TY - THES AU - Gabriel, Soraya Zara T1 - Redeveloping a communication concept T4 - The revision of the communication concept «Bewusst geniessen!» for the ZFV gastronomy organisation DA - 2012 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Orsolini, Noelene AB - «Bewusst geniessen!» is a contemporary food concept applied in the community gastronomy services of the ZFV-Unternehmungen throughout Switzerland. Despite its strengths, «Bewusst geniessen!» faces three main challenges; if the concept satisfies customer’s needs, if it is still competitive and how its communication can be improved. This Bachelor Thesis is comprised of various external as well as internal analyses in order to create an individual and sustainable communication concept. All the analyses conducted and the accompanying literature research gave useful in- and outside perspectives which helped to think out of the box and clearly see the changes needed. Eventually, a Unique Selling Proposition (USP) has been identified with which «Bewusst geniessen!» can strengthen and improve its position on the marketplace long-term. Consequently, the USP as well as the results from the methodology were included in the communication concept at the core of the conclusion of the thesis. With the redeveloped communication concept, the ZFV should be able to celebrate a great product with a communication strategy adapted to the impending challenges and with tools to improve the chances of a resounding success. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -