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This bachelor’s thesis examines the potential of integrating Global People Transitions GmbH’s RockMe! App in Global Mobility platforms and partner networks by means of a market analysis.
The theoretical background consists of giving insights on the basics of Global Mobility like policies, processes and challenges. It also provides knowledge on international assignment challenges and the impact of intercultural coaching on expatriates. Furthermore, the concept of the RockMe! App is explained and potential collaborators as well as competitors are presented.
The empirical part is based on qualitative data research through expert interviews with professionals who are working within the Global Mobility industry. The results of these interviews have been used for a market analysis to assess the business opportunity of integrating the RockMe! App in Global Mobility platforms and partner networks.
The research results show that a general interest in digital coaching and also for collaborations regarding an integration of the RockMe! App exists. Nevertheless, company-internal structures and bureaucratic hurdles need to be overcome beforehand and a possible integration needs to be discussed individually.
The Chinese company Orient Industrial Import & Export (Suzhou) Co., Ltd. operates in the field of aluminum foil and paper products. It is an international trading firm which supplies both the beauty and the household industries. Concerning the household industry, Orient would like to enter the German household foil market, as its sales in the European continent are still expandable, whereas it already has good sales in other regions of the world especially in the Asian region.
This thesis investigates the macro and micro environmental factors affecting the German market. It analyzes Orient’s different product types and potential customer segments (including consumers), profiles competitors, addresses the nature of the targeted industry and defines the features of the products. To come to a conclusion regarding the appropriate entry into the German market, this thesis also examines various market entry strategies and distribution channels.
Prior to the actual analytical work, this thesis reviews critically the different theoretical models used for analysis, which are: ABC Analysis, PESTEL, Porter’s Five Forces Model, SWOT analysis, and theoretical concepts of market entry strategies as well as of distribution channel strategies.