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Einführung von Sensoren auf dem Markt der Direktantriebstechnik mit Ziel der Marktpräsenzsteigerung - Welche Herausforderungen ergeben sich daraus für den Vertrieb der SICK AG?

  • The market for direct drive technology is said to have great growth potential. In order to increase its presence in this market, two new sensors from SICK Stegmann GmbH are currently in the market launch phase. The aim of this paper is to show the changes and challenges that arise in this market. As a result, new target groups and the resulting change in the distribution channel are proving to be the greatest changes and challenges for the company. Lack of knowledge about the product portfolio of the Motor-Feedback-Systems department on the part of the sales force further intensifies this problem. In this paper, approaches are elaborated on how these challenges can be counteracted and how a successful product launch can be realized. To this end, a training concept will be designed to enable the provision of the necessary product information. Further-more, product purchases of SICK Stegmann GmbH and other locations of the company are analyzed in order to be able to identify a causal relationship. As a result, correlations were identified, which is why cross selling represents another promising approach. Online presence in social media is also becoming increasingly important to companies. Another approach therefore relates to the use of Social Media to attract potential customers. Based on the insights gained in this paper, recommendations are defined, with whose implementation the market potential can be increased.

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Author:Justine Albrecht
Advisor:Wolf-Dietrich Schneider
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/02/26
Release Date:2021/03/02
Tag:Cross selling; Distribution; Product launch
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt