德国市场营销环境的PESTEL分析

德国市场营销环境的PESTEL分析 Germany marketing environment analysis Name: Mo Ting Class : Marketing Class 102 Student Number : 2010243043 Germany marketing environment analysis Abstract Germany is a highly developed industrial nation3>. The economic strength ranks first in Europe. And it is the world's fourth largest economic power. Germany is also the world's second largest merchandise exporter and the third largest importer of goods. For decades, Germany is at the world's leading position in foreign trade. And it is known as the ;export champion.; In the European debt crisis:Ireland, Spain, Portugal, Greece has to call for help from all EU countries trying to revive from the crisis. But Germany keeps its economy steady going up year by year. In 2011, the Germany economy growth rate was 3.6%. In 2012, The Germany private consumption growth rate have increased by 0.8%. Germany is China's largest trading partner in Europe. China is also Germany's largest trading partner in developing countries. China mainly export commodities include textiles, clothing, livestock products, food, light industry, chemicals, pharmaceuticals and other raw materials to Germany. In order to better to enter the Germany market. We need to analyse the general and specific market environment of Germany. This paper is mainly from political, economic, social, cultural, technological, environmental, law these six aspects to understand Germany of market opportunities and threats. Keywords:Germany，marketing，PESTEL，analysis _Toc356752353 1 Political International trade is essential for every country. Globalization is the result of the increasing trade(in all forms)activities among nations. Thus，government regulations on trade are very important to have the economy in control in order to avoid unexpected financial crisis. This part will talk about different government regulations on varies aspects such as import restrictions，tax controls and labour restrictions. _Toc356752354 Import restrictions All German importers must have a Customs Number on file. The exceptions to these requirements are individuals，military shipments (must be specifically noted on all documents)，Non-EU residents and importers who only receive 3 or less shipments per year. Customs clearance is generally done electronically through the ATLAS System by the broker performing the clearance. The general import entry types are high value clearance. Duties and tax(excise tax occur);manifest low value clearance (simplified procedure for import clearance)for goods under 25 euro; single low value clearance(For sample shipments exceeding 25 euro); Summary customs procedure(Simplifide procedure for frequent importers); bonded shipments(shipments transiting un-cleared，in bond to final consignee);AE 302 clearance(shipments of official use for U.S. Military) _Toc356752355 Market control For regular importers, A list of things that are restricted or need approval licenses for entry into Germany such as used agricultural machinery，animals，birds and other livestock，asbestos，bees and honey， insects，whale products，wood，hops and hops products or any food products containing meat or milk products for personal consumption is prohibited unless specified the use for individuals. _Toc356752356 Tax control There are many types of taxed exist in Germany. The most common two are Income Tax and VAT. Other tax are Corporation Tax，Trade Tax，Real Property Tax，Inheritance and gift Tax，Payroll Tax，Net worth Tax and so on. Germany has reached tax treaties with about 90 countries to avoid double taxation. These agreements fall under public international law and aim to avoid that one taxpayer is charged similar taxed more than once on the same income for the same period. The basic structure of the double taxation agreements is the“Model Tax Convention”drawn up by the OECD. Because of the financial crisis，a declining depreciation for movable assets has been reintroduced for two years(2009-2012). Businesses are allowed to carry back losses and to claim refund of paid corporation/income tax. As a result they get liquidity improvement. _Toc356752357 Labour restrictions The country is uneasy with its central position in European integration and is struggling with integrating immigrants，mainly from Muslim and eastern Eurasian countries，and the continued gap between the wealthier former West Germany and the former East Germany. Germany have applied to the European Commission for an extension to lift the restrictions for workers from Central and Eastern Europe in 2009，arguing that it could do serious harm to their labour markets. However，any extensions have expired on 30 April 2011 and no possibility of renewal. _Toc356752358 2 Economic environment _Toc356752359 2.1 Germany's economic situation The German federal government plays a crucial role in the German economy sometimes directly and sometimes indirectly through the effects of other policies on the economy. There are three principal figures responsible for economic policy are the chancellor，the minister for economics，and the minister of finance. The three positions have rarely been held simultaneously by members of a single party and are usually divided among two or sometimes three parties. Economic policy therefore has to reflect the interests of two political parties at least. The German economy has its contradictions like other European countries on its domestic and EU policies. The economy is modern but old-fashioned. It is subject to national laws and rules but is so closely tied into the EU that it is no longer truly independent. It has a central bank that controls European monetary policy and has a deepening impact on the global economy but that also insists on making its decisions mainly on the basis of domestic considerations. One of the most important sectors for a country’s economy development is the global trade. Germany has done a particular good job compared to other European countries. It has maintained a good relationship with BRIC(Brazil，Russia，India and China)by providing advanced technology to their manufacturers. In 2010，the exports in Germany were 1,146 trillion dollars，a 12.6 billion dollar surplus. Germany is a highly developed industrial country economy in Europe first and fourth in the world. In 2008, Germany gross domestic product reached 2.492 trillion euro, gross domestic product per capita at 30,340 euroes. Because of the global economic and financial crisis, German gross domestic product has fallen 5% in 2009. Germany had a strong economic recovery in 2010 with growth rate of 3.6%. _Toc356752360 2.2 Industrial structure and characteristics _Toc356752361 2.2.1 Germany is mainly concentrated on heavy industry The electric power sector is a pillar industry and accounted for more than 40% of the total industrial output. Others such as food, textiles and clothing, steel, mining, precision instrument, optical machines, as well as aviation and space industry have developed well. 2.2.2 Export-oriented There are half or more of the major industrial sectors abroad. 2.2.3 The industry mainly consists of small and medium enterprises Two-thirds industrial enterprises are less than 100 employees. Numerous SMEs have strong specialization and high skill level. 2.2.4 High degree of monopoly The large enterprises with more than 1000 employees of 2.5% percent of the total number of industrial enterprises possess 40% number of the industrial workers and occupy more than half of the turnover. _Toc356752362 2.3 The industries in Germany 2.3.1 Agriculture The agriculture is developed and there is a high level of mechanization. In 2007, there are a total of 16.9 million hectares of agricultural land. It is about half of the size of German land. In 2007, forestry and fishery production value 21.81 billion euro, it is occupy 0.9% percent of GDP. Agricultural employment population of 850,000 is 2.14% percent of total domestic employment. 2.3.2 Service industry Services include commercial, transportation, telecommunications, banking, insurance, rental housing, hotels, education, culture, health and other sectors. Germany's service industry is pretty developed. It occupies 63.8% percent of GDP. Employment in services is 14.877 million and 40.8% percent of total employment. 2.3.3Tourism tourism is developed. There are a large number of domestic and foreign tourists annually in Germany tour. 2.3.4Transportation Germany transportation is well developed. It is an important part of national economy. Overall development of road, water and air transport, but mainly to Highway, highway density is the highest in the world. 2.3.5Foreign trade Germany is one of the most important trading Nations around the world. There are nearly one-third employed people worked for the export industry. German foreign trade characteristics: Changes in the composition of import and export commodities. Automotive and parts replace the machinery and equipment. Motor and electrical appliance exports remained in the third place. Fossil fuel becomes Germany's largest categories of imported products. Machinery and equipment (HS84) and electrical appliances (HS85) among the imports are in the third place. Trade area changes. Germany is faster-growing in the EU area. _Toc356752363 3 Social and cultural environment Different culture can affect the way people do business. Germans are famous for their integrity，preciseness and formality. The general business appearance in Germany is very conservative:Businessmen wear dark suits and conservative ties，and white shirts;woman also dress conservatively，in dark suits and white blouses. Germans are strongly individualistic. Their thought process is extremely through，with each aspect of a project being examined in great detail. German citizens do not need or expect to be complimented. In Germany，it is assumed that everything is satisfactory unless the person hears otherwise. Punctuality is necessity in Germany. Arrive on time for every appointment，whether for business or social. Being late，even if for only a few minutes，is very insulting to a German executive. In business situations，shake hands at both the beginning and the end of a meeting. German is the official language. Approximately ninety-nine percent of the population speaks German. However，there are several different dialects in the various regions. Quite a few Germans learn English from a very young age, but it is better if someone can learn some Germans before entering the country. _Toc356752364 4 Technology Technology is slightly mentioned in the economic environment session. Technology is a patent. It is crucial for a company’s competiveness in global trade. According to the Technology Review published in 2005，German greatest strength is its automobile industry. In the years to come，many emerging technologies，from optical communication links to nanotech materials，will find their way into cars. Technological innovation will be critical to creating the opportunities that will lead German carmakers and their suppliers out of their current trouble. In particular，German carmakers are belting on computer-based assistance systems that could make driving safer and more comfortable. Green technologies constitute a market that is growing globally. A wide variety of knowledge-based industries and services are setting standards to protect the environment. For this reason，Germany is presenting itself since May 2008 until October 2009 as a leading location for environment technology within the context of the “German Initiative for Partnership in Green Technologies”.The aim is to increase cooperation between German and international research establishments and enterprises. Federal Ministry of Education and Research(BMBF)funds German research networks which are especially strong in fields such as: prevention/reduction of greenhouse gas emissions，air and water pollution control，waste management technologies，waste and recycling，secondary and renewable raw materials，land reclamation and land use management. _Toc356752365 5 Environment _Toc356752366 5.1 The natural environment Germany is mainly oceanic climate, not too hot in the summer, most not cold in the winter. East and South-East the terrain rises, climate difference increases gradually significant continental characteristics of the cold winter and hot summer. April is generally considered Germany vagaries of a month, alternating between storms, floods, hurricanes, heavy snow, so Germans tend to carry an umbrella going out this month. In May, June and September, October and November is a good time the Germans engaged in various activities, various activities are generally scheduled for five months. July, August is a German holiday season. Germany is a natural resource-poor country, in addition to hard coal, lignite and salt-rich, in terms of supply of raw materials and energy are to a large extent dependent on imports two-thirds imports of primary energy needs. One-fourth of the natural gas production is to meet the domestic demand. _Toc356752367 5.2 Geographical location Federal Republic of Germany referred to Germany, located in the central part of the continent. Germany is on the east of Poland and Czech Republic. And it is on the south of Austria and Switzerland. It is on the west of Netherlands, Belgium, Luxembourg and France and it is on the North of Denmark. Germany is close to the North Sea，the Baltic and Nordic countries. German total national area is about 356，900 square kilometers, German border is about 3750 km long. Its location is excellent, and is located in the Centre of Europe, between Eastern, Western Europe, Scandinavia and the Mediterranean between water land air traffic hub, called the ;European corridor;. _Toc356752368 5.3 Company profile SME is a very important economic pillars to Germany. Germany occupies a large share of employment. According to EU standards, employs are fewer than 250 employees, an annual turnover of 50 million euroes. And the following enterprises are defined as small and medium enterprises. In 2005, there are 1.67 million companies in Germany. SME was about 1.66 million. There is 99.3 percent of the total number of enterprises. There are about 1.3 million homes, compared to 11,500 homes in large enterprises. _Toc356752369 6 Law Germany carries out the free market economy. The government rarely intervene the market. But the rise of trade protectionism in recent years, Concealment of developed countries have adopted stronger, less transparent and difficult to monitor and forecast the protection measures--technological barrier. Foreign trade not only in China and other countries, particularly in developing countries creates significant obstacles, but also become barriers to block access to their markets for foreign products. Technical barriers mainly refer to commodity-importing countries the goods that have been adopted for mandatory and non-mandatory standards, regulations and testing on conformity assessment of the product resulting from obstacles to trade. Namely, through the enactment of laws, decrees, regulations and provisions, the establishment of technical standards, certification systems, test systems, including on foreign imports to develop stringent technical, sanitary and phytosanitary, packaging and labeling standards, thereby increasing technical demands, more difficult and ultimately achieve the objective of limiting imports. European Union has adopted legislation on product packaging, marked to set import barriers to foreign products, Germany in 1984. ;Green technology;. Higher levels of science and technology in developed countries, technological monopoly. Them in the name of protecting the environment, through legislative means, strict mandatory technical standards, limiting imports of foreign goods. ;The green flag;. It is a graphic on the product or its packaging. It shows that not only the quality of the product in accordance with the standard, and in the process of production, use, consumption, environmental compliance, no damage to ecological environment and human health. Labor law: to protect the working time, Germany law, working hours of the normal working day must not exceed 8 hours. Environmental protection laws: Germany Besides, specific legal norms of environmental protection is the highest in the world. _Toc356752370 Summary According to the marketing environment analysis, we can see that Germany is a strategic location and economically powerful nation. It has a large development space and it is potential. With its strong infrastructure, leading-edge research，development advantages, the system of education and a relatively stable monetary and financial system, Germany is the most popular investment destination for Chinese companies. Therefore, as long as investors seize the opportunities, find the right target market, adapt to the geographical environment and cultural differences, make full use of its resources and advantages, you will be able to open Germany market door. _Toc356752371 References [1] Payne, Adrian. The Essence of Services Marketing[M]. New York:Prentice Hall press , 1993. [2] Stern LW,E12Ansary A, Marketing Channels(4thed). New Jersey: Prentice2 Hall,Inc. 1992 [3] Marketing .Physica-Verlag HD,2007 [4] Charles Hill.Gareth Jones Strategic Management Theory:An Integrated Approach. [5 Neil Borden. The Concept of the Marketing Mix [J]. Journal of Advertising Research 4 ,June , 1964. [6] P. Rajan Varadarajan .Musings on relevance and rigor of scholarly research in marketing .USA: Journal of the Academy of Marketing Science , 2003. [7] David A.Aker. Brand Leadersp[M].Simon and Schuster, 2002. [8] Joe. Marketing science. Tsinghua University press, 2010. [9] Wang Jianguo. 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