Export Management Kwekkeboom
EXPE; Kwekkeboom NL
By; Jorden van Ramshorst
Date; 04/10/2020
Tio Utrecht, IBM 3
Lecturer; Jan-Joost Wijkamp
1
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
,Table of contents
About Kwekkeboom...................................................................................................................................... 3
Internal......................................................................................................................................................... 3
History of Kwekkeboom.......................................................................................................................................3
SWOT of Kwekkeboom Bitterbal..........................................................................................................................4
External......................................................................................................................................................... 4
Target Group........................................................................................................................................................4
Competitors;.........................................................................................................................................................4
Reach the online consumer..................................................................................................................................5
International................................................................................................................................................. 5
The bitterball international..................................................................................................................................5
The follow-up........................................................................................................................................................5
Market Approach.................................................................................................................................................5
Market Expansion Matrix Ansoff..........................................................................................................................6
Five forces of Porter.............................................................................................................................................7
The Four Potential Countries for the Bitterball............................................................................................... 8
The market for appetizers abroad........................................................................................................................8
Interesting markets for the bitter ball..................................................................................................................8
Comparing countries (Destep);..........................................................................................................................10
The UAE;.............................................................................................................................................................10
The USA;.............................................................................................................................................................11
The Market Attractiveness of Austria................................................................................................................13
The Market Attractiveness of France.................................................................................................................13
Conclusion 4 Countries;......................................................................................................................................13
Choosing the Final Country.......................................................................................................................... 14
The last 2 countries;...........................................................................................................................................14
Hofstede;............................................................................................................................................................14
Conclusion 2 Countries;......................................................................................................................................15
The Market Entry Strategy........................................................................................................................... 15
Product Strategy.......................................................................................................................................... 19
Price Strategy.............................................................................................................................................. 22
Distributor strategy...................................................................................................................................... 23
The communication strategy........................................................................................................................ 25
Cross Cultural Sales Negotiation................................................................................................................... 27
2
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
, Final Advise & Conclusion............................................................................................................................ 27
Source list;................................................................................................................................................... 28
About Kwekkeboom
I have chosen the company Kwekkeboom with the 'Bitterbal' as a product. The bitterball is a snack that
is always eaten at parties, in a pub or at a restaurant. A typically Dutch snack that the rest of the world
must discover and experience. When you are abroad there are not often proper snacks to eat in
combination with an alcoholic drink. The bitterball will be an extraordinary oven snack for the
international market.
The bitterball & croquettes
The meaning of the bitterball and the croquette are different in Dutch compared to the English. In both
languages they use different synonyms for the word (croquette English) and (croquet Dutch). The
croquette means in English a small potato croquette. It is a fried oven snack, filled with cheese or
mashed potato. The typical Dutch variant ‘The Kroket’ is also a fried oven snack but much bigger in
size than the English croquette. The Kroket is filled with a ragout mixed with beef or cheese. The
Kroket is about 8 inches long. The Kroket is more like the crunchy paneer rolls, but still different in
style and filling. In this export plan I will use the word ‘Croquette’ with the reference to the Dutch
variant ‘The Kroket’. The typical English ‘Croquette’ will be mentioned in this export plan as
‘Croquetas’.
Internal
History of Kwekkeboom
In 1900 Kwekkeboom was founded by Herman Kwekkeboom (Kwekkeboom, 2020). The first outlet
was opened on the Rapenburg in Amsterdam. During the years that followed, added branches
resulted in a brand-new location (1945, 1990, 1993 and 2012). Kwekkeboom became known
nationwide for its beef croquette. In addition to typical patisserie products, sausages, cakes, and other
delicacies are sold there. In 1984, outside the patisserie, the snacks were sold and delivered to snack
bars. In the past, they started to deliver by cargo bikes named as Grandpa in Amsterdam. In 2014,
Kwekkeboom was the first to introduce snacks for the oven and air fryer. Kwekkeboom strives to
renew and expand their range.
The assortment of bitter balls.
Kwekkeboom sells the following types of snacks (Kwekkeboom, 2020);
- The Vega Bitter balls
- Black Angus Bitter balls
- Old Amsterdam Bitter balls
- Black Angus Croquettes
- Veal Croquettes
- Mixed Snacks (veal bitter balls, cheese snacks and chicken nuggets).
- Beef Croquettes
- Veal Bitter balls
- Beef Bitter balls
- Bami Snacks
- Chicken nuggets
- Cheese snacks
3
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
EXPE; Kwekkeboom NL
By; Jorden van Ramshorst
Date; 04/10/2020
Tio Utrecht, IBM 3
Lecturer; Jan-Joost Wijkamp
1
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
,Table of contents
About Kwekkeboom...................................................................................................................................... 3
Internal......................................................................................................................................................... 3
History of Kwekkeboom.......................................................................................................................................3
SWOT of Kwekkeboom Bitterbal..........................................................................................................................4
External......................................................................................................................................................... 4
Target Group........................................................................................................................................................4
Competitors;.........................................................................................................................................................4
Reach the online consumer..................................................................................................................................5
International................................................................................................................................................. 5
The bitterball international..................................................................................................................................5
The follow-up........................................................................................................................................................5
Market Approach.................................................................................................................................................5
Market Expansion Matrix Ansoff..........................................................................................................................6
Five forces of Porter.............................................................................................................................................7
The Four Potential Countries for the Bitterball............................................................................................... 8
The market for appetizers abroad........................................................................................................................8
Interesting markets for the bitter ball..................................................................................................................8
Comparing countries (Destep);..........................................................................................................................10
The UAE;.............................................................................................................................................................10
The USA;.............................................................................................................................................................11
The Market Attractiveness of Austria................................................................................................................13
The Market Attractiveness of France.................................................................................................................13
Conclusion 4 Countries;......................................................................................................................................13
Choosing the Final Country.......................................................................................................................... 14
The last 2 countries;...........................................................................................................................................14
Hofstede;............................................................................................................................................................14
Conclusion 2 Countries;......................................................................................................................................15
The Market Entry Strategy........................................................................................................................... 15
Product Strategy.......................................................................................................................................... 19
Price Strategy.............................................................................................................................................. 22
Distributor strategy...................................................................................................................................... 23
The communication strategy........................................................................................................................ 25
Cross Cultural Sales Negotiation................................................................................................................... 27
2
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
, Final Advise & Conclusion............................................................................................................................ 27
Source list;................................................................................................................................................... 28
About Kwekkeboom
I have chosen the company Kwekkeboom with the 'Bitterbal' as a product. The bitterball is a snack that
is always eaten at parties, in a pub or at a restaurant. A typically Dutch snack that the rest of the world
must discover and experience. When you are abroad there are not often proper snacks to eat in
combination with an alcoholic drink. The bitterball will be an extraordinary oven snack for the
international market.
The bitterball & croquettes
The meaning of the bitterball and the croquette are different in Dutch compared to the English. In both
languages they use different synonyms for the word (croquette English) and (croquet Dutch). The
croquette means in English a small potato croquette. It is a fried oven snack, filled with cheese or
mashed potato. The typical Dutch variant ‘The Kroket’ is also a fried oven snack but much bigger in
size than the English croquette. The Kroket is filled with a ragout mixed with beef or cheese. The
Kroket is about 8 inches long. The Kroket is more like the crunchy paneer rolls, but still different in
style and filling. In this export plan I will use the word ‘Croquette’ with the reference to the Dutch
variant ‘The Kroket’. The typical English ‘Croquette’ will be mentioned in this export plan as
‘Croquetas’.
Internal
History of Kwekkeboom
In 1900 Kwekkeboom was founded by Herman Kwekkeboom (Kwekkeboom, 2020). The first outlet
was opened on the Rapenburg in Amsterdam. During the years that followed, added branches
resulted in a brand-new location (1945, 1990, 1993 and 2012). Kwekkeboom became known
nationwide for its beef croquette. In addition to typical patisserie products, sausages, cakes, and other
delicacies are sold there. In 1984, outside the patisserie, the snacks were sold and delivered to snack
bars. In the past, they started to deliver by cargo bikes named as Grandpa in Amsterdam. In 2014,
Kwekkeboom was the first to introduce snacks for the oven and air fryer. Kwekkeboom strives to
renew and expand their range.
The assortment of bitter balls.
Kwekkeboom sells the following types of snacks (Kwekkeboom, 2020);
- The Vega Bitter balls
- Black Angus Bitter balls
- Old Amsterdam Bitter balls
- Black Angus Croquettes
- Veal Croquettes
- Mixed Snacks (veal bitter balls, cheese snacks and chicken nuggets).
- Beef Croquettes
- Veal Bitter balls
- Beef Bitter balls
- Bami Snacks
- Chicken nuggets
- Cheese snacks
3
By; Jorden van Ramshorst, IBM 3, Tio Utrecht
