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Course of studies
This thesis examines the market potential of the company XION in the fields of endo-
scopic urology and gynecology in the USA, China, Brazil and Ireland. The aim is to
develop a standard portfolio to enable successful market expansion. The political, eco-
nomic, socio-cultural, technological, ecological and legal framework conditions in the
selected countries are analyzed using a PESTEL analysis. In addition, expert inter-
views were conducted in order to gain a deeper understanding of the specific require-
ments of the markets and customers. A qualitative content analysis according to Mayr-
ing was used to evaluate the interview data and a gap analysis revealed gaps in XION's
existing portfolio based on market requirements. The results show that the countries
analyzed offer a considerable market potential for XION and that the standard portfo-
lio developed enables the company to position itself successfully in these markets.