The marketing environment of Germany
MINISTRY OF EDUCATION AND SCIENCE OF THE REPUBLIC OF KAZAKHSTAN
EI «Almaty Management University»
REPORT
On educational Internship
Completed by the studentAiman Ametova
Of major 5B050500
Internship supervisorAizada Nurlanovna
Senior teacher
Almaty, 2016
C O N T E N T
Introduction……………………………………………………………………..3
CHAPTER 1. MARKET CHARACTERISTICS AND ANALYSIS OF THE MARKETING ENVIRONMENT OF EDUCATIONAL INDUSTRY…………4
1.1 The marketing environment of Germany………….…………………..4
1.2 Foreign Trade of Germany………………………………….……….…5-6
CHAPTER 2.ANALYSIS OF THE ACTIVITY OF ENTERPRISE AND ITS FUNCTIONS…………………………………………………….……….……7
2.1 General information about Representative office…………………….7
2.2 Chamber of Industry and Commerce in Germany (IHK)……………..8
2.3 Organizational structure of Representative office and its functions ….9
2.4 DEinternational and VDW..…………………………………………...10
CONCLUSION…………………………………………………………………11
REFERENCES………………………………………………………………….12
INTRODUCTION
Internship has been conducted at Representative office of German economy in Central Asia. The company has a number of different functions and provides services for the promotion of economic cooperation. Since the company is looking for information on the markets of Central Asia for Entrepreneurs from Germany, educational practice with a focus on the region is relevant.
The report consists of two chapters.
The first chapter is fully devoted to the marketing research of the German market. Here we consider the facts about foreign trade of Germany and the German economy as a whole.
The second chapter contains general information and the legal status of the company, objectives and scope of activities, organizational structure, etc.
This training practice is considered relevant because it contributes to the development and improvement of the professional qualities as perseverance, resourcefulness and teamwork. During the practice familiarity with the production regulations of the company, familiarity with a particular professional activity of employees, its functions, responsibilities of employees was passed.
The main purposes of the practice were the detection, analysis and systematization of the obtained material, update and reinforcement of knowledge for the entire period of study. The purpose of the practice was achieved by the implementation of certain professional functions, such as the collection of information for the German delegation in the face of small and medium-sized businesses from agricultural sector, as well as assisting the Department of the German Business Club for the event.
CAPTER 1. MARKET CHARACTERISTICS AND ANALYSIS OF THE MARKETING ENVIRONMENT OF EDUCATIONAL INDUSTRY
The marketing environment of Germany
The German economy is one of the largest national economies of the world and "global player" because of eminent concerns and efficient middle class.
German companies have an excellent reputation worldwide. They symbolize the «made in Germany», the inscription, perceived as a sign of quality. They serve as a symbol of innovation, quality and technical superiority. But on the fourth power of the national economy in the world - is not only the "global players", but also numerous world market leaders who are actually small and medium-sized businesses, the core of the German economy. They all rely on good market conditions and excellent qualifications of workers. Foreign investors also value this.
The German economy - the largest in the European Union (EU) and the fourth largest in the world value. With the highest gross domestic product (GDP) and the largest population in the EU, Germany is the largest market in Europe. The cost of its GDP - 2.4072 trillion euros.
Along with concerns that operate on an international scale, the foundation of the German economy are small and medium-sized enterprises. Approximately 70% of all workers are employed in small and medium-sized enterprises
Germany - an attractive place for foreign investors. Here are the 500 largest companies in the world, a total of about 45,000 foreign enterprises. Foreign direct investment (as of 2007), 630 billion US dollars.
Germany has a highly developed and rapidly evolving infrastructure. The length of railways - almost 41.000 km of roads - 230,000 km. The country has one of the most modern phone and communication networks in the world
Foreign trade of Germany
In 2013, Germany again managed to keep third place in the world in terms of exports (after China and the United States) and imports (after the US and China).
Share in world trade (exports and imports in dollar terms) in 2013 was still 7.7%. The US share of world trade accounted for 11.5% (2012: 11.6%) and China - 12.2% (2012: 11.5%).
The export quota (ie the proportion of exports of goods and services in GDP) in 2013 decreased slightly to 50.6%; import quota fell to 44.3%. "The degree of openness" (imports plus exports to GDP ratio) amounted to 94.9% (2012: 97.7%). Thus, Germany's economy is the most open of all the countries of the "Big Seven".
The trade surplus increased in 2013 to EUR 173.7 billion., Or 6.3% of GDP (2012 g .: 5.8% (. Still arithmetically net exports did not affect the growth of the gross domestic product (GDP 0 , 4%, net exports -0.0%).
In 2013, the current account surplus, which includes in addition to the balance of trade and balance of services, wage and investment income balance and current transfers amounted to 206.0 bln. Euro, or 7.5% of GDP.
In 2013, Germany's main trading partners were still European countries, which went to 68.5% of German exports, and where Germany won 70.7% of its imports. The share of turnover in Germany within the EU (internal trade in goods in the EU) was 57.0% for exports and for imports - 57.5%. The share of German trade with the euro area countries amounted to 36.8% for exports and for imports - 38.4%.
The main markets for German exporters outside the EU in 2013 were the United States (8.1%), China (6.1%) and Switzerland (4.3%). The largest suppliers outside the EU were China (8.2%), the USA (5.4%) and Russia (4.5%).
The share of goods in total exports (goods and services) in 2013 was 84.4%, accounted for 80.7% share of imports of goods by.
The main categories of export commodities were automobiles and components (17.4%), machinery (15.0%), chemical products (9.6%) and computer equipment / appliances (7.8%). The main imported products were oil and natural gas (10.9%), computer equipment / appliances (9.8%), automobiles and parts (9.0%) and chemical products (8.0%).
In 2013, Germany showed the trade surplus on goods amounting to 197.6 billion. (EUR 7.8 billion. In comparison with 2012). The share of EU-27 it amounted to 108.2 billion. Euros (-10,000,000,000. Euros), 58.6 billion.
Euros of which only accounted for euro-zone countries (-9.2 billion. Euros). At the same time, exports to the EU-27 amounted to 623.1 billion euros (the euro area -. 402.3 billion euros)., Import - 514.9 (343.7) billion euros..
Thus, the overall trade surplus in Germany is only slightly more than half (54.8%) due to the positive balance of foreign trade with the EU-27 countries; almost a third of the surplus (29.7%) accounted for the eurozone countries. The geographical distribution of the balance of trade surplus last year was more uniform compared to previous years.
Broken down by country, Germany has achieved the highest trade surplus against the United States (39.8 billion. Euros or 20.2%), France (36.1 billion. Euros or 18.3%), the UK (+33 4 billion. euros or 16.9%) and Austria (19.3 billion. euros or 9.8%). The biggest deficit in 2013 came in the turnover in Germany and the Netherlands (-18.2 billion. Euros or 9.2%), Norway (-13.6 billion euros. 6.9%), with China (-6, 4 billion. euros or 3.2%), as well as with Russia (-4.3 billion. euros or 2.2%).
As in previous years, the German trade surplus on goods was compared with a deficit on services in the amount of 17.6 billion euros. (2012: 20.3 billion euros.).
Every fourth workplace (25%) are directly or indirectly dependent on exports (1995: 15%) and in industry - even every second (55%); at the same time, in the service sector - only one in seven (15%; the last published balance calculation data of September 2009)
Almost 1/4 of Germany's domestic demand is covered by imports (import dependency: 23%). On the export share of imported subcontracting is much higher and amounts to about 43% (1995 .: 30%). The majority of imports come from neighboring European countries.