Germany Business Environment Analysis Report

BUSI7019_2011_S2

Australia National University

Germany Business Environment Analysis

Report

Prepared by:

Germany Team Members:

BIN XIE

MENG ZHOU

TAN CHENG

Prepared for:

BUSI7019

Dr Andrew Bradly

The Australian National University

4thSep 2011

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BUSI7019_2011_S2

Australia National University

1.0 Product description

The Alienpad is one of the new tablet PC that was produced by Alien Tech, a born

global high-tech company established in Australia. It is now considering entering into

the German market with its new tablet targeting at the middle class especially younger

generations who values high tech, fashion designs, as well as multifunction. A series

of rating and assessment were down to analyze the appropriateness of German market.

Finally, brief ent ry strategies were given for Alien Tech.

2.0 Business environment assessment

2.1. Demographics

Total Population

Population Growth Rate

Age Structure

Middle Class Size

Urban/Rural Composition

(3)

(1)

(2)

(4)

(5)

Germany is a highly urbanized country with 74 percent of its total population lives in

cities (CIA Factbook, 2011), which if in together taking into consideration its

well-developed Internet and 3G networks in the area. The environment will be very

favorable for the popularization of our product, an electronic tablet. Thus the

“Urban/Rural Co mposit ion” is rated highly adequate (5) for our products.

Furthermore, the total population in Germany is about 81 millions which are

relatively good. However, in terms of age structure, the median age in Germany is

44.9, which indicates the whole population is aging and the negative population

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BUSI7019_2011_S2

Australia National University

growth rate even reveals a decreased number of young people in the future (CIA,

2011). This will direct ly lead to the shrinkage of our targeted market in the future in

Germany. Therefore, the “age structure” and “population growth rate” are...