Sylvia Tunmore – Head of Trade, Germany - Emita

Sylvia Tunmore – Head of Trade, Germany
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Who we are:
� UKTI is the government organisation that helps UK-based
companies succeed in the global economy:
– provide companies with the tools they require to be
competitive on the world stage.
– Help you strengthen your position in Germany.
� UKTI Germany is located on the ground in Berlin, Düsseldorf,
Munich.
� In the UK: International Trade Advisers (ITAs) in your region
Visit: www.ukti.gov.uk.
� We also help overseas companies bring their high quality
investment to the UK‘s dynamic economy.
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Sectors
Sector Adviser
Clothing, Footwear and Fashion / Creative and Media James Scott
Biotechnology / Pharmaceuticals / Chemicals
Financial & Business Services
Ayça Kiliçli
Healthcare and Medical Julia Kay
Consumer Goods inc Food and Drink Nicola Marx
Agriculture / Horticulture and Fisheries /
Energy & Environment
Kerstin Rath
Construction / Transport / Railways / Security Gisela Heine
Automotive & Motor Sports Astrid Ritter-Heinrich
Engineering / Aerospace / Airports Katja Schlaug
ICT Heike Bieber
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Overseas Market Introduction Service
(OMIS)
� Provide you with a comprehensive market overview including:
– pointers on standards and regulations;
– facts and figures;
– trade associations and organisations;
– comments on prospects and routes to market;
– competitors;
– trade fairs and events; and
– trade magazines.
� Identify potential German business partners.
� Help you to organise receptions, seminars and product
launches at the Embassy or other locations.
� Accompany you to trade fairs visits and/or meetings with
prospective partners.
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Why Germany?
─ Germany – General Information
─ Recommendations for Export

Facts about Germany
� Germany is one of the most highly
developed industrial nations and, after the
USA, Japan and China, has the world’s 4th
largest national economy.
� Germany is the UK’s number 1 European
export market and number 2 worldwide.
� UK businesses continue to be successful in
Germany – British exports to Germany are
more than twice as much than to the four
BRIC markets combined.
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Reasons for exporting to Germany
� Europe’s largest domestic market: Population of 82 million,
16 Federal States.
� Reliable political and legal conditions are good for business.
� Highly developed infrastructure.
� Easy access from the UK with low cost flights from several UK
regional airports.
� Situated at the heart of Europe, Germany provides instant
access to markets in Western Europe and Eastern Europe.
� Global leader in international trade fairs:
– around 150 annually;
– 170,000 exhibitors;
– 9-10 million visitors.
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Prospects look good!*
� 6.7% unemployment rate in Germany (falling) vs 8.4%
unemployment rate in UK (rising).
� Germany‘s economy will grow 0.6% in 2012 (Eurozone will
shrink 0.3%).
� Investor confidence at 21-month high.
� Business confidence at 8-month high.
� German chamber of commerce forecasts that 250,000 jobs
will be created in 2012 (incl. 80,000 health and social
services; 50,000 IT; and 40,000 engineering).
* Source: Bloomberg
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Trade between UK and Germany
Trade statistics – Top 10 UK exports to Germany
No. Description £ million
1 Petroleum, petroleum products and related
materials
4,908
2 Road vehicles 2,081
3 Power generating machinery & equipment 1,908
4 Organic chemicals 1,692
5 Medicinal and pharmaceutical products 1,655
6 Electrical machinery, apparatus and appliances 1,601
7 Other transport equipment 1,447
8 General industrial machinery and equipment 1,203
9 Non-ferrous metals 1,069
10 Miscellaneous manufactured articles 915
Source: Compiled by www.tradeinfo.com
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Recommendations on Exporting
Marketing Approach
� Know your unique selling points (USPs).
� Visit trade fairs.
� Look at the competition.
� Invest in German brochures, German website and a German
speaker.
� Don’t try to rush things – it takes time to win business.
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Recommendations on Exporting
Selling via a Distributor/Agent
� Size match.
� Dedicated to your product.
� His main area of sales/interest.
� Geographical coverage.
� Complementary products.
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Recommendations on Exporting
Check list
� Find the right way to sell your product.
� Approach your potential customer.
� Convince your potential customer.
� Determine the parameters of cooperation.
� Provide your prices in Euros.
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Recommendations on Exporting
� General information on/structure of the country.
� Legal requirements/quality standards.
� Possible barriers/differences.
� Information on the market sector.
� Distribution channels.
� Competitors.
� Trade information/trade fairs.
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Recommendations on Exporting
Do’s and Don’ts
� A “glossy” approach is essential.
� Be formal. Use surnames and academic titles. Wait to be invited to
use first names.
� Shaking hands is usual and corporate dress is formal.
� Get straight to the point and be well prepared with samples and other
information as appropriate.
� Offer payment in Euros and on a cip basis rather than ex works.
� Plan well in advance to ensure potential customer contact.
� Respect the differences in culture.
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Summary
Why /How to Export
to Germany
� Large, politically
stable, well
established market
� Unique Selling Points
� Have financial and
personnel resource
� Patience
� Remember the
difference between
cultures
UKTI
� At locations in the UK
and overseas
� Offer assistance to
you in various forms
� OMIS – tailor made
market reports
� Business
Opportunities
Sector Overview
� We cover all sectors
� UK companies have
opportunities in all
sectors
� Through direct sales,
through
agent/distributor
sales, or partnerships
� Product/service needs
to be of high quality
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GREAT Britain
© impresspicture/Buddy Bartelsen