Waldis Tresore - With the right strategy from marketing
tools to sustainable success in Germany
Waldis Tresore AG, under the lead of a new management, aims to expand its business opportunities by actively engaging in new and existing geographic markets. The scope of this thesis: market development in Germany
Sandro Furigo & Olivier Marti, 2019
Bachelor Thesis, Waldis Tresore AG
Betreuende Dozierende: Markus Rach
Keywords: Marketing, Tools, Germany, Eventmarketing, Social Media, Target Audience
Waldis Tresore AG, located in Rümlang ZH, is an international SME who develops, designs and produces safes, vaults, customer safe deposits as well as reinforced doors in Switzerland. Waldis Tresore aimed to establish an active presence in the German market. The authors were thus challenged to assess the market, find suitable market entry points and provide the right combination of marketing tools, supported by specific and feasible concepts, to assure a sustainable market entry to the German market.
The authors analysed Waldis Tresore internal and external environment to gain a fundamental view of the company and its relevant markets. Tools and strategies assisted greatly in gaining a rapid overview and to structure the market appropriately. A thorough competitive analysis was also included. Desk research and thus secondary data provided the necessary data fundament. As a result, the authors defined high relevance geographic access to the market based on disposable income levels. Through expert interviews, such as with Slavisa Tavic, recommendations and entry strategies were developed, which were further ranked to recommend the most feasible entry concepts to Waldis.
The final outcome of the thesis are three main concepts that can be implemented in the current strategy and used for marketing purposes accordingly: Event marketing; Social media marketing; Customer engagement concept. To each, implementation ideas and concepts were provided. The concepts were thoroughly explained and backed up by relevant theory. Each concept comes along with an evaluation in terms of effort, financial resources and potential success. Additionally, the three concepts should help to gain a competitive advantage over competitors and at least support the market entry of Waldis into the region of Bavaria. Based on our findings, customer engagement is key when looking for excellent response rates and social media traffic. All concepts include clear call to actions either by event, respectively social media marketing or customer engagement with the help of a specific response mechanism. They can be combined by the client according to his own resources and needs.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation