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dc.contributor.advisorStrebel, Felix
dc.contributor.authorSaner, Andreas
dc.contributor.otherFirma: Elimed AG|Kontakt: Jürgen Schüttpelz|PLZ/Ort: Baden
dc.date.accessioned2015-12-17T14:27:05Z
dc.date.available2015-12-17T14:27:05Z
dc.date.issued2015
dc.identifier.urihttp://hdl.handle.net/11654/11860
dc.description.abstractThe competitive market of aesthetic medicine is growing continuously. Therefore, marketing efforts are becoming more important for businesses to set oneself apart from the competitors. Particularly, a communication strategy can be used to differentiate the offering and ultimately attract customers.
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectMarketing Concept
dc.subjectCommunication-Strategy
dc.subjectCross-Selling
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleMarketing Concept for Elimed AG
dc.type11 - Studentische Arbeit
dc.spatialOlten
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.leadThe competitive market of aesthetic medicine is growing continuously. Therefore, marketing efforts are becoming more important for businesses to set oneself apart from the competitors. Particularly, a communication strategy can be used to differentiate the offering and ultimately attract customers.
fhnw.initialPositionThe aim of this bachelor thesis was to create a marketing concept for Elimed AG. Since they added new services to their portfolio, their image as an entity blurred. Therefore, a distinct communication strategy had to be developed to strengthen the presence of the company. In addition, a cross-selling strategy was elaborated to raise the turnover in the different service fields, especially the one of aesthetic medicine.
fhnw.procedureThe author realized an extensive research on the market of aesthetic medicine in Switzerland. To assess the customers, the competitors, the company and the industry, experts were interviewed to identify market trends and a survey was conducted to evaluate the existing clientele s preferences and attitudes. Based on the results of this research, the communication- and cross-selling strategy emerged and specific measures were suggested.
fhnw.resultsThe outcomes for the contracting party are a solid knowledge base about the market of aesthetic medicine in Switzerland and the company s clientele. The analysis of the customers, the competitors, the company and the industry can be used for further decision-making processes. Based on the results of the study, the competitive advantages of Elimed arose and specific target groups were set. Knowing the strengths and weaknesses of Elimed and the opportunities and threats of the market, specific measures were elaborated. These suggested actions help to benefit optimally from the strengths of the company and to face the opportunities of the market. Out of this SWOT analysis the integrated marketing concept was developed. The focus lies in the improvement of the communication- and cross-selling strategy. A multistep communication approach outlines different steps to enhance the communication of Elimed. Last but not least, the cross-selling concept gives insight about how to introduce the right services to the existing clientele.
fhnw.IsStudentsWorkYes


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