Erstellung eines Businessplans: Kombinierte Vermarktung von Wärmebehandlungs- und PVD-Beschichtungsdienstleistungen

Beatrice Harambasa

Research output: ThesisMaster's Thesis


A business plan supports the company in its corporate development and in securing existing as well as planned business relationships by presenting the company's goal and its necessary measures. This documented corporate vision is used in starting a business, the procurement of debt capital, investor acquisition, the purchase/sale of a company, strategic planning or company valuation. The aim of this master's thesis is to develop a strategy for the successful marketing of the combined service of heat treatment and physical vapor deposition (PVD) coating for the company Härterei Michael Welser (HMW). With the combined service for the target group toolmaker, the company would like to increase the capacity utilization of the coating system, improve its competitive position and gain new customers. As part of this master's thesis, a market analysis, an online survey to determine demand, a competition analysis, an analysis of the target group toolmakers using expert interviews and a company analysis were implemented. Based on the findings of the analyses, the survey and the interviews, the SWOT analysis was carried out and a strategy derivation and recommendations for action were developed to support the marketing of the combined service for the company Härterei Michael Welser.
Original languageGerman
Awarding Institution
  • Montanuniversität
  • Passath, Theresa, Co-Supervisor (internal)
  • Kernbauer, Stefan, Co-Supervisor (internal)
  • Posch, Wolfgang, Supervisor (internal)
Award date8 Apr 2022
Publication statusPublished - 2022

Bibliographical note

embargoed until 22-02-2027


  • business plan
  • strategy development
  • SWOT analysis
  • heat treatment
  • PVD coating
  • market analysis
  • competitor analysis
  • analysis of the target group
  • toolmaker
  • expert interview
  • online survey

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