This thesis aims to analyze the market opportunity of the microscopes in Southern Germany and Austria, determine the demand and market potential for the microscopes and provide useful in-depth insights into the microscopy market. Furthermore, this thesis aims to develop new ideas for marketing measures and give recommendations about suitable marketing measures. The client would like to find resellers in Southern Germany and Austria.

First, research on the theoretical level was conducted to find suitable literature from books, academic papers, official publications, and reports. Secondly, expert interviews were conducted to obtain in-depth information about the microscopy market. The initial results of the first analyses showed that only a qualitative approach enabled the desired well-founded, critical, thorough, and in-depth analysis of the Southern German and Austrian markets. To answer the research questions the Porter’s five forces model and SWOT analysis were applied.

The analysis of the markets showed that there are market opportunities for the Swiss company in the optical microscopy market in Southern Germany, but the market in Austria is too small. However, the analysis using Porter's five forces model shows that competition among existing companies is likely to be intense and therefore market entry is unlikely to be easy. The SWOT analysis showed that the company's strengths match the opportunities on the market. Considering the future market developments and the changing environmental aspects, there is a potential for a new company in the market to be competitive, especially if the company is able to offer innovative and diverse solutions. Furthermore, the recommended marketing measures, such as social media and exhibitions, should enhance the company's image and success in the near future. In conclusion, this work provides valuable insights into the still largely unexplored optical microscopy industry, but its implications for other companies remain limited due to the niche nature of the industry.