International Marketing in Germany – From a cultural perspective

5.6.2
 
Product 
Precimeter standardizes the 
function 
of the product, since it is easier and the German market 
hasn’t demanded adapted products. This makes it easier for Precimeter to plan the production 
as well as the insecurity decreases.
The 
packaging
is standardized as well as the 
features
, since this is nothing that matters in the 
business. The Germans are more interested in the technology. Precimeter’s 
labels
are 
standardized having the same for Sweden as well as Germany, since the labels to most part 
consist of digits and serial number it isn’t necessary to adapt them to the German market. 
The 
quality
is standardized as well, yet, Germans ask many questions about quality and 
everything is tested well. In case of problem Germans are pretty demanding meaning that they 
have paid for the product and hence it should work. Germans are strict about getting 
information about how, where and when the product will be fixed.
The 
brand name
is standardized since one year back, because Precimeter Group wants all the 
companies within the group to be connected with regard to the name. The name works well in 
Germany, having no hindrance with regard to language, pronunciation and German culture. 
The 
installation
is standardized. Precimeter sends Swedish staff installing the product. But the 
company sometimes thinks it should adapt its way of working with installation, since 
Germans wish for German speaking staff. It is of advantage to have the same staff handling 
installation in Germany as in Sweden. However, disadvantages are that it seems to create 
communication problems and credibility problems. Precimeter has the impression that 
Germans do not want to speak English because they are not so good at it. Germans want to 
speak German when they are in their own country.
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Precimeter Group 

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After-sales services
are limited, but standardized if needed. 
Warranty 
is adapted, Germans 
demand longer warranty time in the negotiations. Precimeter believes this is because Germans 
value when people mean what they say, directness, they want to be sure, and have a 
straightforward communication. The longer warranty time creates higher insecurity for 
Precimeter, since it brings higher costs. 
Delivery service
is adapted offering delivery as a part of the product when buying a product in 
Sweden and Germany. The terms are negotiated with every customer and hence adapted, yet 
not specific to the German market.
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