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Strategischer Wandel bei der Gesundheits- und Medizintechnik AG
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ISBN10: 3389014187
ISBN13: 9783389014189
Publisher: Grin Verlag
Published: Apr 2 2024
Pages: 26
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783389014189
Publisher: Grin Verlag
Published: Apr 2 2024
Pages: 26
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
Einsendeaufgabe aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Sprache: Deutsch, Abstract: Bodo Müller ist Marketingdirektor des österreichischen Unternehmens Gesundheits- und Medizintechnik AG in Deutschland. Er nimmt Veränderungen des deutschen Marktes wahr und strebt daher einen Strategiewandel für das Unternehmen an. rotz guter wirtschaftlicher Lage der Gesundheits- und Medizintechnik AG erkennt Bodo Müller dringenden Handlungsbedarf. Er begründet dies wie folgt: Grund 1: Die niedrige staatliche Finanzierung der Krankenhäuser führt zu einer starken Zurückhaltung von Investitionen. Dies hat zur Folge, dass bereits vorhandene Geräte instandgehalten werden und in keine neuen modernen Geräte investiert wird. Grund 2: Die Entscheidung über die Anschaffung neuer Geräte obliegt nicht mehr den Krankenhausärzten, sondern wird aus ökonomischen Gründen von der Einkaufsabteilung der Krankenhäuser getroffen. Grund 3: Die erwarteten Wachstumsraten sind, ungeachtet der Bedeutung des deutschen Marktes, sehr niedrig. Gründe dafür sind zum einen die gespaltene politische Meinung, dass einer weiteren Erhöhung der Gesundheitsausgaben entgegenzuwirken ist, zum anderen das bereits hohe Ausgabenniveau im Bereich medizinische Geräte, sowie das niedrige Bruttoinlandsprodukt- Wachstum und das geringe Bevölkerungswachstum. Damit die Gesundheits- und Medizintechnik AG weiterhin erfolgreich bleibt, strebt Bo-do Müller folgende Aspekte an, um einen Strategiewandel zu erzielen. Aspekt 1: Die Marketingstrategie ist bisher nach den Bedürfnissen der Krankenhausärzte ausgerichtet. Hingegen hat sich das Kaufverhalten geändert und deswegen soll das Marketing zukünftig auf die Bedürfnisse und Herausforderungen der Krankenhausadministration und der Einkaufsabteilung ausgerichtet werden. Aspekt 2: Weiter möchte Bodo Müller Krankenhäusern und Praxen ganzheitliche Konzepte und Lösungen
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