International Marketing in Germany – From a cultural perspective

 

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7
 
CONCLUSIONS AND RECOMMENDATIONS 
In this section, we draw conclusions based on the collected information within the study. 
Starting with conclusions about price, product, promotion, and finally place. Thereupon, we 
come with recommendations for further studies within the subject of this thesis. 
7.1
 
Conclusions 
7.1.1
 
Price
Based on the analyses, we have come to the conclusion that the pricing mix as a marketing 
mix tool seems to be hard to standardize when internationalizing to Germany. However, there 
are differences between different industries. If operating within the food and beverage 
industries adaptation is necessary in order to survive, since the German market is a market 
with a strong focus on price. In comparison, if operating in the garment industry or being an 
industrial company it is possible to standardize large parts of the pricing mix. The 
standardization within the garment industry is an effect of wanting a univocal brand and the 
fact that it is easy to compare prices and order on the Internet, rather than an effect of the 
German culture. For the industrial company, convenience seems to be the reason of its 
standardization of the pricing strategy and list price. The standardization regarding payment 
period seems to be a result of convenience and not due to German culture. 
Cultural factors mattering the most regarding adaptation of the pricing mix are:
The price pressure on the German market forcing Swedish companies to have lower 
list prices and different pricing strategies 
Germans way of wanting everything to be right and fair making Swedish companies to 
offer discounts (“Skonto”) for those who pay earlier than necessary
Germans way of being correct paying on time makes it possible to shorten the 
payment period
Cultural factors mattering the most regarding standardization of the pricing mix are:
The fact that it is very easy in Germany to compare prices and order products on the 
Internet makes Swedish companies within the garment industry opt for the 
standardization alternative of the pricing mix
This implies that German culture is more important when adapting the pricing mix than when 
standardizing the pricing mix, especially if operating in an industry that is characterized by 
price pressure.

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