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Die Zielsetzung dieser Bachelorarbeit ist es, die Grundlagen der Globalisierung und Internationalisierung und dessen Bedeutung für Unternehmen zu beleuchten. Nach dem die Internationalisierungsstrategien bspw. Strategien der Markterschließung und Markeintrittsformen mit ihren jeweiligen Vor- und Nachteilen vorgestellt wurden, soll anhand einer PEST- Analyse das Land Russland als potenzielles Land für den Markteintritt analysiert werden. Des Weiteren sollen relevante Informationen über den russischen Markt, im allgemein sowie im Bereich der Medizintechnik, gesammelt werden. Zusätzlich sollen die Ergebnisse des Experteninterviews, nach der Analyse und Bewertung, in die Marktanalyse mit einfließen, um in der Folge eine erfolgreiche Markteintrittsstrategieempfehlung für iSYS Medizintechnik GmbH zu entwickeln.
Due to the increasing internationalisation and globalisation of competition, companies become more and more international. The commercialisation of products and services in different countries means, that companies are often confronted with cultural differences. By reason of these cultural differences it can happen, that the advertising remains inefficient, because the target group can’t understand the message. The most failures in international marketing happen because of the neglect of cultural differences. Therefore every international company should carefully think about a differentiation or standardisation of their products and advertising in other countries. The aim of this work is to identify the cultural differences in communication and advertising and therefore show the difficulties which can be connected with international products and advertisement. Furthermore this work should demonstrate how culture can affect advertisement and explore if there is a potential for standardisation in international marketing. The focus of this work is on cultural diversity and the impact on international marketing. To find out more about the perception of international advertisement an online questionnaire was created. Therefore it was possible to gain important information. This questionnaire and the literature research lead to the conclusion of this work. The questionnaires as well as the literature research are showing that it is very difficult to achieve a total standardisation in international marketing. Although people are using worldwide almost identical products, the cultural differences are still too great for a global market. Advertisement which is created for a specific market seems more often reliable and comprehensible. However for some parts of the marketingmix a standardisation is definitely possible. Therefore the best strategy for companies is to use a mix between differentiation and standardisation. Cultural differences will still remain in the future. The consideration of cultural differences in the future will therefore lead to a competitive advantage. Companies should pay attention to culture diversity, although it can lead to higher costs, to achieve the best results in international markets.
Maßnahme einer Social Media Marketing Strategie des Schwarzwälder Freilichtmuseums Vogtsbauernhof
(2016)
Nowadays, in times of saturated markets, there may be observed an intensified competition among companies, while at the same time needs and demand of the customers are increasing as well. To counteract this growth of competition, companies need to continuously implement new and innovative strategies, if they don’t want to lose any market share among their market competitors. Under such conditions, innovated business modules and new market technologies have to be developed through the usage of Digitalization and the Internet and, especially the usage of Social Media; creating a new Touchpoint to deal with the customers, where companies can better get to know their requirements, enabling them better to serve the market and satisfy customer needs. Keeping this in mind, many large international companies already recognized the importance of Social Media within their business model, but until now they don’t have any real strategic plan yet in place to backup, utilize and exploit the situation over longer periods of time. The Schwarzwälder Freilichtmuseum Vogtsbauernhof, also recognized this important aspect and is already using Social Media, but until now, without any Strategic Plan or Model too. Beyond this the objective of this Bachelor Thesis is to create a complete a Strategic Model as well as some further strategic actions for the Schwarzwälder Freilichtmuseum Vogtsbauernhof, to adapt to changing market conditions and not to fall behind the competition but to excel above them. To achieve this objective, a Company and Competitor Analysis has to be carried out as an answer, if such a strategic implementation in Social Media might be useful for the business model of the Schwarzwälder Freilichtmuseum Vogtsbauernhof or not. Verifying this analysis, some Strategic Models from the literature will be presented, and applied as a combination at the business model of the company. As a different point of view, an empirical study will be used to apply the created Strategic Model in a suited way into practice. Due to this application, as well as due to some further Strategic Actions, there will be improved some already existing Social Media channels. Furthermore there will be established one completely new Social Media channel. To prove the success of the Strategic Model and its additional actions, a second empirical study and some Monitoring tools will be used as a measurement at the end of the Thesis. The results of the Company Analysis could be interpreted as first evidence, that a general strategic implementation of Social Media for the business model of the Schwarzwälder Freilichtmuseum Vogtsbauernhof might be useful. Additionally both methods of measuring results and performance show a partial success of the implemented Strategic Model which could be interpreted as a competitive advantage at least in the short run. This Thesis is especially written for the Online Marketing department of the Schwarzwälder Freilichtmuseum Vogtsbauernhof, but it doesn’t mean that for any other person, which isn’t part of the company, it might be completely useless. The Thesis is also directed to all the people, which already had recognized that classical Marketing methods won’t work any longer, and because of this, are looking for some digital alternatives. Because of this the results might be used as an inspiration or as a special kind of guide to establish a strategic presentation within Social Media.