Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
International marketing and sales consultant

Tel: +49(0)7582-933371
E-Mail: michael.richter@marketing-und-vertrieb-international.de

Strategic marketing and sales

Control loop - step 2.: Market analysis    © Michael Richter

For assistance in Germany/Europe >> 'Country experience'

Having available the data from step 1 – structured as suitable for the respective company – we know where there are promising regions, i. e. as well the countries as the regions in the countries as the industrial areas.

Hereafter please see the – neutralized – data out of an original research and analysis which I elaborated for a foreign client:

Results out of the database ‘XYZ’ – CD
Legend:

MB = medium sized company = > 10 - < 100 employees
GB = large company = 101 to abt. 500 employees
Producer of: Bavaria German total Baden-Württemberg
  MB GB MB/GB MB GB
1. general machine construction 1229 495 8492/3150 1904 792
2. Conveyor systems 20 5 162/63 25 15
3. Air conditioning plants 63 30 422/200 70 54
4. Ventilation systems 11 6 69/40 13 8
5. Wastewater treatment plants 29 11 171/160 25 13
6. Electricity works 11 24 153/133 22 16
Total numbers: 1363 571 9406/3746 2059 898
Market shares 14,50% 15,20% 100% 21,90% 24%
In fact there is no database which covers 100 % of a market, however, even from these data some conclusions can be made – of course finally depending on the targets of the respective company:

1. The total market of these industries in Germany consist of minimum 9.406 MBs and 3.746 GBs
2. 36,4 % (14,5 + 21,9%) of these companies are situated in the two South-German countries
3. This is also true for 39,2 % of the GBs
4. 29,7 % of all such companies come from Bavaria and 45,9 % from Baden-Württemberg
5. With 36,4 % and 39,2 % these two German countries – situated next to another – as well as next to the borders of Switzerland and Austria, seem to be the most interesting areas of Germany’s 16 countries.

Additional data available tell us more regarding the turnover of each company, etc., so that we can conclude that these regions would be perfect for a company supplying its products into these or part of these industries.

Furthermore this market analysis is complemented by all data concerning potential sales partners/distributors, synergy partners, competitors, etc., whatever is needed to make decision on the ways to follow.

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