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dc.contributor.advisorWüthrich, Ernst
dc.contributor.authorShalaby, Samy
dc.contributor.otherFirma: HUG AG| Kontakt: Thierry Wyss| PLZ/ Ort: Malters
dc.date.accessioned2015-09-02T07:31:41Z
dc.date.available2015-09-02T07:31:41Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/11654/4649
dc.description.abstractSocial media is an integral part of both society and economy. Müller Martini (operating in the graphic arts industry, which faces structural challenges partly due to the increasing digitalisation of today's world) has therefore decided to determine the opportunities and risks of this medium. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectSocial Media
dc.subjectBusiness-to-Business
dc.subjectGraphic Arts Industry
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleSocial Media: Opportunities and Risks for Müller Martini
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadSocial media is an integral part of both society and economy. Müller Martini (operating in the graphic arts industry, which faces structural challenges partly due to the increasing digitalisation of today's world) has therefore decided to determine the opportunities and risks of this medium.
fhnw.initialPositionThe graphic arts industry is characterised by structural challenges, which have been fuelled in part by the increasing digitalisation of today's world. At the same time, it is digitalisation that can greatly enhance one's competitive advantage. It has therefore been decided to determine to what extent and in what form social media is already implemented in Müller Martini's field of business, how important this medium is to their field of business and what the most important recommendations would be if Müller Martini decided to significantly increase their social media activities.
fhnw.procedureThe author of this Bachelor Thesis began determining the idiosyncrasies and characteristics of both Müller Martini and the graphic arts industry in which they operate. The author also began reviewing the literature available on social media in a B2B setting, and examining the expert's views on how the individual platforms should be used. Consequently, the author designed an evaluation sheet in order to analyse the social media activities of Müller Martini and preselected competitors and customers. These findings were then matched with the previously mentioned idiosyncrasies and literature.
fhnw.resultsThe findings suggest that social media seems to not have clearly positioned itself (yet) in Müller Martini's field of business, with significant disparities in the quality of the social media activities, not only amongst the companies analysed, but also within. Furthermore, many of the companies analysed had inactive or unattended social media profiles. The findings also display a match between the idiosyncrasies of social media and those of Müller Martini (and the industry in which they operate), suggesting relative importance. However, putting these findings into context proves that there are negative factors of equal or even greater importance, including cost factors and issues of uncertainty (in relation to social media's role within the industry, or even to social media as a marketing communication tool itself). Additionally, the findings explain that a successful social media engagement is based on a clearly formulated social media strategy and that it creates added value for both dialogue partners.
fhnw.IsStudentsWorkYes


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