The present thesis aims at developing a suggestion for a strategic positioning of the joinery of the KAMPER Handwerk+Bau GmbH, which needs to operate successfully on an increasingly competitive and dense market. This thesis was inspired by the merger of the subsidiaries of the KAMPER group and thus the necessity to (re)define strategic measures for a new positioning on the market. The theoretic part focuses on basic definitions of strategy and strategic positioning. Several different corporate strategies and models how to develop strategies are dis-cussed with a focus on strategic analyses. Resulting possibilities of the joinery?s positioning and implementation on the market are presented, whereby the implementation part is based on the real time strategic conference (RTSC).In the practical part, the development of a concept for the strategic positioning of the joinery is in the focus of attention. Apt methods of analysis, a strategic design and an implementation concept are investigated. With a focus on SWOT-analyses, a master plan for the new strategic positioning of the joinery with respect to its recognizable internal strengths and weaknesses as well as external chances and risks has been developed and aggregated to a portfolio. Such an analysis of the status quo allows for a redefinition of core messages and the derivation of strategic options to be put into practice within the joinery. The envisaged result is an operationalisation (and method) for a strategic repositioning of the joinery within the new company. The present thesis represents a benefit for the KAMPER Handwerk+Bau GmbH management which, as a result of its merger, strives to establish a repositioning of its company.