德国市场营销环境的PESTEL分析.docx

德国市场营销环境的PESTEL分析.docx

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德国市场营销环境的PESTEL分析

德国市场营销环境的PESTEL分析

Germanymarketingenvironmentanalysis

Name:

MoTing

Class:

MarketingClass102

StudentNumber:

2010243043

Germanymarketingenvironmentanalysis

Abstract

Germanyisahighlydevelopedindustrialnation3>.TheeconomicstrengthranksfirstinEurope.Anditistheworld'sfourthlargesteconomicpower.Germanyisalsotheworld'ssecondlargestmerchandiseexporterandthethirdlargestimporterofgoods.Fordecades,Germanyisattheworld'sleadingpositioninforeigntrade.Anditisknownasthe;exportchampion.;IntheEuropeandebtcrisis：

Ireland,Spain,Portugal,GreecehastocallforhelpfromallEUcountriestryingtorevivefromthecrisis.ButGermanykeepsitseconomysteadygoingupyearbyyear.In2011,theGermanyeconomygrowthratewas3.6%.In2012,TheGermanyprivateconsumptiongrowthratehaveincreasedby0.8%.GermanyisChina'slargesttradingpartnerinEurope.ChinaisalsoGermany'slargesttradingpartnerindevelopingcountries.Chinamainlyexportcommoditiesincludetextiles,clothing,livestockproducts,food,lightindustry,chemicals,pharmaceuticalsandotherrawmaterialstoGermany.InordertobettertoentertheGermanymarket.WeneedtoanalysethegeneralandspecificmarketenvironmentofGermany.Thispaperismainlyfrompolitical,economic,social,cultural,technological,environmental,lawthesesixaspectstounderstandGermanyofmarketopportunitiesandthreats.

Keywords：

Germany，marketing，PESTEL，analysis

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1Political

Internationaltradeisessentialforeverycountry.Globalizationistheresultoftheincreasingtrade（inallforms）activitiesamongnations.Thus，governmentregulationsontradeareveryimportanttohavetheeconomyincontrolinordertoavoidunexpectedfinancialcrisis.Thispartwilltalkaboutdifferentgovernmentregulationsonvariesaspectssuchasimportrestrictions，taxcontrolsandlabourrestrictions.

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Importrestrictions

AllGermanimportersmusthaveaCustomsNumberonfile.Theexceptionstotheserequirementsareindividuals，militaryshipments（mustbespecificallynotedonalldocuments），Non-EUresidentsandimporterswhoonlyreceive3orlessshipmentsperyear.CustomsclearanceisgenerallydoneelectronicallythroughtheATLASSystembythebrokerperformingtheclearance.Thegeneralimportentrytypesarehighvalueclearance.Dutiesandtax（excisetaxoccur）；manifestlowvalueclearance（simplifiedprocedureforimportclearance）forgoodsunder25euro；singlelowvalueclearance（Forsampleshipmentsexceeding25euro）；Summarycustomsprocedure（Simplifideprocedureforfrequentimporters）；bondedshipments（shipmentstransitingun-cleared，inbondtofinalconsignee）；AE302clearance（shipmentsofofficialuseforU.S.Military）

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Marketcontrol

Forregularimporters,AlistofthingsthatarerestrictedorneedapprovallicensesforentryintoGermanysuchasusedagriculturalmachinery，animals，birdsandotherlivestock，asbestos，beesandhoney，insects，whaleproducts，wood，hopsandhopsproductsoranyfoodproductscontainingmeatormilkproductsforpersonalconsumptionisprohibitedunlessspecifiedtheuseforindividuals.

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Taxcontrol

TherearemanytypesoftaxedexistinGermany.ThemostcommontwoareIncomeTaxandVAT.OthertaxareCorporationTax，TradeTax，RealPropertyTax，InheritanceandgiftTax，PayrollTax，NetworthTaxandsoon.Germanyhasreachedtaxtreatieswithabout90countriestoavoiddoubletaxation.Theseagreementsfallunderpublicinternationallawandaimtoavoidthatonetaxpayerischargedsimilartaxedmorethanonceonthesameincomeforthesameperiod.Thebasicstructureofthedoubletaxationagreementsisthe“ModelTaxConvention”drawnupbytheOECD.Becauseofthefinancialcrisis，adecliningdepreciationformovableassetshasbeenreintroducedfortwoyears（2009-2012）.Businessesareallowedtocarrybacklossesandtoclaimrefundofpaidcorporation/incometax.Asaresulttheygetliquidityimprovement.

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Labourrestrictions

ThecountryisuneasywithitscentralpositioninEuropeanintegrationandisstrugglingwithintegratingimmigrants，mainlyfromMuslimandeasternEurasiancountries，andthecontinuedgapbetweenthewealthierformerWestGermanyandtheformerEastGermany.GermanyhaveappliedtotheEuropeanCommissionforanextensiontolifttherestrictionsforworkersfromCentralandEasternEuropein2009，arguingthatitcoulddoseriousharmtotheirlabourmarkets.However，anyextensionshaveexpiredon30April2011andnopossibilityofrenewal.

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2Economicenvironment

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2.1Germany'seconomicsituation

TheGermanfederalgovernmentplaysacrucialroleintheGermaneconomysometimesdirectlyandsometimesindirectlythroughtheeffectsofotherpoliciesontheeconomy.Therearethreeprincipalfiguresresponsibleforeconomicpolicyarethechancellor，theministerforeconomics，andtheministeroffinance.Thethreepositionshaverarelybeenheldsimultaneouslybymembersofasinglepartyandareusuallydividedamongtwoorsometimesthreeparties.Economicpolicythereforehastoreflecttheinterestsoftwopoliticalpartiesatleast.

TheGermaneconomyhasitscontradictionslikeotherEuropeancountriesonitsdomesticandEUpolicies.Theeconomyismodernbutold-fashioned.ItissubjecttonationallawsandrulesbutissocloselytiedintotheEUthatitisnolongertrulyindependent.IthasacentralbankthatcontrolsEuropeanmonetarypolicyandhasadeepeningimpactontheglobaleconomybutthatalsoinsistsonmakingitsdecisionsmainlyonthebasisofdomesticconsiderations.

Oneofthemostimportantsectorsforacountry’seconomydevelopmentistheglobaltrade.GermanyhasdoneaparticulargoodjobcomparedtootherEuropeancountries.IthasmaintainedagoodrelationshipwithBRIC（Brazil，Russia，IndiaandChina）byprovidingadvancedtechnologytotheirmanufacturers.In2010，theexportsinGermanywere1,146trilliondollars，a12.6billiondollarsurplus.

GermanyisahighlydevelopedindustrialcountryeconomyinEuropefirstandfourthintheworld.In2008,Germanygrossdomesticproductreached2.492trillioneuro,grossdomesticproductpercapitaat30,340euroes.Becauseoftheglobaleconomicandfinancialcrisis,Germangrossdomesticproducthasfallen5%in2009.Germanyhadastrongeconomicrecoveryin2010withgrowthrateof3.6%.

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2.2Industrialstructureandcharacteristics

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2.2.1Germanyismainlyconcentratedonheavyindustry

Theelectricpowersectorisapillarindustryandaccountedformorethan40%ofthetotalindustrialoutput.Otherssuchasfood,textilesandclothing,steel,mining,precisioninstrument,opticalmachines,aswellasaviationandspaceindustryhavedevelopedwell.

2.2.2Export-oriented

Therearehalformoreofthemajorindustrialsectorsabroad.

2.2.3Theindustrymainlyconsistsofsmallandmediumenterprises

Two-thirdsindustrialenterprisesarelessthan100employees.NumerousSMEshavestrongspecializationandhighskilllevel.

2.2.4Highdegreeofmonopoly

Thelargeenterpriseswithmorethan1000employeesof2.5%percentofthetotalnumberofindustrialenterprisespossess40%numberoftheindustrialworkersandoccupymorethanhalfoftheturnover.

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2.3TheindustriesinGermany

2.3.1Agriculture

Theagricultureisdevelopedandthereisahighlevelofmechanization.In2007,thereareatotalof16.9millionhectaresofagriculturalland.ItisabouthalfofthesizeofGermanland.In2007,forestryandfisheryproductionvalue21.81billioneuro,itisoccupy0.9%percentofGDP.Agriculturalemploymentpopulationof850,000is2.14%percentoftotaldomesticemployment.

2.3.2Serviceindustry

Servicesincludecommercial,transportation,telecommunications,banking,insurance,rentalhousing,hotels,education,culture,healthandothersectors.Germany'sserviceindustryisprettydeveloped.Itoccupies63.8%percentofGDP.Employmentinservicesis14.877millionand40.8%percentoftotalemployment.

2.3.3Tourism

tourismisdeveloped.TherearealargenumberofdomesticandforeigntouristsannuallyinGermanytour.

2.3.4Transportation

Germanytransportationiswelldeveloped.Itisanimportantpartofnationaleconomy.Overalldevelopmentofroad,waterandairtransport,butmainlytoHighway,highwaydensityisthehighestintheworld.

2.3.5Foreigntrade

GermanyisoneofthemostimportanttradingNationsaroundtheworld.Therearenearlyone-thirdemployedpeopleworkedfortheexportindustry.Germanforeigntradecharacteristics:

Changesinthecompositionofimportandexportcommodities.Automotiveandpartsreplacethemachineryandequipment.Motorandelectricalapplianceexportsremainedinthethirdplace.FossilfuelbecomesGermany'slargestcategoriesofimportedproducts.Machineryandequipment（HS84）andelectricalappliances（HS85）amongtheimportsareinthethirdplace.Tradeareachanges.Germanyisfaster-growingintheEUarea.

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3Socialandculturalenvironment

Differentculturecanaffectthewaypeopledobusiness.Germansarefamousfortheirintegrity，precisenessandformality.ThegeneralbusinessappearanceinGermanyisveryconservative：

Businessmenweardarksuitsandconservativeties，andwhiteshirts；womanalsodressconservatively，indarksuitsandwhiteblouses.Germansarestronglyindividualistic.Theirthoughtprocessisextremelythrough，witheachaspectofaprojectbeingexaminedingreatdetail.Germancitizensdonotneedorexpecttobecomplimented.InGermany，itisassumedthateverythingissatisfactoryun