A Swiss specialist in microscopy and measurement technology (client) has become aware of these advantages and accordingly decided to expand into the dental visual-aid market. As any expansion into a new market segment requires investments, the client is seeking additional information and recommendations on the market potential.

The research carried out in the form of an analysis and summary of primary desk literature gave an overview of the market outline. It took as its point of departure Porter's five forces and marketing approaches in best practice. During the research process an interview questionnaire was developed and two expert interviews were conducted. Thereafter the gathered information was compared to the company's environment and the research questions were answered. Moreover, further recommendations were introduced.

The thesis clearly shows that there is a future market potential for the client that needs to be developed. However, the company is confronted with a market in which the predominant business model is changing from a single dental practice model to a group practice model. The trends observed in this paper make the dental microscope a necessity for future best practices. Although it is obvious that a market exists, the client will have to overcome a "no-demand" scenario and then shift its focus to a societal marketing strategy. The key to success will be understanding and building long-term customer relationships. In addition, managing customer expectations will be a constant challenge, which the client must master. The paper provides a framework for marketing measures that can be applied to the company and its future environment.