TY - THES AU - Marbach, Emanuel T1 - Marketing Plan for small and medium size breweries in Switzerland DA - 2005 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Koessler, Phyllis AB - The pressure in the Beer Market is increasing drastically all over the world. Since a few years the consumation of beer droped constant every year. The competition to gain market share gets difficult and some companies have to close down their production. It seems that only a few big players in the market can survive the next couple years. But in defiance of this event, many small breweries started their production and entered the beer market. In Switzerland there are just two big leading beer companies left and a lot of small – and medium size breweries try to stay in the market. It is important for smaller companies to have a clear marketing strategy and a realizable marketing plan to fight against the enormous competition from the market leaders. The small breweries don’t just have to gain market share, but also to protect their own customer market. It is important to focus on their strengths and to take a close look on the customer behaviors. The small – and medium breweries are very innovative in their production range and they put there attention on the quality of their products. It is relevant to protect the variety of different product in the market. M3 - Diplomarbeit Tourismus M4 - Citavi ER -