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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GDP

Comparison

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Germany France UK Spain

GDP 2010

Top-Location

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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

Contact Details Central Coordination Unit Düsseldorf

Emailcentral.coordination.unit.duesseldorf@fco.gov.uk