Refine
Year of publication
- 2016 (127) (remove)
Document type
- Bachelor Thesis (127) (remove)
Is part of the Bibliography
- No (127)
Keywords
- Marktanalyse (5)
- Nachhaltigkeit (3)
- Agilität (2)
- Change Management (2)
- China (2)
- Expatriation (2)
- International Assignment (2)
- Marketing (2)
- Neuromarketing (2)
- Recruiting (2)
Course of studies
The objective of this research paper is to analyse the current planning method of the Zumtobel Group AG with regards to traditional and more recent trends in the field of planning, more precisely budgeting and forecasting. Furthermore, a planning software tool is evaluated concerning its benefits and drawbacks for the Zumtobel Group AG. The aim is to find out whether the tool is appropriate for the company and if it is adding value to the planning process.
The first part of this research paper, which is analysing different approaches in budgeting and forecasting, is based on secondary data. In order to build the theoretical foundation of the paper, academic literature such as peer-reviewed journals, text-books and articles are used. The second part of the paper, which is focusing on the Zumtobel Group AG’s budgeting and forecasting process, as well as the software tool, is mainly based on primary data. First-hand interviews with experts of the Zumtobel Group AG are carried out along with supporting documents of the company.
The result of the research is that the planning approach of the Zumtobel Group AG reveals some advantages, but also disadvantages. However, a considerable percentage of these disadvantages can be eliminated by the implementation of a supportive planning software tool. As the optimal tool, SAP BPC is selected. This tool is able to depict the complex organisational structure of the company, as well as is adding value to the planning process by supporting planning and also reporting functionalities.
This research paper helps the Zumtobel Group AG first to make the decision in favour of implementing a planning software tool and second in making the decision which planning software tool is the most suitable one. The value which is added through the implementation can be better assessed.
Aufgrund der zunehmenden Bedeutung von Soft Skills in der beruflichen Praxis erfährt besonders die Ausbildung an Fachhochschulen eine Umstrukturierung, wozu die Implementierung von alternativen Lehrmethoden gehört, welche diese Schlüsselkompetenzen gezielter fördern sollen. Obwohl Unternehmensplanspiele zu diesen gehören, wurde deren Lernerfolg bisher jedoch nur durch eine begrenzte Anzahl von Studien wissenschaftlich untersucht, wobei besonders die langfristigen Effekte vernachlässigt wurden. Diese empirische Studie soll einen Beitrag dazu leisten, diese Lücke zu schließen, und zu zukünftigen Forschungen diesbezüglich anregen. Basierend auf theoretisch fundierten Fragebögen wurden zwei Stichproben, die sich aus Studenten einer Fachhochschule zusammensetzten, über den Lernerfolg bei der Anwendung des Unternehmensplanspiels „TOPSIM General Management II“ befragt. Obwohl durch den Planspieleinsatz hauptsächlich die fachlichen Fähigkeiten gestärkt wurden, verdeutlichen die Ergebnisse, dass zumindest aus kurzzeitiger Frist auch überfachliche Kompetenzen verbessert werden können und dass der Erfolg von zahlreichen Faktoren beeinflusst wird. Dagegen zeigen sich aus langfristiger Sicht nur geringere Effekte, sodass sich zukünftige Planspielveranstaltungen und Studien besonders auf die Langfristigkeit konzentrieren sollten.
Die vorliegende Bachelor-Thesis behandelt die Thematik der Frau als Selbstständige und Unternehmerin. Neben wichtiger, theoretischer Grundlagen, die auf einer Literaturanalyse basieren, befasst sich der praxisorientierte Teil mit der vom BMWi gegründeten Initiative „FRAUEN unternehmen“, die das Bild der Unternehmerin vorantreiben soll. Das Ziel der Arbeit ist es, die Unterschiede zwischen männlichem und weiblichem Unternehmertum darzustellen, sowie den aktuellen Stand und die sich daraus ergebende Zukunftsperspektive der Initiative zu betrachten.
84 Telefoninterviews und ein Workshop mit den Mitgliedern der Initiative machen ein zerrissenes Stimmungsbild, allerdings mit vorhandenem Potential für die Zukunft, deutlich. Auch einige der im theoretischen Teil ausgearbeiteten Unterschiede zum männlichen Unternehmertum, wie beispielsweise Motivation oder Verhalten, konnten durch die Telefongespräche bestätigt werden.
Zusätzlich zu dieser Initiative bedarf es zur nachhaltigen Modernisierung des Unternehmerinnenbildes in Deutschland jedoch weitere, durchschlagende Aktionen.
The assembly process of the coverings of side members is the most defective process at the Plant Consolidation Center in Malsch. The difficulty is the high level of variance, the manual process control and that the components do not have a barcode. Since the labelling with a barcode is out of the question, an innovative process assurance for non system-based components by an automated photo documentation and photo plausibility should be found. The following specific questions have been posed:
1. What are the main sources of error in this process?
2. What innovative possibilities do exist to eliminate these main sources of error?
3. Is the installation of a process assurance technologically possible and economically efficient?
The main sources of error have been identified by an error analysis. These are: Taking out the right colour and variation of the coverings of side members, the assembly of the right or no trim and the right positioning of the components in the carrier of charge. The study concluded that the necessary functions of the innovative process assurance are the recognition of the colour and variation of the coverings of side members and the verification of their positions in the carrier of charge. To find out what innovative possibilities for a new process assurance do exist, the logistics trade fair „Motek“ has been visited and 13 providers has been invited to a viewing appointment. In practice, only one inspection system has achieved reliable process results. In order to that only one out of 13 providers submitted an offer. Since the payback and implementation period exceeds the contract period with the Daimler plant in Rastatt, it is not possible to generate savings within this time period. For that reason, the recommended course of action of this study is that fort he company the inspection system is only economically efficient in case of a contract extension.
In times of globalization the international market development poses one of the trend-setting challenges for many companies in the future. Companies are facing in an increasing intensity of competition in their market environment. This development is expedite by the growing technological exchangeability of products, so the differentiation on the technological dimension will be hampered significantly. All the more the necessity of the foreign sales come to the fore to counteract the degree of competition. The research question is: How can Kendrion IDS participate in the Northern European market to generate further growth?
The aim of this thesis is to detect the industry-specific market potentials for the target-oriented and strategic business development in Scandinavia.
In order to achieve the stated objective, the initial position of Kendrion IDS was investigated on the basis of a situation analysis. Within this analysis the internal strengths and weaknesses were examined. Afterwards the relevant markets and the industries were tested for opportunities in the market analysis and for external risks in the environmental analysis. The outcome of this is the developed SWOT-analysis, which states that depending on the country in Scandinavia there are potentials in different industries. The findings prove that different distribution channels lead to a different extent of success.
This thesis examined the stages problem recognition, search for information, pre-purchase evaluation and purchase of the decision-making process for productivity / utility applications. Firstly, the characteristics of mobile applications, the past literature of the stages of the decision making process and technology acceptance theories were reviewed. Based on the findings a new model, based on the particular stages and its relations to each other, was developed. Of all 15 hypotheses, which described the model, 8 were found to be statistically significant. The consumers’ interest in a productivity / utility application is caused by the desire for higher work efficiency or practicality, if the consumer believes that the application has the ability to fulfil this desire. This provides several practical implementations for marketers regarding the channel and type of promotions. Having interest in a mobile application, the application store and internal search are relevant information sources for the consumers to search for information. Especially the relevance of the internal search, emphasizes the importance of brand awareness for productivity / utility applications. Additionally, if the consumers search third-party independent sources, they inspect only a small number of the available relevant applications. Furthermore, involvement in mobile applications has a positive impact on the consumers’ extent of search. Finally, concerning the evaluation of the inspected productivity / utility applications, the performance expectancy, the ease of use and the price are relevant criteria for the consumer. This provides practical implementations for marketers and developers regarding development and promoting of productivity / utility applications.
A comprehensive buying center analysis is an essential task for marketers who really want to understand the purchasing process of organizations which is usually characterized by group buying decisions. In the first step, it is important to identify the different stakeholders participating in a buying decision for a product or service, whereas in the second step the individuals’ relationships within the group structure and their influence behavior on the outcome should be analyzed. The obtained customer insights are key for prioritizing influential members and focusing marketing efforts on their criteria and interests to make sure that the final buying decision will positively affecting the selling organization. Due to the ongoing chances in healthcare, the medical device industry is one of the sectors increasingly dealing with complex buying center structures within hospitals. Therefore, also in the specific case of B Braun Aesculap and the development of its new orthopedic business model One Knee Vision for knee replacement procedures it has become indispensable to carry out an investigation of customer’s decision making unit. In order to a deliver a theoretical framework which enables to identify and analyze the buying center characteristics, the first part of this paper presents important fundamentals related to this research topic. It also covers the progressing digitalization aspect of sales activities and the resulting potential for supporting and optimizing buying center analyzes. Based on those theoretical facts, the second part focuses on B Braun Aesculap and the practical question of hospitals’ buying center in the United States regarding the purchase of a knee replacement system. In this context, a mix of qualitative and quantitative research methods is employed. The findings are subsequently explained by specific influence factors and used to point out the effects for purchasing decisions which come along with the identified buying center structure. A closing interpretation of all results allows the derivation of recommendations for a successful One Knee Vision marketing strategy.
Automated Advisory Services. An investigation of Efficiency on Using the Black-Litterman Model
(2016)
This thesis seeks to investigate efficiency of current portfolio theory, using the Black-Litterman Model, for creating portfolio recommendations as offered by Automated Advisory Services. These services have recently appeared, offering wealth management through a digital store front. As the human component has been removed from the equation, algorithms based on portfolio theory provide portfolio recommendations upon profiling the user of such services. Tests on parameters of the Black-Litterman Model will be run between September 2007 and December 2009, the financial crisis. The aim is to understand how efficient the parameters are able to steer the model to reflect the investor preferences, and how Black Litterman portfolios would have performed during turbulent economic times to test the efficiency claim by providers of automated advisory services.
The topic of the thesis is ‘‘Identification of success patterns of the most successful SAP SFSF VARs as a base to recruit new high-potential partners. A way to achieve time to revenue efficiency for new partners joining the SAP ecosystem.’’. The whole approach is based on SAP SE, an international company providing enterprise application software with a focus on cloud solutions. The objective of the thesis is to help SAP SE to expand their cloud partner ecosystem and achieve time to revenue efficiency for new partners joining SAP ecosystem. The research question explores what are the success patterns of SAP TOP 20 SuccessFactors (SFSF) value-added resellers (VARs). The aim is to use the insights as a template to recruit new partners who show high potential for future success in reselling SAP SFSF (cloud) solutions. Currently, SAP is facing a challenge to recruit partners who are successful as VARs for cloud solutions in the small and medium size enterprises (SME) market. So far, SAP focused on increasing its market coverage by continuously expanding its Ecosystem, while the quality of the recruited partners was neglected. As a result, SAP invested a lot of resources in terms of time and money trying to onboard partners who could not deliver the expected impact. Recruiting partners who have the right patterns will decrease the resources that SAP spends on onboarding and training process while at the same time the partners will generate the revenue faster. However, SAP needs to have a clear view what a high-potential partner looks like. Therefore, it could be said, that the topic of the thesis is crucial for SAP further channel development and expansion, invested resources and indirect revenue. In order to answer the research question, the whole study is divided into seven chapters. The theoretical framework provides a general idea about the importance of partners for reselling cloud services to SMEs and what are the factors and practices that make partners successful. The empirical research explores the common success patterns of the Top 20 most successful SAP SuccessFactors value-added resellers. The author came to the conclusion that in order to be achieved time to revenue efficiency, the company should recruit only those partners who are representing the following set of success patterns: international presence, quality webpage, human capital management as a core line of business, strong digital and event marketing.
The present study was conducted in the International Purchasing Department at the Lidl Stiftung & Co. KG which is the headquarters of the international grocery retail discounter Lidl. The subject was defined by the author in cooperation with Mr. Robert Maier, executive manager for non-food and brand, and Ms. Silvia Carazo Soto, manager for the product range development in the Lidl non-food sector. The present study has two major purposes: Firstly, to investigate how customers perceive the non-food products and sector at Lidl and secondly, to identify what characteristics they value and would like to see improved in the Lidl stores.
The goal of this present study is to determine various proposals to optimize the non-food sector of Lidl stores in order to increase customer satisfaction and sales. Data and information material for this research were gathered through the author’s mentors, colleagues, meetings, an empirical survey, internal company presentations, the company homepage, the university’s EBSCO online research database, various business press as well as scientific publications.
In the first part, a theoretical background on the subject as well as company insights into the non-food division is provided. These show that the spending power of consumers has increased, consumers are becoming progressively demanding and that Lidl is faced by strong competitors on the food retail market.
The thesis then presents the empirical study conducted by the author from 30 November 2015 until 12 December 2015. Three hundred customers in ten different Lidl stores in four German federal states were interviewed face-to-face. The survey included fifteen questions regarding the customer’s shopping behavior at Lidl, the customer’s satisfaction with regards to a non-food purchase as well as customer expectations, experience and improvement proposals of the non-food sector.
The survey results show that 77% of all participants had bought non-food products at Lidl during the six months before the survey date. Of all these participants, 75% were either very satisfied or satisfied with their non-food purchase. Furthermore, it was concluded that Lidl lives from its price-performance ratio and promotion via the Lidl leaflet in-store or distributed to home. Inferential, the survey results suggest that the product presentation and the store atmosphere need to be optimized as well as the product availability. Moreover, the results indicated that customers think that up-to-date Lidl leaflets, information boards, product brochures and a mirror need to be available at the non-food sector.
In conclusion, on the basis of the results of this research, the author recommends optimizing the non-food sector in the Lidl stores by means of five different proposals. First of all, to improve the customer experience in a Lidl store by providing a “five senses experience” and secondly to optimize in-store promotion by integrating speed-bumps and optimizing the creation and presentation of product posters, banners and product paper models. Thirdly, the author recommends introducing a digital terminal as an operation tool to order and purchase non-food products that are sold out or not available in a Lidl store with the possibility to choose a home or store delivery, to search products on the Lidl homepage and to watch non-food product videos. Furthermore, the terminal includes a built-in shelf to collect paper product brochures. Fourthly, in order to optimize the product presentation of non-food products, two proposals for a sample product presentation are made. Primarily by means of a non-food module which is attachable to a non-food table in order to present a sample either on a coat hanger or a built-in shelf or by means of a hallstand with an integrated mirror. In addition, the author presents the option of a digital mirror. The fifth proposal is a category management LED lighting module installed above the non-food tables to facilitate the customer orientation in the non-food sector. In addition, the author presents three further proposals including executing customer satisfaction survey periodically, optimizing employee training and improving the Online Shop.
In conclusion, the thesis argues that Lidl is prepared to optimize the non-food sector in the interest of increasing customer satisfaction, attracting new customers, staying competitive and trendy and increasing sales. The author recommends focusing on providing an optimized customer experience in the Lidl stores, thereby primarily focusing on the most important sense, sight. For this, an optimized sample product presentation is primarily of highest interest followed by a better in-store promotion. The present thesis hopes to offer the Lidl Stiftung & Co. KG useful ideas on how to optimize the non-food sector and thus contribute to Lidl’s company success.
Strategic Responses of Premium-Segment German Autos to The Global Climate Change for Thai market
(2016)
The global climate change has become an important challenge in automotive industry because CO2 emissions from the fossil fuel combustion of vehicles contribute very much to climate change, especially global warming. Consequently, the world automotive trend is moving to environmental friendly cars. Thailand has faced various catastrophes caused by climate change, especially hazard drought, floods and heat waves, so environmental friendly cars are also needed in Thailand. Since Thailand is one of the major markets of the German luxury automakers in Southeast Asia, this study investigates the competitive environments of Thailand automotive industry and forecasts the implementation of environmental friendly cars, especially flexible fuel vehicles (FFVs), hybrid cars and electric vehicles (EVs). The analysis is based on the integration of valid secondary sources and expert interviews. It is found out that Thailand automobile industry is significantly attractive for the German luxury automakers in both production and domestic sales because of the availability of skilled labour, the rise of middle and upper middle class income earners, the integration of ASEAN Economic Community (AEC), better developed infrastructure than other ASEAN countries, the government supports and the increasing demand of autos in Thailand and other ASEAN countries. Furthermore, Thailand can be further developed to be a production centre to export cars to other ASEAN countries and to be a market leader to align other ASEAN markets for a better and effective management as one big market. In order to respond to the force of new tax policy based on CO2 emissions, issues of climate changes and not to lose their competitive position to those Japanese automakers, within the next 5 years, the German luxury automakers should increase their product portfolio of hybrid cars in Thailand, especially plug in hybrid electric vehicles (PHEVs). Simultaneously, flexible fuel vehicles (FFVs) should be also launched because of the already existing flexible fuel products of the German luxury automakers as well as the high capability of ethanol production and the increasing use of E85 in Thailand. After 2020, some EV models should be launched in Thailand. The demand for EVs in Thailand will rise because people will be willing to adopt EV technology after the launch of PHEVs in 2016 and the number of charging stations will be increased. Moreover, the use of solar cells to produce electricity for EV charging will increase because Thailand is a hot country and it is very environmental friendly.
Stakeholder analysis as an instrument for a successful development for a departmental strategy
(2016)
Functional strategy development is a vital key lever for any manager to provide direction, and to define the purpose and the value contribution of his organization. In this context, the increasing usage of stakeholder analysis in today's business world confirms the realization that stakeholders' input is an essential tool to shape and influence the decision making process. To that effect, obtaining input on their perceptions, beliefs, intentions and interests represents a valuable instrument for managers to furthermore facilitate the implementation of organizational objectives and the development of a functional strategy.
This paper reviews the fundamental aspects of functional strategies and stakeholder analysis, followed by theoretical approaches of research design and data collection methods, as well as organizational change. In relation to these concepts, it introduces a business area of concern and explains the research framework. A thorough investigation of the research outcomes, their potential origins and boundary conditions will lead to recommendations of corrective measures.
The paper proposes the business area concerned to face a major root problem, which suggests being the main cause for multiple related problems that were all detected in the course of the research.
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.
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.
A behavioral finance: An analysis of investment decision making regarding psychological influences
(2016)
Anywhere humans are interacting, emotions and psychology are important determinants to consider. This statement is true for financial markets as well and often there are occurrences which are not explainable by using traditional theories. Therefore, behavioral finance aims at finding explanations for such occurrences, referred to as anomalies, by combining economic and psychological research. The literature review presented in here shows recent developments in the field and gives an overview of research evidence by reviewing studies from six of the most investigated facets of behavioral finance. The review includes evidence from a variety of studies performed in different contexts to disclose the importance of understanding human behavior, especially in terms of financial markets and economy. The closure of this review consists of an alternative model and concludes that there might be a new science entering the collaboration between economists and psychologist which is computer science.
How can Holidog use its touchpoints more efficiently in order to improve its performance in Germany?
(2016)
The main aim of this dissertation is to study how the company Holidog can improve the customer journey of customers in the German market, with a special focus on the evaluation of present touchpoints and actionable possibilities to create new touchpoints.
Holidog is an online platform for petsitting, present amongst others in the German market. This study focusses on improving the performance in this market by increasing traffic on the website and converting more of this traffic into bookings. Besides, it is evaluated which touchpoints are not efficient in order to free resources for more relevant touchpoints.
The sub-questions researched are:
How can Holidog increase the number of searches on the website?
How can Holidog convert more of the searches into bookings?
Which touchpoints are not efficient and could be abandoned?
The research has been conducted in the period from September 2015 to February 2016. Market information as well as company-specific information has been collected mainly through secondary data provided by the company next to eternal sources providing data about the industry. For testing new approaches, primary research through quantitative observation has been conducted.
The dissertation is structured in five main chapters: (I) Introduction presenting the research topic; (II) Theoretical basis about the petsitting industry and the company Holidog; (III) The current customer journey and all touchpoints created; (IV) Additional touchpoints the company could consider creating; (V) Overall recommendations and conclusion.
Expatriation
(2016)
We are taking a look at the global deployment cycle, more precisely, the repatriation stage. Today many MNCs underestimate the challenges and difficulties returning assignees face upon return. MNCs have recognized the importance of support services and assistance before and during the international assignment. Even though literature findings have confirmed repatriation to be more difficult than expatriation, only a minority of MNCs invests resources in creating an effective repatriation program. The purpose of this thesis is to examine the repatriation phase within the global deployment cycle. Different factors influencing repatriation are analyzed and essential key action steps for a successful repatriation are identified. Also a closer is taken at how expectations and the commitment of international assignees are related to repatriation. In addition, the importance of cultural agility is discussed.
The importance of internationalization to achieve a competitive advantage in the business world has increased greatly in recent years. Especially in the fashion industry, where competition has increased tremendously and globalization plays a more important role, it is essential to find new ways in order to be unique. To succeed in internationalization in the fashion industry, companies must have a basic knowledge of their markets and follow clear strategies. The purpose of this thesis is to answer the question why fashion companies nowadays need to create a competitive advantage and expand their market internationally. In addition, it will also address the challenges that an American brand can face in the European fashion industry. The company chosen for this research is Shoshanna LLC, a contemporary American women’s wear brand based in New York City.
With regard to methodology, a multi-‐purpose approach has been conducted. The conclusions have been reached with theoretical knowledge, personal experience, a survey and interviews with experts in this industry. The conclusions of this thesis will give Shoshanna LLC a better understanding of internationalization processes in the fashion industry and the strategies required. It will also answer the question of how the chosen strategies can be a guideline for the company.
Die immer schneller werdende Bekleidungsindustrie verlangt von Modeunternehmen eine sehr hohe Flexibilität und schnelle Reaktionszeiten auf neue Trends. Dies setzt eine reibungslose Lieferkette in allen Bereichen voraus. Die hier fokussierte Warenbereitstellung mit Zutaten für die Konfektionsbetriebe bildet einen wichtigen Bereich dieser Lieferkette. Folglich wird untersucht welche Voraussetzungen und Vorbereitungen getroffen werden müssen um den Materialfluss im Zutatenlager der Marc Cain GmbH anhand eines automatisierten Kleinteilelagers zu optimieren. Nachdem eine theoretische Vertiefung in den Fachbereich der Logistik und explizit in die Lagerhaltung und Kommissionierung durchgeführt wurde, konnten anhand einer Wertstromanalyse Optimierungspotenziale für das Zutatenlager ermittelt werden, welche folglich die Einführung eines automatisierten Kleinteilelagers als Ergebnis hatte. Mit einer Nutzwertanalyse konnten in Zusammenarbeit mit unterschiedlichen Lagersystemherstellern verschiedene automatische Lagersysteme verglichen und abgegrenzt werden. Als Ergebnis stellte sich das AutoStore System als geeignetes Lagersystem heraus. Durch die Einblicke in alle gängigen automatischen Lagersysteme werden sowohl klare Grenzen der Systeme als auch unterschiedliche Kriterien für die Lagersystembewertung dargestellt. Das AutoStore System der Firma Hatteland bietet demnach die besten Voraussetzungen für eine optimierte Lagerlösung im Zutatenlager der Marc Cain GmbH. Die Voraussetzungen und Vorbereitungen sowie der finanzielle Aspekt der Amortisationszeit, wurden dementsprechend am AutoStore Lagersystem analysiert. Daraus resultieren sowohl einige prozessorientierte als auch technische Anpassungen die für eine Implementierung erforderlich sind.
The main goal of this bachelor thesis is to examine whether pricing research methods are equally applicable in the Business-to-Business segment as they are in theory, using the example of MAN Truck & Bus AG. Based on the outcome, recommendations for action were made, which could be implemented into the specific case of National Key Accounts. Price research being conducted in the small business client area but not in the continuously growing key account field were the primary motivation of this paper. Analysis of literature and qualitative interviews with experts of sales force of three strategically important countries build the foundation to this thesis. Results show that there is no one solution, with which market price transparency can be achieved. Rather, a combination of methods currently used and existing but untested ones could achieve this goal. As a proposal to solve this issue, the author suggests a three-point plan consisting of a personal client interview with a behavioral pricing aspect, a follow-up phone interview and, finally, the creation of an interactively usable client database. This bachelor thesis may be of interest to business students with an affinity to the automobile industry as well as any company operating in the business-to-business sector.