Andreas Flury, Marketing and Product Manager at Mifroma, is certain that, “if we’re successful in Germany, we can be sure that the strategy will also work in other sales markets.” This is why the Migros subsidiary also conducts targeted market research in Germany. “What Germans like gives us an indication of what cheese could be successful on the market.”
The German market and its particularities
Germany is not just important to Mifroma SA for market research, but also as a sales market; accordingly, the company invests a lot into it. “We have our own team of natives in Germany,” explains Andreas Flury. Mifroma SA does this to maintain more direct and intensive contact with (potential) customers and promote exchange. “The local team knows our products and German culture; the business culture there is different from ours in Switzerland.” For example, he says, it is important to be able to conduct negotiations correctly. “Despite the proximity and shared language, there are cultural differences that should not be ignored.”
In order to strengthen the sale of Swiss cheese internationally, Mifroma SA not only employs local teams but is also present at international trade fairs such as Anuga in Cologne. “Anuga is undoubtedly one of the most important trade fairs in the world. We want to present ourselves in this international environment and therefore expanded our stand last year,” says Andreas Flury.
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