Business Etiquette
- When meeting people, shake hands with all present. Swiss society is rather formal and people tend to address each other, whether colleague, neighbour or acquaintance, by their surname. This is not only a sign and respect but one of the manifestations of the Swiss propensity for privacy.
- The Swiss are a private people, so try to avoid asking personal questions until a good relationship has been established. What constitutes personal are areas such as occupation, age, marital status, religion, etc.
The communication style can come across as quite sober; initially it is advisable to avoid jokes and engaging in any banter as this may be misconstrued. - The Swiss are known for getting the best possible deal in negotiations without ever appearing aggressive or demanding. They will refuse to rush a decision until they have properly examined all the facts and information and reported these to the decision maker(s).
Swiss business culture is very hierarchical. Although those in senior positions will come across as modest there exist very clear lines of authority that are not crossed. Only the highest individuals in authority make final decisions even if others disagree with it.
A successful meeting and/or business relationship revolves around one being a responsible, sound and honest businessperson. Maintaining control over your emotions and leading a disciplined personal life are also esteemed qualities
The Market:
Consumer behavior:
Swiss consumers appreciate product quality and are ready to pay extra price for it, if convinced. However after-sales support is absolutely crucial in Switzerland. Swiss consumers like new & innovative products, but they stay loyal to the brand names that they know.
Product Distribution:
The distribution market in Switzerland is dominated by vertically integrated retailers. This allows them to have a centralized buying system in order to remain competitive when compared to independent retailers.
The number of independent retailers is thus decreasing, giving way to a growing number of discount stores and supermarkets. Most of the leading retailers are legally structured as cooperatives.
Swiss consumers appreciate product quality and are ready to pay extra price for it, if convinced. However after-sales support is absolutely crucial in Switzerland. Swiss consumers like new & innovative products, but they stay loyal to the brand names that they know.
Product Distribution:
The distribution market in Switzerland is dominated by vertically integrated retailers. This allows them to have a centralized buying system in order to remain competitive when compared to independent retailers.
The number of independent retailers is thus decreasing, giving way to a growing number of discount stores and supermarkets. Most of the leading retailers are legally structured as cooperatives.
Advertisement & Promotion
I found McDonalds to be a product found in Switzerland. The Mini Golf video is from the US and it is tailored to a more mature audience being that they are at the office placing a bet over McDonalds meal. The Swiss McDonalds ad is for everyone and it is telling the audience to be spontaneous while sharing and eating McDonalds.