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The German-French personnel consultancy Rheinbrücke Consulting intended to gain a deeper knowledge of the German market for personnel consulting. Due to the lack
of comprehensive literature, expert interviews were conducted in the framework of this thesis in order to analyse the structure of the German market for personnel consulting how it is changing and to derive consequences for the positioning of Rheinbrücke Consulting today and in the future. The result is that the German market for personnel consulting is opaque and that a lot of companies from sole entrepreneurs to personnel consulting concerns supply a lot of services that vary considerably in their quality. Potential clients prefer to employ recommended personnel consultancies that are specialised and supply performance-based billing. They aim for long term business partnerships with personnel consultancies wherefore the author recommends to Rheinbrücke Consulting to follow up in their strategy work with the key subjects networking, relationship between customer and personnel consultancy, specialisation and remuneration.
The Light Commercial Vehicle is a small vehicle, of up to 6 tons, mainly used for small business in the transportation of good or for personal purposes. LCV market is not well known and yet to be considered as a potential business, especially for Commercial Vehicles Business Unit which belongs to the Interior division of Continental Automotive. Some neighboring segments within Interior division have some participation in the market; however, it is not considered as a main priority for either of them. There is no proper focus on analyzing its potential and find the right strategy to tackle it. Due to some sort of pressure to grow Continental’s businesses, Commercial Vehicles BU, represented by Vehicle Electronics segment, has come up with the intention of finding how to approach this new business opportunity in the face of other neighboring segments of the same division also getting into this broad opportunity. There is also a need to establish a right internal communication process and its impact upon a concrete choice of product to enter this new business. Finally, to establish if LCV market is a promising opportunity, in particular for Commercial Vehicle Business Unit. This research is highly beneficial for Continental Automotive, in special for Commercial Vehicle Business Unit since it helps to understand its current situation in the market at different regions levels. Business Unit is able to find right approach for the LCV market together with a suitable sales strategy for each region and a concrete choice of products at a competitive price level with the results, discussion and recommendation of this research. In other words, to get new businesses for future sales growth. Continental Automotive was founded in Hannover in 1871. Nowadays, it is one of the German Automotive Supplier leaders of the automotive market worldwide. The company has presence in 50 countries and sales of €34.5 billion and mainly supplies tires, brake systems, chassis components, vehicle electronics and powertrain controls. Vehicle Electronics segment, part of Commercial Vehicles segment, is the direct responsible for this LCV market. The segment specialist in electronic solutions in six fields of applications such as Commercial Vehicles, Bus, Agriculture, Construction, 2-Wheeler and Marine business. The Light Commercial Vehicle is consider as an important part of the fleet of vehicles and for a number of years now have been taking a constantly increasing share of the transport services, both in Germany and Europe” (BASt, DEKRA, UDV, & VDA, 2013, p. 5). The potential market for this kind of vehicle stands on BRIC countries, mainly India and China. Although Brazil is considered as the most mature and stable of the BRIC by (Barclay, 2010), still is hard to forecast due to economic volatility and changing regulation, indicates (Roland Berger, 2014). The market development in Russia is hard to anticipates, points out (Barclay, 2010) due to its crisis and political issues. “India is expected to return stronger growth” (Roland Berger, 2014) owning the fastest production growth from the other three. For (Roland Berger, 2014) China will be the global volume driver in automotive, remaining by far the largest of the market. The methodology held in this study is based on an exploratory research; using qualitative data which has been collected thought secondary and primary data. This research work starts with the introduction, following by chapter one which includes the problem background, problem statement, research questions and objectives, purpose and significance of the study and finally limitations. The second chapter continues with the review of related literature and studies. It explains the Light Commercial Vehicle characteristics, segmentation production and demand. Besides, it describes the company’s history, SWOT analysis, structure segments and portfolio. It also gives an overview of the trends in the automotive industry, OEMs, suppliers and BRIC opportunities. Chapter three informs about the methodology used together with the data collection and target group. Chapter four focus on developing all findings. Finally chapter five explains the discussion and recommendations of this study.
Die vorliegende Arbeit beschäftigt sich mit dem Einsatz von Web Analytics und Social Media Analytics zur Gewinnung primärer Marktforschungsdaten. Als Instrumente der Beobachtung von Inhalten des Internets sowie des Web 2.0 verzichten diese auf die direkte Befragung von Zielgruppen. Stattdessen basieren Web Analytics und Social Media Analytics auf der Analyse von Konversationen und Verhaltensmustern innerhalb einer virtuellen Welt. Im Laufe dieser Arbeit soll festgestellt werden, ob und inwieweit sich die Repräsentativität der durch Beobachtung des Internets gewonnenen Erkenntnisse von den durch direkte Befragungen ermittelten Ergebnissen unterscheidet. Dazu wird der Autor zunächst basierend auf einer umfangreichen Literaturrecherche grundlegende
Begriffe der Umfrageforschung, datenbasierten Marktforschung sowie des Web 2.0 definieren. Zusätzlich erhält der Leser einen Überblick über Methoden und Funktionen von Web Analytics sowie Social Media Analytics, die anschließend im praktischen Teil dieser Arbeit eingesetzt werden. In diesem werden mit Web Analytics und Social Media Analytics ermittelte Kennzahlen für Marken unterschiedlicher Produktkategorien in einen direkten Vergleich mit den Ergebnisses einer im Rahmen dieser Arbeit
durchgeführten Online-Befragung gesetzt. Basierend auf den im praktischen Teil dieser Arbeit gewonnenen Erkenntnisse erhält der Leser abschließend Handlungsempfehlungen zum Umgang mit Social Media als Marktforschungsinstrument.