Market Analysis in Germany
A consumer goods manufacturer has a market share of over 70 percent in Austria. However, in recent years it was not possible to achieve satisfactory sales in Germany.
MCC Adrian Holter analysed the specific opportunities for the company and its products on the German market. Research and interviews provided the following data about customers and suppliers:
- Customers: Structure of the German retail trade, market share of the most important potential customers, positioning at point of sale
- Suppliers: Distribution and logistics structure, strengths and weaknesses of current suppliers, market leader rankings, demands on new suppliers
This analysis identified a number of problem areas for the Austrian company in relation to its product range and distribution structure. On the basis of this information it was able to draw up a series of options and strategies to enter the German market successfully.