International Marketing in Germany – From a cultural perspective

5.1.4
 
Place 
Wasa Bröd adapts its 
distribution channels
to the opportunities of the German market. The 
company sells the products through distributors such as IKEA and super markets. Having 
distributors over the entire German market, Wasa Bröd covers the entire German market. The 
coverage
is adapted to the German structure of the market: geographically as well as 
according to the type of distributor.
The 
assortment
of products is adapted being smaller in Germany compared to Sweden, since 
Germans do not consume as much per capita as in Sweden. However, Germany has a large 
population which means that large sales can be reached anyway. Wasa Bröd’s 
inventory 
is
 
adapted to the German market and the company uses the German standards, ¼ - displays.
The 
transport
and 
delivery
is locally adapted, but the structure is very similar to that of 
Sweden. Wasa means, it has to adapt the delivery to have a chance on the German market, 
hence the company offers negotiations about the delivery so that every business chain is 
satisfied.
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5.2
 
Göteborgs Kex AB 
Respondent in the interview is Martin Thoma, Export Area Manager at Göteborgs Kex AB. 
Göteborgs Kex produces cookies and such. It was founded 120 years ago and has since grown 
to be a European actor. It entered the German market in 2001 by exports but the products 
have been sold in the country for several years through IKEA. Göteborgs Kex has recently 
started to make use of the agent it is using today and is now continuing the expansion on the 
European market. Göteborgs Kex has the impression that since the German market is the 
biggest in Europe it is also the most attractive and most important.
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