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Crafting a go-to-market strategy: launching a posture corrector into Germanys ergonomic market - quantitative research findings and segmentation, targeting and positioning
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Resumo(s)
The market for posture correctors is expanding due to increased sedentary lifestyles and the
subsequent rise in posture-related health issues. BACKKEEP, a new posture corrector designed
for the German market, aims to capitalise on this opportunity by offering an innovative product
that improves posture and supports overall well-being. This thesis outlines a comprehensive
Go-To-Market strategy for the launch of BACKKEEP to establish it as a leading ergonomic
solution in Germany. The research is based on a thorough literature review, market analysis,
and data gathered from consumer surveys and expert previews. The study reveals a significant
market demand for ergonomic products, with consumers seeking effective, easy-to-use, and
visually appealing solutions. However, the market's low awareness of posture correctors
presents a challenge. This thesis proposes a go-to-market strategy that addresses this issue
through targeted marketing and strategic product positioning. The objective is to emphasise the
distinctive design and functionality of BACKKEEP in order to attract the target audience's
attention.
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Palavras-chave
Go-to-market strategy Ergonomic sector Posture corrector German market entry Stp Marketing mix