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Hubert Burda Media ist ein international agierendes Medienunternehmen, das unter anderem in den Segmenten Woman, Luxury Lifestyle, Living und Food aktiv ist. Das Unternehmen befindet sich auf Expansionskurs und ist dabei bestrebt, neben dem Ausbau weiterer Geschäftsfelder (z.B. Digital), sein Wachstumspotenzial durch Internationalisierungsaktivitäten bestehender Zeitschriftentitel in anderen Märkten auszuschöpfen.
Die Koch- und Genusszeitschrift SAVEURS wird vom Burda Verlag Editions Hubert Burda Media in Paris publiziert und wurde bereits in Russland und Deutschland lanciert. Nach der Einführung der Zeitschrift auf anderen Märkten außerhalb des Heimatmarktes, soll das Potential für eine erfolgreiche Einführung auf dem brasilianischen Markt untersucht werden.
This paper elaborates the effectiveness of marketing channels for startups in all stages of their startup lifecycle. The focus here is put on startups operating in the German market. In general, nine out of 10 businesses fail within their first three years of operations. Even though there seem to exist numerous “how-to” guides and advices on how to run a startup, there are none giving a reasonable answer on customer acquisition strategies and on the effectiveness of channels startups may consider for their survival. Finding out common best practices for marketing should prevent the high failure rate that the market for startups undergoes. By investigating latest research findings and conducting expert interviews, this paper recommends best practices for a successful customer acquisition strategy and shows valuable insights based on an analysis of real startup cases. The results of the analyses reveal that a successful customer acquisition strategy does not depend on one marketing channel but rather on an interaction between all marketing channels providing overall consistency in communication. Furthermore, the stage of the startup is of utmost importance as the focus on different channels changes depending on its stage. This paper should not serve as a guide but rather as an inspiration for future marketing strategies considered by startups in their early stage.
This thesis is based upon an interest in the field of neuromarketing and a desire to depict which is the most advisable strategy to implement in a situation, where there is a potential introduction of a methodology coming from that field in a new / foreign market. Special emphasis is put on the market entry strategy (modes of entry and marketing strategy).
At the beginning of the thesis, there is a brief inspection of the neuromarketing field according to the nowadays situation that lead to the creation of a methodology, which is called neuromerchandising®. This methodology is the competitive advantage of a German consultant company called neuromerchandisinggroup GmbH&Co.KG. With this patented methodology, this consultant company provides strategic solutions to numerous companies mainly in the field of retail.
The main purpose of the thesis is to define which are the decisions to be made while introducing this methodology to a foreign country and in particular to Greece, in order to improve the Greek retail situation.
This thesis provides an analysis of the tools necessary to speculate whether Greece is the appropriate country to introduce this methodology. After this analysis, the thesis provides solutions of the potential market entry strategy putting emphasis on the marketing strategy of introducing this methodology.
Internal documentation of this company, market reports and analyses are used to provide a professional framework of the dynamic capabilities in the venture of introducing this methodology to Greece.
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.
Fast Fashion industry is a great example of a market with similar products and similar target groups of customers where marketing plays a key role in the competition for market share. In the era of Web 2.0. and Social Media boom businesses are facing a rise in customers’ forces and its pressure by influencing corporate communications and marketing campaigns. Ordinary people turn to influentials who reach broad consumer audiences and often have an impact on the decision-making-processes. In this way, brands are less protected by PR and advertising tools, as well as more vulnerable. Therefore, understanding the current communication environment and in particular how, when, where and who interferes with corporate image is important from managerial point of view and what strategy to be deployed. For these reasons, the thesis focuses on multichannel marketing in order to provide an understanding of how businesses have been connecting to
people and then it continues with exploration of social media and the blogosphere as ways consumers have been complicating and influencing channels. In the end, it has been concluded that Social Media and the phenomenon of Blogosphere has led to the appearance of new self-made opinion leaders who tend to influence consumer behavior and respectively company’s reputation and brands’ image. On the other hand, it has been observed this can be positive for businesses since it provides relatively useful market information which could be helpful for marketing and communications managers by enabling them to observe their target groups in a more efficient ways. In the pursue of findings, the thesis includes primary research with two interviews with a bloggers and a fashion brand affiliate person, and secondary research covering literature review on relevant topics.
The aim of this research is to analysis the economics situations in China, especially in Tianjin TEDA and Shanghai those two special economic areas in China, to see what kind of opportunities they may bring to the mid-size European companies which would like to have business in these two regions, and also to see what kind of disadvantages that are not befit for having business in those two areas. The research has analysis the economic situations in China to show the overall national economic status and situations in the in the recent years.
Tianjin and Shanghai are different with each other in the economic style; some statistics has shown the differences of economic characteristics in Tianjin and Shanghai. Companies in different industry areas have been classified both in Tianjin and Shanghai.
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.
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.
The aim of this thesis is to identify and investigate the meaning of customers’ expectations in the IT-industry explained by the example of introducing a new product and to develop a strategy how expectations can be managed in the IT-industry.
The first part of the thesis deals with the reasons and the general framework for the research and defines objectives and scope of the thesis.
In the second part, results of the literature and theories about expectations are presented. These show what previous research has found out and give an overview about different types of expectations and corresponding effects. The flowing part constitutes the case study as research instrument and how it can be used to generate results. With the help of a case study of a specific example of the IT-industry the meaning of expectations regarding new products will be highlighted. Additionally, it gives_a basis to develop a strategy to manage expectations in the IT-industry.
Afterwards the results of the literature review and the case study are combined into a usable strategy to manage expectations of new products in the IT-industry. The thesis illustrates the necessary steps of the strategy and gives an assessment of the results.
In conclusion, the thesis argues that expectation management is an essential step of influencing innovation to optimize business and gives instruction to identify, manage and influence customer’s expectations. Besides, this thesis addresses industries which are faced with the challenge of expectation management and offers an initial research about expectation management in the IT-industry. Furthermore, this thesis intends to provide a basic research to show the importance of expectation management and inspire following research.
The investments’ dynamics in the Fintech industry represent a great opportunity for many Fintech entrepreneurs that use technology to drive down operating cost and build products that match the digital needs of the millennial customers.
They challenge the status quo of the existing players in the industry, but it is a bigger challenge for the new entrants in to acquire customers and compete for a
market share because of the high acquisition cost and lack of historical data for optimization.
This thesis seeks to explore the digital channels used for customer acquisition and to make an analysis about the cost of the channels, targeting capabilities,
effectiveness and the effort required to set up and optimize the digital channels.
This paper also seeks to improve our current understanding of which factors influence the acceptance of fintech technology, are relevant to consider in the
context of the fintech industry, using TAM as the theoretical foundation and internet banking technology as the closest example of fintech products.
In this thesis, the author researches the topic of global Scotch whisky marketing strategies and adapted strategies for the emerging markets in Asia, using the example of Johnnie Walker and Chivas Regal. Scotch whisky has become a truly international spirit, with a growing demand coming from the emerging markets of Asia. The multinational players in the Scotch whisky industry soon recognized the need to adapt their marketing strategies for the Asian markets in order to gain a foothold and survive in the highly competitive spirit market. The two leading multinational Scotch whisky producers are Diageo and Pernod Ricard. They both successfully market two blended Scotch whisky brands globally, Johnnie Walker and Chivas Regal. Their current global marketing strategies for these brands are based on six key elements, which are Innovative Packaging, Responsibility/Consideration of Social Aspects/Care about Society, Strategic Sponsorships/Partnerships, Celebrity Branding, Digital Marketing/ Social Media Engagement, and Experiential Marketing /Physical Spaces. The marketing actions of Johnnie Walker and Chivas Regal in Asian markets have four elements in common, which can be seen as key success factors for a successful marketing strategy in Asian markets: tell sophisticated Brand Stories in an authentic, inspiring and emotional connecting way; use Digital Content and interactive platforms, like Social Media, to engage with Asian consumers; create rich brand experiences with Physical Spaces, and use the power of Influencers to inspire and communicate brand content.
The following thesis aims at analyzing the development of media in travel planning and the role of Google.
The theoretical part of this thesis deals with the media used and their evolution and impact in travel planning. Due to tools like Google Maps, Google Hotel Finder and Google Flight Search the company has enormous opportunities to step further into the online travel market. If the European Parliament does not restrain Googles power, it is likely to extend its current position as an uncontested market leader in search engine marketing even further, leading to a monopoly in online travel planning. The vast impact of Google in travel planning is tested and proven by the advertising spending of the Danish holiday house portal Cofman A/S and a survey among newsletter subscribers of this company in the practical part.
In the last few years no other innovation has been able to influence the marketing environment like neuromarketing, the new science of consumer behaviour, which combines neuroscientific techniques with marketing in order to understand brain functions in terms of marketing activities. This combination helps to improve the understanding of the influence of emotions and senses on decision-making and buying-behaviour. The aim of this study is to investigate the potential and limitations of neuromarketing, by taking a close look into published data, conducted studies and expert opinions concerning this new field of science. The published data retrieved from studies using brain-imaging techniques found that emotions and human senses influence every second in human beings’ perception and that consumers are not able to decide completely economically. Nevertheless, further research is recommended in order to gain a deeper understanding of the human brain and how it conducts
decision-making processes. Additionally, consumer neuroscience has high potential to become a commonly used technique, which sustainably supports traditional
market research. Neuromarketing seems to become a promising technique to provide consumers with desired products, services, web shops and advertising
design.
In times of globalization Country Images and Country of Origin Effects have increasingly gained importance.
More informed consumers are able to purchase goods from around the globe and are no longer restricted to buying only goods produced in one’s home country. This has led to a rise in competition in the international market place, not only in the fashion industry. Managers are increasingly concerned with how brand’s Country of Origin is perceived and what effects it might have to relocate production to a developing country. While previous research was mainly focused on cross-sector investigations and studies of countries in Europe and North America, this paper’s focus was put on the perception of German consumers in regards to the countries New Zealand, Australia and China. The overall question to be answered in this study is “how do German fashion customers perceive the labels “Made in China”, “Made in New Zealand” and “Designed in Australia” and how do these perceptions affect the buying decision and price sensitivity? The results of this paper add value to the Australian brand Unreal Fur and the New Zealand brand PIA NAERA. It analyses their situations in the marketplace and gives suggestions of which marketing methods can be used in order to guide the customer’s perceptions and help support a positive image.
Despite the growth the luxury industry has experienced in recent years, marketers are increasingly facing the emergence of a younger luxury consumer that has different values, priorities, and attitudes. Since these consumers are soon to replace the current luxury clientele as the primary luxury consumer due to their size and purchasing power, successful luxury brands have changed their strategies in order to stay relevant. Being faced with a considerable decrease in brand loyalty, a deeper understanding of the drivers of brand loyalty among this clientele is of utmost importance. Whereas loyalty has often simply been defined as repeat behavior of purchasing one single brand, the literature suggests a more complex definition, which emphasizes the importance of a favorable attitude toward the brand in order for a consumer to be considered truly loyal. Since this attitudinal part of brand loyalty does not necessarily presuppose actual brand usage, Gaggenau as a luxury appliance brand needs to find ways to attract and establish a pre-purchase bond with these consumers even before they have reached their peak buying power, which will create the basis for enduring brand loyalty.
This thesis was set out to explore the complex process of loyalty creation in view of a different luxury consumer, which is increasingly gaining strategic importance. Focus of this thesis was to provide the luxury appliance brand Gaggenau with advice on how to create the basis for enduring brand loyalty among young Generation Y consumers. As a basis for the analysis, the term “luxury” including its different facets and the role aspirations play in the consumption motives for luxury goods has been investigated. This was followed by an examination of the important role of a new type of luxury consumer, characterized by different traits and attitudes. These consumers are likely members of the Generation Y cohort. Due to decreasing loyalty levels, particular emphasis has been put on understanding how to establish an enduring customer-brand relationship. For this, the formation of loyalty, including different degrees and types of loyalty, has been thoroughly investigated. The importance of truly knowing the consumer’s values, desires, and preferences in the creation of brand commitment or in other words the attitudinal part of loyalty as an ultimate milestone to creating enduring brand loyalty, has also been pointed out. Therefore, the next step was to understand Generation Y consumers. The investigation has mainly focused on the opportunities for creating aspiration or an emotional bond with the consumer at the early stage of the consumer journey. Then, the specific challenges Gaggenau is facing with regard to this new luxury consumer and due to the difficulty of reconciling its status as luxury and appliance brand have been presented. The insights gained throughout this dissertation have then been summarized in a recommended course of action. Finally, based on the development of a Weighted Average Scoring Model for potential Gaggenau consumers, a selection of specific touch points has been evaluated on their effectiveness of creating the basis for enduring brand loyalty at the early stages of the consumer journey.
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.
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.
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”.
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.
Challenges and opportunities in building an Eastern European Brand: the Polish fashion market
(2015)
An insight on how domestic eastern European brands can go global The aim of the thesis is to find out how local eastern European brands can grow into international brands. There are already many global brands existing in the current world market. Most of these global brands are from developed countries. There are, however, brands from other countries which have great products. Eastern Europe, for example, has many products that are interesting, are of high quality but unknown to the world. For this reason the author would like to take Polish alcohol industry as an example. He will then look into the challenges and possible solutions of a domestic eastern European brand going global. The thesis first examines 4 big Polish liquor companies that start off unknown to the world. Through the implementation of a series of marketing and brand strategies they are able to become global players. Their product positioning are being looked into, and their marketing campaigns are being analyzed. The challenges that these brands faced before are summarized and possible strategies in coping with them are being suggested.
Diese Arbeit behandelt die Thematik der Kundenzufriedenheit, welche in Forschung und Praxis auf Grund ihres hohen Einflusses auf den Unternehmenserfolg nach wie vor an Bedeutung gewinnt. Anhand des Beispiels der SCOPE Messestrategie GmbH, Veranstalter der HORIZON Messe für Studium und Abiturientenausbildung, wird die
Vorgehensweise bei der Durchführung einer Kundenzufriedenheitsanalyse im Messewesen dargelegt. Die Ergebnisse dieser Analyse zeigen, welchen Dienstleistungseigenschaften einer Bildungsmesse besondere Bedeutung beizumessen ist und wie man auf Basis dieser Erkenntnisse eine Steigerung der Ausstellerzufriedenheit bewirken kann.
This Bachelor thesis deals with drawing up a new marketing concept for the Villingen Institute of Public Health and the subsequent implementation of one part of the concept. The institute offers further education in the field of Public Health. The aim of the thesis is to find marketing activities which will increase the publicity of the institute and help to canvass a sufficient number of participants for its different courses. Initially, the term ‚Public Health’, the institute as well as the concept of Blended-Learning and services marketing are presented. Afterwards, there were some analyses conducted. The internal factors like marketing measures taken before, strengths and weaknesses of the institute, just as the external factors like the market environment and the competition, are evaluated. Due to a large number of other providers, it is Difficult to survive against one’s competitors. Therefore, the Villingen Institute of Public Health should try to stand out from them, emphasizing its university status as well as the practical phases and the flexibility of its courses. Having a really low marketing budget (over 500 €), the VIPH should use principally onlinemarketing measures, as they are often lower-cost or even for free and are able to reach a large amount of interested persons. On the basis of the mentioned findings, there was a marketing concept developed. After determining the target groups and the positioning within the market, a marketing-mix was made, consisting of the 7Ps of services marketing (product, price, place, promotion, person, physical evidence, process). By means of direct marketing via e-mail, post or phone, some target groups can be reached directly. Supporting web-marketing measures can help to get better-known and to be perceived by more people. Public relations to local or regional media can increase the publicity for the institute. During this work, it has been decided to produce an image-film and to write an entry in Wikipedia, the internet encyclopedia, which should represent the implementation part. Finally, the planning and the realization as well as the first results of the implementation measures are presented.
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.
Ziel dieser Arbeit ist es ein Marketingkonzept für die Einführung einer International Summer School der Hochschule Furtwangen University auszuarbeiten.
Dafür wurden eine Marktanalyse sowie eine Marktforschung vorgenommen. Im Rahmen der Marktanalyse wurden die Daten von 36 Summer Schools im Bereich Business-Management erfasst und analysiert, woraufhin eine genauere Untersuchung der ausgemachten Hauptkonkurrenten durchgeführt wurde. Die Marktforschung erfolgte in Form einer Online-Befragung, bei der 94 internationale Studenten hinsichtlich ihrer Anforderungen an eine International Summer School befragt wurden. Auf Basis der Erkenntnisse wurden Strategien zur Erreichung der Oberziele sowie Maßnahmen zur erfolgreichen Implementierung definiert. Da eine Übertragung des traditionellen güterbezogenen Marketings aufgrund der besonderen Merkmale von Bildungsleistungen nicht möglich ist, wurde die Arbeit unter einem dienstleistungsorientierten Ansatz erstellt.
The primary purpose of this thesis is to gain a deeper understanding of how factors influence sport sponsorship, especially in football. In order to fulfill this purpose the thesis identifies, describes and tries to explain sponsorship in general as a non-classical communication instrument, the selection of sponsorship objects, companies´ objectives of sport sponsorship activities. In addition, the thesis considers companies´ planning process of sport sponsorship and finally, an identification of several factors, which may have an impact on sport sponsorship. Two examples of application of a company in the telecommunication industry and of a company in the automobile industry are pointed out, where the aspects of sponsorship of the German Fußball Bundesliga respectively the German national team, are studied. The paper makes use of studies which shows how respondents remembered sponsorship activities. It is possible to conclude from the thesis that many factors will have an effect on sport sponsorship. The paper demonstrates that image, memorizing, duration and the fit between sponsor and event or sponsor and sponsee are relevant criteria. Finally, the thesis summarizes the results and outlines of the possible future of football sponsorship.
The Bachelor Thesis is about the efficiency of adidas’ sport sponsoring efforts at the Football World Cup 2014 – measured on the basis of digital marketing successes. This study has two major purposes: Firstly, to find out whether adidas was able to reach its pre-defined goals on digital platforms and secondly, to compare the digital effects of an official sponsor (adidas) with a on-official sponsor/ambush-marketer (Nike)showing that the extra costs were well invested. The author suggests that mbushmarketers - although they don’t have the official right to use the World Cup as their advertising rostrum - are also able to benefit from the World Cup itself and from starting some World Cup-related campaigns in social platforms, but not to the same extent as official sponsors. The thesis is divided into two parts - the theoretical part, that gives a theoretical background to the main topic and the practical part that analyses the two main questions of the empirical study. The analysis shows that adidas’ sport sponsoring efforts in social platforms were highly successful regarding the fact that they were able to achieve seven out of ten pre-defined goals. With regards to the three (pretty ambitious) goals that weren’t reached, the author further gives improvement proposals with precise ideas about what needs to be done in order to achieve them in the future. In the next step the author gives an overview of the privilegues that official sponsors of the World Cup possess in contrast to ambush-marketers and outlines the major differences. The comparison of the performance of an official sponsor with an ambushmarketer in digital platforms shows that most of the time indeed the official sponsor achieved higher effects than the ambush-marketer. But since there are also some other factors besides being an official or non-official sponsor that have an impact on the marketing effects of a company (like for example the success of the sponsored team, the degree of popularity of adidas/Nike and its testimonials etc.) the author also provides a critical acclaim about the findings of the thesis. Since adidas performed so well on digital platforms and achieved or even exceeded almost all of their pre-defined goals it can be concluded that sport sponsoring in social media platforms is a very potent and effective marketing method. Also the ambushmarketer Nike achieved some effects on digital platforms but not to the same extent as the official sponsor adidas.
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.
Today more than the half of the world population live in cities which is 3.3 billion people. By 2050 it is estimated that almost 5 billion people will live in cities. By 2025 there will be 447 mega-cities in the world. Due to this development there is an increasing competition among cities. The purpose of this paper is to describe the different approaches, processes and methods which are needed to turn a place into a destination. First of all the theory of place branding will be described which includes the specification of a place which leads to the theory of place-making.
The next chapter describes what a destination is and from which perspectives you can look at a destination. Depending on the target group, expectations of a destination can be different. To improve a destination it is necessary to know the main elements of a destination as well as attributes which will give memorable experiences to the visitor of a destination.
To get a destination campaign started, several challenges need to be taken like building relations with cooperation partners or securing preservation of architecture and sustainability. This research paper will show you the first steps which need to be done to get a successful start of a destination campaign, as well as important elements of creative place-making and what is important to consider when starting the creative place-making process. After the establishment of a place-making project there are seven steps to follow which are accomplished inside this thesis.
To improve a place there exist different place-making models. For example there is the Business Improvement District model or a government driven model and the Town Centre Management model which have different approaches of turning a place into a destination. To show examples of place-making concepts in the world you will find three Case studies. One about Detroit and the other about New York. The last one will show you a current example of Dún Laoghaire, Ireland. This project started in April 2014 with a Business Improvement District.
Recently, the behavior of customers is changing significantly. Instead of visiting one specific channel of a company to make a purchase, customers are using several channels of different suppliers before making a final purchase. They are switching between these suppliers constantly with the aim of comparing product details and prices to find the best offer. Customers are combining the advantages of the different channels, offered by different suppliers. However, in order to increase customer loyalty and value, companies have to find a way to bond customers to their brand. A multi-channel strategy is trying to build long term customer relationships and to increase customer loyalty. By integrating the different channels, instead of running each channel individually, companies can create an additional value for customers. The channel integration is initiated by offering multichannel services, which are connecting online and offline channels to merge them together. These services should lead to an increase of customer satisfaction, build loyalty, and create a long-term customer relationship. Schiesser has recognized this trend in customer behavior and the need to implement a multi-channel strategy. Yet, as the distribution channels of Schiesser are not working with common enterprise resource planning systems, information systems and cash register systems, it would be highly expensive and time consuming to create an integrated multi-channel system. The absence of a CRM-System and the resulting lack of information about the customer journey of Schiesser consumers are further serious obstacles in the way of realizing a multi-channel strategy. However, Schiesser faces the alternative of implanting a hybrid multi-channel system, which combines various channels loosely without being based on common systems. Both, the integrated and the hybrid multichannel system are accompanied by advantages and disadvantages for the Schiesser AG. Considering the current situation and the high costs of an integrated multi-channel system, a hybrid multi-channel system appears to be the appropriate choice for Schiesser. This system allows Schiesser to offer services like “Return to Web/Retail”, “Click and Collect”, “Pick up at Retail” and “QR-Code Scans” without investing in common used systems. These services can be offered by adapting internal organizational processes and by training staff in retail stores. This relatively low investment of time and money enables Schiesser to provide a unique selling proposition for their customers, build a relationship and increase customer value. If Schiesser wants to stay competitive, the introduction of a multichannel strategy is essential, as direct competitors like Lascana and Hunkemöller have already implemented multi-channel strategies.
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.
Analyse der Berufsgruppe Architekten zur Ermittlung einer zielgruppengerechten Kommunikation für einen Baustoffhersteller
Analysis of the occupational group of architects to determine a communication appropriate to the target audience for a building materials manufacturer
This thesis deals with the specialties of addressing the occupational group of architects in Germany. It examines their role and approach in the process of buying building material with the aim of finding out a suitable way for a building materials manufacturer to communicate with the target audience. For this purpose a secondary analysis of architects is carried out and replenished with a primary data acquisition.
After analyzing the work, role and way of obtaining information of the architect the theory of corporate communication is explained. This chapter shows the requirements and possibilities and examines the features of communication for a business-to-business company. Following the primary data acquisition in the form of expert interviews is carried out. In conclusion the outcome of the secondary and primary research is merged, which allows the derivation of a recommended course of action.
The results show that architects have a powerful role in the buying center and therefore a tremendous influence on the buying process of building materials. However it emerges to be difficult to address the target audience, since they communicate in a passive way. Furthermore the study identifies that architects are artists and builders in one person. This is why it is important to them that their projects do not only look good but are also functional. Another result is that architects often do not feel respected as experts, although they have a wide specialized knowledge. Moreover the research shows that the target audience has to face new challenges with every project, which is why they are always searching for new inspiration and ideas. Finally it emerges that architects feel a special enthusiasm for their occupation and work as well as architecture in general.
From the insights gained it could be derived that the appropriate way to communicate with architects is in two phases. On the first stage the attention of the target audience needs to be won in the right moment, which is why the manufacturer has to show a steady presence. In the second phase the company has to provide all information needed to the architect. In conclusion of this thesis it is highly recommended for building materials manufacturers to address architects in an appropriate way because in the long run it will improve the market position of the company.
Die vorliegende Arbeit untersucht auf der Basis einer umfassenden B2B-Kundenanalyse, wie sich ein erster Marktsegmentierungsansatz bezüglich der gewerblichen Kunden von E-Mobility aus Sicht des Automobilhandels ausgestalten könnte und welche strategischen Implikationen sich daraus für die Kommunikation mit dem Zielmarkt ergeben. Basierend auf diesen Erkenntnissen, wird in einem weiteren Schritt analysiert, welche B2B-Geschäftsmodelle sich besonders für dieses Kundensegment eignen. Die Gesamtheit der Erkenntnisse werden abschließend zur Konzeption eigener B2B-Geschäftsmodellideen genutzt, welche sich aufgrund einer umfassenden Wirtschaftlichkeitsberechnung als besonders attraktiv sowohl für den Zielmarkt als auch für den Automobilhandel erweisen.
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 aim of this Bachelor Thesis is to analyze the child safety lock offered by Samsung, which is one of the latest inventions on the market for Smartphones. It will be discussed if its abilities are a solution for ethical problems, which come along with Mobile Marketing on children. Furthermore it will be identified if the child safety lock, as a product, keeps the promises Samsung made to the consumers. Smartphones are gaining greater importance in today’s society and are not only used by adults, but by a great amount of children. A smartphone gives kids the possibility to enter the internet without barriers. They have access to all the offered websites and programs the internet contains, which opens up a lot of dangers. Marketing on children is getting more intensive, because children play a more important role in the buying decisions of their families than they did in the past. There are plenty of studies where children´s perception of advertisement was analyzed. A relationship between their perception of advertisement and the development of their cognitive thinking was detected. The more distinctive the cognitive thinking is, the better is their perception of advertisement.
Advertisement and other marketing methods can influence and manipulate children, without them realizing it. Due to that there a discussions on ethical level about the fairness of confronting children with contents they can´t understand because of their stage of development. Notably mobile marketing describes a lot of dangers for children owing to its availability on a Smartphone 24/7.
The two most important laws regarding media protection for children is the “Jugendschutzgesetz” (JuSchG), which is administrated by the German government and the “Jugendmedienschutz-Staatsvertrag”, which is in hands of the 16 federal states in Germany. The opinion of experts in the field of media education, as well as the opinion of parents and teachers about the mentioned topics is essential to bring different stakeholders into the account. This paper contains several empirical research methods which discuss these opinions. Key words: Marketing and Ethics, Smartphones, Marketing aimed on children, Mobile Marketing, Media Protection for children
In the last 30 years academics were exploring the field of ethical consumption and identified an attitude - behavior gap in the decision making process. Since then diverse studies have been implemented to understand ethical consumers' attitudes, motives and behavior. Parallel to the academic research being developed, there had been an increasing interest from the consumer side in behaving and consuming more ethically. Particularly, consumers have inclined their ethical purchases towards fair trade products. The present exploratory research implemented a quantitative metaphoric method called Zaltman Elicitation Metaphoric Technique (ZMET) to further contribute in the literature of ethical and fair trade consumption. The ZMET in-depth interviews were carried out with 10 German fair trade food consumers during the months of February and March in 2015. The results revealed a connection between participants' feelings, emotions, personal values and fair trade food consumption; likewise the research identified an association of fair trade to sustainability.
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.
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.
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.
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.
Current work aimed to conduct the market research for premium surgical power systems market segment in China. Qualitative and quantitative primary and secondary researches were completed in order to set the right strategical direction for service, weight the opportunities in the market, set the right models and methods for service. Research results are describing the demand on service, mechanics of the business and the benchmark of the segment. Customer's profile, sales channels, service portfolio and 5 Ps for the service of surgical power systems were completed.
Due to OMEN by HP's status as a fairly new gaming brand, this paper focuses on evaluating the company's definition of their target segments, as well as actions regarding current trends. In addition, it aims at identifying further opportunities in the German gaming market concerning untargeted segments and emerging trends.
Research relies on books and scientific publications, as well as websites, newspaper articles and forum discussions. HP's target segments are examined using behavioural and profile based segmentation variables; the results of this re-segmentation are summarized graphically. An analysis of major trends includes a SWOT analysis for each trend in order to identify the course of their development.
Research has shown that families and silver gamers will become increasingly important in the future. Additionally, further studies should be conducted concerning HP's target segments and mobile gaming. HP performs quite strong in terms of identifying the overall needs of its target segments, as well as regarding technological trends. The company should, however, increase its efforts concerning trends that go beyond technology, such as eSports.
Die vorliegende Arbeit zeigt Herausforderungen im modernen Investitionsgütermarkt auf. Diese werden am Beispiel der KARL STORZ Industrial Group dargestellt, welche Endoskope für industrielle Anwendungen herstellt. Dabei nimmt die applikationsbezogene Vermarktung von Industrieendoskopen eine zentrale Rolle ein. In diesem Kontext wird die zunehmende Bedeutung von industriellen Dienstleistungen und insbesondere von Produktlösungen erläutert. Weiterhin wird der Zusammenhang von Produktlösungen mit modernen Ansätzen im Verkauf analysiert, was den großen Stellenwert von Kunden- und Anwendungswissen erkennen lässt. Dieses Wissen wird durch die Erarbeitung einer Methodik für das Anwendungsgebiet Fahrzeugtechnik und Verkehr systematisch generiert, was gleichzeitig die Basis für ein applikationsbezogenes Produktmarketing und der Generierung von weiterem Kunden- und Anwendungswissen darstellt.
Die Bearbeitung der genannten Thematiken wird auf der Grundlage der Auswertung aktueller Fachliteratur diskutiert. Weiterhin wurden zentrale Erkenntnisse anhand von Vertriebsmitarbeiterinterviews und einer Online-Kundenumfrage gewonnen.
Diese Bachelor-Thesis wurde in Kooperation mit dem folienproduzierenden Unternehmen SÜDPACK Verpackungen GmbH & Co. KG in Ochsenhausen, Deutschland, angefertigt. Das Ziel des Unternehmens ist die Stärkung der internationalen Präsenz und deshalb ist es notwendig, ein internationales Marketingkonzept zu entwickeln. Die Forschungsfrage, die diese Bachelor Thesis leitet, ist: „welche länderindividuellen Marketingaktivitäten werden bei SÜDPACK durchgeführt und wie kann hieraus ein international integriertes Marketingkonzept entwickelt werden?“ Um eine internationale Marketingstrategie auszuarbeiten, basieren die theoretischen Grundlagen der Thesis unter anderem auf den Ausführungen der Autoren Bruhn (2014) und Schipanski (2012). Des Weiteren werden die besonderen Eigenschaften des Industriegütermarketings und der Einfluss von Kulturen berücksichtigt. Zudem beinhalten die Thesis die Analyse der internen Strukturen der Marketingabteilung und die Zusammenarbeit mit den ausländischen Niederlassungen, um Einblicke in die aktuellen Marketingaktivitäten im In- und Ausland zu erhalten und die Wünsche und Erwartungen für die Zukunft zu erfahren. Basierend auf den theoretischen Grundlagen und den praktischen Einblicke wird ein Konzept entworfen, welches die Ansätze der differenzierten Standardisierung und der “glokalen” Marketingorientierung enthält, da die Produkte teilweise kulturgebunden sind und die Marketingabteilung in der Zentrale in Ochsenhausen ist. Die theoretischen Prinzipien können bei SÜDPACK durch die Einführung einer Kommunikations- und Marketingplattform, Marketingplänen und Richtlinien, umgesetzt werden. Ein internationaler Marketingmanager sollte für die Einführung und Durchführung des Konzeptes verantwortlich sein.
Ziel dieser Bachelor Arbeit ist es, die Erreichung theoretischer Ziele der Kommunikationspolitik von Nonprofit-Organisationen empirisch auf Social Media Kanälen zu überprüfen. Dazu werden Social Media Marketing Modelle vorgestellt, anhand der Besonderheiten der Nonprofit-Organisationen bewertet und anschließend empirisch erforscht. Im empirischen Teil wird zum einen die Fallstudienanalyse anhand der Facebook Auftritte der Nonprofit-Organisationen durchgeführt und zum anderen die Inhaltsanalyse anhand der Kampagnenvideos auf YouTube. Abgerundet wird der empirische Teil mit einer Umfrage unter Nonprofit-Organisationen zu ihrem Social Media Auftritt. Abschließend werden anhand des Vergleichs der empirischen und theoretischen Erkenntnisse Handlungsempfehlungen ausgesprochen, die Nonprofit-Organisationen annehmen können. Die Bachelorarbeit ist für Studierende geeignet, die Interesse an Nonprofit-Organisationen oder Social Media haben.
Die Abteilung Warranty Handling der MAN Truck & Bus AG strebt eine qualitativ höherwertigere Antragsbearbeitung im Rahmen der Gewährleistungsabwicklung an. Darauf aufbauend gerät das Thema der Kundenzufriedenheit zu einer zentralen Zielgröße für diese Abteilung. Dieses Ziel lässt sich in mehrstufigen Absatzsystemen erschwert steuern, da die Nutzfahrzeughersteller nur selten in direktem Kundenkontakt stehen. Die persönliche Kundeninteraktion findet vermehrt in der Werkstatt statt, insbesondere im Falle von Gewährleistungsreparaturen. In diesem Zusammenhang bestätigt die Wissenschaft, dass von einem positiven Effekt der Händlerzufriedenheit auf die Kundenzufriedenheit ausgegangen werden kann. Die vorliegende Arbeit gibt im ersten Teil einen Überblick über die theoretischen Grundlagen von händler- und kundenzufriedenheitsrelevanten Kriterien im Kundendienst und B2B Geschäftsbeziehungen. Hierbei werden die Strukturen und Beziehungen der Wirtschaftsakteure Hersteller-Händler-Kunde in der Nutzfahrzeugbranche näher betrachtet.
Der zweite Teil beschreibt die praktische Gewährleistungsantragsprüfung der MAN Truck & Bus AG und widmet sich den kundenzufriedenheitsrelevanten Zielen. Anschließend wurden – in Zusammenarbeit mit den nationalen Importeuren – zufriedenheitsrelevante Kriterien der Gewährleistungsabwicklung identifiziert. Aufbauend darauf wurde eine empirische Studie mit 169 Händlern durchgeführt, um mögliche Schwachstellen aufzudecken und diese zu optimieren. Die Umsetzung der Erkenntnisse und Empfehlungen sollen im ersten Schritt die Händlerzufriedenheit positiv beeinflussen und sich somit positiv auf die Zufriedenheit der Kunden auswirken.
Die vorliegende Bachelorarbeit untersucht die Forschungsfrage „Wie sieht eine passende Vermarktungsstrategie für die Marke IDEAL Health aus?“
Zunächst wurde im Theorieteil die Luftreinigungsbranche analysiert und die Marke IDEAL Health charakterisiert. Daraufhin wurden Experteninterviews und eine Umfrage zur Kundenzufriedenheit durchgeführt. Deren Analyse ergab unter anderem, dass der Markt für Luftreiniger wächst, doch ein Großteil der Bevölkerung im Unwissen über Möglichkeiten zur Luftreinigung ist. Diese und weitere Erkenntnisse wurden in Handlungsempfehlungen für die Firma Krug & Priester eingebunden, wobei verschiedene Werbekonzepte und auch das Risikomanagement thematisiert wurden. Insgesamt wird eine differenzierte Vermarktungsstrategie für Krug & Priester dargestellt, um das Bewusstsein der Menschen zu wecken und die Marke IDEAL Health weiterhin erfolgreich in der Luftreinigungsbranche zu etablieren.
A Successful introduction of E-learning for Bosch Car Service and Auto Crew Workshops Worldwide.
(2016)
The purpose of this study is to determine how to introduce E-learning successfully for Bosch soft franchise workshops to maintain quality in services and a high level of customer satisfaction. The study focuses on two research question A) Should Bosch continue to invest in producing elearning course for workshops. B) How to increase workshop’s participation for e-learning. Regional Concept Managers from 14 countries evaluated the existing e-learning courses to define exclusively “E-learnings” pro and cons as per their marketplace to see if investing in elearning is beneficial. Secondly, the emphasis was placed on Regional Managers to brainstorm on what are the new strategies can be used to motivate the workshop to take part in e-learning. Broadly speaking, learning is an expensive and time-consuming activity that can be a disadvantage when it comes to teaching people. Bosch was one of the pioneer company after Daimler that uses e-learning platform to train their workshops- Bosch car Service and Auto Crew. The vision for e-learning was very innovative and useful for the workshops to teach the structured way of showing all the works that carried out in a workshop. However, low participation from the workshop in e-learning courses has been a challenge.
The first part of the thesis provides a theoretical understanding of the Automotive Aftermarket. It also gives detail introduction and usage of “E-learning” in 21st century. The second part explains the workshop concepts “Bosch Car Service” and “Auto Crew.” It also provides an overview of “how e-learning course is produced and used for workshops” and the final part consists of an “Empirical Research” that includes the findings from Expert Interview and survey with Regional Managers. The findings from empirical part reveal that E-learning courses are useful for the workshop. Therefore, Bosch should continue to invest in producing E-learning Courses. However, study shows the different areas that need improvement, therefore findings from the empirical research need to be considered by the Headquarter as well as the Regional Organization to successfully introduce “E-learning” for the workshops.
This thesis investigates what measures a third-party logistics (3PL) provider has to take in order to be able to acquire contracts in foreign countries for further growth of its business. This study is being carried out on behalf of a German medium-sized 3PL provider whose strategic objective is to acquire especially those contracts which have not been outsourced to other 3PL providers by the customer before. This is due to the fact that it is difficult to replace another 3PL provider owing to a customer’s high switching costs. A general global marketing process is being applied for investigation. This process is adapted to the specific case of a 3PL provider by results of expert interviews conducted with different employees at the headquarters as well as two foreign subsidiaries of the company. Based on this process, the author derives general recommendations for the company. The conclusion of this thesis is threefold. First, general recommendations including early market entry, preparation through intense market research and the creation of a competitive advantage are given. Second, a plan of action is proposed on what measures have to be taken when participating in a foreign tender. Finally, a decision tree on how foreign tenders can be evaluated with respect to the company’s strategic objective is suggested.
Die vorliegende Arbeit hat das Ziel, den Best Practice Austausch im Marketing durch eine dialog-optimierte Plattform zu verbessern. Dazu wurde die definierte Plattform umstrukturiert, um eine gezieltere Nutzung gewährleisten zu können. Außerdem wurde eine Handlungsempfehlung zur Förderung des Austauschs auf lange Sicht abgegeben.
Im theoretischen Abschnitt der Arbeit wurde die Verbindung von Wissensmanagement und Best Practice beleuchtet und ihre Auswirkung auf die Wettbewerbsfähigkeit eines Unternehmens illustriert. Darüber hinaus wurde die Rolle der internen Kommunikation in einer allgemeinen Community of Practices thematisiert. Daraufhin wurden die Funktionen von Web 2.0 erläutert, die in Unternehmen den Austausch von Informationen, Erfahrungen und Wissen unterstützen.
Zur Ermittlung des aktuellen Ist-Zustands von Best Practice Austausch auf einer Plattform, wurden im praktischen Abschnitt dieser Arbeit drei qualitative explorative empirische Forschungsmethoden angewendet: Datenanalyse anhand eines Reportings der aktuell genutzten Plattform, Experteninterview mit Mitarbeitern vom Marketing (aus der Zentrale und international) sowie der technischen Abteilung Business Process und eine Fallstudienanalyse über Austausch auf einer internen Plattform. Die Umstrukturierung und die Handlungsempfehlung basieren auf diesen gewonnenen Daten.
Schlussfolgernd kann behauptet werden, dass eine Plattform den Best Practice Austausch nur unterstützen und nicht antreiben kann, wenn die interne Kommunikationskultur den Austausch und die Zusammenarbeit nicht fördert. Außerdem spielt Wissensmanagement dabei eine wichtige Rolle, damit Mitarbeiter die festgelegte Plattform effizient nutzen können. Anreiz und Belohnungssysteme zum Austausch vervollständigen diese Maßnahmen.
Beherrscht man die Suchmaschinen, so beherrscht man auch den Online-Markt.
Wie man im Allgemeinen Suchmaschinen-Optimierung betreibt, beschreiben bereits viele verlässliche und fundierte Quellen. Eine oft ungeklärte Fragestellung bleibt jedoch: Wie betreibt man Suchmaschinen-Optimierung für einen Online-Shop, der international und mehrsprachig vertreten ist? In dieser Thesis möchte ich auf die Besonderheiten eingehen, die man bei einer erfolgreichen und langfristigen Suchmaschinen-Optimierung im internationalen Kontext beachten sollte. Als Hauptquelle möchte ich hierbei die offiziellen Angaben seitens Google und einiger Experten vorstellen und analysieren.
Ein Problem welches beispielsweise entsteht, wenn mehrere URLs zu gleichen Inhalten führen, ist der sog. Duplicate Content. Ein weiteres Problemfeld der Online-Anbieter liegt bei der Keyword-Kannibalisierung. Gemeint ist jene Situation, dass verschiedene Produkte eines Online-Shops mit weiteren ähnlichen Produkten desselben Anbieters (beispielsweise ein USB-Stick in verschiedenen Farb- und Kapazitäts-Ausführungen) bei Suchmaschinen untereinander konkurrieren.
Diese Thesis geht zum einen hauptsächlich darauf ein, wie man Duplicate Content und Keyword-Kannibalisierung bei internationalen und gleich- sowie mehrsprachigen Online-Shops und Webseiten vermeidet. Ein weiterer Kernpunkt dieser Thesis ist es, ein Domainkonzept und eine Content-Strategie zu entwickeln, die für einen Erfolg von internationalen Webauftritten unabdingbar sind. Ziel dieser Thesis ist es SEO-Maßnahmen zu erarbeiten, die das Ranking aller internationalen Ableger eines internationalen Online-Shops gleichermaßen, zeitgleich und langfristig verbessert.
The present paper deals with the development of a marketing concept for the repositioning of the water brand Wittmannsthaler towards the young and modern Black Forest. The question of which communication activities are suitable for the orientation of Wittmannsthaler towards the young and modern Black Forest is researched. The purpose of the repositioning is to achieve an emotional communication that is more attractive for customers and consumers. It tries to improve the market position as well as to expand sales territories, using low budget marketing measures. Since the young and modern Black Forest has previously not been defined in literature, it is necessary to develop a suitable definition. This definition is developed by analysing selected expert interviews. Extensive research has revealed relevant elements of the young and modern Black Forest to act upon. These areas, as well as the definition, are the bases of the marketing concept elaborated in this paper. Further, they contribute the main content of the concept. The paper concludes that the young and modern Black Forest presents a variety of possibilities for the brand Wittmannsthaler to reposition itself. The product channel and the distribution channel can be expanded. The communication activity of the brand will become more attractive for the company’s target group. Targeted customer loyalty measures will be included in the future marketing concept in order to increase customer loyalty. The marketing concept is designed in a way that all communication tools and customer loyalty programs can be combined. By doing so, time for implementation can be reduced.
The research is the basis for a recommendation for an advantageous positioning of the research sponsor in its business line corporate banking on the issue; the business of sustainability with corporate clients. Simultaneously it gives an impression about the positioning of the research sponsor’s competitors in this business. The research is structured in three research questions; “How do ING WB and its competitors differentiate in their positioning, what are the needs of the clients a corporate bank is serving and how far are the actions of ING WB and of its competitors in consistence with what they are communicating?” The research questions are composed based on a positioning model. The outcome of the research questions provides data needed to formulate the recommendation for ING WB’s positioning. The research is comprised of a comparative analysis based on a desk research and secondary data analysis. The study revealed that the positioning of banks differ slightly from each other. Therefore a good positioning, which can be achieved by taking the outcome of the three research questions into consideration, is advantageous to be able to stand out in a competitive business.
The marketing strategies concerning the establishment of a brand originally come from the business sector. Because of the differences between non-profit organizations (NPOs) and companies they are not equally applicable to the non-profit sector. This thesis examines the applicability of these strategies and also looks at their possibilities of adaptation to fit the characteristics of the NPOs. Apart from that it shows the operationalisation by means of the communication. In the practical part of the thesis the findings are applied to the example of the Spanish NPO Iniciativa Internacional Jóven. Starting with the organization’s mission and vision it is explained how the organization’s purpose, values and principles, and the view of the future evolve during the phase of foundation and which requirements have to be met. Subsequently the development of marketing objectives is shown. The following chapter of the marketing strategy is divided into four parts: segmentation and target groups, differentiation, brand identity and image and lastly positioning. Concerning the segmentation and target group this task is more complicated for NPOs because NPOs have to pay attention to the three different target groups of the users, volunteers and donors. However, the definition of target groups can support the efficient use of resources because of the focus on narrowly defined groups of persons. With regard to the differentiation the competitive advantages are examined. Those result from the combination of core competencies and their respective contribution to the value for the target groups. That way NPOs can discover where to focus their resources and an additional connection to the target groups can be established. The brand identity corresponds to the self-image of an organization. By investigating this self-image in a structured way and elaborating an extensive and at the same time consistent brand identity the basis for a favourable brand image can be created. The brand image is equivalent to the brand perception on the side of the stakeholders. The link between the brand identity and image is the positioning. Within the positioning strategy the various characteristics of the identity are transformed into a few positioning features, depending on their relevance for the target groups and the prevailing market conditions. The marketing strategy lays the foundation for the strategy of communication. Within the scope of this strategy those communication instruments are selected which best contribute to the achievement of the communication goals, which for their part allow the marketing objective achievement. In addition the communication message can be developed so that it can be perceived, remembered and associated with the organization the best way possible. The application of the findings leads to the impetus to two communication campaigns for the non-profit organization Iniciativa Internacional Jóven.
Die vorliegende Bachelorarbeit befasst sich mit dem Thema „Der Einfluss von Corporate Social Responsibility auf das Markenimage im Zwiespalt mit Profit und Moral“. Der Autor hat das Thema zum einen aufgrund der gestiegenen Relevanz von gesellschaftlicher Verantwortung seitens der Unternehmen und zum anderen aus persönlichem Interesse an Corporate Social Responsibility und Marken gewählt. Marken haben einen großen Einfluss auf die Menschen und auch Unternehmen, da sie Emotionen wiederspiegeln und eine Beziehung zu den Kunden herstellen können, die unter Umständen wiederum eine gewisse Loyalität gegenüber einer Marke entwickeln.
Die Bachelor-Thesis besteht im ersten Teil aus den theoretischen und historischen Grundlagen von Corporate Social Responsibility. Außerdem werden Richtlinien genannt, die eine nachhaltige und verantwortungsvolle Vorgehensweise seitens der Unternehmen sicherstellen sollen. Auch die Motive, die für CSR sprechen, werden vorgestellt. Der erste Teil soll dem Leser ein Basiswissen über Corporate Social Responsibility vermitteln und die Hinführung zu dem zweiten Teil der Thesis vereinfachen. Der Hauptteil beinhaltet die Auswirkung von Corporate Social Responsibility auf Marken und die Handlungsfelder von CSR. Abschließend wird eine Fallstudie auf Basis der theoretischen Grundlagen zeigen, wie ein Unternehmen Corporate Social Responsibility in seine Geschäftsstrategie integriert und erfolgreich umgesetzt hat. Als Praxisbeispiel dient hierbei die Alfred Ritter GmbH & Co. KG mit ihrer Marke Ritter Sport.
In Deutschland werden im Durchschnitt täglich 121 Liter Trinkwasser pro Person verbraucht, dabei fallen jedes Jahr mehr als 700 Liter Regen pro Quadratmeter an. Der Großteil des Regenwassers fließt jedoch ungenutzt in die Kanalisation. Durch das steigende Bewusstsein für Klima- und Umweltschutz führt der Trend heutzutage mehr denn je zum schonenden Umgang mit Ressourcen. Doch gilt dies auch für die Nutzung von Regenwasser? Im Rahmen einer Marktanalyse zur Regenwassernutzung in Deutschland werden in dieser Arbeit Umfeldbedingungen sowie die Attraktivität des Marktes untersucht, um dadurch Chancen und Risiken sowie das Potential der Regenwassernutzungsbranche abzuleiten. Dabei wird insbesondere auf das Forschungsziel eines komparativen Konkurrenzvorteils unter Berücksichtigung des steigenden Online-Handels und daraus resultierender Preistransparenz eingegangen. Der Schwerpunkt dieser Arbeit liegt auf einem mittelständischen Unternehmen der Umwelttechnikbranche, das sich in einigen Bereichen der Regenwasserbewirtschaftung als Marktführer behaupten kann. Um die Konkurrenz der Firma besser verstehen zu können, werden die Wettstreiter bestimmt und auf verschiedenen Ebenen wissenschaftlich untersucht. Durch eine umfassende Analyse des Vertriebes der Mall GmbH können grundlegende Maßnahmen für eine Marketingstrategie geschaffen werden. Im Rahmen einer Befragung, bei der Kunden und Interessenten zu Themen wie Kaufentscheidung und Kaufabwicklung befragt werden, können Wünsche, Bedürfnisse, Nutzung und der Grad der Zufriedenheit der Kunden eruiert werden. Aus der Analyse werden abschließend Handlungsempfehlungen für Marketing und Vertrieb der Mall GmbH abgeleitet. Dabei wird insbesondere auf eine Neupositionierung der Regenspeicher sowie auf eine Preisanpassung, die auf strengem Preiswettbewerb, Preistransparenz und Kundenzufriedenheit basiert, eingegangen. Des Weiteren wird durch die Prognose zum steigenden Online-Handel im Industriegüterbereich ein eigenständiger Webshop empfohlen. Die Abwicklung des Kaufprozesses sollte aufgrund des indirekten Vertriebs über den Baustoffhandel erfolgen.
Gegenstand der hier vorliegenden Bachelorarbeit ist das geschlechterspezifische Konsumentenverhalten von Männern und Frauen beim Automobilkauf. Die beiden Gruppen unterscheiden sich in ihrem Kaufentscheidungsverhalten grundlegend voneinander und müssen so beim Kaufprozess mithilfe von Gender-Marketing differenziert angesprochen werden. Es gilt daher, die jeweiligen Zielgruppen zu verstehen um entsprechende Kommunikationsformen zu wählen. Im Zuge dieser Arbeit wurde eine empirische Studie in Form einer Umfrage durchgeführt um die geschlechterspezifische Werbewirkung von Automobilanzeigen herauszufinden. Obwohl von Automobilherstellern bereits erfolgreiche Schritte unternommen werden um sowohl Männer als auch Frauen als Neuwagenkäufer anzusprechen, konnte festgestellt werden, dass Frauen in der Automobilbranche noch immer deutlich unterrepräsentiert sind. Die Automobilhersteller müssen das Potenzial der Frau als Autokäuferin für sich entdecken. Dabei ist es essenziell, dass Frauen nicht als eine homogene Gruppe betrachtet werden, sondern differenziert und klischeefrei als kaufkräftige und interessante Käufergruppe wahrgenommen werden. Durch den Wandel des Frauenbildes und die Angleichung der Geschlechter, aber auch durch zukünftige Innovationen im Bereich autonomes Fahren und Vernetzung im Auto, ergeben sich Felder für zukünftige Forschungen.
This study explores the attitudes and perceptions of consumers of the baby boomer generation (age 50-62) concerning contents on the social media channels of Facebook and YouTube. Ten in-depth interviews are conducted in which representatives of the target group perform tasks on the two platforms such as gathering information about a firm or comparing advertisements. The main finding of the empirical research conducted is a set of preferences and attitudes about social media contents classified in following categories: 1) company profiles on Facebook 2) company channels on YouTube 3) sponsored posts on Facebook 4) sponsored search results on YouTube and 5) navigation on the two platforms. The obtained results significantly complement existing research on firm-supplied contents on social media for several reasons. Firstly, baby boomers represent a highly valuable target group as they possess immense consumption power and demonstrate high willingness to try new products and services, as well. Moreover, they increasingly join social networks, first of all Facebook,and they browse other social media channels, but they have been mostly neglected in research about social media in Germany. Secondly, this study links inbound marketing via social media to small and medium-sized enterprises. For the latter, this holds substantial benefits to facilitate being found by consumers on social media platforms in order to compete against larger firms. Therefore, implications for small business managers and marketing representatives are given. Thirdly, the study focuses on the attitudes and perceptions of consumers in order to replenish data on consumer behavior on Facebook and YouTube obtained by the algorithms of the platform providers. Therefore, it complements extensive existing studies focusing on analyzing the latter. Furthermore, the distinct advertising and targeting functions of Facebook and YouTube have been considered in the creation of the interview in pursuance of pertinent practically oriented results.
The present paper identifies appropriate communication strategies to support the implementation of Cross Selling (CS) in the sales organization illustrated on the example of Robert Bosch GmbH. Therefore the focus is on the analysis of internally applied communication media in order to determine strong and weak points. In the first instance, an extensive literature research with respect to CS is conducted and a theoretical framework of effective communication provided. Subsequently, an empirical study is being carried out. Surveys are sent worldwide to the CS Coordinators at Bosch in order to analyse currently applied communication media and identify possible communication gaps. Furthermore, an expert interview with CS project leader Paulo Ferreira is conducted in order to gain additional insights into the CS field within Bosch. In the process, it results that the CS project team already makes an adequate use of communication means; but nevertheless there is still potential for improvement with respect to certain communication activities. The results indicate that the most effective communication techniques are based on face-to-face interaction with a high degree of social presence and information richness. By the application of theoretical foundations combined with knowledge obtained through primary research, a recommended course of action is issued on how to further optimize the communication within the central CS project team. On this basis, the recommendation is given to develop an internal integrated marketing communication program which takes a number of additional measures into consideration. In addition, limitations of this study as well as future perspectives are being discussed.
The following bachelor thesis was written in cooperation with the company GF Automotive AG located in Schaffhausen, Switzerland. It is a worldwide recognized development and serial production partner of the automotive industry. The thesis covers the topic ‘The potential of gaining competitive advantage through Green Marketing’. The purpose of this thesis is to research if sustainability within the automotive supply industry is of high importance and can be used to gain competitive advantage. The thesis offers possible measures to implement successful practices that were detected in the conducted benchmark. It points out that green marketing in the B2B business can support companies to differentiate and it illustrates how marketing communication of the company GF Automotive AG can be adapted in order to succeed and remain leader in the highly competitive automotive supply market
The neuromerchandising group GmbH & Co KG, creates holistic experiences for
customers at the point of sale by leveraging the latest findings of research in
neuroscience and evolutionary biology. In order to find an appropriate research tool
to analyze customers` attitudes at the POS three survey methods are tested,
evaluated, and compared against each other at the example of an attitude survey for
the MyMuesli GmbH. A traditional attitude survey method is less reliable due to
issues with bias compared to the other two methods. Possible reasons for bias are
explained in this work. The projective technique survey, which uses indirect
questions, is rather ambiguous and long, and the third method, which uses a card
game for the responses, is inappropriate for detailed statistical analysis. A
combination of the methods is recommended and suggestions for improvement are
made throughout this work.
The e-Commerce market is continuously gaining importance, leading to a fast market development and to equally rapid transition in business models. This thesis analyses the impact of the e-Commerce sector on stationary trade, based on a case study of an internationally established retailer with focus on the Swiss market. The paper builds up on the explanation of the term e-Commerce and the e-Commerce sector, then evaluates the effects of e-Commerce on stationary trade. Based on this information, a case study will be analysed using specific key performance indicators. The aim is to clarify whether the e-Commerce sector is a threat for stationary trade and to elaborate recommendations for retailers. Therefore, innovative concepts of retail stores are mentioned and applied to the case study, in order to give concrete recommendations for further development of multi channel strategies. It can be concluded that although e-Commerce is a growing business model, stationary trade is indispensable. Both sectors should be understood as complementary concepts. Consequently, strategies for implementing multi-channel schemes should be implemented in order to stay competitive and satisfy customer needs.
The continuous growth of e-commerce combined with new developments in mobile technology make it vital for sporting goods retailers to look for strategies to increase their online competitiveness. Dynamic pricing is a powerful strategy to increase revenue and at the same time ensure price competitiveness. With this in mind, the aim of this thesis is to explore revenue maximization in e-commerce sporting goods retail through dynamic pricing of product inventories. To do so, a multi-method approach was performed using three parts, namely a literature review on e-commerce sporting goods retail and various dynamic pricing strategies, an analysis of empirical sales data, and an interview segment amongst experts from e-commerce sporting goods retail.
The research in this thesis has produced two key findings. In theory, inventory and demand-based dynamic pricing is the optimal choice for revenue maximization of product inventories in e-commerce sporting goods retail. In practice, inventory and demand-based dynamic pricing can only be used for revenue maximization of clearance inventories. The reason for this is because the multichannel pricing strategies used by sporting goods retailers prohibit inventory and demand-based pricing of all product inventories in e-commerce.
Future research should seek to combine multichannel pricing strategies with dynamic pricing, and doing so would enable e-commerce sporting goods retailers to exploit the full potential of revenue maximization through dynamic pricing of product inventories.
In der vorliegenden Bachelor Thesis werden Erfolgsfaktoren von Instagram als Kommunikationskanal für Luxusmarken im Bereich Mode identifiziert. Dabei werden zum besseren Verständnis des Themas die essentiellen Begriffe zu Beginn detailliert erläutert. Die darauf aufbauende Literaturrecherche befasst sich mit den Aspekten von Instagram. Dazu gehören, unter anderem, kostenpflichtige Werbeanzeigen, das Influencer-Marketing und die Erfolgsmessung. Einzelne Zusammenhänge werden durch Praxisbeispiele beleuchtet. Zudem behandelt die Arbeit die Notwendigkeit einer strukturierten Strategie und geht detailliert auf diverse Implementationstechniken ein.
Letztendlich werden mithilfe sechs durchgeführter Experteninterviews die gewonnenen Aussagen belegt.
Mittlerweile gibt es eine Menge empirische Forschungen zu Social Media, ein Großteil dieser Literatur ist allerdings auf Facebook oder Twitter beschränkt. Durch die spezifische Orientierung an Luxusmarken im Bereich Mode, ist eine fachliche Spezialisierung dieser Arbeit gegeben.
Aufgrund dessen wird mit dieser Bachelor Thesis eine Forschungslücke geschlossen.
In dieser Bachelorarbeit wird das Management der Distributionsorgane thematisiert, mit dem Ziel, das Potenzial im indirekten Absatzkanal auszuschöpfen. Die Arbeit ist hierfür in zwei Teile gegliedert. Im ersten Teil werden die theoretischen Kenntnisse erarbeitet und spezifische Instrumente sowohl für das Management der Distributionsorgane als auch für die Potenzialausschöpfung vorgestellt. Der zweite Teil setzt diese Instrumente konkret am Beispiel von Standex-Meder Electronics in die Praxis um.
Eine Vielzahl der Produkte von Standex-Meder Electronics werden über Zwischenhändler vertrieben. Somit ist ein erfolgreiches Management der Distributionsorgane ausschlaggebend für den Erflog des Unternehmens. Trotz der Wichtigkeit wurde dies bisher vernachlässigt und somit ist das Potenzial im Absatzkanal nicht voll ausgeschöpft. Durch die vorgelegte Bachelorarbeit soll hier eine Verbesserung erzielt werden, um die Leistung der Distributionspartner zu steigern und somit ebenfalls den Umsatz von Standex-Meder Electronics.
Die vorliegende Bachelorarbeit gibt einen Überblick über das Konzept von und Erfolgsfaktoren für Co-Creation mit Kunden, um eine Handlungsempfehlung für die Umsetzung bei der Aesculap AG bei der Entwicklung von Value-Added Services aussprechen zu können. Mithilfe einer Literaturrecherche wurden die theoretischen Grundlagen von Value-Added Services und Co-Creation dargestellt sowie Erfolgsfaktoren für Co-Creation identifiziert. Anhand qualitativer Forschungen in Form von Expertengesprächen und Fallstudien wurde anschließend untersucht, wie bei der Aesculap AG bisher bei der Entwicklung von Produkten und Services mit Kunden zusammengearbeitet wird, welche Faktoren zu einer erfolgreichen Entwicklung beitragen und wie die Zusammenarbeit mit Kunden und Partnern bei der Bühler Group erfolgt.
Es konnte festgestellt werden, dass bei der Aesculap AG zunächst ein einheitliches Verständnis von Co-Creation geschaffen werden muss. Die positive Auswirkung der Einbindung mehrerer Kunden und Mitarbeitern aus verschiedenen Ländern bei der Entwicklung eines Services stellt eine weitere Erkenntnis dar. Ebenso konnte ermittelt werden, welche Erfolgsfaktoren bei der Aesculap AG noch umgesetzt werden müssen. In Anlehnung an die Literatur und empirische Forschung wurden abschließend Schritte für die Durchführung eines Co-Creation Projekts formuliert.
Purchasing products form the online-shops has become part of the daily live and more and more traditional shops shift their business to the e-commerce, which leads to a growing global competition among online traders. This clarifies the necessary differentiation of the online-shop to survive or improve the success. Making use of the expertise of Neuromarketing when it comes to the design and usability can represent a promising solution for it. Neuromarketing is based on the unconsciously perception through all senses and because of that, the emotional binding of customers to the product or brand. Its implementation on online-shops could be difficult due to the limited possibilities of perception, compared to traditional stores. The use of new technologies, such as those which enable to enter in virtual spaces, could expand the possibilities of perception and improve the use of Neuromarketing. This investigation, based on actual literature, should ideally represent an incentive and a groundwork for further research. The aim is to discover if it is possible to use virtual reality on onlineshops and by using it, if it represents an improvement for the implementation of Neuromarketing. Therefore, the investigation gives an overview about the theory behind Neuromarketing, to justify its use for the differentiation of online-shops. A description of the e-commerce helps to identify current errors of the design and usability and to define the borders, which inhibit the optimal implementation of Neuromarketing. A closer look of the technologies of virtual reality allows to find out if it can be considered as a solution. The improvement of online-shops by offering virtual spaces could represent a big potential to differentiate in the e-commerce. But due to the non-proliferation of the necessary devices and by that, the missing access to virtual spaces for customers, it actually would not fulfil its purpose. In the future, by the advance of the devices and the assumption that virtual reality will be part of everyday life, it could represent an optimal solution. This depends also from health and ethical aspects accompanied with the use of the mentioned technologies, which has been examined as well as part of this investigation. The answer to it by further investigation and by the observation of the development of virtual reality could be of great importance for the field of online marketing
The advertising industry has strongly changed over the past years. Obviously, the coming of digital media has created networking between consumers and revolutionized traditional marketing toward companies building lasting relationship with potential customers and thereby generating an exponential growth in exposure and influence still called viral marketing. Despite the fact that viral marketing is an old topic, its relevancy in the business area is quite recent. However, little research is devoted to the adoption and internal usage of social media in SMEs, which are of high social and economic importance. Findings of numerous researches on this topic have been constructed on the B2C market. For this reasons, the aim of this study seeks to address the gap in knowledge regarding the use of social media in the B2B SMEs in Germany.
In der vorliegenden Bachelorarbeit wird eine Analyse des jetzigen Status quo der Franke GmbH durchgeführt um eine Handlungsanweisung zur Verbesserung der Sichtbarkeit der Website aufstellen zu können. Das Ziel der Arbeit gestaltet sich darin, die Website „Franke.com“ in Deutschland in der Suchmaschine Google so zu präsentieren, dass die Rankingposition der Website optimal ausfällt. Durch die zunehmende Wichtigkeit der Suchmaschinenoptimierung als Online-Marketing-Tool in der Welt des Marketings, ist es für eine Firma wie Franke unumgänglich ihre Strategie weiter zu entwickeln. Die Bachelorarbeit wird mit den theoretischen Grundlagen eingeleitet, welche die wichtigsten Fakten und Schritte, um in der Suchmaschinenoptimierung erfolgreich zu sein, beinhaltet. Diese werden detailliert dargestellt und basierend auf wissenschaftlichen Artikeln und Studien erläutert. Daraufhin wird eine breite Analyse durchgeführt, die eine Inhaltsanalyse, Experteninterviews und eine großzahlige Befragung mit sich bringen, um herauszufinden welche Möglichkeiten die Firma Franke noch hat, um durch einen strategischen Maßnahmenplan die Suchmaschinenoptimierung auszubauen.
Das Ziel dieser Bachelorarbeit ist es, einen Leitfaden für die strategische Make-or-Buy-Entscheidung zu erarbeiten. Anhand einer Kombination von Entscheidungsinstrumenten - wie dem Analytic Hierarchy Process und der Nutzwertanalyse - wird den Bausteinen eines Entscheidungsprozesses eine Struktur gegeben. Die qualitativen und quantitativen Kriterien und Alternativen werden mittels numerischer Werte gewichtet und bewertet, um eine konsistente Lösungsmöglichkeit für das Entscheidungsproblem zu ermitteln. Als unterstützende Betrachtungsperspektive wird dem Kostenaspekt die Transaktionskostentheorie an die Seite gestellt. Die Anwendbarkeit des Make-or-Buy-Entscheidungsprozesses und der Transaktionskostentheorie im Produktmarketing der Robert Bosch GmbH wird hierbei geprüft.
Die vorliegende Bachelorarbeit beschäftigt sich mit der Analyse und Auswertung der Er-folgsfaktoren des Target Marketings für Frauen im Bereich der E-Mobilität. Der Sinn und Zweck der Arbeit gestaltet sich darin, die weibliche Zielgruppe für die Marke Tesla zu gewinnen und zu binden, um somit als Resultat die Verkaufszahlen zu erhöhen. Dies ge-staltet sich als zunehmend wichtiger, da die Frauen ein erhebliches Mitspracherecht im Bereich des Autokaufes haben, sie jedoch weniger mit dem Konzept der E-Mobilität ver-traut sind und diesem misstrauen. Im theoretischen Teil wird zunächst die Vorgehenswei-se einer Social Media Kommunikationsstrategie erläutert und auf einzelne Social Media Plattformen eingegangen. Daraufhin wird das Konsumentenverhalten anhand eines Mo-dells erklärt, sowie auf die Erkenntnisse der weiblichen Zielgruppe eingegangen. Im An-schluss werden die Inhaltsanalyse, das Expertengespräch und die großzahlige Befragung durchgeführt, um herauszufinden welche Strategie aktuell von Tesla verfolgt wird und welche Ausprägungen für die inhaltlichen Beiträge von Bedeutung sind, um eine erfolg-reiche Strategie zu entwickeln.
In the era of digitalisation, mobile devices are supporting us throughout the day, in any situation, at any place and any time. We purchase goods and services through our phones, communicate with others and can get information about anything we want. The mobile technology is the fastest growing industry the world has ever seen. Mobile technology is the most influential driver of current social and economic change. Therefore mobile marketing is already a major factor in today’s marketing mix. Nevertheless adaption of mobile marketing progresses differently in different parts of the world. China took on a leading role in mobile marketing without many people outside China noticing. The purpose of this paper is to examine and display the major differences between China and Europe when it comes to mobile marketing. Especially, I will focus on WeChat, a relatively new communication application in China that has shaped mobile marketing significantly since 2011, the year of its launch.
However, due to significant differences in market scale, market complexity and adoption of technology in Europe and China it is important for European companies to understand the potential power of WeChat if they want to do successful business in China. Therefore I will give a comprehensive overview on how to use WeChat for business. Additionally I will connect the mobile marketing aspect with Chinese language learning. Chinese language learning represents a global current trend and is building a bridge between China and Europe both culturally and economically. For this paper I conducted practical research in a Chinese language school under European management in Beijing/China. This way I was able to gain first-hand insight in the obstacles a European company faces when it comes to WeChat mobile marketing in China. This paper will cover the theoretical foundation of mobile marketing and will connect it with real recommendations for successful WeChat mobile marketing.
In der vorliegenden Bachelorarbeit werden Grundlagen und Ausführungsformen der sozialen Medien erläutert sowie eine Social Media Strategie für die Hess GmbH Licht + Form konzipiert. Diese Strategie basiert auf den Ergebnissen
einer Konkurrenz- und Zielgruppenanalyse, den Ressourcen und Fähigkeiten des Unternehmens und seiner konkreten Social Media Ziele. Ein positiver Social Media Auftritt beinhaltet interessante, kontinuierliche Beiträge. Um diesen zu
gewähren, werden in der folgenden Arbeit passende Social Media Kanäle und Inhalte erarbeitet. Abgestimmte Richtlinien und das Erkennen von Risiken und Chancen der Social Media Aktivitäten, stellen eine weitere Grundlage für eine
erfolgreiche Online Präsenz dar und sind deshalb ebenso Bestandteil der vorliegenden Strategie. Die anschließende Aufbereitung von Methoden der Erfolgsmessung ist für einen nachhaltigen Erfolg in den sozialen Medien von elementarer Bedeutung und wird dem Unternehmen empfohlen.
Due to fierce competition in the recent decades, focus on customer service is becoming increasingly important in all industries including grocery retail. The purpose of this study is to discover the different services offered by grocery stores in Egypt and Germany, to examine the reasons behind offering different services in the different countries and to learn the effect of the same services being offered in different countries.
The data was collected by conducting an online survey and then analyzed with reference to available literature. Findings and conclusions are presented in the form of lessons learned and suggestions for grocery stores in both countries to improve their consumer’s future shopping experience.
Die vorliegende Bachelorarbeit geht folgender Fragestellung nach „Was sind die Erfolgsfaktoren zur Steigerung der Markenbekanntheit im Social Media Marketing?“. Auf der Basis einer Literaturrecherche werden sieben Hypothesen für die Erfolgsfaktoren zur Steigerung der Markenbekanntheit durch Social Media Marketing definiert und anschließend durch ein Fallbeispiel überprüft. Als Fallbeispiel dient das Unternehmen mymuesli. Es kann aufgrund zahlreicher Auszeichnungen als „Best Practice“ im Marketing angesehen werden. Aus der Überprüfung der Hypothesen ergeben sich die Erfolgsfaktoren im Social Media Marketing zur Steigerung der Markenbekanntheit. Diese werden im nächsten Schritt dazu verwendet, die aktuelle Situation bei Waschbär zu untersuchen. Durch ein anschließendes Benchmarking der Marken Waschbär und mymuesli wird ermöglicht, das Verbesserungspotenzial seitens der Marke Waschbär zu identifizieren. Diese Erkenntnisse dienen im letzten Schritt der Arbeit für die Handlungsempfehlung an Waschbär.
Ethnic Marketing Using Confectionery for Consumers of Turkish Origin Under the Age of 45 in Germany
(2017)
This bachelor thesis presents marketing strategies for the targeted address of consumers of Turkish origin between the age of 15 to under 45 by confectionery manufacturers in Germany. Both primary and secondary data are consulted to fulfill the objective of the thesis. This contribution combines the marketing instruments of ethnic marketing, the target group specifics and the product modification options for confectionery with the findings of an empirical study conducted by the author to examine the group’s consumer behavior for confectionery, to deliver an adjusted marketing mix for the forenamed target audience. This thesis determines the target group’s considerable potential for confectionery companies in Germany by confirming the group’s effectiveness for market segmentation through specific tests of Pires and Stanton (2005) and suitability for efficient ethnic marketing through the analysis method of Gerpott and Bicak (2015).
With the help of the culture-boundedness theory, the limited compliance of currently proffered confectionery items with the culture of the target group is evidenced, and solid product modification options are presented for the application by confectionery manufacturers in Germany. The findings of the previously mentioned empirical study reveal the high demand for special “Turkish” product variants and provide a broad range of valuable insights for an efficient implementation of strategies regarding the product, price, distribution, and promotion policy of confectionery companies in Germany.
Life cycle management of key products (franchises) offered by a company is one of its most strategically important tasks. As their overall ability to capture and use sales data improves, companies have been able to investigate and manage their franchises better than ever before.
This thesis explored the franchise management framework of Nike Inc., a global leader within the sporting goods retail industry. The thesis is divided into two parts. The first part explored the current franchise management framework of Nike and its effectiveness. The second part applies this framework to one of Nike’s biggest franchises and prime sources of revenue for the ‘Running’ category. ‘Nike Free’, the franchise in question, suffered a big decline in sales and surgical franchise management had to be applied in order to revive it. The results indicated that this framework delivered positive results and helped improve the performance of this franchise.
Fact based decision making, enabled by effective gathering and processing of sales data was used during this study. Overall, the goal of the thesis is to help understand and lay a foundation for effective franchise management for a sales organization.
Auswirkungen der Kundensicht im Customer Journey Management auf die Prozesse im B2B-Marketing
(2017)
Die Customer Journey ist die gesamte „Reise“ eines Kunden hin zu einem Produkt oder Service vom ersten Kontakt bis zum Kaufabschluss. Das Customer Journey Management schlägt vor, die gesamte Kaufreise aus Sicht des Kunden zu betrachten um ihm seine Wünsche bestmöglich erfüllen zu können. Das Ziel der vorliegenden Arbeit ist es, die Kundensicht auf die Prozesse im Marketing zu untersuchen und daraus optimale Prozessdefinitionen abzuleiten. Aufgrund des Umfangs der Arbeit werden nur die drei Prozesse Content Management, Integriertes Lead Management und Event Management im Detail analysiert. Hierfür werden zehn Experten in qualitativen Interviews befragt und deren Aussagen zum aktuellen Aufbau und der Sicht des Kunden gegenübergestellt. Das Ergebnis der Befragung ist, dass sich das Kundenverhalten durch die Digitalisierung bereits sehr stark verändert hat, Unternehmen hingegen ihre Prozesse häufig noch nicht daran angepasst haben. Mithilfe dieser Ergebnisse werden Best-Practice-Modelle der behandelten Prozesse erstellt, die eine Vorlage für eine Neudefinition der Prozesse bilden.
The aim of this piece of work is to elaborate a conceptual approach for supporting market development in Asia Pacific. It includes the investigation of relevant criteria for an objective analysis in terms of market attractiveness for eight markets. The first part of this research project describes the theoretical framework and concepts used in international market selection as well as international market development strategies. The second part of the study consists of defining relevant criteria in order to evaluate market attractiveness and competitive strength. In conjunction with this, the level of significance of each criterion is determined by the conception of an appropriate classification model. The results reveal that the levels of market attractiveness and competitive strength differ significantly in each market. Additionally, the country with the highest score in market attractiveness and competitive strength is being investigated in further depth with the aim to understand the market dynamics. The study then concentrates on determining strategic objectives and key performance indicators in order to improve the corporate’s strategy. Finally, research findings are discussed critically and several recommendations are formulated. To conclude the study, a conclusion is made followed by limitations and recommendations for further analysis.
Internationally standardized POS layout considering success factors - the example of Würth Group
(2017)
This work is part of the project “International expansion – Standards”. The overall objective of this thesis is to develop an internationally standardized POS layout which ensures a uniform international appearance. The situation in Germany as the headquarters and development center and the surrounding countries Austria, Switzerland and France has been taken into consideration. An analysis of the current layouts regarding shelving system, arrangement of the product groups, guidance system and design factors has been carried out in selected pick-up shops in these countries. In addition, a customer survey has been conducted whereby orientation, overview and legibility of the store have been focal points. As a third analysis the assortments of the respective countries have been analyzed and compared. It was found that some areas at the POS vary from country to country. Major differences exist in the assortments of Germany, Austria, Switzerland and France. Among the areas of arrangement of the shelves and product groups, size of the sales area, guidance system and coloring scheme, differences have been revealed as well. Taking into consideration the differences and similarities in the layouts and assortment optimization possibilities have been worked out. As a result an ideal layout has been developed on the basis of the conducted analyses. The layout itself can be implemented cross-nationally. Due to limitations in the analysis of the assortment, it must be analyzed in more detail in order to implement it for the new shop concept. However, a cross-national uniform appearance can only be reached if in addition to the new stores all existing pick-up shops are adapted to the ideal layout.
The department Tachographs, Telematis and Sevices belongs to the Business Unit Commercial vehicles and after market. CVAM is part of the Interior division from Continental and belongs to the Automotive Group.
In this thesis a PEST analysis looks at the factors that influence the fleet management market. Furthermore a SWOT analysis to explore internal and external factors influencing the telematic services at continental. In the theory part an overview is given, about the best already proven methods and measures to implement in finding the customer needs implement them in an early stage of the development process.
Possible solutions were found by conducting interviews with the sales force and development team inside of the company to get their feedbacks and ideas.
In a time, where supply increases and thus distinguishing oneself from the competition becomes increasingly important, different neuroscientific methods are being used in order to find out what consumers want, how they react to stimuli and how they make a decision. The purpose of this bachelor thesis is to find out how neuroscience can help understand what happens in the human brain, and how neuromarketing influences the consumer behaviour, answering the question whether the drugstore chain ‘dm-drogerie markt’ has the key to the brain of their consumers. By clarifying the neuroeconomic foundations like the structure of the human brain and the human senses, and by explaining the modern measuring techniques which are being used nowadays, the foundation is laid which is needed in order to be able to understand the insights of neuromarketing, its prospects and limitations, as well as Limbic®. By understanding the influence of emotions and motives with regard to decision making, the four ways into the brain of a consumer, as well as the prospects and limitations of neuromarketing, the relevance and importance of neuromarketing becomes clear. Taking a closer look at Limbic® (Limbic® map, emotional systems and the Limbic® types) offers theoretical support, which is being combined with the results obtained from an online survey as well as a store analysis, allowing a clear idea of why ‘dm-drogerie markt’ is this successful and to what extend neuromarketing plays a role with regards to the success. In the end the conclusion is being drawn that ‘dm-drogerie markt’ has the key to the brain of their customers, and that using neuromarketing elements is one of the major reasons for the success.
The B. Braun Aesculap AG division “Degenerative Spinal Disorders” will be launching a new Spinal System mid 2017. A Spinal System is a combination of implants and instruments used to treat spinal disorders caused by deformity, tumors, trauma or via degenerative conditions.
The current industry standard is that manufacturers sell the implants necessary for these surgeries in non-sterile packs, which require sterilization by the client organizations. This is different in other orthopedic sectors such as hip or knee, where the use of sterile packed implants is the industry benchmark. As this is not the standard case for spinal surgery so far, all processes within the majority of client organizations are accustomed to using non-sterile packed spinal implants in their operating room processes and logistics.
The new Spinal System, being offered by Aesculap AG in the near future, is challenging this status quo, as it will be offering a system solution in which the implants will be sold in sterile packaging.
This new business model entails changes in the processes within the manufacturing and client organization. These changes need to be implemented and communicated correctly.
In this thesis both business models based on sterile and non-sterile packed implants and their respective processes are compared. Strategic and operative relevant aspects are analyzed to define strategic criteria necessary to appropriately implement and communicate the new system.
The topic of simplicity has drastically increased in branding in recent years, as it allows companies to conquer a competitive world dominated by growth and complexity. There are studies explaining the benefits and power of simplicity in business in general. Nevertheless, simplicity is a field that has not been explored extensively for single industries.
The bachelor thesis attempts to investigate the critical importance and power of simplicity in the customer journey of the car rental business and to provide an overview of possible improvements for the customer experience on the example of car rental company Hertz. Secondary data adopted from academic books, academic journals, study reports and press articles are used to develop a comprehensive analysis and a theoretical framework on the topic of customer experience, customer loyalty in connection with simplicity. The car rental company Hertz and its customer journey are being investigated through the lens of simplicity. Qualitative and quantitative research is adapted to cover insufficient information on Hertz and to uncover the pain points in Hertz’s customer journey. An expert interview with a Hertz executive is conducted to gather first-hand insights on Hertz's viewpoint of simplification and to what extent the company aims to use simplicity as a tool for its customer journey. A succeeding customer survey is executed to gain a better understanding of Hertz customers' perceptions and towards Hertz and to collect a broader picture of Hertz's customer journey. The conclusion drawn is used to derive possible simplification enhancements for Hertz in order to achieve various desired business results. A critical assessment for future research on the topic and limiting conditions are discussed in the conclusion.
Diese Bachelorarbeit beschäftigt sich mit der Markenbildung der eigenen Person. Die Marke ist die Wiedererkennbarkeit, das Alleinstellungsmerkmal einer Firma und gilt als Orientierung für Kunden. Die Wichtigkeit eine Marke als Firma zu haben ist bekannt. Das Konzept der persönlichen Marke ist hingegen bisher relativ unbekannt und das Personal Branding, insbesondere in Deutschland, relativ neu. Sich selbst in der heutigen Arbeitswelt hervorzuheben wird immer wichtiger und zugleich immer schwieriger. Ziel dieser Arbeit ist somit, den Begriff Personal Branding zu erläutern und Gründe zur Motivation zum Aufbau einer eigenen Marke aufzuzeigen. Wie eine Personal Brand entwickelt werden sollte, wird anhand eines Literatur Review sowie eines Best-Practice-Beispiel aufgezeigt, um sich anschließend selbst wettbewerbsfähig am
Markt zu positionieren.
Rising globalization and digitization resulted in crises for the fashion industry. High competition and the interconnectedness of the consumers rule the market and put it under pressure. Owing to the growing power consumers possess, the requirements towards the fashion players are increasing. Customer experience is frequently discussed these days by academics as well as practitioners and emphasized as a competitive advantage. Yet, it is difficult to measure and to track its consequences.
Since customer experience is elusive and no industry specific measurement scale is defined, at first this work aims to identify relevant touch points of customer experience in the fashion industry by dint of a focused interview. The further objective of this paper is to enhance the comprehension of the touch points’ effects or rather the relationship of customer experience with brand loyalty. This is approached by a questionnaire based on the preceding qualitative analysis and the resulting model. This model defines the customer experience touch points as the independent variables while brand loyalty is examined as the dependent variable. The conducted linear regression analysis reveals a moderate effect of customer experience on brand loyalty and the touch points concerning the products as most relevant in this relationship. Additionally, the digitization aspect is addressed by the examination of the relationship in the offline and online channels separately. With respect to this, the present study recognizes that the extent of the customer experience’s impact on brand loyalty and the significant touch points vary across channels to a certain degree.
Die vorliegende Bachelorarbeit thematisiert die Entwicklung und Erarbeitung eines anwendbaren Marketing-Konzeptes für die HFU-Summer School, welches auf der marketing-technischen Herangehensweise der ersten Durchführung im Jahr 2016 basiert. Der Inhalt gliedert sich dabei in zwei Hauptteile: der theoretische Teil, welcher für diese Arbeit erfasst und recherchiert wurde, sowie der praktische Teil, welcher parallel zur Verfassung dieser schriftlichen Arbeit durchgeführt wurde. Zuerst werden die theoretischen Grundlagen des Marketings behandelt, speziell auf Social Media- sowie Online-Marketing spezifiziert. Es wird aufgezeigt, welche Möglichkeiten sich heutzutage bieten mit Hilfe des Internets Werbung zu betreiben, um bestimmte Angebote zu veröffentlichen und zu fördern. Im darauffolgenden praktischen Teil wird auf die konkret erarbeiteten Marketing-Ideen und -Strategien eingegangen, die den Erfolg der HFU-Summer School 2017 steigern sollen. Dabei wird erläutert, welchen Ideen und Ansätzen Folge geleistet wurde und welche Ergebnisse daraus erzielt werden konnten. Abgeschlossen wird diese Bachelorarbeit mit einem persönlichen Fazit sowie einer schriftlichen Übergabe für den/die Nachfolger/Nachfolgerin.
Viele Lehrpflichtveranstaltungen behandeln theoretische Inhalte, ohne einen Bezug zur Praxis herzustellen. Ziel der von Prof. Dr. Horstmeier, M.M., und Dipl.-Päd. Arno Messerschmidt angebotenen HFU-Summer School ist es, einen Bezug zwischen dem in der Theorie gelernten Wissen und der Anwendung in der Praxis beim Kajakfahren im Wildwasser herzustellen. Um das Stattfinden der HFU-Summer School zu gewährleisten, müssen verschiedene Marketingmaßnahmen sowie organisatorische Maßnahmen getroffen werden. Ziel dieser Bachelorarbeit ist es, einen Überblick über die getroffenen Maßnahmen für das erfolgreiche Stattfinden der HFU-Summer School 2017 zu geben. Darüber hinaus soll diese Arbeit anhand einer durchgeführten Umfrage aufzeigen, welche Marketingmaßnahmen zur Teilnehmergewinnung erfolgreich waren und welche Verbesserungsmöglichkeiten es für die zukünftige Durchführung der HFU-Summer School gibt.
Die Arbeit wird in Kooperation mit der Nonprofit-Organisation Street Child Deutschland angefertigt und soll dieser dabei helfen mehr Wirkung in Deutschland zu erlangen, indem sich mit der Fragestellung beschäftigt wird, wie sich die Organisation besser auf dem deutschen Markt positionieren kann. Street Child ist eine gemeinnützige Organisation, die über verschiedene Projekte Bildungsmöglichkeiten für die am stärksten gefährdeten Kinder in Sierra Leone, Liberia und Nepal entwickeln möchte. Street Child hat seine Aktivitäten 2015 auf den deutschen Markt ausgeweitet und einen eigenen Verein „Street Child Deutschland “ gegründet, welcher sich bisher gut entwickelt hat. Jedoch ist Street Child Deutschland noch sehr jung, wenig bekannt und wird vor Ort nur von einem kleinen Team ehrenamtlicher Helfer vertreten. Im Rahmen der vorliegenden Arbeit werden mittels einer strategischen Analyse Ideen und neue Konzepte für Street Child Deutschland erarbeitet. Ein höherer Bekanntheitsgrad ist hierbei das Ziel, welches die Grundlage für den weiteren Ausbau der Organisation in Deutschland bildet. Abschließend wird einen Blick auf mögliche innovative Geschäftsmodelle geworfen, welche die Non Profit Organisation langfristig tragen und eine nachhaltige Finanzierung sichern können.
The purpose of the following bachelor thesis is to provide a strategic marketing concept for PTC’s Augmented Reality software in the life science industry.
The first part deals with an introduction into the underlying process of strategic marketing planning.
The thesis then investigates the internal and external environment from a PTC perspective to draw conclusions on sources of competitive advantage. The market for Augmented Reality software is analyzed and provides a profound picture regarding industry structure and size. The life science industry is then narrowed down through segmentation and targeting based on potential buyer personas. Product positioning is followed by the definition of marketing objectives and key performance indicators to measure the success of the developed marketing actions according to the technology adoption lifecycle.
Research was gathered from secondary sources like industry analyst and technology reports, complemented with thoughts of potential target customers and experts.
To conclude, the thesis argues that the life science industry disposes of a high potential for Augmented Reality use cases with a strong ability to address industry trends. Combined with the attractiveness of a fast growing Augmented Reality software market and strong internal competencies, PTC seems to be in a favorable position for successful market entry. However, results also suggest that a high degree of industry adaptation is required for a better addressability of customer requirements and to gain trust among target customers.
The Revive Turbo Cleaner is a cleaning fluid which removes carbon deposits from inside petrol or diesel engine systems. It is distributed internationally through wholesalers and sales agents to workshops and private car owners. After the acquisition of Revive Automotive Solutions Ltd by Bartec Auto ID Ltd in summer 2016, the new owners decided to further develop the brand and to move into the promising German automotive aftermarket, as the Cleaner had shown good sales figures in the home market UK and in a number of international markets. This paper examines environmental factors influencing the German marketplace, analyses Revive’s actual customer segments including consumers and business clients, provides profiles of its competitors and substituting technologies, regards the characteristics of the specific industry and defines the product’s qualities in order to draw a conclusion on the appropriate Marketing Mix to employ for the German market. In advance to the analytical work, the paper critically considers the range of theoretical frameworks used for the analysis, namely PESTEL, Porter’s Five Forces Analysis, the SWOT Analysis and the Marketing Mix in order to define and update original concepts as wells as adapt them to the research requirements.
This thesis investigates the effect choice options in e-commerce applications have on consumers’ decision making. Previous research showed that a large number of options
can affect consumers negatively. However, the conditions for such choice overload are unclear. After reviewing the existing research, the amount of information (entropy)
contained in a choice set and individual differences were determined as possible influencing factors in an online environment. In a choice experiment, choice sets with
varying information loads and an assessment of the Big Five personality traits were used to test the impact of the two identified factors on choice avoidance behavior. Results from chi-square-tests and a logistic regression model suggest choice overload but without entropy having an effect. A logistic regression model revealed that extraverted consumers are easier overloaded. A low Neuroticism score was found to be related to less occurrence of a too-much-choice-effect. Consumers with a high Openness score on the other hand choose one of the presented options more often and were therefore less often
overwhelmed by the assortment. An interaction effect between personality and the amount of entropy was not found. These findings extend the research on choice overload and offer valuable input for marketers targeting consumers online.
Presently a lot of emphasis has been put on the need for brick-and-mortar stores to reinvent themselves, in light of increasing competition. Therefore, the topic of shopping experience has recently received special attention by retailers, as they increasingly endeavor to create pleasant store environments. Several studies have shown, that a positive shopping experience results in increased customer satisfaction, store loyalty and thus long-term success of a company.
While new technologies are on the rise, they have so far not been fully exploited in retail stores, neither extensively researched in the context of shopping experience.
Therefore, this bachelor thesis aims to provide a general understanding on the construct of shopping experience and explores how certain phases of the customer journey can be complemented by in-store technologies. Moreover, it provides valuable insights on the capabilities and limitations of in-store technologies. Particularly, RFID equipped tablet computers, as an in-store technology for fashion retailers, are researched in-depth.
Secondary data retrieved from academic journals, academic books, press articles and study reports are used to provide an overall understanding on the construct of shopping experience, certain customer journey phases, technologies in retail stores and on the changed buying behavior caused by digitalization.
Primary research is conducted to research RFID equipped tablet computers as a in-store technology for fashion retailers. It identifies which shopping experience determinants should be targeted, when considering the implementation of in-store technology in a fashion retail store. Moreover useful information regarding the perception towards chosen tablet functions are highlighted.
Findings are discussed with reference to available literature. Conclusions are drawn and presented as implications for fashion retailers.
Aufgrund der sich ständig weiterentwickelnden Marktsituation und dem Bestreben, seine Produkte kontinuierlich basierend auf den Wünschen seiner Kunden zu verbessern, gilt es zu untersuchen, wie die aktuelle Kundenzufriedenheit mit Accu-Chek Smart Pix Software ist. Ziel dieser Arbeit ist anhand der Durchführung einer quantitativen Kundenzufriedenheitsanalyse die Bestimmung von Faktoren, die sowohl für die Nutzung von Accu-Chek Smart Pix Software, als auch für die Nutzung von Fremdsoftware eine Rolle spielen. Des Weiteren gilt es zu ermitteln, welche Wünsche Nutzer bezüglich zukünftigen Produkteigenschaften haben, sodass eventuelle Ableitungen diesbezüglich getroffen werden können. Im Rahmen der Datenerhebung wurde ein Fragebogen entwickelt, welcher die zu untersuchenden Aspekte in Form einer expliziten,multiattributiven Methode beurteilen soll.
Die Auswertung der erhobenen Daten gab Aufschluss darüber, dass die Kundenzufriedenheit mit Accu-Chek Smart Pix Software als rundum positiv bewertet werden kann, sowie dass die Nutzung einer Diabetes Management Software tendenziell einen erheblichen Mehrwert generiert.
HomeMade, a Dutch producer of business-to-customer baking mixes established in 2004, belongs since July 2014 to the internationally operating company Royal Smilde bv with their business unit Smilde Bakery bv which is an industrial bakery for the business-to-business market. One of the countries HomeMade can introduce its products to is Germany as the mother company Smilde Bakery has a sales subsidiary in this country with an own sales force of which HomeMade can make use. One main research question and six underlying sub-questions are addressed in the research work. The main question is about “What marketing strategy should HomeMade adopt for their market introduction in Germany?” and the sub-questions are used to answer the main question by looking at macro-environmental factors, the performance of potential competitors, the market attractiveness, the characteristics of possible customers in Germany, the distribution channels available and the current performance of HomeMade on the Dutch market. To answer these questions, primary research (qualitative interviews and a survey) and secondary research (literature and desk) have been conducted. Each chapter of the research work is designed to answer one sub-question to make conclusions about the suitable marketing strategy of HomeMade in Germany. The strategy will be derived in the final part of the research work by comparing the identified strengths and weaknesses as well as opportunities and threats of all sub-questions and giving recommendations and plans for implementation as well as a cost estimation for the chosen marketing strategy of HomeMade’s market introduction to Germany.
Aktuell mangelt es an Transparenz und Einheitlichkeit im Customer Service der Robert Bürkle GmbH über seine Standorte hinweg. Dies reicht von der Nutzung unterschiedlicher Tools und Softwares bis hin zur Auftragsabwicklung und Einsatzplanung. Die Sprache und die Zeitverschiebung sind nicht das einzige Problem. Vielmehr ist die Kommunikation der Schwachpunkt, worunter auch die Motivation und das Engagement der Mitarbeiter leiden. Die vorliegende Arbeit beschäftigt sich mit der Problematik, ob und inwiefern die zuvor genannten Begebenheiten kulturbedingt sind. Schwerpunkt dieser wissenschaftlichen Arbeit liegt auf dem effektiven Informationsaustausch zwischen der deutschen Hauptstelle und der US-amerikanischen Niederlassung. Dem Standort in China wird hier weniger Aufmerksamkeit geschenkt. Zu Beginn der Arbeit wird das Unternehmen und dessen Situation vorgestellt. Über die theoretischen Grundlagen wird die wissenschaftliche Basis dieser Arbeit geschaffen. Mit Hilfe der Experteninterviews und der Durchführung einer Befragung wurde der Ist-Zustand definiert. Aufgrund dessen werden Handlungsempfehlungen ausgesprochen mit dem Ziel, den Customer Service erfolgreich zu platzieren. Das Augenmerk liegt auf der Absicht, wie das Unternehmen von den Gemeinsamkeiten und Unterschieden bestmöglich profitiert. Die Ergebnisse aus der Forschung decken sich mit der beschriebenen Problemstellung. Es wird zu viel Zeit für die Kommunikation aufgebracht und der persönliche Umgang ist nicht einwandfrei. Jedoch liegt dies oftmals in der Persönlichkeit und den vorhandenen Tools und nicht zwingend in der Kultur.
Ziel der vorliegenden Thesis ist es eine grundlegende Marktkenntnis über die südafrikanische Baubranche zu erlangen und auf Basis dieser, Lösungskonzepte für einen möglichen Markteintritt der Metallbau Kessler GmbH & Co.KG zu entwickeln. Als zusätzliches Standbein ist die Expansion in einen neuen Markt wichtig, um nicht allein vom Heimatmarkt anhängig zu sein. Die Marktanalyse und Erstellung von Lösungskonzepten dient der Weiterentwicklung des Unternehmens und soll eine Stagnation verhindern.
Um Stärken und Schwächen des Unternehmens zu identifizieren, wird zuerst die Positionierung im heimischen Markt in Deutschland analysiert. Zusätzlich werden Strukturen und Trends des Heimatmarktes untersucht und mögliche Chancen und Risiken präsentiert. Nachfolgend wird der potenzielle Zielmarkt in Südafrika untersucht. Hierbei wird die Makro- sowie die Mikroumgebung des Unternehmens beschrieben und analysiert. Abschließend werden Handlungsoptionen im Hinblick auf den Markteintritt vorgestellt und Empfehlungen zum weiteren Vorgehen der Firma ausgesprochen. Ergänzend zur Literaturrecherche dienen Experteninterviews und Kostenkalkulationen zur Vertiefung und Veranschaulichung der Informationen.
Es wurden vier mögliche Handlungsoptionen analysiert. Als Ergebnis zeigt sich, dass für einen Markteintritt und die ersten Jahre im südafrikanischen Markt eine Kooperation mit einem lokalen Vertriebspartner von Vorteil wäre. Nach einiger Zeit des Bestehens im Markt sollte die Situation des Unternehmens erneut analysiert werden und eventuell auf einen direkten Export der Produkte ohne Geschäftspartner umgestiegen werden.
Die vorliegende Thesis dient der Metallbau Kessler GmbH & Co.KG als Entscheidungsgrundlage für deren weiteres strategisches Vorgehen im Hinblick auf eine Expansion in den südafrikanischen Markt.
Die vorliegende Bachelorthesis offenbart eine Einführung in die Thematik des Sound Branding. Denn zu Beginn der Arbeit wird der historische Entstehungsgrund, bis hin zur Entwicklung des heutigen Stellenwerts und Nutzens der akustischen Markenführung beschrieben. Um der Frage nachzugehen, wie neue Kommunikationsmedien in ein Sound Branding Konzept implementiert werden können, wird Social Media als neues Kommunikationsmedium des Sound Branding deklariert, denn die Bachelorarbeit verdeutlich, dass Social Media bereits ein wichtiger Kommunikationskanal zur Markenkommunikation ist. Als Fazit des Literatur-Reviews wird kritisiert, dass Sound Branding sich oftmals zu sehr auf die Terminologien bzw. Forschungen der Musikwissenschaften bezieht. Deshalb wird Sound Branding als einheitlicher Begriff beschrieben, der einen ausgeglichenen Anteil aus den Begriffen Sound und Branding beinhaltet. Dazu wird zunächst die identitätsbasierende Markenführung theoretisch beschrieben. Anschließend werden die akustischen Elemente des Sound Branding und deren Anwendungsbereiche dargestellt, die zur Kommunikation der akustischen Markenidentität zuständig sind. Denn die Aufführung der Elemente beantworten die Frage, welche akustischen Komponenten verwendet werden müssen, um eine akustische Markenidentität zu entwickeln. Zuletzt wird der akustische Managementprozess vorgestellt, welcher Notwendig ist um Sound Branding strategisch als ein intermodales Konzept anzuwenden. Denn durch den Managementprozess kann bei einer flexiblen und wiedererkennbaren Sound Identität, welche auch als Sound DNA bezeichnet wird, eine einheitliche akustische Markenidentität geformt werden, die langfristig und auf allen Anwendungsbereichen zu hören ist.
This research provides a comprehensive analysis on the relationship between reputation and brands image through a better understanding of the effect of corporate scandals on brand image. Secondary data taken from academic journals, academic books and press articles were used to develop this research. While some corporate scandals are the result of misbehaviour from inside the corporate, some are the result of external factors the corporate had nothing to do with and some are due to technological failures. However, irrespective from the source of the scandal, all types of scandals will change the consumer’s perception on the corporate’s brand. For example, a certain degree of brand distrust or brand hate might develop after the scandal. Nevertheless, a corporate can recover from any scandal through several appropriate strategies. While these strategies might differ in detail, they all must include addressing the public about the issues truthfully and adopting relevant corrective actions depending on the scandal’s type and scale. The main purpose of this thesis is to explore these concepts further in detail, to understand how a corporate can recover from a scandal and restore their pre-scandal brand position. Finally, a case study about Samsung’s recent exploding devices scandal will provide a current example on the topic. While this research will provide a summary on how will a scandal affect consumer’s perception and how could a corporate recover from a scandal, it is important to note that each scandal is unique and therefore will have unique effects on perception and will require a unique strategy to recover from it.