International Marketing in Germany – From a cultural perspective

5.6.4
 
Place
Precimeter applies adapted 
distribution channels
in Germany, selling the products through its 
own subsidiary. In other countries the company mostly has sales agents on spot. The
 transport
and 
delivery
are adapted, since they get decided upon with every customer. However, since 
Germany and Sweden are parts of the European Union, that works for free trade within the 
Union, the transport and delivery often works in similar ways from time to time.
The 
coverage
of the market is adapted to where Precimeter is situated, but the company tries 
to serve the entire German market out of the office in Western Germany. The 
assortment
is 
standardized offering the same products in all markets. Since Precimeter is an industrial 
company it does not have any 
inventory 
in stores.
240
239
Precimeter Group 
240
Ibid 

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68 
6
 
COMPARATIVE ANALYSIS – A COMPARISON BETWEEN SWEDISH 
COMPANIES’ MARKETING MIX
In this section, we compare the companies´ adjustments on their marketing mix starting with 
price followed by product, promotion, and finally place. We relate the answers according to 
German culture trying to find reasons for the made actions within German culture. 
6.1
 
Price
The analysis of the information regarding the pricing mix from the interviews shows that 
overall adaptation is more common within the food and beverage industry than in the garment 
industry (see table 6.1). Regarding the industrial company standardization as well as 
adaptation has been used.
Table 6.1 A Comparison between Standardized vs. Adapted Pricing Mix