Over the past years, more and more chains buy properties in Munich and the density is increasing. The aim of this thesis will be to help these small properties and to assure them that they don’t need to be afraid. In order to do this, a real life example of an existing property and its success is shown. The thesis will introduce and consider different market positioning strategies, followed by a market and competitive analysis as well as a customer segmentation. Throughout the thesis, Niche-marketing will be major positioning recommendations due to the outstanding uniqueness and indifference this positioning offers. In the concluding parts the author tries to show success factors, forecast future market positioning strategies and give ideas for implementations how to adjust the marketing strategies most efficient.