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Course of studies
- IBW - Internationale Betriebswirtschaft (733) (remove)
This thesis focuses on the development of a business plan for a planed nonprofit organization for single mothers located in Mexico.
It contains on the one hand a theoretical explanation of the most important differences between the nonprofit sector and profit driven sectors. On the other hand it provides an empirical study about the target group and the competition of the planned organization. Therefore the method used for this work is a combination of a theoretical as well as an empirical approach, which provides a wider view on the issue. Based on this obtained data from these researches, the business plan is developed.
During the work it is found that there is a big demand for the planned organization from its target group. In addition there is little competition in this specific sector and the business plan shows a good feasibility of the project as well as growth opportunity of this specific nonprofit organization.
Problem: The thesis is about Marketing options for Sharklet retrofit at Airbus. Sharklets are wingtip devices which cut down on aerodynamic drag by reducing the vortices that are formed at the wingtips of any aircraft during flight.1 Airbus is looking for new Marketing options to increase sales of Sharklets. Market research findings from various fields will be highlighted and the relevance for Sharklet retrofit will be reviewed. The leading question during the thesis will be: How should Airbus continue to market Sharklets?
Purpose: The purpose of the thesis is to describe which Sales and Marketing strategy Airbus uses at the moment and to find out where the weak points of the actual strategy are. Furthermore it will be analyzed what the actual brand image and brand communication of Airbus Sharklets is and whether it is in line with the desired brand identity. The thesis evaluates in which way Branding, Neuromarketing and Customer Journey Mapping can contribute to a better Marketing and Sales strategy.
Conclusion: Airbus should continue to market Sharklets by starting with a Customer Journey Map and figuring out what the customer is really looking for and how Airbus can react to the customers’ expectations. Sharklets should be marketed as wingtip devices that are environmentally friendly, fuel-saving and modern by guaranteeing that the Marketing material is consistent. Sharklets should be marketed not only on a rational basis. Emotional Marketing can be used to improve the brand image and the customer’s associations with the product. A mix of rational and emotional Marketing would be the best for Airbus to try how the customer reacts to emotional Marketing first. Last but not least Airbus should use the opportunity to better inform passengers about Sharklets and to provide input for In-flight-magazines to position the company itself and the customer as environmentally friendly and modern.
This bachelor thesis is about the current topic welcome culture in Germany. The focus of this work is on foreign skilled employees (both foreign employees with a local contract and Impats) and on companies. However, it also contains a current insight into the welcome culture in politics and society. On the one hand, the research question is to find out what instruments and procedures company can use for an effective integration of their international employees. These instruments cover both internal methods as well as the social integration outside the company. On the other hand, the research question is about the needs and challenges foreign skilled employees have to face with. The theory mainly includes Human Resources instruments, for example the topics “global assignments” or “onboarding” are investigated in detail. The second part is an empirical
study based on qualitative interviews with eight companies and an online questionnaire for the foreign skilled employees. As the interviews were mainly realized in large German companies, the welcome culture and employee retention is already a current topic. Results show that the companies use similar or different instruments for integrating their foreign staff. However, there are slight differences, especially in helping the employees with the social integration. The second questionnaire focused on the needs and desires of the employees from abroad showed that they are satisfied with the help offered by the company. Most of the migrants would like to extend their stay in Germany.
Die nachfolgende Arbeit befasst sich mit der Ausarbeitung eines Marketingkonzeptes für das Start-up Unternehmen THE EARTHBAG, mit Ausrichtung auf den deutschen Markt.
Die Bedeutung der Arbeit liegt in der Etablierung des jungen Unternehmens auf dem deutschen Markt sowie in der Steigerung des Verkaufs. Um diese Ziele zu erreichen, wird das Unternehmen in einer internen Situationsanalyse und dessen Konkurrenten in einer externen Marktanalyse untersucht. Weitere Informationen werden im Rahmen einer Online-Umfrage gesammelt. Anschließend wird eine Marketingstrategie anhand aller ausgewerteten Ergebnisse abgeleitet, welche mit Hilfe konkreter Maßnahmen imple-mentiert werden soll. Ein Mangel an Markterfahrung sowie eine finanzielle Einschränkung stellen Herausforderungen für diese Arbeit dar. Dennoch wird mit entsprechender Fachliteratur zum Thema Marketing sowie internen Informationen von THE EARTHBAG ein Marketingkonzept erarbeitet.
Situation
Due to the changes of the labour market, especially the lack of qualified personnel, the new generation and the war for talent, it is more difficult to attract employees. Particularly medium-sized companies are affected. Every enterprise has to present itself as an excellent employer. Additionally, companies should include and use current recruiting opportunities.
Aim of the thesis
The aim is to develop a target group oriented recruitment process with a social media campaign for the bielomatik Leuze GmbH + Co. KG. Besides this, the career website needs an update and optimization.
Approach and result
Through a current situation analysis in the HR department, an intended situation analysis could be done. This includes first suggested solutions and detailed approaches. The HR department received a completed concept for the career website optimization, target group oriented recruitment and image creation.
Modern online marketing strategies, techniques and problems - based on product ''Weddings in Bali''
(2015)
The purpose of this Bachelor-Thesis is to analyze the current situation of the company The Seven Agency in regards to the efficiency of currently used online marketing
channels to promote the website www.baliwedding.org in the international market. The conclusions were made based on results of a questionnaire which has been sent to
current and former clients of the company. Another part of this work contains research about how the company can achieve optimal results with using appropriate channels.
Both, the results of the Situation- and Target-Analysis have been compared to each other and were completed with a summary of the effectively and not effectively used
channels and a recommendation based on secondary data and literature study in order to achieve targeted results has been given.
The Bachelor-Thesis has been written in cooperation with The Seven Agency, located in Bali, Indonesia.
Nowadays companies operate highly international. Therefore intercultural projects correspondently increase. So far there is a lack of literature about the influences of culture on project management, especially when the project is about a worldwide process standardization.
The present Bachelor Thesis starts at this point and analyzes the international project IVR2020 at the company MAN Truck & Bus by means of a written survey.
As the process was developed in the German headquarters the basic assumption was that the more different a country is compared to Germany the more challenges will occur.
Here it was concentrated on the influencing aspect of culture.
Therefor the cultural dimensions developed by Hofstede were considered and a cumulated difference in the form of a number was derived for each country. Those were brought into correlation to the occurring challenges that were determined by a written survey of the project managers and sales managers that are already far enough in the process to give reliable answers.
The correlation analysis leaded to the result that none of the formulated hypotheses could be confirmed. However there where relatively strong negative correlation that indeed
disproved the hypotheses but leaded to the assumption that there might be correlations between the single cultural dimensions and the different facets of challenges. This turned out to be correct for some of the cultural dimensions.
Resulting from these correlations cautious predictions for the countries in which the IVR2020 process will follow in near future were made.
Furthermore the concrete problem fields for MAN Truck & Bus and their causes were evaluated. Based on the findings in literature and the analysis of the written survey recommendations for future similar projects were deviated.
Die in letzter Zeit immer häufiger aufkommende Kritik am Wachstumsparadigma lässt
die Frage nach dem Verhalten von Unternehmen weitestgehend offen. Erste Lösungsansätze und ein Großteil der Diskussionen finden hauptsächlich auf
makroökonomischer Ebene statt. Wie aber können sich Unternehmen verhalten, wenn volkswirtschaftliches und unternehmerisches Wachstum begrenzt wird? Welche Form
von betriebswirtschaftlichem Wachstum würde sich unter den geänderten Rahmenbedingungen anbieten? Die Antwort auf diese Frage bleibt in den meisten Fällen, sowohl in Literatur als auch Politik gänzlich unbeantwortet.
Die folgende Ausarbeitung „Kritische Betrachtung wachstumsneutrale Unternehmen und Analyse alternativer Wachstumsformen am Beispiel kleiner und mittelständischer
Unternehmen“ soll eine erste Hilfestellung zur Beantwortung dieser Fragen bieten.
Hierfür wurden – aus verschiedenen Branchen kommend - fünf kleine und mittelständische Unternehmen in Deutschland ausgesucht. Diese wurden zum Teil aus
bereits vorhandenen Studien adaptiert und teilweise in Eigenrecherche als „wachstumsneutral“ definiert. Um die Frage nach wachstumsneutralen Wirtschaften besser beantworten zu können, wurden die einzelnen Unternehmensstrategien auf die jeweiligen, Faktoren der Wachstumsneutralität hin genauer analysiert und zusätzlich
versucht, die Motivation der Unternehmensleitung auszumachen. Diese fünf Unternehmen lassen bereits jetzt die möglichen alternativen Entwicklungswege für ein
ökologisch und ökonomisch sinnvolles Wachstum erkennen. Ergänzend dazu wurden neben den gängigen Wachstumsindikatoren der Betriebswirtschaftslehre noch
weitere, so genannte „qualitative Kennziffern“ beschrieben.
Zusätzlich zum betriebswirtschaftlichen Hauptteil soll mit Hilfe eines kurzen Exkurses in die Volkswirtschaft zum Bruttoinlandsprodukt und Wohlstand erweiternde
Kennziffern vorgestellt werden, welche die Entwicklung von Unternehmen positiv beeinflussen könnten. Hierfür wurde auf die bereits erwähnten, für die volkswirtschaftliche Diskussion vorhandenen Wirtschaftsmodelle zurückgegriffen und diese ausführlicher vorgestellt.
This study has two major purposes: (1) to investigate the effects of the introduction of energy labels on the consumers’ purchase decision when buying an extractor hood and (2) to identify which other criteria have an impact on this decision. The research is conducted with particular reference to Miele & Cie. KG with the aim of adjusting its product management in accordance with consumers’ demands. During the last years the European Union has revised the energy labels for domestic appliances which had been introduced in 1992 and has established additional labels concerning a wider range of goods. Since 01 January 2015 this energy label is also mandatory for extractor hoods. Thus Miele & Cie. KG - as a manufacturer of hoods - is highly interested in doing research on the development of consumers’ preferences regarding the purchase of an extractor hood. In a first step the thesis provides an overview of its purpose and background before establishing the basis for the research in a second step. This includes basic principles of market research as well as the characteristics of the market for hoods and the concept of energy labels. In the following the thesis describes the product area of hoods and the implementation of the regulations concerning the energy label at Miele & Cie KG. A detailed central section explains the research which has been conducted in the context of this thesis. The empirical part of this study draws on a research carried out in Germany in November and December 2014. Data for this research were collected among twenty consumers and six dealers selling household appliances from Miele. The author of the thesis conducted face-to-face interviews on the basis of an interview guide which was developed beforehand. Finally the results of these interviews are presented, compared and summarized to enable the development of a recommended course of action for the product management of hoods at Miele & Cie. KG. The results of the research reveal that the most important purchase criteria regarding an extractor hood are an attractive visual appearance of the hood, the performance of the fan, the quality of the active charcoal and grease filters, the acoustic power level, a satisfactory lighting and a simple cleaning of the appliance. This study indicates that the energy label is of secondary importance regarding the purchase decision of a hood. The average energy consumption of a hood is relatively low in comparison to other household appliances. Therefore the energy saving potential for consumers is limited in this area. As a consequence the performance of a hood is a lot more important to consumers than its energy efficiency expressed by the label. Based on the results of this research, it can be concluded that the necessary modifications in the product development by virtue of the establishment of energy labels for hoods are quite small. Taken as a whole, the objectives of the product development of hoods at Miele & Cie. KG correspond to the consumers’ demands.
In recent years the Green Bond market has shown a tremendous growth. It would be interesting to see where the motivation of the issuing companies comes from. One theory is that they expect to have a lower credit spread in this new market segment then in the normal bond market. It is the goal of this paper to analyse if this is the case or not. To do such an analyse it is necessary to find a connection between sustainability and classical capital market theories. Due to a lack of common understanding and measurability of sustainability this is not easy to do. Nowadays it is not possible to give a price for social benefit and as a result it is also not seen in the credit spread.