Samenvatting

The main focus of this report is to answer the main question: what are the opportunities and chances for Vogel to start exporting to Germany and if there is a market, how to penetrate on this market.

After a small country selection, we have chosen Germany as a potential start (together with France) with entering the European market. Before the international crisis, Germany is one of the most stable economies in the world. The German furniture style is similar to the products that Vogel produces. Germany has also one of the largest number of fairs and exhibitions, which is a good way of promoting the products of Vogel. Germany is a central country within Europe and its fairs attract a lot of foreign businesses as well. Plus, the German market was the largest EU market for domestic furniture and was valued at € 18,620 million in 2007.
Although Germany is a potential market for Vogel, there is a lot of competition, on the German market, you will find a list with the main players at the competitor analysis.