FN ISI Export Format VR 1.0 PT J TI Successful positioning of the 25hours Zurich Langstrasse in the hotel market of Zurich AF Schaufelbühl, Pascale AU Schaufelbühl, P AB In 2012, the German hotel chain 25hours Hotels established its first hotel in Zurich. In spring 2017, another venue called 25hours Zurich Langstrasse will be opened. The challenge is to position the new 25hours hotel competitively in the hotel market right from the start as the competition in the hotel market in Zurich is very intense and even growing. In this bachelor thesis the current state of the 25hours hotel in Zurich is examined in a first step by conducting an environmental, market and company analysis. The evaluation is based on data collection, surveys and expert interviews. Secondly, recommendations for possible marketing strategies and measures within the marketing mix, especially regarding price, people and promotion, are given. In addition it is clarified, whether the price is the most important factor in the marketing mix, if there will be an internal cannibalisation between the two 25hours hotels in Zurich and finally, whether the Generation Y is the most important target group for the new 25hours Zurich Langstrasse. ER