Foreign trade is becoming increasingly challenging due to rapid changes in markets and geopolitical as well as global economic turbulence – in such times, practical assistance, tips, and suggestions are in demand. This is the guiding principle of our 18th Thuringian Foreign Trade Day (AWT), which we will hold on Tuesday, March 24, 2026, from 12:00 to 5:00 PM at the Volkshaus Jena. “Smart Marketing Worldwide – Current Strategies for SMEs along the 4 Ps“ is the title of this year’s event, and it will focus specifically on the classic 4 Ps of the marketing mix, through which we will practically examine current strategies, opportunities, and trends in international sales.
The AWT is the annual flagship event for Thuringia's foreign trade and provides a platform for Thuringian companies and researchers to gain diverse information and exchange ideas regarding their successful engagement in foreign markets. Especially in times when global economic and geopolitical challenges are growing, the AWT aims to provide orientation, promote cooperation, and convey courage and motivation for international business. Well-founded presentations, instructive dialogue formats, and the opportunity to exchange ideas with our foreign representatives and partners from four continents open up many possibilities for all participants to optimize their internationalization.
At the Volkshaus Jena, guests are welcomed by Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Areas (TMWLLR), as part of an exchange with Dr. Ralf-Uwe Bauer, President of the IHK Ostthüringen zu Gera, and Andreas Krey, Managing Director of LEG Thüringen – TMWLLR, LEG and the working group of Thuringian IHKs are the organizers of the AWT. Further input is provided by the keynote speech of Markus Milz “Smart Marketing in Transition – Global Trends for SMEs“. Markus Milz is founder and managing director of the management consultancy Milz & Comp. He is an expert in marketing, sales and strategy, management consultant, Author and renowned keynote speaker. His lecture is followed by two impulse blocks, each with pitches on the 4 Ps and moderated dialogues, enabling a fruitful exchange on the marketing mix in challenging times. The first impulse block is dedicated to Product with a focus on international product adaptation and Price – this deals with pricing strategies and currency risks on the international stage. The second impulse block deals with Place, i.e. distribution channels and partner selection, as well as Promotion and the question of how international communication and brand management can succeed at present. Concrete challenges and answers to them are then also addressed in the subsequent panel discussion: Under the guiding principle “The 4 Ps in Practice – What Really Works?“, entrepreneurs from Thuringia discuss, share their experiences, provide suggestions and answer questions.
The accompanying exhibition, which can be visited during the event, provides a wealth of interesting information. Optionally, after the plenary session, between 4 and 5 p.m., a short pitch and sales training in English can be attended, offered by Daniel Feldkamp, the contact person of our newly opened US foreign office. In addition, as every year, the AWT offers diverse opportunities for intensive exchange with our foreign representatives: For many years, they have been supporting and advising Thuringian companies on our behalf in China, India, Brazil, Israel, southern Africa, Vietnam, Central Asia, and most recently in the USA. Experts from Japan, Poland, and Argentina are also available for dialogue.
"Smart Marketing Worldwide – Current Strategies for SMEs along the Four Ps“ – this year too, the Thuringian Foreign Trade Day provides a platform that offers you a wealth of knowledge, new approaches, motivation, and diverse Contacte.
We cordially invite you to participate in this year's AWT. Registration options and further information can be found here.
