International Marketing in Germany – From a cultural perspective

5.3.4
 
Place 
224
The Absolut Company 

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60 
The 
distribution channels
are adapted to the structure of the German market. The Absolut 
Company has a wide distribution selling the product over entire Germany, but the company 
does not sell through low price stores like Aldi or Lidl since it has premium priced products. 
The Absolut Company’s 
market
coverage 
is adapted since it covers the market through all 
kinds of distributors being located over basically the entire Germany. The market coverage 
within the entire alcoholic beverages market is 25 %. Although, within the stores category 
where The Absolut Company wants to sell or sells the products: the market coverage is 60 %.
The 
assortment 
is adapted to each market according to its preferences; if there is a preference 
for flavored vodka or not. Sweden is a very mature country when it comes to drinking vodka 
and so is Germany but to a less extend. 
The Absolut Company uses its own standardized 
inventory
under campaigns with bars and 
clubs. The company is responsible for the 
transport
that is standardized, having the same 
terms for each market when delivering from Sweden to the closest harbor in the receiver 
country.
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5.4
 
Nudie Jeans Marketing AB 
Respondent in the interview is Oscar Fritzson, sales coordinator at Nudie Jeans Marketing 
AB.
Nudie is a Swedish company that manufactures, sells and markets clothes and accessories. 
The main product is jeans. Nudie has agents, distributors and sale persons all over the world. 
The company has been active in Germany since 2003 and has agents as well as sale persons. 
Nudie has the impression that the German market is slow, large and pretty conservative.
226