TY  - THES
U1  - Abschlussarbeit (Bachelor)
A1  - Kiefer, Kerstin
T1  - Definition eines starren Endoskopie-Portfolios für das Fachgebiet Urologie/Gynäkologie für die Marke XION Eine Kunden -und Marktanalyse zur Identifikation von vertriebsrelevanten Märkten
N2  - 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.
KW  - Marktanalyse
KW  - Endoskopie
KW  - Vertriebsrelevante Märkte
Y2  - 2024
SP  - 73
S1  - 73
ER  -