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Course of studies
- MBA - International Business Management (54) (remove)
Pricing is one of the foundations of any company’s market strategy and the only factor of the marketing mix that deals with revenue generation. The other three viz. product, promotion and place deal with expenditure. Pricing strategies provide varied degrees of flexibility based on organizational capabilities and customer segments. Pricing decisions are fundamental to a firm’s growth and are complex in implementation. Based on the author’s research, value-based pricing provides the best fit for all the important pricing factors like cost structure, profit margin, competition, supply and demand, etc. Despite this, cost-based and competition-based pricing strategies are still being widely used. The IT service industry in India has long focused on the competitive advantages of cheap and abundant manpower but the lack of focus on product development together with the emergence of other low waged countries and the growing nature of technology adaptation in the country have presented significant motivation to these IT firms to invest in research and development aimed at enhancing their product portfolio, which can be best taken advantage of by moving their pricing decisions towards a customer-value centric approach. Basing their prices on the different customer segments and focusing on value generation is the best way forward in the face of increased competition from both domestic and international organizations.
The object of the present master thesis is to understand the environment of the sales channel of Global Projects, its opportunities and challenges for Hansgrohe SE in order to clearly formulate a practicable, medium-term strategy for the period of 2020-2023 for the referred sales channel. A mixed method approach was used in this thesis, using both quantitative and qualitative methods. Raw data such as the channel’s net sales during 2016-2019 were observed from the internal sales system in order to understand the relevance in the past of the different business segments within the sales channel of Global Projects. Also, different external sources such as databases and reports from different consulting firms and international institutions were analyzed in order to determine the sales potential of the different business segments for the period of 2020-2023. A PEST analysis was conducted in order to identify the changes and effects of the external macroenvironment on the company’s strategic position. And finally, a competitor analysis was also conducted in order to identify the strengths and weaknesses of the company’s main competitors and the areas where the company should aim to improve. All previous research and analysis was complemented with expert interviews that were conducted with experts from ten different subsidiaries of the company who are in charge or involved in the sales channel of Global Projects in their respective regions, who helped defining the sales potential of the existing business segments and relevance of new segments that should be considered in order to develop the channel’s strategy. The result of the study suggested that the residential segment will represent the biggest sales potential for the channel followed by the hospitality segment. While there are other segments such as marine, retirement homes and bathroom pods & modular buildings which are expected to gain relevance in the future in some specific regions. As result of all research and analysis conducted throughout this thesis, the strategy and plan for the sales channel of Global Projects for the period of 2020-2023 was designed in line with the company’s strategic position.
Industry 5.0 is a new age of production that combines human-machine cooperation with cutting-edge technologies. Despite all of Industry 5.0's advantages, there are new cybersecurity threats that need to be considered in order to maintain the stability and security of networked systems. In the first section of the thesis, Industry 5.0 is introduced, along with its benefits and features. Cyber threats posed by automation, robotics, the Internet of Things, artificial intelligence, and networked systems are also noted.
The thesis delves deeply into the vulnerabilities and possible attack paths that hackers can use in Industry 5.0 settings. It looks at vulnerabilities in IoT devices, human mistakes, unprotected communication protocols, and supply chain vulnerabilities, giving a thorough grasp of the hazards involved. Case examples from the real world illustrate how cyberattacks affect Industry 5.0 systems, highlighting the necessity of strong defenses.
In order to develop recommendations for Industry 5.0 security, the thesis examines a number of cybersecurity best practices and standards, including the NIST Cybersecurity Framework and ISO 27001. It highlights how crucial it is to carry out thorough risk assessments and apply efficient risk management strategies in Industry 5.0 settings. The thesis recommends staff awareness and training, incident response strategies, and technology controls as ways to lessen cyber dangers.
The thesis also looks at innovative ways to improve Industry 5.0 cybersecurity, including secure communication protocols, blockchain for supply chain security, artificial intelligence (AI) for attack detection and response, and safe IoT device design. It also takes into account the legal and regulatory sides of cybersecurity, evaluating how well they work to handle privacy and ethical issues as well as lessen cyber threats.
To improve Industry 5.0 cybersecurity, the thesis also looks at cutting-edge technologies including blockchain for supply chain security, AI for threat detection and response, secure communication protocols, and safe IoT device design. It evaluates the efficacy of legal and regulatory measures in mitigating cyber dangers and resolving privacy and ethical issues while taking cybersecurity into account.
The thesis highlights the need of industry cooperation and information exchange in addressing Industry 5.0 cyber threats. It assesses initiatives, partnerships, and networks that support the sharing of best practices, information, and threat intelligence. In the conclusion, the thesis explores Industry 5.0's future orientations and offers academics, policymakers, and business experts’ advice on how to proactively mitigate new risks and guarantee the security of Industry 5.0 ecosystems.
Overall, the thesis contributes to a better knowledge of Industry 5.0 cyber dangers and provides practical solutions through the use of multidisciplinary research, real-world case studies, and examples. Its purpose is to encourage the secure and successful use of Industry 5.0 technology.
The pivotal role of the service industry in the economy is increasing over the last decades, as shown by the significant contribution to the GDP made by travel and tourism. Among the varied range of travel companies, this paper focuses on travel agencies. The objective of the thesis is to find out the key drivers, which lead to the success of European travel agencies and to point out the factors that make them unable to compete and develop sustainably. This paper uses the PESTEL model, Porter’s Five Forces model analysis, flywheel concept and spontaneously conducted interviews with travel and tourism industry experts. A case study approach is adopted. There is also the analysis of the financial statements, business model and strategies of the top 15 world-leading travel agencies to find out the market structures and competitors’ behaviors. From the collected data and examination, three primary factors that lead to the sustainable development of travel agencies and four main factors that decreed the failure were identified. Besides, the research also finds out the answer for the three research questions: technology is the disruptive forces in the travel agency industry, there will be no monopoly in this industry at least in the next medium-term, and the adaptation of a new business model is possible. Finally, the study proposed a sustainable development model for a European travel agency as well as directions for future relevant research.
This master thesis explores the divergent consumer preferences within e-commerce sales funnels in China and Germany, two of the world's leading e-commerce markets. This comparative study explores the complexities of website design preferences, the influence of cultural elements on consumer decision-making, and the drivers of consumer loyalty and repeat purchases, with China's rapid adoption of digital technology and innovative marketing strategies set against Germany's mature market and consumer trust.
A mixed-methods approach is used in the research, combining quantitative and qualitative analysis. Insights into consumer behaviors and preferences influenced by cultural, economic, and technical aspects are provided by a thorough analysis of scholarly literature, case studies, and consumer surveys from both nations. The report highlights the distinctive features of each market by examining important elements such as digital innovation, sustainability, social integration, data protection, and mobile commerce in e-commerce practices.
Remarkably, the thesis seeks to provide practical insights to German e-commerce practitioners. German businesses can learn more about properly aligning their marketing and operational goals with consumer expectations by studying the successful techniques employed in China. This research contributes to academic understanding while also having implications for marketers and e-commerce platforms looking to improve user engagement, conversion rates, and the overall online shopping experience in the dynamic global e-commerce world.
There is an increase in concern for the environmental impact such as GHGs emission and hazardous chemicals discharge along with the wastewater, from the product production process. Likewise the concern in the social impact also rises, in which it include the use of forced and child labor, unfair wages and inhumane treatment of worker in the production process of various industry.
Moreover, with the change in business strategies to fast fashion, in which new product collections are launch four times a year. In response, company have change the structure of their supply chain to shorten lead-time, higher inventory turnover, high order fulfilment and lower price for their customer. However, while focusing on these factors, environmental and ethical are being overlooked.
With the pressure from the public, laws mandate by the government, as well as the foreseen market opportunity make many of the large company to start thinking about a way to eliminate environmental and ethical impact from their supply chain. Various techniques and instruments are developed in order to help the company to analyze and abolish these problems.
Two companies are used as an empirical studies, which are H&M and Inditex. Though the analysis the challenges they faced and instruments and technique they used in response to the challenges, one can clearly observe the different approach in handling the challenges of these two companies. Nevertheless, positive improvement in eliminating environmental and social impact from their supply chain can clearly be seen from their effort.
Cryptocurrencies are becoming increasingly popular as an investment object due to the underlying promising blockchain technology, a growing number of use cases and especially because of their recent enormous price increases. As a young and emerging asset class, cryptocurrencies also face investors with several challenges and uncertainties.
This thesis investigates the impact of adding cryptocurrencies to diversified portfolios and whether cryptocurrencies can be a reasonable portfolio addition for investors. For this purpose, based on Harry Markowitz's Portfolio Selection Theory, a statistical analysis of portfolios with and without cryptocurrencies and different degrees of diversification was conducted for a 5-year-period. The portfolios were analysed in terms of return, risk and correlations and the efficient portfolio allocations as well as efficient frontiers were determined for different return and risk scenarios, both with and without the use of short sales.
The results of the statistical analysis showed that cryptocurrencies have significantly higher returns but also higher levels of volatility and risk than traditional asset classes. Although cryptocurrencies show less strong positive correlations with other traditional assets, they nevertheless correlate positively with the representatives of the traditional asset classes examined, which is why cryptocurrencies are only suitable to a limited extent as a means of risk diversification. Cryptocurrencies can be an attractive portfolio diversification but only for investors who are willing to accept higher risks for higher returns as the addition of cryptocurrencies significantly increases both the return potential and the risk of portfolios. Therefore, the higher an investor's expected portfolio returns and risk appetite, the higher should be the portion of cryptocurrencies in his portfolio.
This thesis aims to provide a comprehensive and systematic analysis about the growing popularity of Korean pop music (K-pop) worldwide in recent years. On one hand, the international expansion of K-pop can be understood as a result of the strategic planning and business execution that are created and carried out by the entertainment agencies. On the other hand, external circumstances such as the rise of social media also create a wide array of opportunities for K-pop to broaden its global appeal. The research explores the ways how the interplay between external circumstances and organizational strategies has jointly contributed to the global circulation of K-pop. The research starts with providing a general descriptive overview of K-pop. Following that, quantitative methods are applied to measure and assess the international recognition and global spread of K-pop. Next, a systematic approach is used to identify and analyze factors and forces that have important influences and implications on K-pop’s globalization. The analysis is carried out based on three levels of business environment which are macro, operating, and internal level. PEST analysis is applied to identify critical macro-environmental factors including political, economic, socio-cultural, and technological. On the industrial level, major forces that shape the music industry in which K-pop’s business operates are evaluated based on the framework of Porter’s Five Forces. External environmental analysis is followed by the review of the global strategies of major Korean entertainment companies in achieving their organizational objective of turning K-pop into a successful global business. We identify all the key value-creating activities ranging from talent acquisition to customer relationship management in the value chain of K-pop’s industry, and analyze how each of these activities have contributed to K-pop’s success in the global market. In conclusion, the recent success of K-pop on the global stage can be understood as the rewards for the capability of its internal strategy to anticipate and capitalize new opportunities in external environment.
As this paper study how a brand can differentiate itself to stand out among the competitions for better growth opportunities, focus is given to two emerging trends in the market, the halal skincare and also functional skincare brand. Halal skincare stands for the skincare product that is permissible for Muslim consumption from the religious perspective. This trend is growing tremendously as Muslim is the second biggest religion in the world with high fertility rate. In skincare, the concept of halal would exclude the use of alcohol and pig-derives material in the product. This market amount to $46 billion in 2013 and is growing at 8% annually. This undercapitalised halal skincare market with few competition provides good opportunities for a brand to grow and develop. The functional skincare on the other hand, is a trend emerged over time where products provide additional benefits on top of basic function. This skincare trend is basically driven by modern technology that leads to many innovations of these multi-featured products. Example of the additional benefits that will be the focus in this study are the anti-aging and the sun care protection. Both trends gained enough attention by demonstrating a strong growth in the respective segments. This study will provide a snapshot of the current growing trends in the market and provide the key steps to position and differentiate a brand in order to stand out against the competitors with reference to the halal and functional skincare. The key objective here is to understand the determination of the brand positioning through the analysis of competitors, the target consumer and formulation of own brand differentiations. As every brand will be given a variety of judgements by the consumers, it is essential that a brand is position properly in the mind of the consumer in order to be successful in the market.
All the companies need to plan and budget for future. For planning they need sale forecasting so that accordingly they can manage their supply chain efficiently. Companies do have historical data which can be used for forecasting sale. However, the accuracy of the predictive model depends on the quality of data which is being fed to the model. Poor data quality may result in poor forecasting. Hence, there is need to work on data quality management and to formulate some generic approach for ensuring data quality. Besides, it is also required to detect abnormal sale from the past data, get the reason for those abnormal sale records and remove them from the data. Subsequently, cleaned data can be used to work on predictive modelling which will forecast sales with the most likelihood of near to accurate results. These historical data can be analyzed as a time series data by using as simple time series analysis as ARIMA or by using complicated neural network. Evaluation of these predictive models will help in making a decision of selecting a best fitted model for future forecasting. The thesis aims to work on data quality management of raw data and then analyze time series data to determine predictive model for forecasting. Besides, thesis also aims to understand how data is collected and how organization performs sales processes. This would not only facilitate in finding and bridging the gaps in the business processes but also in preparing the organization for the state-of-the-art technologies to enhance their business for future.