1. Company introduction...............................................................................2

• / 3

Contents

• Company introduction...............................................................................2

1.1 Distinction from the rest.......................................................................3 1.2 Mission................................................................................................3 1.3 Vision...................................................................................................3

• Product lines & markets............................................................................3
• Business definition....................................................................................5

3.1 Model of Abell......................................................................................5

• Internal analysis........................................................................................7

4.1 DESTEP – The Netherlands................................................................7

• Country analysis........................................................................................8

5.1 DESTEP China....................................................................................8

• SWOT analysis........................................................................................11

6.1 TWOS analysis..................................................................................12

• Business strategy....................................................................................13

7.1 Porter’s five forces.............................................................................13 Critical production inputs are similar............................................................14 7.2 Treacy & Wiersema model.................................................................15 7.3 BCG Matrix........................................................................................17

• Market entry strategy...............................................................................19
• Marketingplan..........................................................................................21

9.1 The STP Model..................................................................................21 9.2 Marketingmix.....................................................................................21 9.3 Supply chain......................................................................................25 9.4 Financial plan.....................................................................................26 9.5 Cost and profit analysis.....................................................................29 9.6 Advertising costs................................................................................29 9.7 Production costs................................................................................30

• Conclusion............................................................................................31

Bibliography................................................................................................32

• Company introduction 2 / 3

De X cheese shop is located in x, established by x. It’s a subsidiary company of World Wide Cheese. The assortment counts 180 varieties of cheese. from Gouda to Cheddar and fresh goat cheese to burrata, including organic varieties. The X is produced by young cheese makers Matthijs and Patrick Hoorn from x in x. They have a lot of year experience already in making the best cheese in the country. With a combined experience of 16 years cheese making in local cheese farms they learned the trade the old fashion way. This is the experience they use in crafting the artisan X .The cheese is ripened on wooden boards, with time and without any preservative or colourant.

1.1 Distinction from the rest The owner of the X , x don’t think that “the bigger boys” like Albert Heijn, DEEN and Jumbo, are competitors. He believes there’s no comparison possible between the cheese shops and supermarkets. Supermarkets sell pre-cut and pre-packed cheese, while cheese shops sell fresh from the cheese slicer. So, x does not look at 'the bigger boys' at all.

1.2 Mission A mission is what a company or organization wants to spread out. X tries to ensure that every customer buys a product that excels in qualitative terms. Every piece of cheese that is produced must meet the wishes of the customer and must better than the cheese of the competitors.

1.3 Vision A vision is a representation of how a company or organization has the future in mind.In the future De X want to ensure that even more households for their brands choose and keep buying the brand. By setting strict requirements for the product; the quality of the product must remain excellent. There the brand. By setting strict requirements for the product must meet the quality of the product remains excellent. They expect that the suppliers of raw materials and employees will be working with passion and precision.

• Product lines & markets

CHEESEPACKAGES

• / 3