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Ermittlung von zukünftigen Anforderungen an Bürobeleuchtung und die wirtschaftliche Betrachtung der daraus resultierenden Produkteigenschaften anhand einer Marktumfrage am Beispiel der H. Waldmann GmbH & Co. KG

  • Office working environments experience continuous change and are subject to many external factors. This thesis paper analyzes the changes of office working environments and derives the requirements for office lighting solutions for the German based lighting producer Herbert Waldmann GmbH & Co. KG. According to the results, major changes arise from the areas: technology, social and cultural environment and ecology. To adapt to those changes accordingly, this thesis paper provides possible product solutions and evaluates them critically. In the following, three main product solutions are generated through the application of a morphologic matrix. To understand product preferences and the corresponding willingness to pay for supplemental product functions, an extensive market research is conducted in the form of an online customer survey. The results of this survey are analyzed at the end of this thesis paper and provide the basis for recommendations for a competitive strategy in the business area “office lighting solutions”. In addition, product recommendations are made in order to strengthen the market position and to conquer promising niche markets.

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Author:Raphael Bartmann
Advisor:Wolf-Dietrich Schneider
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Date of final exam:2018/08/01
Release Date:2018/09/06
Tag:Marketing; Produktmanagement; Vertrieb
Page Number:83
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt