Turnaround Management. Adjusting the Marketing Mix to the Challenges of the Turnaround Process

Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,8, University of Applied Sciences Essen, language: English, comment: "Die aktuelle Problemstellung der Arbeit, im Rahmen der Themenstellung, ist gut herausgearbeitet worden." "Der theoretische Bezug ist für das Thema ebenfalls gut herausgearbeitet worden und erlaubt dem Leser einen guten Einblick in die aufgeworfene Thematik." "Unter anderem die Quantität und Qualität der verwendeten Literatur führen in der Literaturauswertung zu einem guten Resultat" Abschließend bleibt zu konstatieren, dass [...] ein komplexes, theorethisch und komparativ anspruchsvolles Thema mit aktuellem Praxisbezug und mit einer profunden Literaturbasis [...] analysiert wurde. , abstract: As one effect of the global economic crisis beginning in 2007, many companies suffered from strong decreases of incoming orders. At the same time, banks went over to a reserved willingness to grant credits, out of concerns about bankruptcies of debtors. This led to the result that companies were not able to meet liabilities that were incurred during the prior phase of economic upswing. For some companies, this chain of events led to a massive decrease of solvency, possibly resulting in a bankruptcy. But concerning other companies, the worsening of their economic situation was just accelerated by the economic crisis. The main reason for their company crisis was the fact that severe mismanagement had occurred in the past. Mismanagement often is the cause of a so-called strategic crisis. This means that the general market orientation of a company is inadequate. However the problem with this is that it cannot be detected at first sight, and therefore often no countermeasures are taken in order to avoid a negative development. The strategic crisis can then develop into an earnings crisis. In this stage, the indicators that certain things are going wrong with