: strategic positioning in a niche market for a German SME

  • Laura Schmidt (Student)

Student thesis: Master's Thesis


The Case Study focuses on the positioning of RST GmbH, a German surface technology com pany, in a changing market environment. RST GmbH faced significant challenges in 2012 which created a need for a change in strategy. Firstly, a high dependency on three major cus tomers with a revenue share of up to 55%. Secondly, RST was dealing with the most significant complaint in its history and thirdly, with the fluctuations in the German economy. These cir cumstances were reasons for the management to realign RST and question how should the com pany operate in the future. The key objectives of this Case Study are to recognize the importance of realignment in a company’s lifecycle, to understand the positioning within competitive mar kets, to evaluate the role of customer concentration and to analyze diverse strategies to sustain growth. This Dissertation includes a Literature Review on topics related to the issues raised by the Case Study. It also offers an analysis of key issues of the Case in the Teaching Notes section to help instructors to prepare for the in-class discussion.
Date of Award22 Jan 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Magalhães Guedes (Supervisor)


  • Positioning
  • Strategy
  • Customer concentration
  • Niche market
  • SME


  • Mestrado em Gestão e Administração de Empresas

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