Marketing concept for Imecon AG Analysis and recommendation for new market segments

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.