes Wachstum, hoher Marktanteil: durchschnittlicher bis hoher Investitionsbedarf. C „Cash-Cows“ (Melkkühe) verfügen über eine etablierte Marktposition, allerdings in Märkten mit geringen Wachstumsraten. Bei Cash-Cows sind Kostensenkungspotenziale zu nutzen und nur 2 Vgl.

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