Definition eines starren Endoskopie-Portfolios für das Fachgebiet Urologie/Gynäkologie für die Marke XION Eine Kunden -und Marktanalyse zur Identifikation von vertriebsrelevanten Märkten
- 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.
| Author: | Kerstin Kiefer |
|---|---|
| Advisor: | Michael Hepp |
| Document Type: | Bachelor Thesis |
| Language: | German |
| Year of Completion: | 2024 |
| Granting Institution: | Hochschule Furtwangen |
| Date of final exam: | 2024/08/29 |
| Release Date: | 2024/09/04 |
| Tag: | Endoskopie; Marktanalyse; Vertriebsrelevante Märkte |
| Page Number: | 73 |
| Degree Program: | BMP - Business Management and Psychology |
| Functional area: | Marketing |
| Licence (German): |  Urheberrechtlich geschützt |