International Marketing in Germany – From a cultural perspective

2.5.2
 
Need of Information
According to the problem discussion and definition, purposes of the thesis and delimitations, 
we have identified some areas of information need that we need to be able to answer our main 
problem. 
Pre-study: 
We need to describe German culture according to the variables language, modern 
history, education and technology, values and attitudes, social organization, religion, law and 
politics. The information will come from secondary sources, such as literature and databases. 
We find this important, since we need a base of knowledge about German culture to be able to 
perform the interviews as well as be able to analyze the answers.
Research area 1-4:
Thereupon, we need information about companies’ adjustments regarding 
the question within the four research areas respectively: How do manufacturing Swedish 
companies adapt the pricing mix/ product mix/ place mix/ promotion mix according to 
German culture when internationalizing to Germany?
 
This information we will collect through interviews with relevant companies. After having 
collected information through interviews, we will be able to answer our main problem. 
Main problem:
How do manufacturing Swedish companies design their marketing mix when 
internationalizing to Germany and were standardizations and adaptations made due to German 
culture? 
No new information is needed, since we will base the analyses and conclusion on previous 
chapters. Here, we will try to find connections between companies’ adjustments on price, 
product, promotion and place and German culture.
Figure 2.11 Shows an overview of our information needs for our study. 

---

34 
Figure 2.11 Information Needs 

---

35