The diploma thesis focuses on current and future competitive strategy of the chosen enterprise and recommends improvements of this strategy. It specifies main focus of the management in the next five years and suggests effective methods needed to improve competitive strategy of this company.

Innovationen führen zu volkswirtschaftlichem Wachstum. In dieser Diplomarbeit geht es um einen neuen, innovativen Holzwerkstoff: Faserverstärkte Holzrohrprofile. Diese wurden von Professor Peer Haller an der technischen Universität entwickelt. Die Arbeit untersucht das Marktpotential des neuen Baustoffes in 5 Branchen: Bauingenieurwesen und Architektur, Leichtbau, Windkraft, Masten und Rohrleitungen. Die Forschung findet anhand einer Literatursynthese und Experteninterviews statt. Die Marktanalyse wird mit dem 5 Kräfte Modell von Porter und den 5 Rahmenbedingungen von Baum, Coenenberg und Günther durchgeführt. Dabei handelt es sich bei den 5 Kräften um Lieferanten, Abnehmer, Substitute, Konkurrenz und Wettbewerber. Die untersuchten Rahmenbedingungen sind ökonomische, ökologische, gesellschaftliche, technologische und rechtliche. Sie ermitteln die Chancen und Risiken des neuen Produktes auf den verschiedenen Märkten. Zudem werden die aktuellen Marktsituationen dargestellt. Durch die Hinweise der Experten und die Ergebnisse der Literatur werden Vorschläge für die weitere Forschung in ökonomischer und technologischer Richtung abgeleitet. Empfehlungen für das weitere Vorgehen bei der Markteinführung in die 5 Brachen sind die Ergebnisse der Arbeit. / Innovations lead to economic growth. This diploma thesis deals with a new, innovative wood product: Fibre-reinforced Tiber Profiles. These where invented by Professor Peer Haller at the Technical University Dresden. The paper investigates the market potential of this new product in 5 industries: building and architecture, lightweight construction, wind power, towers and pipes. This is achieved trough literature synthesis and expert interviews. The market analysis is determined with the 5 Forces Model of Porter and the 5 framework conditions by Baum, Coenenberg and Günther. Thereby the forces suppliers, buyers, substitutes, new entrants and competition the markets with influence on the product are identified. As well as the economic, ecological, social, technological and legal frameworks which make out the opportunities and threats for the product on the different markets. Additionally the current situations of the different markets are presented. Further economic and technical research needs appear through the suggestions of the experts and the findings in the literature. Recommendations for further approach and handling of the product in the markets are the outcomes of this writing.

The construction industry has been hesitant for a long time to apply new technologies. In property development, the industry relies heavily on employees bringing experience from one project to another. These employees learn to manage risks in connection with the acquisition of land, but when these people retire, the knowledge disappears. An AI-based decision-support system that takes the risks and the market into account when acquiring land can learn from each project and bring this knowledge into future projects. In facility management, artificial intelligence could increase the efficiency of the allocation of staff in the ongoing operations. The purpose of the study is to analyse how companies in the real estate industry can improve their decision-making with the help of AI in property development and property management. In this study, two case studies of two different players in the real estate industry have been performed. One player, Bygg-Fast, represents property development and the other player, VGR, represents facility management. The study is based on interviews, discussions, and collected data. By mapping and then quantifying the risks and market indicators that are input data in the process, a basis can be created. The data can be used for a model that lays the foundation for an AI-based decision support system that will help the property developer to make calculated decisions in the land acquisition process. By mapping what a flow through a property looks like, measuring points can be set out to analyse how long the activities take in the specific business. These measured values provide a collection of data that makes it easier to plan the activities conducted in the property. A more efficient flow can be achieved by visualizing the entire process so staff can be allocated to the right part of the flow. By being flexible and being able to re-plan the business quickly if planning is disrupted, a high level of efficiency can be achieved. This could be done by an AI-based decision support system that simulates alternative day plans. / Byggbranschen har länge varit tveksamt till att applicera nya tekniker. Inom fastighetsutveckling bygger branschen mycket på att anställda tar med sig erfarenheter från ett projekt till ett annat. Dessa anställda lär sig hantera risker i samband med förvärv av mark men när dessa personer slutar eller går i pension försvinner kunskapen. Ett AI baserat beslutssystem som tar risk och marknad i beaktning vid förvärv av mark kan lära sig av varje projekt och ta med dessa kunskaper till framtida projekt. Inom fastighetsförvaltning skulle artificiell intelligens kunna effektivisera allokerandet av personal i den pågående verksamheten. Syftet med studien är att analysera hur företag i fastighetsbranschen kan förbättra sitt beslutstagande med hjälp av AI i utveckling av fastigheter samt fastighetsförvaltning. I denna studien har två fallstudier av två olika aktörer i fastighetsbranschen utförts. Ena aktören, Bygg-Fast, representerar fastighetsutveckling och den andra aktören, VGR, representerar fastighetsförvaltning. Studien bygger på intervjuer, diskussioner och insamlade data. Genom att kartlägga och sedan kvantifiera de risker samt marknadsindikatorer som är indata i processen kan ett underlag skapas. Underlaget kan användas för en modell som lägger grunden för ett AI baserat beslutsstödsystem som ska hjälpa fastighetsutvecklaren med att ta kalkylerade beslut i mark förvärvsprocessen. Genom att kartlägga hur ett flöde genom en fastighet ser ut kan mätpunkter sättas ut för att analysera hur lång tid aktiviteterna tar i den specifika verksamheten. Dessa mätvärden ger en samlad data som gör det lättare att planera verksamheten som bedrivs i fastigheten. Ett effektivare flöde kan uppnås genom att visualisera hela processen så personal kan allokeras till rätt del av flödet. Genom att vara flexibel och kunna planera om verksamheten snabbt ifall planering störs kan en hög effektivitet nås. Detta skulle kunna göras av ett AI baserat beslutsstödsystem som simulerar alternativa dagsplaneringar.

Im ersten Abschnitt der Arbeit werden, neben dem grundlegenden Ablauf, die unterschiedlichen Factoring-Formen und Funktionen erläutert. Es erfolgt eine Abgrenzung zu anderen kurzfristigen Finanzierungsformen. Für diese Arbeit wurden Geschäftszahlen der Jahre 2008 bis 2018 von 106 Factoring-Unternehmen über die elektronische Ausgabe des Bundesanzeigers erhoben. In dem darauffolgenden Abschnitt erfolgt die Arbeit mit den empirischen Daten. Die Daten werden diskutiert, aufbereitet und anschließend ausgewertet. Es werden Entwicklungen am Arbeitsmarkt und der Gesamtwirtschaft beobachtet und im letzten Abschnitt der Arbeit die aktuellen Entwicklungen der Fintechs betrachtet. Dabei wird der Begriff „Fintech“ zunächst definiert und die Unterschiede zu klassischen Geschäftsmodellen kritisch analysiert. Abschließend erfolgt eine Zusammenfassung der Ergebnisse.:1 Einleitung 2 Definition und Abgrenzung des Factorings 2.1 Definition und Formen des Factorings 2.2 Bedeutung und Funktionen des Factorings 2.3 Alternative kurzfristige Finanzierungen und deren Kosten 3. Entwicklung des Factoring-Marktes in Deutschland 3.1 Erhebung und Herkunft der Daten 3.1.1 Statistische Beurteilung – Qualität der Daten 3.1.2 Regression – Schätzen fehlender Werte 3.1.3 Interpretation der Daten 3.2 Einteilung der Unternehmen 3.2.1 Nach Unternehmensgröße laut HGB 3.2.2 Nach Rechtsform 3.2.3 Nach Standort 3.2.4 Nach Gründungsdatum 3.2.5 Nach Wirtschaftsbranche der Factoring-Kunden 3.3 Positionen der Gewinn- und Verlustrechnung 3.3.1 Zinserträge / Provisionserträge 3.3.2 Zinsaufwendungen / Provisionsaufwendungen 3.3.3 Allgemeine Verwaltungsaufwendungen 3.3.4 Wertberichtigungen auf Forderungen 3.3.5 Sonstige Gewinn- und Verlustrechnungspositionen 3.3.6 Ergebnis aus normaler Geschäftstätigkeit 3.4 Positionen der Bilanz 3.4.1 Forderungen und Verbindlichkeiten 3.4.2 Sonstige aktive Bilanzposten 3.4.3 Eigenkapital 3.4.4 Sonstige passive Bilanzpositionen 3.5 Arbeitsmarkt / Anzahl der Mitarbeiter 3.6 Entwicklung der Factoring-Quoten, Kundenzahlen 3.7 Historische Entwicklung und regulatorische Einflüsse 4 Entwicklungen in der Fintech-Branche 4.1 Definition von Fintechs 4.2 Dienstleistungsunterschiede zu klassischen Factoring-Anbietern 4.3 Börse für Factoring 4.4 Kritische Auseinandersetzung 5 Zukünftige Entwicklung 6 Fazit / This bachelor thesis evaluates the development of the german factoring market between the years 2008 and 2018. For the evaluation key figures of annual financial statements, employment market and the factoring branch in general are compared between 164 factoring companies.The thesis also discusses the latest innovation of fintechs and draws a comparison to traditional factoring companies. In conclusion, the results clearly show a growth of the industry within the evaluation period.:1 Einleitung 2 Definition und Abgrenzung des Factorings 2.1 Definition und Formen des Factorings 2.2 Bedeutung und Funktionen des Factorings 2.3 Alternative kurzfristige Finanzierungen und deren Kosten 3. Entwicklung des Factoring-Marktes in Deutschland 3.1 Erhebung und Herkunft der Daten 3.1.1 Statistische Beurteilung – Qualität der Daten 3.1.2 Regression – Schätzen fehlender Werte 3.1.3 Interpretation der Daten 3.2 Einteilung der Unternehmen 3.2.1 Nach Unternehmensgröße laut HGB 3.2.2 Nach Rechtsform 3.2.3 Nach Standort 3.2.4 Nach Gründungsdatum 3.2.5 Nach Wirtschaftsbranche der Factoring-Kunden 3.3 Positionen der Gewinn- und Verlustrechnung 3.3.1 Zinserträge / Provisionserträge 3.3.2 Zinsaufwendungen / Provisionsaufwendungen 3.3.3 Allgemeine Verwaltungsaufwendungen 3.3.4 Wertberichtigungen auf Forderungen 3.3.5 Sonstige Gewinn- und Verlustrechnungspositionen 3.3.6 Ergebnis aus normaler Geschäftstätigkeit 3.4 Positionen der Bilanz 3.4.1 Forderungen und Verbindlichkeiten 3.4.2 Sonstige aktive Bilanzposten 3.4.3 Eigenkapital 3.4.4 Sonstige passive Bilanzpositionen 3.5 Arbeitsmarkt / Anzahl der Mitarbeiter 3.6 Entwicklung der Factoring-Quoten, Kundenzahlen 3.7 Historische Entwicklung und regulatorische Einflüsse 4 Entwicklungen in der Fintech-Branche 4.1 Definition von Fintechs 4.2 Dienstleistungsunterschiede zu klassischen Factoring-Anbietern 4.3 Börse für Factoring 4.4 Kritische Auseinandersetzung 5 Zukünftige Entwicklung 6 Fazit

Marketing is a key function for all organizations and is seen as essential in order to achieve success when launching a new business. Following from the overwhelming amount of accessible data for companies, there exist an urge to understand what activities to include in the marketing process and how to manage them. Despite the vital role and the urge to further understand marketing, there is a lack of research about marketing in the small entrepreneurial business context that is encountered in startups. In addition, a call for further development of empirical research is identified in the business to business (B2B) and business to consumer (B2C) dichotomy. Therefore, the purpose of this study was to evaluate the marketing process used by B2B and B2C Software as a Service (SaaS) startups. This in order to contribute with understanding of the marketing process in the startup context and contribute with development of the research within the B2B and B2C dichotomy. This was done by conducting a multiple case study where the empire was collected from four SaaS startups either selling to consumers or businesses. The empirical findings of the study show that the customer type, being a consumer or a business, affects the marketing process. Both differences and similarities were identified between the marketing process applied in the B2B and the B2C startups. Due to different levels of knowledge within the companies and different complexity levels in the buying process differences were found in the evaluation, segmentation, targeting and positioning done by the B2B and the B2C startups. It was found that the B2B companies put in less effort into the market analysis and segmentation compared to the B2C companies. Historically the channels utilized were identified to be different between the segments. However, a trend towards similar targeting channels was identified since the B2B segment is moving towards using more inbound marketing, which already is the main approach applied by the B2C segment. The B2B segment was, compared with the B2C segment, also identified to put more emphasize on achieving a position within the market that radiates credibility. Furthermore, the marketing process was found to be approached differently in startups than what was suggested in literature due to the lacking attention given to the scare resources and the innovative environment of a startup. A suggestion was therefore provided of how the marketing process better could be adapted to the startup context by including a feedback loop, making the marketing process more iterative. / Marknadsföring är en nyckelfunktion för alla organisationer och ses som en avgörande framgångsfaktor vid uppstarten av ett nytt företag. Till följd av den överväldigande mängden data som många företag besitter finns det ett behov av att förstå vilka aktiviteter som ska ingå i marknadsföringsprocessen samt hur man på bästa sätt hanterar dessa aktiviteter. Trots marknadsföringens vitala roll och det identifierade behovet av ytterligare förståelse är det brist på forskning om marknadsföring inom det entreprenöriella småföretagskontext som påträffas i startups. Vidare identifierades ett behov för vidareutveckling av den empiriska forskningen inom business to business (B2B) och business to consumer (B2C) dikotomin. Syftet med denna studie var därför att utvärdera marknadsföringsprocessen som används av B2B och B2C startups som tillhandahåller mjukvara som en tjänst. Detta för att skapa ökad förståelse av marknadsföringsprocessen i startupkontexten, men även för att bidra i utvecklingen av forskningen inom B2B och B2C dikotomin. Detta gjordes genom en fallstudie där empirisk data samlades in från fyra startups som tillhandahåller en mjukvara som en tjänst och som antingen säljer till konsumenter eller till företag. De empiriska resultaten av studien påvisar att kundtypen, konsument eller företag, påverkar marknadsföringsprocessen. Både skillnader och likheter identifierades mellan marknadsförings-processen som används av startups som säljer till antingen konsumenter eller företag. På grund av olika kunskapsnivåer inom företagen och olika komplexitetsnivåer i inköpsprocessen identifierades skillnader i utvärderingen, segmenteringen, inriktningen och positioneringen som gjordes av B2B och B2C startups. Det påvisades att företagen som säljer till andra företag satsar mindre på marknadsanalys och segmentering jämfört med de företagen som säljer till konsumenter. Historiskt sett har olika marknadsföringskanaler använts av de två segmenten. En trend har emellertid identifierats mot användning av liknande kanaler, eftersom B2B segmentet rör sig mot att tillämpa inkommande marknadsföring, vilket redan är det huvudsakliga tillvägagångssättet som tillämpas inom B2C segmentet. B2B segmentet identifierades även, jämfört med B2C segmentet, lägga vikt vid att uppnå en position inom marknaden som utstrålar trovärdighet. Vidare visade sig marknadsföringsprocessen i startups skilja sig från vad som föreslogs i litteraturen, detta till följd av att litteraturen inte tar hänsyn till de bristande resurserna och den innovativa miljön som präglar en startup. Därför tillhandahålls ett förslag på hur marknadsföringsprocessen bättre kan anpassas till startupkontexten, detta genom att inkludera en återkopplingsslinga vilket resulterar i en mer iterativ marknadsföringsprocess.

本研究主旨有三：(一)整理現有股市財經節目的營運方式、節目內容並瞭解財經節目主持人及其口語傳播技巧。(二)從股市財經節目觀眾收視行為來觀察，以節目收視率及收視觀眾輪廓(audience profile)為基礎，觀察股市財經觀眾其日常生活中收看股市財經節目的相關行為。(三)結合對財經節目與觀眾收視行為的觀察與研究，找出股市財經節目的關鍵要素並提出建議。 本研究以文本分析、深度訪談、二手資料整理等研究方法進行，分析整理後，發現股市財經節目觀眾的收視動機非常明確，為主動閱聽人，收看節目係屬工具性行為，主要目的係希望投資獲利。因此，節目設計應先考量以下兩點：(1)股市財經節目的觀眾特性：男女比例相當、年齡層較高、學歷較高、居住北部地區較多、家庭所得較高、對資訊需求差異大、對節目是否應教育功能意見分歧。(2)股市特性：資訊瞬變、影響股市漲跌因素甚多、需專家解說。 而股市財經節目雖與其他節目有明確區隔，唯同類型的電視投顧節目或股市貼盤節目本身並無差異化，造成電視投顧節目以消耗投顧老師的方式進行經營，四個股市貼盤節目僅有二個尚稱成功，本研究建議節目產製單位應以更深層、更能吸引觀眾的相關投資資訊來提升閱聽眾對節目的忠誠度，而同類型節目之間則應以觀眾對資訊偏好的需求、對節目教育功能的不同的認知來進行差異化。 / This analysis will 1) examine the current format for Stock Market Analysis Television Programs, the program content, the program hosts types, and the host speaking styles. 2) Examine program viewer behavior, based on viewer ratings, audience profile, and the role that these programs play in the daily lives of its viewers. 3) Ascertain the key elements of these programs and provide recommendations based on conclusions reached through cumulative analysis of such television programs and the behavior of their viewers. Based on text analysis, in-depth interviews, and second-hand data, viewers appear to have clear utilitarian motivations for watching these television programs, they are active listeners, and their primary objective is to profit on their stock market investments. Program design should take into consideration the following elements: 1) Viewer Demographics: even proportion of male and female viewers, higher age-bracket, highly educated, living primarily in Northern Taiwan, high household incomes, strong demand for new information, split on whether such programs provide educational value. 2) The Nature of the Domestic Stock Market: information changes quickly, factors affecting the rise and fall of stock prices are many, professional market insight and analysis is needed. Stock Market Analysis Television Programs, which are quite different from other television programs, fall into one of two main types: Investment Consulting Company-produced Analysis Programs, Real-time Market Data and Analysis Programs, with very little variation between competing programs in each category. The former generally relies on a string of new program hosts in an attempt to maintain viewer interest. There are currently only four of the latter type of program currently running with only two of them showing even mild success. This report will recommend that producers of such programs should offer more in-depth content so as to better attract and maintain viewers. Competing programs should also distinguish themselves from one another by offering different types of data and analysis content, and different levels of educational content in their programs.

The objective of my diploma thesis called "Project Planning and Evaluation of Establishment and Operation of a Retirement home" is a feasibility study of a social care investment project. The theoretical part covers methodical foundations based on available resources. In the practical part, I described specific steps of the feasibility study which are relevant to the social care project. The initial part is dedicated to the environment analysis. Based on the market analysis, I defined the target group of the business plan, analyzed the competitive factors and designed a marketing strategy including a marketing mix strategy. Then I defined the project schedule, project management and human resources management. The thesis contains financial analysis determining the need for securing long-term and short-term capital. The thesis is concluded with chapters on project effectiveness and sustainability assessment and on risk management.

I denna rapport redovisas ett examensarbete av Edvin Sjöberg utfört i samarbete med Ödins Garveri i Visby. Projektets mål har varit att ta fram ett tillverkningsunderlag för en ny axelremsväska i läder för män. Väskan är konstruerad för att vara materialbesparande, hållbar och elegant. Faktainsamlingen ger en översikt av de vanligaste sätten att bereda och garva skinn, sömnadsteknik och tillverkningsteknik. Målgrupps- och marknadsanalys har varit vägledande för utformningen av slutprodukten och stort fokus har lagts på modell- och skissarbete. Slutprodukten är en herrväska med mycket hög materialkvalité, formgivning inspirerad av klassiskt herrmode och med väl planlagda och genomtänka detaljer. / This report presents a thesis of Edvin Sjöberg performed in collaboration with Ödins Tannery in Visby.  The project's goal has been to develop a manufacturing base for a new leather shoulder bag for men. The bag is designed to be easy to produce without material loss, to be durable and stylish.  The essay provides an overview of the most common ways to prepare and tan hides, sewing techniques and manufacturing technologies. Audience and market analysis has aided the design of the finished product and focus has been placed on model and sketch work.  The end product is a bag made from high quality materials, design inspired by classic men's fashion and with well-planned and thoughtful details.

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本文主要在探討與捷運共構商用不動產市場開發模式之研究，期能參考國外經驗及以市場調查與潛在業者訪談方式，建立商用不動產之市場分析模式，作為開發者投資開發時之產品規劃依據，並評估以開發者之企業文化及潛在業者之經營意願，建議全案之營運或銷售模式，及進行開發效益分析與比較。 經以機場捷運A8車站為例進行研究，獲致結論主要為：捷運共構之商用不動產乃政府衡量車站用地以徵收方式取得困難，遂以鼓勵民間(地主及投資開發者)投資、參與公共建設方式，由政府與民間共享開發效益，達到三贏局面之最佳開發模式，由財務及其他各方面分析效益得知，政府除可免去取得私有土地紛爭或時程延宕外，亦可透過共同開發，挹注重大交通建設經費，民間亦可經由參與公共建設共享獎勵及開發效益，獲取高於土地被徵收時之利益，為一值得效法與推廣之開發模式。 惟開發者應在投資開發前，審慎評估個案之市場定位及投資效益，以作為規劃設計及將來營運模式之參考，避免規劃錯誤造成將來營運或產銷之效益不彰，影響投資報酬，並可作為前期招商之依據，因此建立可靠的商用不動產市場分析方式甚為重要。本文主要重點在於以個案分析進行商用不動產市場開發模式之研究，以作為後續開發相關案例之參考。 / This article is to explore the MRT structure of the commercial real estate’s market model of development. With drawing on foreign experience, the market research and interviews with potential operators, we can establish the commercial real estate market analysis model, as developer’s product planning principles when develop. And according to the corporate culture and potential industry management, it will be recommended to the case of operations or sales model, and to develop effective analysis and comparison. Taking the co-structure building of A8 MRT station to the airport as a case study, to achieve the main conclusions are: To avoid the difficulities of acquiring private land, the government submits to encourage private investment (landlord and investment developers) to participate in public construction, share benefit to both the government and private. The MRT structure of commercial real estate is the best model of development to have a win-win situation. From financial and other aspects of effection, the government could dismiss the disputes of acquiring private land and avoiding the time-delay of engineering development. By co-structure of MRT and the commercial real estate building, the government could inject major transportation infrastructure funding, people can also enable the sharing through participation in public construction and development of effective incentive to get higher than the interest of the land acquired. Thus it is resumed a worthy example to follow and a promotion of the development model. However, developers should evaluate assessment of the case of market position and investment results carefully in investment before development, and be a reference business model for future planning and design, so as not to cause an affected or inefficient investment returns of future operation and marketing sales because of planning errors, and also can be used as a basis for merchants. So how to set up a commercial real estate market analysis methods is important. This article focuses on commercial real estate market to establish a development model, as a reference for follow-up development of related cases.