International Marketing in Germany – From a cultural perspective

7.1.4
 
Place 
After analyzing the marketing mix tool place, we have concluded that the place mix is hard to 
standardize. Within assortment, transport and inventory it is possible, however, this is not 
desirable in all industries. Companies that wish to export their products to Germany usually 
wish to adapt to the new market to better fit with their new target market.
When operating within the food industry adaptations to the German market are common and 
in most cases necessary. The garment industry is also mainly adapted, although the assortment 
is standardized. This is more due to the aspiration of a univocal brand than to German culture. 
Thanks to a well extended infrastructure similar to the one of Sweden, it is possible to 
standardize transport. 
The most important cultural factors regarding adaptation of the place mix are the following: 
Due to a difference in number of article in stores, the German displays are smaller 
than those used in Sweden. Within the food industry this adaptation is about following 
standards and norms. 
Since the Germans aren't in the same consumption stage as the Swedes, an adaptation 
of the assortment is required. Research is needed to understand the German 
preferences before exporting. 
To be a competitive actor in the German market the companies have to adapt their 
transport as well as their delivery. They have to adapt their routines towards the 
preferences of the buyers to make the products available on the market and have a 
chance to penetrate the market.
The German design of distribution channels makes Swedish companies adapt to the 
existing structure of retailers, wholesalers, department stores and independent stores. 

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With regard to above arguments, we have concluded that culture is of importance when 
deciding, whether a company should standardize or adapt the place as a marketing mix tool 
when internationalizing to Germany. The standardization within the place mix seems to be a 
matter of the fact that it is possible and due to convenience than due to German culture.