2. What do you know
about Europe?
How many countries are in the EU?
3. What do you know
about Europe?
How many countries are in the EU?
28
4. What do you know
about Europe?
Which country came in as last?
5. What do you know
about Europe?
Which country came in as last?
Croatia
6. What do you know
about Europe?
Is Romania a member?
Yes / No
7. What do you know
about Europe?
Is Romania a member?
Yes / No
8. What do you know
about Europe?
How many languages (officially) are
spoken in the EU?
9. What do you know
about Europe?
How many languages (officially) are
spoken in the EU?
24
Not: Austria, Belgium, Cyprus,
Luxembourg
10. What do you know
about Europe?
Which of following countries have the
Euro (€) as currency?
Denmark, Cyprus, The Netherlands,
Sweden, Slovenia, Estonia, Lithuania,
Latvia, UK, Greece?
11. What do you know
about Europe?
Which of following countries have the
Euro (€) as currency?
Denmark, Cyprus, The Netherlands,
Sweden, Slovenia, Estonia, Lithuania,
Latvia, UK, Greece?
12. What do you know
about Europe?
How many Kingdoms do we have in
the EU?
13. What do you know
about Europe?
How many Kingdoms do we have in
the EU?
6
Belgium, Denmark, Holland, Spain,
Sweden, UK
14. Key facts of the EU:
• 28 member states as per July 2013
• 507 million consumers
– 382 million in “old” EU-15
– 125 million in “new” EU - 13
• Euro (€) common currency for 18 member
states (excl. UK, Denmark, Sweden, 7 new EU
countries)
15.
16. • Largest trading bloc in the world
• € second trading currency after US$
• vastly different standards of living,
consumption habits and cultures between
and within EU countries
• Different distribution structures
• 24 different (official) languages
• (over) regulated markets
• http://ec.europa.eu/publications/booklets/eu_glance/66/index_en.htm
17. • an ageing population (2020 – 45% over 55 years)
• growing 1 and 2 persons households
(singles, ‘dinkies’, divorcees)
• increase of non-European population
• increase of women (re) entering the workforce
• stable food consumption; switching between
products (battle for the stomach)
19. Cultural diversity in the EU:
• In Germany everything is forbidden unless it
is allowed
• In the UK everything is allowed unless it is
forbidden
• In France everything is allowed even if it is
forbidden
20.
21. Cultural diversity has a great impact on:
• products
• different apple varieties for different countries
• different packing
• different sizes
•bananas in Italy and The Netherlands
• business morale (payment, credit terms)
22. Different cultural clusters in the EU
1. Anglo/American
• task oriented
• competitive
• direct in communication
• individual
• decentralized
• tough
UK, USA, Australia, New Zealand
23. Business implications:
• come straight to the point
• take initiative
• sell yourself and your product
• be decisive and assertive
24. 2. Scandinavian
• autonomy
• decentralized
• direct in communication
• consensus building
• informal
• little/no hierarchy
The Netherlands, Denmark, Sweden, Finland
27. Business implications
• follow hierarchy
• formal (written & unwritten)
• relationship oriented
• no delegated authority
28. 4.German
• autonomy
• need for structures
• formal
• focused on processes and details
• expertise important
Germany, Austria, Poland, Hungary, Czech
Republic
30. Dutch importer:
• informal; quick to use first names
• direct in approach
• expect exporter to take initiative
• empowered to make decisions
• task oriented; no extensive social talk
• quick to ask price
• dislikes display of wealth
• adheres to strict deadlines
• no lunches or dinners
31. French importer:
• formal; not too direct
• likes shaking hands
• buyer often not empowered to take decisions
• chauvinistic; requires French to be spoken
• rather arrogant; treats seller as lower in status
• building of relationship essential
• patience is important virtue
• dress correctly and conservatively
• first names are not used
32. British importer
• rather formal; direct approach
• beware of understated use of language
• treats sellers as equal
• gives opportunity to impress and sell yourself
• interested in track record of exporter
• irritated by small talk and formalities
• appreciates own opinion, initiatives and
assertive communication
33. Italian importer:
• polite, formal; no first name basis
• address with title and last name
• like formal dress and etiquette
• expect you to sell yourself; exaggerate a bit
• loves style, quality and design
• foreign languages sometimes weak point
• often not empowered to make decisions
• relationship very important in Italian business
• lunch and dinner important
34. German importer:
• very formal, never use first names
• addressed by title, Herr/Frau and last name
• quick to come to the point; little time
• offer German counterpart certainties:
assurances, references, expertise, track record
• dress correctly and formally; no bracelets
• be strictly on time
• requires detailed planning + preparation
35. You as supplier
must be:
• Punctual
• Assertive
• Informative
• Complete
• Realistic
AND MUST……..
