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Diese Bachelorarbeit beschäftigt sich mit der Erstellung eines strategischen Marketingkonzepts für das B-to-B IT-Serviceproviderunternehmen agilTech Information Technologies GmbH. Durch mangelnde strategische Ausrichtung und die vorherrschende Projektarbeit als Individualsoftware entwickler und IT-Berater, sah sich das Unternehmen bisher einem großen Absatzrisiko und einer volatilen Nachfrage ausgesetzt. So hat sich das Unternehmen opportunistisch am Markt bewegt, keine konkreten Unternehmensziele definiert und konzeptlose Marketingmaßnahmen ohne Zielgruppenbestimmung durchgeführt. Ziel dieser Arbeit ist somit die Entwicklung eines strategischen Marketingkonzepts, um agilTech wettbewerbsfähig am Markt zu positionieren, mehr Projektanfragen zu generieren und so ein strategisches Unternehmenswachstum im fragmentierten Individualsoftwaremarkt zu ermöglichen. Der Lösungsansatz dieser Arbeit basiert auf Taylor’s (2015) strategischem Marketingplanungsprozess, der sich in die Phasen Ziele und Marktanalysen, Strategieentwicklung und operatives Marketing einteilen lässt. Als Ergebnis entstand eine Marketingstrategie, Servicemarketing Mix-Maßnahmen und Kommunikationsmittel wurden identifiziert sowie Handlungsvorschläge unterbreitet. Für die Organisation und Implementierung der Servicemarketing Mix-Maßnahmen wurde ein detaillierter Plan erstellt, für die Marketing-Kontrolle je Servicemarketing Mix-Maßnahme mehrere Key Performance Indicators definiert und Messinstrumente vorgestellt. Damit das erarbeitete, strategische Marketingkonzept positive Resultate erzielen kann, ist jedoch Top Management Support in Form von Engagement sowie zeitliches und finanzielles Investment notwendig.
The purpose of this paper is a conceptualization of the identification and motivational methods for top distributors in the Chinese market for frequency converters. An examination of the market size, participants and segments is provided. Further the benefits for the manufacturer and distributor that occurring from a partnership are elaborated on and the term top distributor is defined.
Based on marketing channel literature a conclusive multidimensional model for the top distributor selection has been developed. The basic dimensions for distributor selection were determined as Sales/Market, Product/Service and Risk/Uncertainty factors. Those dimensions are supplemented by the China specific factors Guanxi and Human Capital. With special focus been given on the aspects that businesses might encounter when operating in China the reginal factors in distributor evaluation are also being discussed.
IN order to determine the value of different rewards two surveys were conducted. For the identification of the most valuable motivators a rewards portfolio was developed and applied on the data gathered in this surveys. The rewards portfolio was based on the portfolio analysis first developed by the Boston Consulting Group. The rewards determined as most valuable from both the manufacturers and distributor sides were “additional marketing and customer acquisition support”, “extended payment terms” and “market intelligence from manufacturer”. An explanation for the importance of those rewards is additionally provided.
In cooperation with the Customer Relationship Management and Communication department at Volkswagen AG the thesis “The future of Service Marketing in the automotive industry” was written. The sales part of After Sales is relatively small compared to the total turnover, but it is the biggest part of benefits of a car manufacturer. This is just one reason why After Sales has such a big relevance in the automotive industry. This thesis defines After Sales and Service Marketing, gives reasons for the importance of After Sales and details how to attract the right customer groups in the context of After Sales. Additionally, it is discussed how customer needs are best addressed and fulfilled, and what kind of new Service Marketing tools could help Volkswagen to exploit the full market potential of its after sales division. The data on which this paper is based was drawn from various company-internal and external sources. The most important company-external data sources were articles about the after sales practices of other car manufacturers and companies of completely different industries. With regards to internal sources, this paper is based on internal best practices and data collected in an expert workshop regarding the internal visions that are shaping the future of Service Marketing. The given data was qualitatively analysed and resulted in a collection of potential Service Marketing tools for the international Brand Volkswagen Cars markets. The most important findings are new digital communication tools, new customer relationship tools and point of sales tools.
City branding
(2015)
The subject of this Bachelor thesis is based on place branding. The goal is to show its evolution since its creation until today and to analyze its importance nowadays. Our work focus mainly on four aspects of place branding, namely sense of place, identity of a place, stakeholders and communication. Sense of place helps to create meanings and attachment to the place. Identity of a place is mostly created by the different people living there and is very important to build a successful brand. Stakeholders are fundamental to place branding and it is very important to recognize the right groups of stakeholders to involve in the branding process, especially local people. Communication is a big part of place branding and has to be managed in an adapted way. The growing evolution of online branding has to be taken into account and managed closely. Word of mouth is a very efficient and powerful way of communication and it should not be neglected when creating a city brand. All these elements are being studied through the example of Strasbourg’s city branding, “Strasbourg, the Europtimist”. We see that the city is ignoring some of the elements mentioned above and could improve its city branding by applying these aspects more carefully. The Bachelor thesis then analyses the success of one of Strasbourg’s sub-brands: “Strasbourg, Capital of Christmas”. Through its analysis, we demonstrate that the key success factors of this event are based on the involvement of the right groups of stakeholders, a strong identity of place, the creation of meanings to the place and a powerful word of mouth. Recommendations are then made to improve the branding of “Strasbourg, the Europtimist”, based on the successful branding of “Strasbourg, Capital of Christmas”.
Living in times when the Internet and Social Media is changing customer’s behavior, Customer Relationship Managers face the question how to deal with those changes and how to optimize their strategy to remain attractive for the customers. The behavior of people is changing immensely as customers do not prefer to be influenced by companies which are pushing products and brands to them. The force and pressure of customers towards brands is rising steadily, since they expect them to actively engage with them and to offer high quality information rather than a brand who is trying to make the purchase decision for the customer. These times, ordinary customers turn into active influencer who could reach a huge number of people and potential customers and therefore influence their purchase decision. Therefore understanding the current customer behavior and the way how, when and why they make a purchase and what could influence their decision is crucial to businesses. Consequently, businesses have to start managing the complete Customer Decision Journey of each target group and customer. On this account, this Thesis will cover each step of the Customer Decision Journey – Formulation, Pre-Purchase, Purchase, and Post-Purchase - and its influence factors. Thus the key success factors will be indicated, afterwards the Thesis will continue with the concept of corporate Online Shops and Multichannel Retailing and two Case Studies will finish this paper. After a secondary research, findings show that the participation of a certain generation and culture, as well as product reviews on the Internet and Social Media peers are influencing the Customer Decision Journey tremendously. Thus, Online Shops are playing an important role in the first two stages of the Customer Journey and the second Case Study shows the importance of the post-purchase stage. On the one hand side, all those new channels that are influencing and changing the customer and his/her behavior could be a big challenge for businesses. But on the other hand, businesses could start to modify their strategy and approach towards its customers, make use of new possibilities the Internet is offering and start creating a positive, memorable and shareable customer experience.
Participating in a Winter School offers to stay abroad for a short period of time while extending ones knowledge in an international environment. Introducing a Winter School by a higher-education-institution increases its international presence. Thus the concept of a Winter School serves the constantly growing demand of internationalization. In the present thesis it was examined whether and under which circumstances it is possible to realize a Winter School of the Hochschule Furtwangen University. Using the qualitative research approach, activities to be carried-out, necessary resources and possible risks were identified. Insights of service marketing formed an important basis. Besides, a desk study on competition provided additional findings. From this, the concept for an HFU Winter School was developed and implications for marketing were derived.
It was found that it is possible to implement an HFU Winter School under certain circumstances. Competitive ability and the existence of a sufficiently high demand are fundamental aspects. Besides, compliance with the elaborated concept components, existence of sufficient staff as well as the implementation of a given course management are essential. Cooperation in the fields of organization, human resources, marketing and finance additionally has a positive effect on a realization.
The bachelor thesis “ international Markenführung in China- Wie kann man eine Marke auf dem Wachstumsmarkt China stärken?” was created in collaboration with the company GF Automotive in Schaffhausen and covers he topic of branding in China. Considering the growth strategy of GF, especially for the Chinese market, this thesis should answer the question to what extent the branding strategy needs to be adapted to Chinese culture in order to be successful and which actions need to be taken to strengthen the brand awareness. As brands are an important asset which can generate value and differentiate form competitors it is important to develop a strong brand identity which can successfully be applied to the highly competitors it is important to develop a strong brand identity which can successfully be applied to the highly competitive Chinese market.
Following a short introduction into the theory of branding and its relevance for the Chinese market there will firstly be undertaken and examination of the Chinese automotive market. In the next step the current brand appearance, its values and goals will be analyzed with respect to the Chinese market. Within the scope of the online survey there will take place an evaluation of the current brand loyalty of the employees of GF Automotive in China. As the theory is closely related to the identity- based brand management, the first step of all brand activities is to strengthen the brand internally and create a common understanding. Therefore, the results of this survey are important for the further investigations of this thesis. In addition, the expert interviews should examine the findings of the theoretical research and give further insights into the practices of branding in China. Marketing experts report about their experience and point out what needs to be taken into account for a successful brand strategy in China. As a conclusion, this research should identify problem areas, which need to be improved to successfully strengthen the brand GF in China. Thereupon will be developed recommendations for actions which need to be taken by GF. The thesis shows, that in order to strengthen the brand in China it is very important to partly adapt to the Chinese circumstances. The heterogeneity of the two countries, China and Swiss, makes it impossible to simply apply a standardized branding. The culture, the language, etc. require an adaption of the branding in order to successfully reach the Chinese audience. Therefore the transnational brand strategy turns out to be the most successful for GF Automotive in China. It covers both, standardization and adaptation.
Gegenstand der hier vorgestellten Bachelorarbeit ist das Konsumentenverhalten der Automobilkäufer. Die einzelnen Faktoren, die einen Einfluss auf das Konsumentenverhalten haben, werden hierfür analysiert. Auf Geschlechterunterschiede wird dabei weit möglichst eingegangen. Der Untersuchungsschwerpunkt wird auf die Beeinflussungsfaktoren der Informationssuche von den Individuen vor einem Autokauf gelegt. Als Unterstützung wird eine empirische Studie in Form einer Umfrage an Studenten und Absolventen gesendet. Zu diesem Zweck wird die Nutzung von persönlichen und unpersönlichen Informationsquellen, im Zusammenhang mit subjektivem und objektivem Wissen untersucht. Zusätzlich wird der Wert der persönlichen Erfahrungen der Konsumenten hinterfragt. Es konnte festgestellt werden, dass signifikante Unterschiede bezüglich der persönlichen, aber nicht der unpersönlichen Informationsquellen bestehen. Außerdem ergab die Umfrage, dass die weiblichen Probanden ihr subjektives Wissen deutlich geringer einschätzen, als die männlichen Teilnehmer.
Mögliche Implikationen und Zukunftsaussichten für die Automobilindustrie werden diskutiert.
Mobile internet and smartphones have experienced a strong growth in the past years.
Teenagers and increasingly younger children consume the mobile internet via mobile end devices, especially smartphones. Such technical innovations are commonly
accompanied by social changes that affect societal as well as individual behaviours.
For this reason, the question of how mobile internet influences and changes children’s behaviour arises. Therefore, the topic being treated in this thesis is about
“Marketing to children: Do smartphones change children’s behaviour? – An approach to children’s consumer behaviour and the ethical perspective of the economy.” The objective is to find out whether children’s behaviour is changed by mobile internet and smartphones and which marketing opportunities arise due to these changes as well as observing which marketing practices are conducted. Firstly, general consumer behaviour, its theories and tendencies as well as the consumer behaviour of children is studied. Following that, the examination of the ethical perspective of the economy including general ethics and theories are treated and marketing ethics as well as answers to ethical issues that arise in business are scrutinised. Basic facts of marketing aimed at children practiced by the media as well as the neurological perspective and ethics of marketing directly to children is investigated. To get more
evidence of changes in children’s behaviour due to mobile internet and smartphones a practical experiment in the sports field is conducted to find out whether
smartphones lead to a lack of concentration during training.
As a result, the literature review confirms that mobile internet and smartphones lead to social changes and to changes in children’s behaviour such as variances in their
communicative, consummative and social behaviour which present new opportunities for modern mobile marketing practices. The hypotheses of the experiment that
smartphones lead to a lack of concentration could not be validated. Relating to the measurements, concentration under smartphone presence was higher than without it.
From an ethical perspective it is critical to use (mobile) marketing opportunities for targeting children as their brains are still in development and they are not able to
identify the intentions of marketing.
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.