The idea for a new business venture has been developed, and the Asgard Sport Academy has already commenced its operations in the Oerlikon location. However, before moving forward, the founders recognize the importance of conducting specific research to gain a better understanding of the target market, competitors, customer demand, the unique selling proposition, and pricing strategies. Therefore, the aim is to conduct a market analysis regarding strategic positioning to differentiate the Asgard Sport Academy’s services from its competitors and establish a unique identity in the marketplace.

To accomplish the goal of this bachelor thesis, trends in the area of sports and health were outlined. Expert interviews with competitors were conducted. Two surveys were carried out; one targeting all age groups, and one targeting parents to gain insights into the potential customer segments. These surveys were complemented by interviews involving martial artists and mothers. The empirical data collected provided content which was then given context and relevant meaning through the application of the Porter's Five Forces Model, perceptual mapping, best practice benchmarking, and 7P analysis.

The gained insights revealed distinct differences among three customer segments: adults, children, and corporations. For adults, physical activity is done due to stress relief, relaxation, love of exercise, and health. For kids, the most significant factors for participating in sports are self-defense, promoting respectful interaction, encouraging discipline and fitness, and boosting self-confidence. For corporations, there was an increasing demand identified for assistance in addressing emotional exhaustion, stress, and other issues caused by the workplace environment. Moreover, based on the market analysis, it was determined that a differentiation strategic positioning strategy would be most effective for addressing the target customers' needs to gain a competitive advantage. Maintaining a strong focus on the community while providing tailored courses for adults, children, and corporations paired with flexible training schedules and customer-oriented pricing options and a modern and all-encompassing facility will differentiate the Asgard Sport Academy from its competitors and ultimately lead to a USP and competitive advantages within its field of operations.