PROI
Offices are located in Hamburg, Frankfurt, Berlin, Dusseldorf and Munich.
Contact:
fischerAppelt Kommunikations
Background
Germany is the world’s third largest economy, producing more than one
quarter of the European Union’s gross domestic income.
Located in the center of Europe, the country has traditionally been a link
between East and West, South and North. Including markets in central and eastern
Europe, a region which is an established and major trading partner of Germany,
the European market totals 700 million consumers.
Nine European countries border on Germany. They, and the rest of Europe's major
markets, are within easy reach of Germany - by air, high speed rail and road.
London, Paris, Madrid, Rome, Stockholm, Prague, Budapest are all within a 1-2
hour flight from Germany’s most central location, Frankfurt.
Whereas Germany's population of 82 million is the largest of any country in
the European Union, its size is comparatively moderate - approximately 1000
kilometers from south to north, and 600 kilometers from east to west.
Provided you like fast cars and Germany's speedy autobahns, in 6 hours you
can drive from beautiful Lake Constance – in the very South and with a
great view of the Alps – to the northern city of Hamburg. If you prefer
to fly, you can cover the same distance in 1.5 hours but you will miss many
opportunities to stop and enjoy history, scenery and pleasant towns along your
way.
As a result of a highly developed educational system, it easy to do business
in Germany. English is a common language – you can use it in business
as well as during your more relaxing moments in the country – and Germany's
communications infrastructure and facilities are modern and up-to-date.
Germany's Political Structure
Germany has a decentralized political and business structure with 16 states
or Bundesländer: Baden-Württemberg, Bavaria, Berlin, Brandenburg,
Bremen, Hamburg, Hesse, Lower Saxony, Mecklenburg-Western Pomerania, North Rhine-Westphalia,
Rhineland-Palatinate, Saarland, Saxony, Saxony-Anhalt, Schleswig-Holstein and
Thuringia.
The role of the states is to support the federal government by sharing legislative
and administrative responsibilities at a regional level, specifically as it
pertains to cultural and social responsibilities (education, media) and municipal
affairs (local authorities, police etc.).
The Country's Business Centres, Structure and Future
The country's business centers are Frankfurt (Hesse), Dusseldorf / Cologne (North-Rhine-Westphalia),
Munich (Bavaria), Stuttgart (Baden-Württemberg), Hamburg, Leipzig (Saxony-Anhalt)
and - a political center of growing importance - Berlin. All these centers are
connected by air. Germany's largest airport is in Frankfurt which serves as
the country's international gateway as well as a major world financial center.
Germany's business structure is diverse. It is comprised of a mix of large-sized
companies whose names are well known brands throughout the world and an overwhelming
number of innovative medium-sized enterprises - "the German Mittelstand".
Many of these firms are at the cutting edge of their respective markets and
serve highly-specific segments. The German Mittelstand has a long tradition
in innovation and still is a decisive force when it comes to creating new products,
services and as a consequence, new jobs.
The world's second largest exporter, Germany's exports are another engine of
the country's economic development. Exports, including motor vehicles, industrial
systems, chemicals and electronic devices, are sold in virtually all of the
world's countries.
Germany is primed for further growth: The German stock market has more than
doubled over the past few years; the use of venture capital has tripled; private
equity buy-outs have grown 100% in value in the last two years; returns on equity
are at record highs; corporate profits are the highest since the exeptional
year 1990; and the number of mergers & acquisitions has risen by two-thirds
since 1994.
Germany = Stability
The name "Germany" has for a long time been synonymous with "stability".
Apart from the country's political stability, the association has also been
based on low rates of inflation based on a steadily-performing economy. These
rates, in turn, have partially stemmed from Germany's currency (the Deutschmark),
whose stability is well respected.
Along with financial stability, Germany's workforce has also enjoyed a well-earned
reputation as capable and hardworking, Germans have, however, learned that work
is a means towards enabling them to enjoy life. And parallel to their strong
work-ethic, they are also also showing ever-increasing support for groups which
advocate environmental and consumer protection.
Religion, while still important to older Germans, is on the decline among the
younger generation. This is reflected in the loss influence by both catholic
and protestant churches who are facing financial pressures and loss of staff.
Germany's labor relations have always been stable. Rather than battling each
other, employees and employers tend to work together. This consensus has been
of great benefit to companies which have rarely had to contend with the loss
of income and/or output resulting from strikes.
But there are several major drivers for change. One is the integration of the
former East Germany into the current business structure. It has presented a
growing need for greater diversity and flexibility in labour relations and the
overall business structure.
As a result of Germany and its currency's integration into the European Union,
the future of the country will have to be seen in a broader context. What has
worked in the past may not necessarily guarantee success in the future. This
has been the focus of considerable discussion aimed at establishing the fundamentals
for Germany's further development.
And, like in other countries, Germany's population is aging. People are living
longer and birth rates have fallen below replacement levels. Of its 82 million
citizens (40 million male, 42 female), 4,8 million are aged under 6 years, 8.3
million between 6 to 15, 9 million between 15-25, 26 million between 25 and
45, 20 million between 45 and 65 and 13 million are older than 65. As a result,
political decisions to secure and adapt existing welfare systems will have to
be made.
Germany's Media
Like it's political and business structure, Germany's media landscape is also
decentralized and diversified. The country's media centers are located in Frankfurt,
Hamburg, Dusseldorf / Cologne, Munich, Berlin and Leipzig. As a result, regional
and local media play a major role. Aside from several opinion leading and nationwide
print media, Germany offers an enormous variety of regional dailies (several
hundred) which enjoy high reader acceptance. They are a vital element of the
German media landscape and must be included in any kind of media strategy.
The reach and influence of Germany's print media is declining, giving way to
an ever-expanding electronic media which provides more and more 'infotainment'
for a broader listener / viewership. Although television has become the most
important source of information, radio's market share has increased substantially,
with more than 160 local radio stations. Nevertheless, the impact of print media
is still very strong and plays an opinion leading role when it comes to establishing
Germany's daily politicial and business agenda.
Influential dailies are: Frankfurter Allgemeine Zeitung (business, politics),
Handelsblatt (financial), Boersenzeitung (financial), Sueddeutsche
Zeitung (business, politics). Germany’s leading news magazines are
DER SPIEGEL and Focus.
