German Stationary Market Analysis and Pricing Strategy
Added on 2020-07-22
16 Pages2900 Words53 Views
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ANALYZING INFORMATION
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1TASK 2............................................................................................................................................2TASK 3............................................................................................................................................3(A). Total sales.............................................................................................................................3(B). Mixed pie chart.....................................................................................................................3(C)................................................................................................................................................4(D). Sales forecast through scatter diagram.................................................................................4TASK 4............................................................................................................................................5TASK 5............................................................................................................................................6(A). Pros and Cons table..............................................................................................................6(B). List of laws...........................................................................................................................7TASK 6............................................................................................................................................8TASK 7............................................................................................................................................8(A)................................................................................................................................................8(B)................................................................................................................................................9TASK 8............................................................................................................................................9REFERENCES..............................................................................................................................11APPENDIX....................................................................................................................................12Appendix 1.................................................................................................................................12Appendix 2.................................................................................................................................13
INTRODUCTIONIn today’s time, managers need to draw important inferences through examining businessrecords and performance such as sales reports, cost related data, stock, profitability and others.Currently, Germanys is a well-positioned market in stationery sector, as per the TradeAssociation for Office Supply and Writing Material, the industry generates an annual turnover of€14.8m or more. The current study specifically targets Germany’s stationery market, currenttrade and market. Donald Duque owns small stationery business in Northern France, it is awholesaler which does not offer stationery item directly to the public and target small shops,schools and offices. Thus, the report examine and evaluation of company’s sales database andother important information. TASK 1Germany stationery sector generates around €14.8bn income per annum. In the country,each individual spend around €35.2 on purchasing stationery material and writing. Among all theEuropean nations, Germany stood at second position in stationery spending (Conlumino, 2015).More than 70% of the stationary brands of the country experienced a good growth in the sales, asper Association of German Stationery Brands, in 2015, industry’s total turnover rose by 3.5%due to increase in domestic demand by 2.5% and abroad by 5%. Figure 1 Germany stationery market production and year-on-year growth(Source: MGCC Perspective - German Chamber of Commerce and Industry, 2016)1 | P a g e
According to the official statistics, currently there are 2200 wholesalers operating in thesector, out of which, 50% companies net turnover is below €500,000 including those firms whoinvolved in B2B market and offering office supplies, paper and writing instruments directly tothe commercial clients. Over the period, due to merger and exit strategies, number of wholesalerscame down, still, they are still progressing and gain increasing popularity (MGCC Perspective -German Chamber of Commerce and Industry, 2016). The key reason behind this is wideningscope of the B2B market such as school premises, shops, schools, governmental agencies andothers. Besides this, there are 5500 specialist retailers with a total net turnover of €250,000through offering premium quality items, easily recognizable due to standard labels. In the sector,creativity boost demand especially for drawing and painting material with an exceptional growth.TASK 2SwitserlandGermanyAustriaFranceSloveniaItalySlovakiaHungarySpainPolandCroatiaCzech Republic€0€5€10€15€20€25€30€35€4035.535.23528.320.418.69.89.68.98.57.97.6Consumer annual spending on writing and drawing materialAnnual spendingSpending levelCountrynameFigure 2 Annual spending of an individual on stationery productsAs per the diagram, it is clear that after Switzerland, Germany comes at second positionin the terms of consumer spending at a per capita annual expense of €35.2 on writing anddrawing material. However, thereafter, Austria stand at third position with per capital spendingof €35 while, France stood at 4th position with per capita expense of €28.3. It indicates that,2 | P a g e
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