Taal: Nederlands, alleen deze summary moest in het engels

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Taal: Nederlands, alleen deze summary moest in het engels

Management Summary We are going to export the X to France. The X is a sustainable, reusable and on the go coffee cup.French people have to travel a long way to work and they always have a coffee in the morning.Therefore, the X is a perfect product to export to France. The mission of X is to encourage the use of reusable cups. They do this by delivering sustainably made products that fit for purpose in the context of a positive global campaign by making a difference about how people think about the convenience culture. The competitor X in France is Joco. Which sells a take away cup.The French government has invested billions of euros into sustainability and innovation. France is a big country with 66.2 million people. Many citizens work in Paris but are living in the area Ile de France. Therefore, we want to export the X to France.

Our main question in this project is: Is the X viable in France?

Our target group are the consumers of coffee that have to travel a long way to work, in the area Ile de France. Ile de France is the richest area in France. 22% percent of the national income comes from this area.The X comes from Melbourne, Australia. Our plan is to work together with X from Melbourne in a Joint venture. We are going to export the goods in an indirect way, by importing the X to the Netherlands and make adjustments on the X that make it a real French packaging. After the adjustment we are going to dispatch the X to the buyer via PostNL.The costs of this plan contain the purchase, marketing and transport costs of the X .Costs

Purchasing Cost: €6.00 x 424.000 = €2.544.000

Marketing Cost:€ 21.044,90

Transport Cost:€1.462.800 +

Total€4.027.844,90 We expect 4% of the population of Ile de France to buy the X in the first year. This yields a total turnover of €7.280.000.This is in including the shipping costs that the buyers pay.Winst vóór verdelingWinst na verdeling Baten € 7.280.000 40%X Frankrijk € 1.300.862,04 Lasten € 4.027.844,90 -60%X € 1.951.293,06 + Winst € 3.252.155,10 Winst€ 3.252.155,10 After deduction of the costs we will have a profit of €3.252.155,10 in the first year. Because we have a joint venture with X in Melbourne, we have divided the profit 40/60. This makes a total profit of €1.300.862,04 for us and €1.951.293,06 for X Melbourne. 2 / 5

Contents

• Introductie.........................................................................................................................................5

1.1 Probleemstelling..........................................................................................................................5 1.2 Hoofdvraag deelvragen................................................................................................................5 1.3 DESTEP.........................................................................................................................................6 1.4 Duurzaamheid Frankrijk & Trends...............................................................................................7 1.5 Koffiegebruik Frankrijk.................................................................................................................7

• Interne omgeving...............................................................................................................................8

2.1 Missie visie...................................................................................................................................9 2.2 Doelstelling..................................................................................................................................9 2.3 Marktdefinitie..............................................................................................................................9 2.4 Het Product..................................................................................................................................9

• Meso-analyse...................................................................................................................................10

3.1 Concurrenten X..........................................................................................................................10 3.2 Afnemers...................................................................................................................................11 3.4 SWOT Analyse............................................................................................................................12 3.5 Entreebeslissing.........................................................................................................................13

• Marketingstrategie & implementatie..............................................................................................15

4.1 Segmentering.............................................................................................................................15 4.2 Doelgroep..................................................................................................................................15 4.3 Positionering..............................................................................................................................15 4.4 Marketing mix............................................................................................................................15

• Financiën & Juridische aspecten......................................................................................................16

5.1 Financiën....................................................................................................................................16 5.2 Juridische aspecten....................................................................................................................18

• Conclusie & aanbevelingen..............................................................................................................19

6.1 Conclusie....................................................................................................................................19 Bibliografie...........................................................................................................................................20 Bijlage I - Algemene economie van het exportland.............................................................................25 Bijlage II - Cultuur van het exportland.................................................................................................32 Begroetingsrituelen.........................................................................................................................32 Gespreksstof....................................................................................................................................32 Eten..................................................................................................................................................33 Rituelen...........................................................................................................................................33 Vervoer............................................................................................................................................33 Kleding & Uiterlijk............................................................................................................................33 Bijlage III - Hofstede Analyse...............................................................................................................35 Bijlage IV - De externe omgeving.........................................................................................................37 3 / 5

Voorwoord Beste lezer, Voor u is een compleet uitgewerkt exportplan in opdracht van Hogeschool Utrecht. Wij willen een product naar Frankrijk exporteren. In dit verslag worden alle benodigde elementen besproken en uitgewerkt.Wij willen alle leraren en externe personen bedanken die meegeholpen hebben bij het perfectioneren van dit exportplan. Wij waarderen de feedback die u gegeven heeft en deze hebben het rapport gemaakt tot wat het nu is.Wij hopen dat u het met veel plezier zult lezen en ons exportplan zult waarderen. 4 / 5