Post on 27-Mar-2015
Germany – Opportunities and Potentials
Maribor 21. November 2012
Germany at a Glance
Slovene German Business Relations
Key Sectors in Germany
How to Find a Partner?
Germany at a Glance
Slovene German Business Relations
Key Sectors in Germany
How to Find a Partner?
Typical German?
Leading Economy
Global Player
High Productivity
Qualified Workforce
Innovative Power
First-Class Infrastructure
Inviting Incentives
CompetitiveTax Conditions
Secure InvestmentFramework
Quality of Life
DEUTSCHLAND
Baden-Württemberg
Sachsen- Anhalt
Sachsen
Saarland
Rheinland- Pfalz Nordrhein- Westfalen
Mecklenburg- Vorpommern
Hamburg
Thüringen
Brandenburg
Bayern
Schleswig-Holstein
Bremen Niedersachsen
Berlin
Hessen
Germany at a glance• Slow down yes…… slump no
• Germany is also hit by the euro crisis
• Short-term economic outlook is therefore quite modest with growth rates around 1 percent in both 2012 and 2013.
• The fundamentals are still positive: Interest rates are extremely low, and the labor market is robust.
Germany at a glance• Domestic consumption supporting growth
• Construction actively remains at a high level
• The big “If” is that the euro crisis does not escalate
• Long way out of the euro crisis
• Tough recovery for the European outlook
Germany at a glance
Quelle Commerzbank, Statistisches Bundesamt Deutschland
Indicators 2010 2011 2012Forecast
GDP 3,7 3,0 0,8Private consumption expenditure 0,6 1,5 1,2Government final consumption 1,7 1,2 1,0Gross fixed captial formation (GFCF) 5,5 6,5 1,6GFCF in machinery and equipement 10,5 8,3 2,0GFCF in construction 2,2 5,4 1,0Export (Mrd. EUR) 959.479 1.038.156 1.074.492 -Growth rate 13,7 8,2 3,5Import (Mrd. EUR) 806.164 864.208 903.097 -Growth rate 11,7 7,2 4,5GDP per Head (EUR) 30.554 Unemployment (in Mil.) 3,24 2,98 2,83Employment (change in thousand) 191 541 250
Germany at a glanceShare of Total GDP and Population in the European Union 2010
GDP (in EUR billion)
Share of Total GDP (EU-27)
Population (in million)
Share of Total Population (EU-27)
GERMANY 2.477 20% 82 16%France 1.933 16% 65 13%UK 1.697 14% 62 12%Spain 1.063 9% 46 9%Netherlands 588 5% 17 3%Poland 354 3% 38 8%Czech Rep. 145 1% 11 2%Slowak Rep. 66 1% 5 1%USA 10.957 309 Japan 4.122 128 EU-27 12.284 501 Eurozone 9.170 331
Germany at a Glance
Slovene German Business Relations
Key Sectors in Germany
How to Find a Partner?
2005 2006 2007 2008 2009 2010 2011
-1,000,000
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
Export to GermanyImport from GermanyTrade Balance
Slovenian-German Economic Relations
German-Slovenian foreign trade balance (in 1000 EUR)
Quelle: Statistikamt Slowenien
Quelle: Statistikamt Slowenien
1000 EUR 2011 1000 EUR 2011
CountryImport share
(%) Import Country Export Export share (%)
Total 100 22.158.543 Total 20.477.552 100
Germany 18,84 4.174.078 Germany 4.387.773 21,43
Italy 18,29 4.052.888 Italy 2.470.512 12,06
Austria 11,72 2.596.669 Austria 1.704.945 8,33
France 4,76 1.056.066 France 1.402.855 6,85
Croatia 3,89 862.603 Croatia 1.375.565 6,72
Netherlands 3,28 727.570 Hungary 619.719 3,03
Serbia 1,87 414.888 Serbia 597.352 2,92
Russia 1,74 386.539 Russia 542.977 2,65
Market share of German federal states in Slovenian exports to Germany
Market share of German federal states in Slovenian imports from Germany
Quelle: Statistikamt Slowenien
Slovenian-German Economic Relations
18%
16%17%
5%
5% 8%
Baden-WürttembergBayernNordrhein-WestfalenHessenNiedersachsenNeue Bundesländer
31%
22%20%
5%7% 8%
Baden-WürttembergBayernNordrhein-WestfalenHessenNiedersachsenNeue Bundesländer
Germany at a Glance
Slovene German Business Relations
Key Sectors in Germany
How to Find a Partner?
Key Sectors in Germany
• Automotive
• Machinery & Equipment
• Metal and Metal Processing Industry
• Food & Beverage, Organic Food
• ICT Industry
• Energy & Environmental Industry
• Construction Industry
Emerging IndustriesEnergy Efficiency SectorCreating the Future for a Clean Environment
Industry & Market Numbers• market leader in energy efficiency
technologies• turnover of about EUR 67 billion per year• double-digit growth rates expected in coming
years• 1/3 of companies active in the sector realize
profit margins of over 10%• average workforce growth of about 15% per
year
• The construction industry is one of the most important sectors of the German economy
• Germany’s Construction Industry: Strong Growth Followed by Stagnation
• Construction Work on Existing Buildings Dominates• Total market volume: 312,7 bil EUR• Residencial construction: 179 bil EUR• Energy related modernization: 57,5%
Construction industry
Safety & Security Industry"Made in Germany" for Future Security
• Largest market in Europe• High market potential with industry turnover of 20.3 billion Euro in
2008• Industry forecast to record 55% growth by 2015• IT security will grow by 124% within the next six years• Identification, authentication, and biometrics revenue forecast to
increase by 87% by 2015• Market for protection technologies against theft, burglary, and assault
expected to grow by 33% through 2015• Record IT security hardware and software spending of 2.3 billion Euro
in 2008
Industry & Market Numbers
ICT Industry Germany's ICT Industry: Shaping Europe’s Digital Future
• Europe’s largest ICT market in terms of revenue volume (20 percent of total EU market volume).
• With 5.5% global market share, German ICT industry is ranked fourth worldwide.
• Turnover of EUR 137 billion• Germany’s ICT industry employs a workforce of around
850,000
Industry & Market Numbers
ICT Industry Germany's ICT Industry: Shaping Europe’s Digital Future
Cloud Computing: There is significant international demand for secure and cost-effective cloud solutions and services
Growth Areas
Smart Grids: Increasing importance of sustainable energy supply offer great opportunities for smart grid adoption and ICT solutions for smart grid.
IT Security: The market for IT security is growing due to steadily increasing risk potential
Automotive IndustryDriving Performance through Technology
• Europe's largest automobile market• 5.5 million passenger vehicles manufactured and 2.9 million
registrations in 2010• Average manufacturer and supplier turnover of more than EUR
300 billion • 30 final assembly plants with a production capacity of over one
third of total automobile production in Europe• The German auto industry invested EUR 19.6 billion in R&D in
2010 (a 3.1 percent increase on the previous year)• 3,650 patents per year (= 10 patents a day
Industry & Market Numbers
Market Potential• Germany has a very competitive auto parts market with
many domestic and foreign manufacturers
• Suppliers are mostly specialized
• New Automotive Deal
• Consolidation process-oriented sectors
• Just in Time Just in Sequence
• After sales market is expected to grow in the coming years
Automotive Industry
Automotive IndustrySmart MobilityElectric mobility is the technology of the future but existing technologies must be optimized
Opportunities for Automotive SuppliersThe demand for new technology for this market is enormous
Vehicle manufacturers require core components such as batteries and electric motors for electric.
Machinery & Equipment IndustryMarket Leadership Powered by German Engineering
• Annual turnover 173 billion Euro • Growth rates between of 7 and 12 percent• Domestic market: 87 billion Euro • Highly innovative sector producing 28% of the worlds
mechanical engineering patents• Technical fields with high import rates: drive technology
(10.7%), air technology (9.3%), valves and fittings (6.7%), construction equipment (6.2%)
Industry & Market Numbers
Machinery & Equipment Industry
• Imports: EUR39.1 billion in 2009
• One of the fastest growing industry sectors in Germany
• High domestic demand from industries like the automotive,
electronics, chemicals, food as well as the renewable
energies sector
• very attractive to foreign companies seeking to sell their
high-tech products and components abroad
.
Market Potential
Metal & Metal Processing Industry
• Metal and metal products imports totaled EUR 68.7 billion in 2010
• Sixty two percent of the imported metal products came from the European Union
• In 2009, 15 million tons of steel were processed in the production of metal products
• The non-ferrous metal industry registered sales of EUR 43.5 billion in 2010
Industry & Market Numbers
Plastics IndustryGermany is Europe's No.1 Plastics Location
• Leadership in plastics production and consumption, export and import, and in investment in fixed assets and expenditure in R&D
• Turnover EUR 88 billion, 7,200 companies, 440,000 employees• About 70 application-oriented university and non-university
research institutes in the field of polymer and materials research in close collaboration with the plastics industry
• Over 40 regional plastics clusters, innovative networks and competence centers
Industry & Market Numbers
Electronics & MicrotechnologyYour Market for Next-Generation Technology
• Turnover of 165 billion Euro in 2010 • Market is estimated to grow to 180 billion Euro in 2011• Fourth largest industry segment in Germany by revenue (2010)• 12 billion Euro R&D expenses annually• Microelectronics is one of our fastest-growing industry sectors• market potential for automotive and industry electronics
Industry & Market Numbers
Energy & Environmental Technologies
Bioenergy Industry
Solar Industry
Wind Industry
Environmental TechnologiesClosed Loop Recycling and Sustainable Water Technologies
Environmental technologies is one of the most important economic sectors in GermanyTurnover: 85 billion Euro in 2008German World Market Share for Recycling Technology: 24% (Material Separation devices have 64% of the world market)More than 320,000 Employees
Industry & Market Numbers
Consumer Goods & RetailLarge Markets Create Major Opportunities
• Europe's leading consumer market with 82 million affluent consumers
• Private spending remained stable in 2008 at EUR 1,854 billion
• Private spending in the leisure and apparel segments is permentently growing due to higher private income
• Germany's consumer electronics market fasted growing segment
Industry & Market Numbers
Food & Beverage IndustrySupplying the Full Spectrum of Consumer Needs
• Germany is Europe's second largest food producer with sales of 149.5 billion Euro in 2010
• Germany is a net importer of food & beverage products• Largest sector sub-segments in 2009: meat (22.7%), dairy
(15.4%), confectionery food (9.4%), and baked goods (8.7%)• Major national and international players, including Dr. Oetker
Group, Südzucker AG, Vion Food Group, Kraft Foods Deutschland GmbH, Nestlé, etc
Industry & Market Numbers
Food & Beverage IndustrySupplying the Full Spectrum of Consumer Needs
• High demand for health and wellness as well as functional food products to prevent or overcome conditions including diabetes, high blood pressure and cholesterol
• Movement for organic food and “free of” foods e.g. lactose and gluten-free products
• Driving demand for highly convenient foodstuffs including ready-to-eat meals, frozen foods, desserts, and baked goods
• Ethnic foods, beauty foods and fair trade products
Market trends
• Large size of the German market in the food and beverage sector are very attractive to exporters worldwide
• German consumers are generally well informed. They expect high quality and low prices for their food and beverage products
Market Potential
Market Access
• The German food & beverage industry is highly fragmented and competitive.
• Exporting companies should be aware that product packaging is very important to German consumers since they are highly environmentally conscious
• Manufacturers, importers, distributors and retailers must make sure that their packaging materials for their food products comply with the EU's and Germany's domestic regulations in terms of recycling and disposal. There are several dual system companies licensed in Germany offering various waste disposal schemes
Germany at a Glance
Slovene German Business Relations
Key Sectors in Germany
How to Find a Partner?
Erfolgsfaktoren auf ausländischen Märkten
Produktqualität
Wahl der richtigen Partner auf dem globalen Markt
Gute Kontakte/Netzwerke
Service
Umfassende Marktkenntnisse
Preis- Leistungs- Verhältnis
Technologischer Vorsprung/ FührungKonkretes wirtschaftliches Konzept für den Zielmarkt
Verlässliche Geschäftspartner
Finanzierung????
Sales in Germany
Marketing-Mix
Quelle: AHK
Marketing Tools Very important Less important unimportant
Fairs 63 28 9
Presentations 62 29 9
Fact-Finding Missions 61 29 10
Brochure / Catalogs 43 47 10
Direct Marketing(Mailing) 33 45 22
e-marketing 26 49 25
Advertisement 24 51 25
Retail and Wholesale
Distribution channels vary considerably depending on product and industry
Line of Business Recommendation
textile industry Agents
food and beverage Wholesale, agent
metal products, automotive, mechanical engineering Direct Sales, agent
automotive, mechanical engineering Subsidary
How to find a partner?
The German Chamber Network
"AHK – well connected worldwide"
How to find a partner?
AHKs as official representation of German industry and commerce
"AHK – well connected worldwide"
AHKs as member organizations
AHKs as service providers to companies
How to find a partner?
AHK Slovenia – Your bridge to the German Market
We… Provide information Solve problems Offer service Establish contacts
.
Market entry to Germany
International matchmaking eventsAddress research
e-trade-center.com
Investing in Germany
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Online Marketplaces
.
Legal and tax servicesInformation about German companies
Debt collection in Germany
Legal information about Germany
Commercial agentsEmployees
Starting a business in Germany
Tax services for Germany
German VAT returnsReclaim of German VAT
Our Partners in Germany
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The BGA, the Federation of German Wholesale, Foreign Trade and Services, is the leading organization for the wholesale, foreign trade and service sector in the Federal Republic of Germany.
National Association of German Commercial Agencies and Distribution
VBIGerman Association of Consulting Engineers
Quelle: Austellungs- und Messeauschuss der Deutschen Wirtschaft
The AHK Slovenija website should be your first stop when looking for information on trade shows in Germany
www.dihk.si
One of the most important marketing tools are fairs and exhibitions
Information CenterDo you have further questions about the German Market? Contact us directly. We will be glad to answer your questions.
Gertrud Rantzen Predsednica
Telefon: +386 252 88 63 E-Mail: gf@ahkslo.si http://slowenien.ahk.de