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As the elderly population is constantly growing, the functional decline of elderly people constitutes a major concern within the global health care industry. Especially the Republic of North Macedonia is struggling with one of the highest growth rates in Europe but lacks in the provision of appropriate public care services for older adults. Therefore, the Red Cross of the Republic of North Macedonia aims to close this gap by offering a novel Personal Emergency Response Service (PERS), providing rapid medical help in emergency situations. In relation to this, a new brand should be established, positioning the new service as market leader and, concomitantly, fostering an increased brand awareness within the local population. As a result, this thesis presents a brand building concept for the new PERS service brand, containing six main steps as follows: 1. Preliminary market research including the situation analysis and primary research illustrating the basis for further strategic considerations 2. Definition of brand identity and strategic brand values 3. Definition of strategic brand positioning including the development of a new positioning category as basis for the market leadership position 4. Implementation of brand positioning through the creation of brand name, brand logo, slogan as well as evaluation of relevant brand touchpoints 5. Derivation of integrated communication measures including the selection of instruments as well as recommendations for actions summarized within an integrated communication plan 6. Establishment of controlling instruments to measure the concept’s success. The concept has been established by theoretical brand management principles and has afterwards been complemented by results from qualitative primary research containing relevant expert inputs on the given topic. In summary, the brand building concept follows a low-cost and step-by-step approach, focusing on building the brand with trusted PR and word-of-mouth measures, implementing advertising only at a later stage. Furthermore, it puts an emphasis on the visual connection to the Red Cross brand to leverage from its positive image and trust towards the organization, which comes right after the most central customer need of feeling safe at all times – the most central criteria for the establishment of the PERS service brand.
Considering the next years, the traditional, European e-learning sector will be challenged by several influences, starting with innovative start-ups with new online training approaches to North American providers penetrating the European Market. bit media e-solutions as one of these strong e-learning players on European ground with more than 16 years of experience therefore currently is looking for future B2C market potentials within the field of emerging markets to finally distribute their product portfolio there. As bit media e-solutions does not own any standardized tool to systemically screen foreign markets concerning their long-term market potential, this master thesis provides the company such a reusable market selection model to screen emerging B2C markets. To proof the sustainable usefulness of the developed model, the author moreover provides bit media e-solutions a ranking of the three highest attractive emerging markets at the end, initially starting with the markets Albania, Egypt, Indonesia, Iran, Kenya, Macedonia, Nigeria, Russia, Turkey and Vietnam. While the first part of the master thesis is focusing on the theoretical input for developing a market selection model, the core part is considered as the practical section, where a tailor-made model for bit media e-solutions is developed and applied. Moreover, and as an important prerequisite, potential criteria were internally defined and externally verified and weighted to reduce the subjectivity of the model. The final model consists of two stages and three steps, at end of every step inappropriate markets were knocked out. While emerging markets show high growth potential but also high risk uncertainty, the preliminary screening was executed by help of the checklist method with a focus on political and economic risks. The indept screening was carried out by using the scoring method as well as selected and weighted attractiveness, barriers and risk criteria. After this first phase the markets Indonesia, Macedonia and Vietnam showed the highest overall market potential for bit media e-solutions and therefore were visualized in a market portfolio analysis as final step. After the execution of expert interviews the market Indonesia is finally recommended as market with the highest market attractiveness, followed by Vietnam and Macedonia. The concluding chapter deals with concrete recommendations as well as a general critical reflection for bit media e-solutions as scientific base for their further business expansion strategy finally.
Development of an international internal communication concept with a focus on social intranets
(2017)
Today, companies steadily try to consider latest trends affecting the business and industry in order to grow and make profits. Unfortunately, they often forget to keep an eye on trends regarding internal communication. Often it is also the main area for which companies want to save expenses, albeit internal communication is very important to make employees communicate and collaborate. Furthermore, it is a central business function that is needed to get things done by indirectly influencing the company’s external image and reputation. Accordingly, it is essential to carry out research and develop an international internal communication concept for a company’s positive change. Having said that, the present master thesis deals with the elaboration of internal communication by outlining its significance and possibilities. As a wide range of instruments is already offered, it is vital for companies to know which communication instruments and tools can be applied for which purpose, and, additionally, to provide what internal stakeholders require. Even for an international active company the right choice of its communication activities can determine its long-term success, because this affects the way employees from different locations work together. In this context, new media and new technologies become more and more important to ensure a state-of-the-art working environment that turns into a more digital and social place. As a result, the thesis focuses on social intranets as collaborative internal communication tools. These platforms allow businesses to increase interaction and productivity by promoting efficient two-way communication. They support to redesign communication structure, reduce unnecessary correspondence and provide everything from one-source in real-time. However, various differences in terms of culture, language, etc. influence and determine a company’s internal communication. Although the requirements from company and user end may vary a lot, the main research results show that the commissioning company’s internal stakeholders are open for change and willing to use a social intranet to improve its situation. Thus, the primary dots are connected by developing an international internal communication concept with a focus on social intranets for RECOM. It provides an explanation as to how the company can achieve its communication goals making corporate life easier.
New products are pushing on the market within a very short period of time, which is also known as the fast fashion phenomenon, but long lead-times contrast the short life cycle of products. For retailers, it is getting more difficult to make predictions about new trends and forecast the demand of new fashion products, due to the shortening of the product lifecycle and also the fast changing customers buying behavior. Therefore, it is crucial for retailers in the fast living fashion industry to develop a forecasting model for predicting the demand of new fashion products. That is, why L&S AG is aiming for a forecasting model, which can be applied in the future for making better product decisions. The main purpose of this master thesis is the suggestion of an appropriate forecasting technique and the development of an online questionnaire, which provides the necessary data to implement a demand forecasting model. First, an extensive literature research about the most important aspects of the fashion retail industry, the customers buying behavior, forecasting in general and demand forecasting in the fashion retail industry is performed. Within a primary research insights are gained about the customers buying behavior, online survey methods as well as forecasting techniques. Expert interviews helped to define the questions for the online survey. To be able to suggest an appropriate forecasting technique for demand forecasting, a value-benefit analysis is performed to evaluate different forecasting methods. According to the findings from the literature research and the primary market research, the author suggests a combination of two forecasting techniques, a regression analysis and an appearance rating, to implement a concrete forecasting model. Using the presented online questionnaire for data collection and the forecasting model based on the suggested forecasting methods offers L&S AG the possibility to reach the defined company goals.
Companies have to continuously focus on innovation in order to survive. Especially in the software industry it is important to do so due to rapid technological change and shorter product life cycles. To guarantee the success of an innovation, a structured innovation process is needed. In addition, it is recommended to integrate marketing from the beginning in order to ensure that customer and market orientation are being considered and incorporated throughout the entire innovation process. The aim of this master thesis is to elaborate a marketing-oriented software innovation process. Therefore, the theoretical part deals with the structure of an innovation process and how marketing can contribute to the different phases of an innovation process. The structure of an innovation process needs to be able to respond to company-specific factors. This is the reason why four process approaches are valid for the software industry. These are the spiral model, the Stage-Gate process, the V-Model, and the waterfall model. Currently, the marketing department of AVL´s business unit Advanced Simulation Technologies (AST) is solely involved at the end of the innovation process by creating marketing material for the promotion of the software release. To discover how the AST marketing department can support the different phases of an innovation process from the idea generation to the software release, 15 individual explorations with employees from international software companies are carried out. These interviewees also provide insights into their organization’s innovation process. The outcome of these explorations serves as a basis for an internal focus group in which selected AST employees are asked to share their opinion about how the AST marketing department could be integrated in the different phases of the innovation process. As a next step, a marketing-oriented innovation process must be defined for AST. Therefore, it is discovered which of the four mentioned innovation processes is most likely to integrate marketing from the beginning and to fulfill further process criteria. As a result, a recommended innovation process as well as marketing tasks for the different phases of the selected process are introduced.
INFRAENERGIE is an Austrian manufacturer and trader of innovative and tailormade infrared heating systems. Currently, their products are only sold in Austria but in the future, they intend to enter the northern Italian market through indirect distribution. Many producers sell their products to intermediaries that subsequently resell the goods to other vendors or end customers. For manufacturers that aim to exploit new sales potentials it is essential to win enough profitable sales partners. However, in practice it could be quite challenging to attract new partners and to motivate them to engage in a cooperation. Therefore, a communication concept that accordingly addresses the targeted intermediaries and convinces them of the value of a sales partnership is required. In the initial chapters the theoretical background of a communication concept that focuses on the acquisition of sales partners is outlined. In the beginning important aspects of sales partner marketing and the acquisition process are described. After providing insights into business-to-business (B2B) and sales partner marketing communications, the steps for developing the concept are explained in detail. At first, possibilities for the situation analysis and potential objectives are presented, followed by the target group planning and presentation of strategy alternatives. Secondly, the operational planning of communication concepts is discussed. This chapter focuses on the message formulation, planning of measures, budgeting and controlling. As a basis for the development of the communication concept the internal situation and external environment of the company was investigated. Within the primary market research, a workshop with employees of INFRAENERGIE and qualitative interviews with intermediaries and manufacturers operating in the Italian heating, ventilation and air conditioning (HVAC) industry were conducted. The research revealed that Italian intermediaries must be approached differently than those from Austria. Italy is characterized by a long distribution channel where trusting relationships and reliability play a decisive role. After formulating the strategy for the concept, the operational planning was done. This included the planning of measures, contents, budget and the definition of key performance indicators (KPIs) for controlling. Finally, recommendations for further action are provided.
Countries in the Asian Pacific region are increasingly attractive for companies to do business with, especially China. However, just because companies enter specific markets does not necessarily mean that these countries are also potential markets for other companies. The Asian Pacific market consists of various countries that could be potential markets. In order to select the market with the highest potential among these countries, a structured market selection process is essential. LOGICDATA finds itself at this point. It has already preselected three potential markets, Japan, China, and Australia. However, the organization can only enter one of these markets due to the availability of resources. Additionally, LOGICDATA does not have enough market intelligence in these countries to choose the most promising market independently. Therefore, the objective of this Master’s Thesis is the elaboration of a B2B market selection concept for the company LOGICDATA, in relation to its aims of entering the APAC region. The market selection concept is based on a one-stage market selection method. This means that all three countries are screened based on the same criteria and to the same extent. This method is especially appropriate when the number of potential countries is small. In contrast, if a company considers more than five countries, a multistage method is better-suited to market selection. In order to compare the different markets, it is necessary to define relevant market selection criteria related to market attractiveness, market barriers to entry, and market risk. Throughout this thesis, secondary market research is performed for collecting the required market data, which serves as a basis for the evaluation of each country. Furthermore, expert interviews are conducted to gain additional information and verify the findings of the secondary research. The comparison of the three preselected countries resulted an outcome that was not beyond doubt. Japan and Australia achieved a similar score, which meant that a clear recommendation on which market to enter was not possible. Nevertheless, the thesis includes derived recommendations for LOGICDATA, including which further actions are necessary in order to select the market with the highest potential.
Nowadays people tend to recollect on their physical needs as health is given again a high priority. Thus, it is no surprise, that the demand and supply for health offers constantly increase – online and offline. An industry that thereby profits from, is the health tourism industry. Therefore, it is no surprise that also the competition in Austria is tough and it thus plays a key role to stand out and attract potential guests. Thereby, it is of specific interest to generate brand awareness and be set in customer’s mindsets. An instrument, that thereby offers great opportunities due to its possibility to communicate with people worldwide without hardly any boundaries, is social media. Therefore, this master thesis strives to develop a social media concept for the health tourism industry on the example of the Gesundheitsresort Königsberg to increase the supported brand awareness in the target market Hungary. The first part of the thesis strives to gain know-how about the health tourism industry, brand awareness as well as social media and concludes with the theoretical social media concept to increase the supported brand awareness. The second part initiates with a short secondary analysis about the differences between the target market Hungary and the home market Austria. Further, within the practical part, a social media concept with the objective to increase the supported brand awareness was developed based on a primary research. The thereby conducted online survey questioned 130 Hungarian social media users with special interest in health / healthy lifestyle inter alia about their health as well as social media behaviour. The concept commences with a situation analysis as well as a SWOT analysis, followed by strategical decisions regarding positioning and SWOT norm strategies. Based on the findings and decisions of the research, the recommendations for the implementation were given with special focus on social media channels, content and resources needed. The last step of the concept defines necessary KPIs for the company that should be tracked to reach the objective. The master thesis concludes with a summary about the recommended actions that need to be followed and later controlled to reach the objective to increase the supported brand awareness with social media.
The fast-moving era of digitalisation has changed people’s behaviour but also economy and many businesses in the whole world. In fact entering a new market or establishing a new business online is nowadays much easier and more efficiently than in the past but of course also more competitive. A-WARE is a start-up based in Austria offering natural protein made of hemp. Currently the company is only operating in Austria. Their products are available in the own online shop and in selected premium stores but the company wants to digitally exploit new markets across the borders of Austria and as a consequence increase revenue. Due to the fact that the United Kingdom is an attractive market for sports nutrition and superfood, the company has determined the UK as a new target market for 2019. Therefore the aim of this thesis is to develop a B2C digital communication concept to boost international direct online sales with a special focus on the UK. For this purpose, a profound analysis of literature has been carried out and the newest insights regarding digital communication as well as contents of a digital communication concept have been elaborated. The author also found out important success factors in digital communication and the most efficient marketing tools to acquire new visitors from abroad. Furthermore secondary and primary market research has been conducted in order to validate the findings in theory but also to gain more insights from experts to be able to elaborate a digital communication concept. Within the practical part of this master thesis, a digital communication concept on the example of A-WARE has been developed. It comprises a situation analysis, communication objectives, the personas, strategy and of course the most efficient online activities to attract new visitors from the UK. Furthermore it consists of valuable recommendations, a budgeting plan and appropriate key performance indicators in order to be able to control the digital communication activities.
A fast internationalization process is of special interest for small businesses in the field of B2C, as the operating income can be increased faster through operating in various markets with a rather small and suitable for the massmarket product portfolio. Especially young brands in the F&B industry often start directly with online marketing activities and direct e-commerce, which is not bound to traditional geographical borders. Thus, speed in processes is required, which often leads to missing conceptual approaches in social media marketing. In order to successfully support a fast internationalization process, a concept for a brand’s social media appearance and to maximize reach is required. Such a concept is relevant for the beverages brand waterdrop, as the brand is currently planning to enter the market of UK. The goal of the concept is to accelerate the planned turnover target gathered out of social media in UK through the use of a conceptual approach aiming to reach virality with the brand’s social media activities. Hence, the theoretical part of this thesis deals with latest insights from literature, which delivers the basics for a strong social media appearance. On the one hand, important drivers of consumer behavior and e-commerce requirements, as well as market conditions in the F&B industry are discussed. On the other hand, the strategic framework for a social media concept is outlined in the theoretical section. Above that, crucial aspects and the meaning of channels, community, influencers, and content requirements for social media are discussed. In order to differentiate on a cost-effective scale through social media, mechanisms of virality are of special interest for the respective social media concept. Theoretical pillars of a SMM concept lead over to the practical section of this thesis, which researches success factors for a social media concept with virality aims through case studies and 17 expert interviews. The findings from theory represent the basis for the market research. The findings from the market research are summarized in topic-related sections, which lead to a customer-centric and internationalization-direct social media marketing concept for the brand waterdrop.