International Marketing in Germany – From a cultural perspective

5
 
RESEARCH FINDINGS- COMPANIES’ ADJUSTMENT OF THE INITIAL 
MARKETING MIX DUE TO CULTURE 
In this chapter, we present the interviewed companies and their answers regarding 
standardization or adaptation of the marketing mix. We have chosen to interview three 
companies within the food and beverage industry, two companies within the garment industry 
and one industrial company. Starting with Wasa Bröd AB, Göteborgs Kex AB, The Absolut 
Company AB, Nudie Jeans Marketing AB, Filippa K AB, and finally Precimeter Group. 
Every part starts with an introduction of the company presenting the respondent and relevant 
company facts. Thereupon, we lay out the implemented interview presenting the respondent’s 
answer regarding standardization or adaptation of the marketing mix as well as cultural 
reasons of its choice. 
5.1
 
Wasa Bröd AB 
Respondent in the interview is Karin Brunell, marketing manager at Wasa Bröd AB.
Wasa Bröd bakes crisp bread and has been on the market for more than 100 years. In the 
1950s its export of the crisp bread to Europe as well as to the United States started. Wasa 
Bröd's largest markets outside Sweden are the other Scandinavian countries and Germany, 
closely followed by Poland, the Netherlands, France and the United States. The company has 
production facilities in Filipstad in Sweden, Celle in Germany and Hamar in Norway.
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5.1.1
 
Price 
The German market is by Wasa Bröd seen as a low-price-market and there is a strong 
downward pressure on prices. The business climate is tough and it is difficult to enter, but the 
German market has a big potential, due to its large population within the small area. Wasa 
Bröd adapts its 
pricing strategy
having a cost based pricing strategy in Germany. The 
company also adapts its 
list
prices
to the local markets, which means that each country has 
different prices. Germany for example, has lower prices than France or Sweden. The 
advantage for this low price strategy is that Wasa Bröd exists on the market, yet with a lower 
profitability, otherwise the German market would have been very hard to compete in.
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Wasa Bröd did not want to answer the questions of 
discounts 
and 
period of payment.