Marketing concept for Imecon AG Analysis and recommendation for new market segments
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Authors
Author (Corporation)
Publication date
2020
Typ of student thesis
Bachelor
Course of study
Collections
Type
11 - Student thesis
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Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
Edition
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Assignee
Practice partner / Client
Imecon AG, Möhlin
Abstract
Imecon AG, a software developer for beverage producers, would like to expand into new markets, such as microbreweries and non-alcoholic beverages. However, knowledge of the targeted market characteristics is lacking. Thus, the company has assigned the students with this Bachelor Thesis, assessing and evaluating both markets in Switzerland, Austria and Germany. For that, the characteristics of each of the described segments shall be outlined. In the next step, actions that potentially ease the entry into the respective segments ought to be introduced.
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
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Review
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Citation
Nussbaum, L., & Sidler, M. (2020). Marketing concept for Imecon AG Analysis and recommendation for new market segments [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/39696