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The Biggest Mistakes International Brands Make
Episode 6:
After 16 years on the buying side, Jan Wapelhorst has seen the same mistakes repeat themselves over and over.
In this episode, he walks through the five most common and most damaging errors international brands make when entering Germany, from treating the product as the strategy, to pricing from the factory instead of the shelf, to approaching the wrong retailer first.
If you recognise your own experience in any of these, the good news is: they're all fixable.
Topics covered: market entry mistakes, pricing architecture, retailer selection, German compliance, listing as process vs. project, shelf ROI.
Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.
Website: wfr-advisory.com
Email: [email protected]
View all episodes
By Jan Lars Wapelhorst - WFR AdvisoryEpisode 6:
After 16 years on the buying side, Jan Wapelhorst has seen the same mistakes repeat themselves over and over.
In this episode, he walks through the five most common and most damaging errors international brands make when entering Germany, from treating the product as the strategy, to pricing from the factory instead of the shelf, to approaching the wrong retailer first.
If you recognise your own experience in any of these, the good news is: they're all fixable.
Topics covered: market entry mistakes, pricing architecture, retailer selection, German compliance, listing as process vs. project, shelf ROI.
Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.
Website: wfr-advisory.com
Email: [email protected]