Proposed Entry into the German Market (Tiara Paints)

Based on a large UK paint manufacturer′s experiences in the late 1980s,presents a proposal for market entry into Germany. Gives reasons why entry into this market is a challenging proposition. Local requirements make a market research‐based adaptation of the marketing mix elements necessary. Furthermore, additional challenges are presented by the East‐West split of the German market following reunification which calls for a flexible entry strategy, responding to local rather than national needs. The exploratory stage of the development of a workable market entry proposal in co‐operation with German partners is mapped in this case study.