Proposed Entry into the German Market (Tiara Paints)

Abstract

Based on a large UK paint manufacturer′s experiences in the late 1980s, presents a proposal for market entry into Germany. Gives reasons why entry into this market is a challenging proposition. Local requirements make a market research‐based adaptation of the marketing mix elements necessary. Furthermore, additional challenges are presented by the East‐West split of the German market following reunification which calls for a flexible entry strategy, responding to local rather than national needs. The exploratory stage of the development of a workable market entry proposal in co‐operation with German partners is mapped in this case study.

Citation

Vignali, C. and Schmidt, R.A. (1994), "Proposed Entry into the German Market (Tiara Paints)", Management Decision, Vol. 32 No. 3, pp. 29-33. https://doi.org/10.1108/00251749410057366