12/10/2014presentation title1. germany doing business in europe’s largest market
TRANSCRIPT
11/04/23 Presentation title 1
GermanyDoing business in Europe’s largest market
Key factsEurope’s largest domestic market
27% of Europe’s GDP
Population: 82 m
Companies: 3,7 m
UK's largestexport market in Europe
second largest globally after theUS.
Global leader in international trade fairs
UK’s major trading partners
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US Germany France China India
Export in 09/10 in £ bn.
Germany in 2011 – Out of the recession
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2008 2009 2010 2011 estimate
GDP
Comparison
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Germany France UK Spain
GDP 2010
Top-Location
010203040506070
Ger
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Chin
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Euro
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UK
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Top3
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Germany - strengths
Key industries
Business Culture• Germans have a reputation for being thorough, exact and direct
– Give us much detail as possible (technical details)
Germans are direct in expressing views and opinions– no hidden language or reading between the lines– clear, direct communication, concise presentation important
• English is common – but not in all industries
• Germans are impressed with quality, reliability and reputation
• They aim for long-term business relationships
Market characteristics Highly developed market International and domestic
competition High quality Fierce competition• Companies get many enquiries!
What German companies said during our research: “Information given on design and
operation was not detailed enough and that a drawing would have been beneficial”
“We are flooded with new enquiries and are very busy with active projects. “
Recommendations Know your Unique Selling Points
Adapt the product to the German market (language, regulatory standards, business culture, pricing)
Offer high quality and innovative products
Price and margin are key
Focus on products in niche segments
Have detailed plans on how to enter the market
Define supply channel – which type of companies to partner with (agents, resellers)
Visit German trade fairs
Provide trade literature– With USPs– A lot of technical information– References– In German
Conclusion Germans love technical details /
approvals When taking on new partner, Germans
take it very seriously Aim for long term relationships Once a contract is signed, you have a
reliable, stable relationship in the 4th largest market in the world!
How UKTI Germany can help you• Flexible, tailor made service
– Help you in defining your supply channelType of companies to partner with
– Identify potential German business partners for you
– Help you to organise receptions, seminars and product launches
Case Study – Aerogistics Provider of surface treatments for the aerospace industry
OMIS report to help find a suitable business development representative to work in Germany, on a part-time basis
The report came back with a list of eight high quality candidates.
Aerogistics shortlisted 3 companies, flew to Germany to conduct interviews
UK Trade & Investment helped organise meetings
“It has been a real success. Our representative has already secured a new contract worth £100,000 a year, and is currently negotiating another that will be worth £350,000 a year.” Tom Dawes, Managing Director Aerogistics
