Sometimes a company fails to successfully enter a market, and a good example of this is Jerónimo Martis. Despite attempts to enter the market by opening shops under the brand name "Kaufhall", expansion into the German market was unsuccessful for several important reasons. These were the inadequacy of the product, strong competition and lack of brand recognition. An additional aspect was management and strategy problems, which led to the end of the venture and the withdrawal of the company from this market. The case of Jerónimo Martis has become a warning to other companies regarding the need to thoroughly understand and adapt to the specificities of the target market during foreign expansion.
The key to success for SMEs in the German market
Expansion into the German market is an attractive prospect for Polish SMEs, given the size of the German market and the dynamic growth of trade in Germany. Expansion into this market offers the possibility of supplying goods to German consumers, which enables Polish companies to attract new customers and business partners. Successful expansion requires knowledge of local regulations and consumer preferences as well as investment in innovative solutions and digitalisation of business processes . In conclusion, adapting the offer to the requirements of the German market can give Polish entrepreneurs the opportunity to grow and expand their business in one of the largest markets in Europe.