In the Heart of Europe
Germany is located in the geographic center of Europe
making it a perfect location for companies hoping to tap into the
European market's 500 million potential customers. In the north,
Germany's seaports are an important conduit for trade with the UK,
Scandinavia, and the Baltic states. Moreover, road and rail links
provide easy access to Denmark and the rest of Scandinavia. In the
west, an extensive network of roads, rail links and waterways feeds
into France and the Benelux countries.
To the south, Germany has strong commercial ties
Switzerland and Austria and direct road, rail and water links with the
Balkan states. Turning eastwards, Germany's borders with Poland and the
Czech Republic also bring Slovenia, the Slovak Republic and Hungary
within easy reach and make the more distant markets in Greece, Turkey,
Ukraine and Russia readily accessible.
Where to be in Germany?
If you are planning to have your own local office in
Germany, where should it be?
First of all it depends on the industry you are dealing
with. If you are mainly selling to governmental organisations then you
have to be in Berlin. If you deal with financial organisations (e. g.
banks) the best place to be is Frankfurt.
Berlin is Germany's biggest city (approximately 3
million inhabitants). Office rental is cheaper and average salaries
lower than in many other German cities. This makes Berlin to a
relatively unexpensive location for foreign vendors coming to Germany.
Frankurt has Europe's biggest international airport
(followed by London Heathrow). Excellent flight connections make this
place the first choice for foreign vendors. This is possibly not
Germany's nicest place: People are here for business.
With Frankfurt being in the middle of Germany travel
distances are minimized. Also the Rhein-Main area around Frankfurt is a
big IT market, especially for the financial sector.
Munich is the secret German IT capital. Many IT
companies are located there. It is also known as the most expensive
place (office rental, average salaries) in Germany. But employees love
to live there.
Where are the big IT vendors located?
If you want to take this as an inspiration for your thoughts:
Looking at a map you will soon notice: The south is more crowded than
- Hewlett Packard: Bad Homburg (near Frankfurt),
Böblingen (near Stuttgart), Ratingen (near Düsseldorf)
- IBM: Stuttgart
- Microsoft: Munich
- SAP: Walldorf (near Mannheim)