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New paths for HOFER in a business field project with students from the Master’s program in Marketing & Sales Management

February 5, 2024

Students from the Master’s program in Marketing & Sales Management developed innovative strategy concepts in a practical project with HOFER KG.

HOFER KG, a top player in Austrian food retailing, commissioned the students of the Master’s program in Marketing & Sales Management (3rd semester) to conduct comprehensive market research in the winter semester 2023/24 in order to take a closer look at the potential of the flyer. Organized in teams as market research agencies, the prospective marketing & sales experts demonstrated their expertise in the application of various analysis methods, such as eye tracking with the Web Analytics Lab of FHWien der WKW, a survey and focus group interviews. Based on the results of their market research, the students developed strategy recommendations using a detailed SWOT analysis and derived specific packages of measures.

Comprehensive market research delivers innovative solutions

In the final presentation to the HOFER marketing team in mid-January, the student teams presented both their findings from the market research and their creative concepts with concrete recommendations for action. The clients were impressed by the professional approach:

“Working with the students from FHWien der WKW was a valuable experience for us. The fresh perspectives and well-founded analyses have shown us new possibilities, which we will continue to examine in the next months.”