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Germany

Germany. Doing business in Europe’s largest market. Europe’s largest domestic market 27% of Europe’s GDP Population: 82 m Companies: 3,7 m UK's largest export market in Europe second largest globally after the US. Global leader in international trade fairs. Key facts.

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Germany

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Presentation Transcript

  1. Presentation title

  2. Germany Doing business in Europe’s largest market

  3. Europe’s largest domestic market 27% of Europe’s GDP Population: 82 m Companies: 3,7 m UK's largest export market in Europe second largest globally after the US. Global leader in international trade fairs Key facts

  4. UK’s major trading partners

  5. Germany in 2011 – Out of the recession

  6. Comparison

  7. Top-Location

  8. Germany - strengths

  9. Key industries

  10. 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

  11. Market characteristics • Highly developed market • International and domestic competition • High quality • Fierce competition • Companies get many enquiries!

  12. 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. “

  13. 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

  14. 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

  15. Provide trade literature • With USPs • A lot of technical information • References • In German

  16. 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!

  17. How UKTI Germany can help you • Flexible, tailor made service • Help you in defining your supply channel Type of companies to partner with • Identify potential German business partners for you • Help you to organise receptions, seminars and product launches

  18. 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

  19. Contact Details • Central Coordination Unit Düsseldorf • Email central.coordination.unit.duesseldorf@fco.gov.uk

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