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NXP is a globally operating semiconductor company. MIFARE is NXP‘s leading brand for contactless solutions, augmented by a service offering with MIFARE 2GO, and AppXplorer. In the transit sector, MIFARE is used in over 750 cities worldwide, serving the majority of the market. The market for fare ticketing sees disruptions and changes in customer behavior. While NXP has acted on these trends by bringing MIFARE 2GO, it has not (re)positioned it’s brand accordingly yet – at least, not purposefully. This thesis develops a variety of positioning concepts for MIFARE and presents one that will allow MIFARE to remain the leading brand for fare ticketing solutions.The first part of the master thesis focusses on the theory of international B2B marketing in high-tech markets, and that of brand repositioning and communication (of brand repositioning) in international B2B markets. In these chapters, the first followed definitions are provided, followed by the imperatives, aims, models, and strategies. The findings of this theoretical section provide the basis for the empirical implications.The secondary and primary market research follows. An in-depth market analysis is conducted and sixteen, of which eight internally at NXP, one-hour interviews are conducted and analyzed. Based on the findings from the literature in combination with the market analysis and expert interviews, five repositioning alternatives are developed, of which, via a scoring model, one is selected. The recommended repositioning alternative and concept is that of leading the market with the complete portfolio.The implementation of this repositioning alternative is done via integrated marketing communication. In the last part of this work, all the considerations, challenges, and other factors required for success – including an in-depth analysis of the communication tools – are provided. The entire communication plan is supported by event-specific activities, a proposed budget, and control measures.The entire work is further summarized in a ‘one-pager’ displaying the repositioning concept in a visually appealing way. Lastly, some further conclusions and recommendations are provided based on the completion of this work.
Wever & Ducré BVBA was founded in Belgium in 1984 and was acquired by XAL Holding GmbH in 2011. The company’s product range focuses on indoor, outdoor, and decorative (architectural) lighting. Wever & Ducré is currently only active in the B2B lighting industry but strives to enter the B2C market in Belgium and Northern Germany by 2021. The main objective of the present master’s thesis is to elaborate an online marketing concept for the regions Belgium and Northern Germany, with the subsequent implementation of which B2C customers can be generated for a company currently only active in the B2B industry.The present thesis is divided into two main parts: Part I aims to provide a theoretical basis by defining terms, techniques, and constructs used in the course of an online marketing concept creation process. The result of the comprehensive literature research is a seven-step concept structure that serves as the starting point for part II of the elaboration. Part II of the thesis deals with the company-specific development of an online marketing concept that should contribute to achieving the predefined company objective to tap a new customer group. The starting point for the empirical concept creation is the definition of a B2C customer group: For this purpose, a mixed-method approach is used to define personas, in which both secondary and primary research are combined: A market segmentation (secondary research) was carried out for Belgium and Northern Germany. By defining knock-out and attractiveness criteria, one promising segment could be identified for each market. With the help of 10 qualitative interviews from Belgium and 5 from Northern Germany, two personas could be defined. Persona characteristics served as the basis for selecting marketing strategies.Literature sources indicate that it is not expedient to exchange online marketing strategies with each other, but that they should be used in parallel – however, prioritised in order. The following priorities were determined based on the research results, industry experience, and a cost-utility-analysis (incl. preference analysis) for weighting: SEO, content marketing, SMM, affiliate marketing, EMM. A two-year budget plan, as well as a dynamic action plan, were drawn up with the resources available.
This master thesis deals with the highlighting of companies as employers through targeted Employer Branding measures. The recruitment of suitable employees has changed significantly in recent years.Whereas in the past the employees were the ones who applied to an employer, nowadays entrepreneurs have to actively look for qualified employees. This requires well thought-out strategies to be perceived as an Employer of Choice in times of shortage of skilled workers and to attract the best talents.Far too often, companies view Employer Branding only from a Personnel Marketing perspective and want to sell themselves well to the external market. The real essence, however, is to live the true values within the company and to build on this foundation of values. The activities have to fit the corporate culture and the employees should feel connected to the values so that they are loyal and motivated to work in a long-term manner. The Employer Branding strategy is needed to increase the awareness and attractiveness of the employer, to convey the values of the company both internally and externally and to attract the right applicants.The theoretical part of this work forms the basis for the successful practical development of an Employer Branding concept. The core of this work is the development of the Employer Value Proposition (EVP) - the unique selling point of an employer brand. The theoretical steps for the development of the employer brand are defined in such a way that they can be applied to any company.The practical part of this thesis deals primarily with the development of an Employer Branding concept for ALDI in Italy. The elaboration of the EVP is especially directed at potential candidates for the position of Area Manager. In the context of this concept development, the image of ALDI as an employer in Italy is discussed and analyzed by means of primary research, taking into account the target group. The results of this primary research together with a preceding secondary research serve as a foundation for the defined measures which support the perception of ALDI as an Employer of Choice.
Hintergrund: Das Bedürfnis, einen wesentlichen Beitrag zu einer effizienteren Nutzung der Ressourcen zu leisten, besteht innerhalb der Gesellschaft bereits seit geraumer Zeit. Dies hängt mit der Veränderung der Denkmuster sowie dem Auftauchen diverser Trends zusammen, welche am Markt herrschen. Mithilfe von zugangsbasierten Services wird der übermäßigen Verschwendung entgegengewirkt und die Lebenszeit der Produkte verlängert. Dabei handelt es sich jedoch um kein neues Phänomen, denn neu daran ist nur das Medium, nämlich das Internet. Ziel: Im Rahmen dieser Studie sollen die Treiber (Nachhaltigkeit, ökonomische Vorteile) sowie die Barrieren (Leistungsrisiko, Bedürfnis nach Besitz und Vertrauen) zugangsbasierte Services in Bereich der Mietmöbel in Anspruch zu nehmen. Methode: Um dieses Ziel zu erreichen, wurde eine quantitative Untersuchung durchgeführt. Mithilfe eines Online-Fragebogens wurden die Primärdaten erhoben. Das Resultat waren 387 bereinigte Fragebögen, welche in weiterer Folge mithilfe einer multiplen Regressionsanalyse untersucht und weiters die abgeleiteten Hypothesen überprüft werden konnten.Conclusio: Folglich konnten die ökonomischen Vorteile als Motivator und das Vertrauen gegenüber Anbietenden und Produkten als Barriere identifiziert werden, welche einen signifikanten Einfluss auf die Verhaltensabsicht der Gesellschaft haben.
This master thesis is written in cooperation with the startup studio trive from Vienna. Startup studios produce startups systematically with a core team, to gain startup equity in exchange for time, effort, and experience.In order to increase the profitability and survival rate of the startups they produce, startup studios want to standardize as many processes related to the creation of startups as possible.A crucial point in the development of a startup is to show traction for the venture after a certain period of time, which means that quantitative evidence for the success of a venture is available. If this is the case, a startup has found product-market fit. If this does not happen after 12-18 months, doubts about the success of the venture arise and it is at increased risk of failing. To avoid this, the goal of this master thesis was to develop a model that allows trive to achieve product-market fit regardless of the industry the startup is in.The work includes a detailed discussion of the term product-market fit, which indicates that a certain product satisfies the needs of a market that can be served in a profitable way. In addition, the two main components of the term were each elaborated before discussing methods of creating the "fit" between them. Startup studios can use plan-driven methods or agile methods, whereby agile methods are particularly suitable in the face of uncertainty.From the approaches described in the literature a model was then developed, which was then subjected to a review by expert interviews. Through the interviews, the model could be examined from a practical point of view, and standardizable and non-standardizable process steps could be identified. Through this, a first draft of a model for achieving product-market fit for startup studio-born startups could be elaborated. This first draft of the elaborated model comprises an iterative, customer-centric, and hypothesis-driven approach including all relevant process steps and tasks, which could meet the requirements of a startup studio by basing the model operatively on a Scrum-like procedure.
The achievement and sustainable maintenance of a competitive advantage is one ofthe most important strategic objectives of companies. Especially, in the Software-as-a-Service industry where global becomes local, the internationalization of companies is indispensible in order to obtain a competitive advantage. The Intact GmbH is an Austrian based software company founded in 2001 by four friends with a shared vision to increase quality in the food safety industry. The offered software solution is a modular based Enterprise Resource Planning system with a full solution approach. Since the acquisition of its first customer outside of Europe in 2005,the Intact GmbH operates internationally.Today the company has built up a large international customer base with customers allaround the globe. Furthermore, the company focused in the recent years predominantly on a growth strategy and in 2018 sold 51% of their shares to the investment group named IMCAP GmbH. Therefore, the Intact GmbH strives to enter new markets and continue to grow its international customer base.In this respect, the master thesis aims to develop a market entry concept for Croatia and Slovenia to enter the new markets between July 2022 and May 2023. The concept serves to support the Intact GmbH in the market entry process.The main aspects of the theoretical section focus on the market entry in the Softwareas-a-Service industry for companies operating in a niche market. First, the terminology of is clarified in detail for the reader to understand the environment. Furthermore,marketing strategies for internationalization are provided with a strong focus on the digital toolset available for marketers such as lead management and Search EngineOptimization. Based on this the different modes of entry for SaaS companies are discussed and aligned with the prior theoretical input. The conclusion of the theoretical section is an overview of the market entry concept with the recommended market entrymode suitable for an Austrian software vendor entering new international markets with a strong focus on digital marketing activities.For further insights and information retrieval, secondary and primary market research is conducted in the practical section of this master thesis. Within the primary market research, fifteen experts have been interviewed with expertise in the Testing,Inspection and Certification market of Croatia, Slovenia and Austria. To gain further insights into the differences and similarities of the markets and the market view, additionally three experts from Austria have been interviewed. Lastly the conclusion, findings and results of the primary market research are combined for the development of the market entry concept for the Intact GmbH consisting the market entry mode, action plan and recommendations for digital marketing activities. The last part of this master thesis provides further recommendations of action for the Intact GmbH on the adaption of the SaaS marketing mix.
With the increasing importance of social media in all areas of our lives, companies are forced to take on this challenge. Not only in order to maintain their presence on social media and to provide customers with information on products but also in the human resources sector it is necessary to think digitally. This thesis aims to find out what a suitable job advertisement for the various platforms should look like and which factors play a relevant role. This master’s thesis with the title “Influencing factors for successful social recruiting in the pharma industry in Austria, Germany, and Italy using Institut AllergoSan as an example” is composed of a theoretical and an empirical part.The theoretical part is based on the main topics of social media and recruiting. After a definition and delimitation of the term, the most important social media forms are presented and examined in detail. The focus is primarily on the different perspectives of the individual user and the company. To conclude the theoretical part, the connection, and importance of social media and recruiting are summarized according to literature around the topic. This content serves as the basis for the subsequent empirical research. In order to conduct research on this topic in an effective way, guideline-based expert interviews were conducted, recorded, and subsequently analyzed. The content oft he research is therefore discussions about job advertisements on the various socialmedia platforms in the different markets (Austria, Germany, Italy), which should provide information about successful social recruiting. These results help to answer the research questions and to make recommendations for the company InstitutAllergoSan regarding implementing social recruiting successfully.The goal is to create a comprehensive concept for the company. The concept includes detailed instructions on how to implement social recruiting in the company as well as a time and budget plan. The discussion further provides a good overview of the common ality of literature and expert interviews as well as an outlook on furthersocial recruiting opportunities.
Development of an employer branding positioning concept with a focus on internal employer branding
(2021)
The competition in the food market is becoming increasingly intense, not only interms of market distribution and customers, but also in terms of labor. Workforce ismore demanding than in the past, as there is a broad offer at the labor market forthem. In addition, people nowadays are well informed about their opportunities,which leads to the fact that the choice for an employer is made consciously andincreasingly critical. Due to these reasons, organizations are forced to rethink theirpositions as employers and adapt all activities of human resource management tobe perceived as an attractive employer, who provides a desirable working place.When looking at this challenge from a marketing perspective, the appropriateapproach to deal with this topic is employer branding. This discipline connectshuman resource management and marketing, focusing on the positioning of theemployer. Concerned activities therefore are the positioning itself and afterwardsthe right communication of all defined aspects of the employer brand.The country organization of grocery retailer SPAR in Slovenia is increasinglyaddressing this topic and perceiving it more and more as a challenge that they musttake on. Due to this reason, they plan to implement an employer branding concept,that especially focuses on the initial steps of employer branding activities, followedby concrete first measures as an attractive employer.The theoretical part of this thesis builds the basis and highlights employer brandingitself, characteristics of the market and finally describes how a concept can bedeveloped, in a company that has no experience in this topic.Whereas in the practical part, the concept development for SPAR Slovenia is carriedout very detailed, after a comprehensive situation analysis. This situation analysisis fundamental for the conception and includes an empirical study as well as amarket analysis of Slovenia, concerning different aspects. The concept development itself has a step-by-step structure, starting with the analysis, followed with the positioning and ending with the operational planning for the measures at the Slovenian market.Finally, the thesis is concluded with personal recommendations for the company,based on the knowledge gained from the theoretical part associated with the findings from the analysis. These recommendations include the main aspects that employees wish from an employer, for example activities to support relationships between people at the working space or the introduction of a discount system for employees in the organization.
Nowadays, companies are facing an increasingly competitive landscape forrecruiting and retaining talented employees. Workforce demographics paired withage- and value-diverse workplaces make effective talent management a competitive necessity. Consequently, the establishment of an employer brand positioning has become a critical success factor for the continued existence of a company and to increase the attractiveness as an employer to achieve the ultimate aim of becoming an employer of choice.The present master thesis deals with the development of an employer branding positioning concept to attract blue-collar workers and apprentices in the packaging industry. The outcomes of the thesis are supposed to provide Mondi’s two production plants, located in Zeltweg, Styria, with a positioning concept as well as corresponding measures to increase the number of applicants and to properly fill vacancies. Furthermore, the objective to increase the brand awareness among the targeted groups is followed and it is aimed at achieving a clearly defined positioning of the company within the regional employment market.The thesis is divided into three major sections, namely introduction, theoretical part and practical part. Within the introduction section the initial situation is investigated,followed by an examination of the company objectives and the definition of the master thesis objective. Thereafter, a framework defining relevant theories and the structure of the work is provided. The theoretical part provides an introduction to the topic employer choice followed by exploring the challenges of addressing the two targeted groups before examining the principles of employer branding. The final partof the theory covers the process of developing an employer branding positioning concept, which is used as a base for Mondi’ positioning strategy. The practical part of the present thesis is devoted to a detailed internal and external analyses. The former investigates the strengths and weaknesses of the firm as an employer andexamines current employer branding measures, whereas the later not only investigates the company’s environment but also ascertains the needs and demands of the target groups towards an employer as well as their behavior during the employer choice process. The research results are then consolidated in the developed positioning concept and the corresponding measures which serve as an orientation guide for Mondi in order to become an employer choice in the long run.
Nowadays, companies find themselves in a rapidly changing environment. Especially the emergence of e-commerce has changed businesses significantly. While retailers have started to take advantage of those developments, also consumers have adapted their shopping behaviour. They want to benefit from the advantages of e-commerce. However, they still do not want to miss the social aspects and entertainment of shopping. Customer experience therefore became an im-portant topic in e-business. With online customer journey management, companies try to find the right set of communication touchpoints including an appropriate content strategy for each of them. This set is then put into customer communication journey maps, which build the base for a holistic communication strategy. The elaboration of such communication journey maps is also highly relevant for the online retailer TOPPERZ. For this reason, the main objective of this master thesis is to elaborate customer communication journey maps for the e-commerce company. The theoretical part of the thesis is based on literature research and focuses on e-commerce in the B2C fashion industry including relevant trends for communication purposes. Furthermore, online customer ex-perience management and online consumer behaviour are discussed. The focus of the theoretical section is put on customer journey management. This includes the definition of customer journeys and the presentation of three relevant customer journey models. Furthermore, criteria for the selection of the most appropriate model are given, followed by the introduction of possible touchpoints within the digital communication journey. Also, supporting tools for customer journey management as well as its limitations are outlined. Finally, a process for the elaboration of customer communication journey maps is presented. The practical part of the thesis consists of a company presentation and the analysis of its external and internal environment based on secondary research. The primary research mainly aims at the identification of TOPPERZ’ potential customers’ shopping behaviour, channel preferences and related content preferences. Based on the results of the research, customer communication journey maps were elaborated for the company’s two most relevant user personas.
