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Search engines such as Google are an important information platform for international society. By actively applying Search Engine Optimization (SEO), website operators can influence their positioning in search engines and thus increase the visibility of their website. This thesis deals with search engine optimization in the context of digital marketing. The result of this work is the structural development of a search engine optimization strategy for international websites. This strategy is not limited to specific markets or industries, but its validity is tested by applying it to the practice-oriented case study of the Spanish website of sevDesk.
First of all, an overview of the search engine as a digital channel First of all, an overview is given and its functionality and significance for digital marketing is explained. The needs of search engine users are identified by analyzing the characteristics of search queries and search intentions and then classified according to the AIDA formula into different phases of the modelled purchasing process.
In addition to the analysis of the search engine users, a closer look is taken at the specific ranking algorithm of the search engine Google, a second important component of search engine optimization. Various studies are compared in order to work out influencing factors of the ranking algorithm. These are explained in more detail in the context of the disciplines of search engine optimization. The next step is a closer look at the international context and technical and cultural peculiarities of the optimization of international websites.
In the following, strategic process flows from the existing technical literature are considered and extended to the international market under appreciation and critical consideration of the literature search. The developed strategy will be implemented using the case study of a Spanish website. The data will be collected and first results will be presented and evaluated.
The present bachelor dissertation deals with the increasing popularity and attractiveness of fitness studios in the German market, the resulting competition and the possibility to differentiate oneself by adapting various marketing measures. The classical marketing mix and its existing instruments are explained in detail, and the possibility to use them in the area of sport and explicit fitness is reviewed. The effectiveness and application of the instruments are then explained using the example of McFIT, which has become the current market leader through their successful use. A competition analysis comparing McFIT and two competitors in the German market helps to identify existing strengths and weaknesses and compare the companies.
Global warming provokes our climate and the world how we know it today to change severely. The production of food together with its consumption is responsible for 19-29% of world’s greenhouse gas emissions caused by human activities and further rises are
expected. As a response to this phenomenon, the assessment of a product’s carbon footprint has awaken huge interest with the purpose of controlling food’s environmental impact during its life-cycle. In order to involve individuals in the target of reducing harmful emissions, besides governmental and business efforts, CO2 labels have been developed to communicate a product’s carbon footprint and enabling consumers to make more climate-friendly purchase decisions. However, it has been shown that a successful
implementation of CO2 labels on grocery products still confronts barriers from the consumer side.
For a better understanding of the meaning of mentioned labels, this thesis deepens the theoretical backgrounds of greenhouse gas emissions and the carbon footprint related to the food industry. In a second step, the acceptance and effectiveness of carbon labels on
groceries will be analysed critically by using contextual literature reviews and a case study on German purchase behaviour.
The bachelor thesis 'Strategic Positioning and German market entry of ... ' deals with the development of a market entry strategy for a small start-up company in the wellness segment.....is a small but fastgrowing company that provides wood-fired wellness products for private customers.
Expansion policies and growth are important to survive in a changing competitive environment, so this work focusses on analysing the german hottub market and choosing an appropriate strategy.
The goal was to derive a good strategic position for the german market entry. Therefore the company was analysed internally and externally to find out the drivers of the industry, and which factors are critical for succeeding in the market. Different strategic approaches were compared to find out, which is the most appropritate for the company. All analysing led to a marketing mix and a milestoneplan how to implement the strategies for the german market entry. That means a well-grounded recommendation for a strategic concept can be communicated.
Die Bedeutung preispsychologischer Effekte bei Events - Aktueller Forschungsstand und Perspektiven
(2019)
Die Preispsychologie trägt maßgeblich zur Erklärung des menschlichen Kaufverhaltens bei. Zahlreiche empirische Studien zur Wirkungsweise preispsychologischer Effekte zeigen, dass eine gezielte Beeinflussung der Preiswahrnehmung des Kunden möglich ist. Demzufolge liegt es nahe, dass diese auch bei Events Möglichkeiten zur Steigerung der Zahlungsbereitschaft und Verbesserung der Gewinne bieten können. Die Eventbranche kennzeichnet sich durch eine zunehmende Professionalisierung und Diversifizierung, daher nimmt auch der Preis sowohl aus Nachfrage- wie auch Anbietersicht eine zunehmend wichtige Rolle ein. Mittels einer Befragung von zwölf Eventmanagern untersuchen wir empirisch, welche Überlegungen zur Preisgestaltung von Events einfließen und inwieweit preispsychologische Effekte in der Bepreisung berücksichtigt werden. Die Ergebnisse bestätigen eine Lücke zwischen der theoretischen Kenntnis der Effekte einerseits und der praktischen Anwendung anderseits. Daraus ergeben sich konkrete Ansatzpunkte für eine verstärkt am Kundennutzen orientiere Preisgestaltung sämtlicher Einnahmequellen von Events.
Diese Arbeit untersucht den Bullwhip-Effekt und dessen Einfluss auf die Supply Chain und der jeweiligen Teilnehmer. Da Unternehmen stetig nach Wachstum streben, ist ein reibungsloser Materialfluss entlang der Lieferkette Grundvoraussetzung. Aufgrund von globalen und immer komplexeren Lieferketten, ist die Zusammenarbeit zwischen den Unternehmen nicht immer einfach und optimal. Fehlerhafte Bestellpolitik und das Treffen von irrationalen Entscheidungen stellen für die Unternehmen Probleme dar. Genau diese Probleme spiegelt der Bullwhip-Effekt wider, indem durch mangelnde Kooperation letztendlich Entscheidungen, bezüglich des Bestellvorgangs autonom getroffen werden und diesen Effekt somit bestärken. Diese Arbeit untersucht die Entstehung und den Einfluss des Bullwhip-Effekts auf die Supply Chain. Des Weiteren werden Methoden, die den Bullwhip-Effekt reduzieren bzw. beseitigen können erläutert. Auf Grundlage dieser Erkenntnisse werden die theoretischen Ansätze anhand eines Simulationsbeispiels gestützt und erklärt.
In the economy, it is always important to respond adequately to the wants of customers in order to satisfy their needs. The fashion industry in particular is strongly affected by the fast pace of life, which is why it is particularly important for companies in this sector to adapt their brands and their products to the current market. In order to work successoriented, the companies have to align themselves with the existing generations, whereby the companies increasingly adapt their products to the generation Y. However, Generation Y will soon be outnumbered by Generation Z. Therefore, the aim of this work is to find a suitable future-oriented marketing strategy for the fashion industry in Germany that successfully targets Generation Z while taking social milieus into consideration for defining the target audience. The first part of the thesis comprises the presentation of different theories to elucidate Generation Z and to present various approaches to milieu research. In order to answer the research question, an empirical research was conducted with Generation Z as the target audience. The study relies on quantitative data collection via primary research. The analysis of the collected data shows the current perception of Generation Z towards fashion companies, their brands and the use of social media channels. As a result, an improved social media strategy combined with appropriate communication between companies and customers is needed to reach Generation Z more widely, create brand loyalty and strengthen the company's position in the market.
The interest in topics such as consumer behavior, consumer psychology, and decision-making in the context of marketing has increased in recent years, due to the rise in marketing spending, ineffective marketing campaigns, and product failures, giving way to the growing scientific field of neuromarketing.
This bachelor thesis proposes the implementation of a neuroscientific foundation in order to improve conventional marketing mix models. Firstly, this work intends to offer an overall understanding of the characteristics and techniques of conventional marketing and neuromarketing. Secondly, it explores the for marketing relevant brain areas in association with the importance of emotions. In addition, it analyses the connection between marketing activities and consumer behavior by putting forward the different arguments for its effectiveness of a neuromarketing foundation. Finally, the key learnings regarding the successful implementation of neuromarketing are discussed, based on the application of neuromarketing techniques as well as based on the Limbic® model from Hans Georg Häusel. The application of these two approaches is illustrated based on the 4Cs.
This thesis employed academic literature from several scientific fields and findings from brain research to develop a theoretical foundation for understanding the concept of neuromarketing in a business context. Various examples were used to identify the potential of neuromarketing and to analyze the strengths and weaknesses of conventional marketing methods and those of neuromarketing. The vivid examples and discoveries from brain research and the problems of conventional marketing support the statement that there is a need for something innovative to face the current issues. The thesis proposes the implementation of a neuromarketing foundation with the Limbic® model or with neuromarketing techniques such as eye-tracking to obtain greater insights into the consumer in order to improve marketing performance. The findings from brain research and consumer neuroscience indicate that there is significant scientific evidence to suggest that the application of neuromarketing would be an effective complement for conventional marketing methods and can create a competitive advantage.
Companies operating in the grocery industry are facing low customer loyalty, resulting in strong customer switching behaviour. Additionally, the high similarity of the products predominantly prevents them from deriving benefits from switching barriers. As these issues represent decisive interfering factors for a sustainable and successful business, we intend to examine possible customer retention strategies, which target an increase in customer loyalty. We aim to identify the most appropriate reward strategy in the context of customer loyalty for direct sellers in the grocery industry.
In order to compare and evaluate different possibilities, we conducted an empirical study. Our study focuses on the concrete case of bofrost*, a representative of direct sellers. A total of about 430 bofrost* customer panel members participated in an online survey. With four different survey versions, four customer groups were influenced by different specific customer retention strategies. After being confronted with unfavourable situations, participants had to state how likely they would recommend the company, intend to stay loyal to the company and abstain from competitive offers.
The survey data reveals no significant differences among the four groups. Therewith, based on the study results, we cannot diagnose the best strategy. Nevertheless, based on the theory of cognitive dissonance, we highly recommend bofrost* and other direct sellers to surprise the customer with a present, namely with a T-shirt, discreetly embroidered with the company logo. Furthermore, this research highlights the specific potential of direct sellers - especially in the grocery industry - to reinforce relational switching costs by implementing this suggested customer retention strategy. Thereby, companies can strengthen customer loyalty in the long-term and are able to prevent customers from churning. Moreover, company-specific recommendations of action are provided to bofrost*.
This research creates value to direct sellers, specifically of the grocery industry, by offering a foundation for decisionmaking regarding the design of a sustainably effective customer retention strategy. This takes companies a step closer to the increase of customer loyalty, which is essential in the light of a highly competitive market in which own customers are likely to get attracted from competitors.
Während Global Value Chains (GVCs) durch ihre weltweite Ausbreitung der Produktion schnelle Entwicklungschancen für den globalen Süden bedeuten, sorgt der demografische Wandel für alternde Bevölkerungsstrukturen im globalen Norden. Die vorliegende Bachelorarbeit untersucht den Zusammenhang zwischen demografischem Wandel und GVCs und ob eine mögliche Beziehung dieser beiden Themen Chancen für Lateinamerika bereithält, sich in Zukunft noch mehr an GVCs zu beteiligen. Sie bietet einen Überblick über die einzelnen Themen und untersucht potenzielle gemeinsame Faktoren. Einer der wichtigsten Faktoren, die demografischen Wandel und GVCs verbinden, ist dabei das Lohnniveau, welches zur Ausbreitung von GVCs entscheidend ist und zum Beispiel durch Lateinamerikas momentan demografisch große Erwerbsbevölkerung möglicherweise regional sinkt.