Consultinghouse Market entry strategy

Strategies for Market Entry in Germany

The key to a successful and sustainable entry into the German and European market is an elaborated marketing strategy. Usually this means starting with an in-depth market analysis in order to get an understanding of the local market environment and potential competitors and customers. Based on the results of this analysis a market entry strategy should be developed that takes into account the local mentality and culture.

Based on our experience we can tell that many new international companies were considering the incorporation of a legal entity in Germany. This first consideration, however, was only the next step in a long and carefully thought-out evaluation process. The majority of all business cases known to us started off by identifying a long-term business goal, followed by the definition of a very individual business strategy.

After the long-term business strategy has been made transparent to all stakeholders, an individual go-to-market approach was defined that would support the market entry strategy for Germany and the rest of Europe.

In this early stage your brand, people and market will also be taken into consideration. By creating an optimized market entry strategy that aligns your marketing and sales organizations with multiple channels, and communicating your story to the right customer segment, you achieve an increased penetration for your brand, products or services in the European markets.

We will work very closely with you during this stage of executing the go-to-market strategy. This collaboration will allow us to frequently monitor your goals versus the ongoing results of your tailored market entry strategy.

Consultinghouse Management Consulting Framework

The Consultinghouse Market Entry Framework for Germany

Based on more than 30 years of experience, Consultinghouse has defined a tailored Market Entry Framework specifically meeting the requirements of international organizations planning to approach the German market.

Market Evaluation

  • Leadership expectations
  • Market potential evaluation in Germany
  • Adapting products and/or services for the German market

Entry planning & preparation

  • Location selection
  • Financial planning
  • Choice of entry mode

Market entry implementation

  • Business process design
  • Managing German partner(s)
  • Developing a local leadership team
  • Land acquisition

Local operations

  • Managing local workforce
  • IP & technology protection
  • Business performance reporting
  • Quality management

How we can help you

Our expertise will help you to match your market entry strategy to your individual long-term objectives. The execution of a very well-prepared strategic due diligence*, however, is the foundation for the successful long-term development of your business in Europe. Consultinghouse is committed to supporting our customers right in the early stages of the market entry approach. Our competence centre for corporate strategy will help you to achieve transparency and to keep the risk to a minimum. 


  • Review of the business case
  • Understand business activities
  • Define project criteria
  • Translate into location benchmarking
  • Draft Human resource profiles
  • Understand supply chain management factors
  • Highlight knock-out criteria


  • Communication plan
  • Project management plan
  • Final list with countries/cities
  • Final list with location factors
  • Final evaluation of knockout criteria
  • Final required human resource profiles


  • Strategy meetings & workshops
  • Site selection expert
  • Industry expert
  • Human resource expert
  • Supply chain expert
  • Transfer pricing expert

Services provided:

  • Development of market entry strategy
  • Market, competitor and customer analyses
  • Identification of strengths and weaknesses
  • Business, finance and liquidity verification
  • Defining sales strategies & processes
Consultinghouse - Martin Wilke

Martin Wilke

Managing Director
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Copyright Consultinghouse 2017
*All services offered on this website are provided by Consultinghouse A.M.C. Int GmbH and are exclusively carried out under § 6 Nr.3-4 of the German tax adviser direction code. Consultinghouse provides management consulting as well as services with regard to accounting of current business activities, the generation of payslips, as well as the registration for payroll tax. For tax or legal services please contact our cooperation partner