FEATURE: REGIONAL VOICES Germany


It’s generally regarded as having the strongest economy in the eurozone – but does that carry across to the installation market? Our survey of German installers, distributors and manufacturers suggests a position of stability rather than dramatic growth


STATE OF THE MARKET


Do you think general levels of confidence in the German installation sector are higher or lower than six months ago?


0%


Budget surplus/deficit, 2013


Source:Oxford Economics/Ernst & Young EXTERNAL FACTORS


HOW INFLUENTIAL (EITHER POSITIVELY OR NEGATIVELY) ARE THE FOLLOWING FACTORS ON YOUR BUSINESS?


INFLUENTIAL


Same/no answer – 74% Higher – 19% Lower – 6%


COMPETING INTERNATIONALLY


Do you believe that it is easier for a German


company to win business in neighbouring countries or for a company from a neighbouring country to win business in Germany?


National economic situation


Competitor activity


More affordable technology


Regional economic situation


Legislation/ regulation


Energy


efficiency/green issues


INFLUENTIAL


Easier for German companies – 56% No difference/no answer – 37% Easier for companies from neighbouring countries – 7%


0.7% 38 May 2013


Annual GDP growth rate, spring 2013


Source:Oxford Economics/Ernst & Young www.installation-international.com LEAST MOST ENTERING THE MARKET


WHAT ADVICE WOULD YOU GIVE TO A MANUFACTURER LOOKING TO ENTER THE GERMAN AV INSTALLATION MARKET?


‘Reliability, technological superiority and affordability


have to be balanced the right way. At the end of the day, though, the actual quality of your products will make or break you. The standards are high and the competition is fierce.’


‘Take care of European regulations and the necessary certificates.’


‘Use local people due to the language and culture.’


… AND TO AN INTEGRATOR LOOKING TO ENTER THE MARKET?


‘Do not look for the big tenders. There is no money to make on them. Aim for smaller direct accounts.’


‘Compare between alternatives – do not only make your decisions on the price.’


‘Convince the customer of the excellence of your services and the quality of the products.’


‘You need high-level skills and local people.’


DESIRED CHANGES


IF YOU COULD CHANGE ONE THING ABOUT THE WAY THE GERMAN INSTALLATION MARKET WORKS, WHAT WOULD IT BE?


‘Really independent consultants!’


‘It should be possible to buy high-end stuff at a good price instead of being forced to buy the cheapest stuff for every institution.’


‘Not only counting on price but counting on quality of work and service.’


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