Rodrigues, Luis Manuel da SilvaPinto, Joana Cudell Silva2017-09-202018-01-202017-01-20http://hdl.handle.net/10362/23458This work, Kankura Golf: A Business Plan for Germany, is about a Portuguese golf footwear brand, which is currently facing the challenge of redefining and improving its sales strategy. Consequently, this project focuses on assessing the size and scope of the golf footwear industry, with the purpose of defining the company’s market position. Besides of analysing the internal and external contexts by applying the concepts presented in the literature review, this report collects customer insights from German golfers. In the end, it is concluded that the company’s optimal positioning is as a modern golf shoe brand that combines superior quality with a fashionable design.engGolf footwear industryMarketing strategyBrand positioningNiche marketmaster thesis201714760