Open Access

Michelle Podschiwalow

• This bachelor thesis presents a comprehensive marketing concept for SAP products in the automotive sector and introduces the complex world of SAP consulting, particularly regarding the freelancer Viktor Ott of Business Consulting Ott. The bachelor thesis begins with an executive summary explaining the study's results. A brief introduction to the topic follows this. The next step is an in-depth analysis of the market situation in the automotive sector, which forms the basis for developing an effective marketing concept. The analysis is refined using the theoretical approaches "SWOT analysis" and "Marketing Mix". This thesis focuses on developing a website for Business Consulting Ott, which serves to market SAP products, the company, and the freelancer himself. This website is used as a central tool for the marketing concept. Based on the analysis findings, specific marketing goals and strategies are defined to increase the presence and success of SAP products in the automotive sector. Both short-term and long-term measures are considered. Finally, there is a summary, performance measurement, and a recommendation for action from the author of this bachelor thesis.