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Crafting a go-to-market strategy: launching a posture corrector into Germanys ergonomic market - qualitative research findings and marketing mix
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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 expert interviews. 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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Go-to-market strategy Ergonomic sector Posture corrector German market entry Stp Marketing mix