International Marketing in Germany – From a cultural perspective

5.5.4
 
Place 
The 
distribution channels
are adapted to the German structure going to retail or wholesale. 
There are five retail stores and many channels within wholesale. Filippa K is an international 
actor in an international market. A lot depends on the structure of the country. In Great Britain 
233
Filippa K AB 
234
Ibid 

---

64 
for example, a few large department stores controls the market and in Italy is the market 
driven by numerous small stores. In Germany, there is a mixture of department stores, 
independent stores and Filippa K shops.
Filippa K’s 
coverage of the market
is adapted and geographically concentrated to bigger cities 
where its target customer lives. The 
assortment
is standardized, but the stores have an 
opportunity to choose themselves what to buy. The stores can choose from how much they 
wish to buy and what they wish to buy. This way they can adjust the collection to the market 
and the customers. 
In the department stores Filippa K decides together with the store where to locate. The 
company focuses on shop-in-shop concepts where it can form the design and framing of the 
shop. The department stores should fit the values and prices of Filippa K, as well as 
cooperating with Filippa K in arrangements and events for the customers.
Filippa K’s 
inventories
are standardized, giving the impression that no matter where in the 
world you are, a Filippa K store always looks the same. The headquarters in Stockholm 
decide how the products should be presented in the store but also in the display windows. The 
Filippa K headquarters give the stores guidelines and material of inspiration which the stores 
can form and adjust according to their clientele. Filippa K’s 
transport
is adapted and differs 
from market to market.
235