@mastersthesis{Kiefer2024,
  type      = {Bachelor Thesis},
  author    = {Kiefer, Kerstin},
  title     = {Definition eines starren Endoskopie-Portfolios f{\"u}r das Fachgebiet Urologie/Gyn{\"a}kologie f{\"u}r die Marke XION Eine Kunden -und Marktanalyse zur Identifikation von vertriebsrelevanten M{\"a}rkten},
  institution = {BMP - Business Management and Psychology},
  pages     = {73},
  year      = {2024},
  abstract  = {This thesis examines the market potential of the company XION in the fields of endo- scopic urology and gynecology in the USA, China, Brazil and Ireland. The aim is to develop a standard portfolio to enable successful market expansion. The political, eco- nomic, socio-cultural, technological, ecological and legal framework conditions in the selected countries are analyzed using a PESTEL analysis. In addition, expert inter- views were conducted in order to gain a deeper understanding of the specific require- ments of the markets and customers. A qualitative content analysis according to Mayr- ing was used to evaluate the interview data and a gap analysis revealed gaps in XION's existing portfolio based on market requirements. The results show that the countries analyzed offer a considerable market potential for XION and that the standard portfo- lio developed enables the company to position itself successfully in these markets.},
  language  = {de}
}