GreenGenius’ etablering på det tyske marked

Caroline Lund

Student thesis: Diploma thesis


This report provides an evaluation of the initial business potential for GreenGenius at the German market off environmentally friendly products. From the board of directors, there is a desire to investigate possibilities in Germany, based on market analysis, competitor analysis, and an overall view of Germany today, and how trade has evolved throughout the last 5 years. This analysis aims to confirm or deny how GreenGenius should make the market entry on the German market, how a market entry should be established and especially how GreenGenius make this entry as a part of the company’s strategic foundation. Methods of analysis include qualitive market research on potential setups and potential collaborators as well with qualitive market research on the sustainable end user in Germany. The report will be built up, so it takes the reader through 4 levels, macro, meso, micro and intern. Through 4 study questions, a thorough collection of primary and secondary data will be made, so data’s can be analyzed and help form for the answer of the conclusion. All levels and analysis to help author to make a valid bid for a future action plan, if GreenGenius should move forward with the wish of investing more in the German market. Germany is the largest economy in Europe and home to 81 million Germans in 40 million households, many of which with considerable buying power. Germany is also a country that has paid substantial attention to the environment. over the last 2 decades. The principle of environmental balance is well rooted in a large portion of the German population, presumably around 50% of the total population. GreenGenius, a fast-growing purveyor of sustainable non-food products with a strong desire to establish a stronghold in the German market, is faced with a group of around 20 million households that may be expected to have a degree of interest in sustainability. This is an estimated 4 times that of the whole Nordic region. With a big market comes big retailers and bargaining power at all levels. This is also true for Germany and competition is indeed fierce. This applies not only to brick & mortar retailers but also to the phenomenal strength of Amazon in the German market. Amazon can record a breath-taking 41% share of all Internet sales in the market after merely a decade in the country. ” Germany is difficult” many businesses have come to realize. Even giants like Walmart have had to pull out and were humiliated after only 2 years of business. It goes to illustrate that the German market is not won easily, and any entry should carefully ascertain that the concept is well aligned with the German soul and the demands of the market Following my comprehensive analysis numerous recommendations are presented for GreenGenius’ consideration. 5 Geographically the western part of Germany presents a bigger prize compared to the east. Retail wise, large retailers like Edeka, REWE, Schwarz Group (LIDL/Kaufland), ALDI, dm, Rossmann and several more present significant opportunities. However, the same groups are also the most sought after by suppliers all over the world, making it no walk in the park for GreenGenius Culturally, whilst Germanic culture is a facetted theme, there are many similarities between Danish majority sustainable culture and German majority sustainable culture. This should be particularly true for mid and northern parts of Germany, and in urban markets and major cities. Finally, the legal aspects are well covered as Germany is an EU member state and hence governed by the same rules as Denmark in conclusion, Germany certainly is a big and growing market for sustainability. Taking advantage of this market will require will, skill and investment, the latter more so as a shortcut to the German market may well be via acquisition or other means of feet on the ground

EducationsGraduate Diploma in International Business, (Diploma Programme) Final Thesis
Publication date2019
Number of pages83