Implantation of a premium automotive brand in the saturated German market

Master's Thesis from the year 2016 in the subject Business economics - Miscellaneous, grade: 1,7, Nürtingen University; Geislingen, course: Preis und Produkt Politik, language: English, abstract: This research is based on the importance of the product portfolio and price policy for premium brands who want to penetrate the German automotive premium market. Aim is to find how important these two factors are and how far the foreign manufacturers should adjust them to have a competitive advantage over its historically established German competitors. This research is also aimed to show to the readers the potential similarities or discrepancies between importers and local manufacturers and in what way these have a positive or negative impact on the company sales in Germany. The following work will be dedicated to the premium brands, from developed countries as well as from emerging markets, coming to Germany. In a first place, brands from developed countries because manufacturers based in these countries also have created premium brands. Generalist manufacturers have launched premium brands to compete with historical brands. The brands from emerging countries (BRICS, Four Asian Tigers, Tiger Cub Economies) because these states are part of the most dynamical regions in the world with a strong demographic and economic growth. Secondly we will focus on premium brand because today they are the most profitable segment in the automotive sector and represent a significant part of the sales in developed countries. Finally we will zoom in on the German market owing to its strong competitiveness and a high percentage of premium cars sold. Due to its population and economy it is one of the most developed automotive markets in Europe and its national manufacturers make it even more complicated for foreign brands to establish themselves. To enter a new market every brand has to have a proper entry strategy. In our case we will focus on entry strategies based on two specific factors: