Harrison, AndrewThiemann, Anna Sophie2025-01-212024-06-212024-06-21http://hdl.handle.net/10362/177691The 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.engGo-to-market strategyErgonomic sectorPosture correctorGerman market entryStpMarketing mixmaster thesis203723864