The goal of this thesis is to establish the need for mentaltraining as conducting a competitior analysis for a Swiss startup. Additionally, the financial impacts of mental ill-health in a company were researched. Finally, an initial social media strategy using Instagram was elaborated.
Märki Janik & Steidle David, 2022
Bachelor Thesis, Edutainity GmbH
Betreuende Dozierende: Pieter Jan Perrett
Keywords: Mentaltraining, mental ill-health, job performance, stress, marketing, competitor
The past few decades characterised by economic growth, globalisation, and rapid technological development have led to increased performance pressure. Pressure can lead to mental ill-health symptoms such as lack of motivation, stress, depression, or burnout. As a result, mental health awareness has increased, and entrepreneurs and companies are trying to tackle these issues. The company is offering mentaltraining workshops, coaching sessions and mentaltraining-cards which enables individuals to take proactive measures and strengthen their mental skills.
The literature review delivers an overview of mental health developments in Switzerland, mentaltraining and financial implications for companies. Based on secondary data, the project team applied the PESTEL-analysis framework to structure the market analysis and established a competitor analysis, including the SWOT framework. Primary data was gathered by quantitative- and qualitative analysis. By drawing on secondary and primary data, the paper summarizes results from the survey and the interviews. The application of the social media strategy canvas delivers first Instagram marketing results.
The survey has confirmed that there is a need for mentaltraining in Switzerland. Additionally, the data shows that people are willing to pay a significant amount of money for mentaltraining coaching and workshops. To this day, most people who state that they already practice mentaltraining, are using techniques such as meditation or sports. Almost no respondents have indicated that they practice mentaltraining with the help of professionals.
Interview data has shown that metrics such as loss of motivation and productivity are very difficult to measure and are therefore often disregarded. As a result, no clear evidence for the correlation between the mentaltraining of employees and a company’s financial performance could have been found.
Furthermore, the social media marketing strategy tested on Instagram has delivered partially successful results. Whilst the number of followers and audience reach has increased, conversion rate and, thus, revenue have not been affected.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: