Bewertung der Anwendbarkeit gängiger Methoden der Marktpreisforschung im LKW-Großkundengeschäft und Erstellung eines Implementierungskonzepts der geeignetsten Methode für ausgewählte Fokusmärkte

  • The main goal of this bachelor thesis is to examine whether pricing research methods are equally applicable in the Business-to-Business segment as they are in theory, using the example of MAN Truck & Bus AG. Based on the outcome, recommendations for action were made, which could be implemented into the specific case of National Key Accounts. Price research being conducted in the small business client area but not in the continuously growing key account field were the primary motivation of this paper. Analysis of literature and qualitative interviews with experts of sales force of three strategically important countries build the foundation to this thesis. Results show that there is no one solution, with which market price transparency can be achieved. Rather, a combination of methods currently used and existing but untested ones could achieve this goal. As a proposal to solve this issue, the author suggests a three-point plan consisting of a personal client interview with a behavioral pricing aspect, a follow-up phone interview and, finally, the creation of an interactively usable client database. This bachelor thesis may be of interest to business students with an affinity to the automobile industry as well as any company operating in the business-to-business sector.

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Metadaten
Author:Markus Schmitt
Document Type:Bachelor Thesis
Language:German
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/05/20
Degree Program:IBW - Internationale Betriebswirtschaft
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG