Britt van
Kampen, 190827
IBM2 Eindhoven
Patrick Peijnenburg
Export Management
,Introduction
Internationalizing a business could be very useful for a lot of different reasons. Firstly, there is the
potential to increase the revenue and save costs. A business can increase their revenue because their
market becomes bigger if they go international. They can find more new customers. Expending to
another country could also open up new markets which allow you to explore parts of the world you
were previously closed to (G-P, 2021).
Some other reasons to go internationally could be diversification, meaning you get the possibility to
find new talent with more diverse education and perhaps language skills. It could also help to gain an
advantage over the competition (G-P, 2021).
The last reason could be to expand their reputation globally. This assists in building brand recognition
and credibility, which can help attract new customers (G-P, 2021).
The product that will be exported
The product that I am planning on exporting are the croquettes from Mora. Mora is a factory and
brand of frozen snacks. The company has two production facilities, one at the Beatrixhaven business
park in Maastricht and one in Mol (Belgium) (Mora, sd).
Mmmm from Mora
Mora was founded in the 1960s by the Maastricht butcher's son Marcel Mourmans. From the small
neighbourhood butcher's shop, which he had taken over from his father in 1961, he initially delivered
croquettes and spring rolls to snack bars and cafeterias in the area by bicycle. Later, supermarkets
were also supplied, resulting in a strong increase in production. On October 15, 1973, the 'Mora-
Snacks' factory building in the Beatrixhaven was opened. The company then had 125 employees and
an annual turnover of 14 million guilders (Mora, sd).
In 1990, 49% of the shares of Mora Snacks BV were sold to the British-Dutch multinational Unilever.
A few years later, the company became wholly owned by Unilever. At the end of 2004, the dough
products PZZA and pizza crossa made by Mora, previously marketed under the Iglo brand, were sold
to Dr. Oetker. After that, Mora was only concerned with snacks and satay. In 2006 that part of Mora
was sold to Ad van Geloven, a medium-sized Dutch snack manufacturer owned by Egeria, the
investment company of the Brenninkmeijer family (Mora, sd).
A new production hall in Maastricht was taken into use in 2021, next to the two existing ones. Here,
mainly vegetarian snacks are produced to meet the changing demand. More than a million chili
cheese nuggets and mozzarella sticks roll off the production line every day. At that time, the
company had more than five hundred employees. (Mora, sd).
, Mora analysis
SWOT Unilever
Strengths Weaknesses
- Industry Leader - Continuity of Supply
- Strong Brand Portfolio - Product Relevance
- Global Presence - Channel Capabilities
- Wide Retail Network - IT Infrastructure
- Formidable Marketing Efforts - Brand Communication Strategy
Opportunities Threats
- Pure-Play and Omnichannel - Impact of Pandemic
eCommerce - Currency Fluctuation
- eB2B Platform - Economic and Political Volatility
- Enhanced Shopper Insight - Government Regulation
- Customer Relationship - Shifting Consumer Preferences
- Emerging Markets
SWOT Mora
Strengths Weaknesses
- High brand awareness - Own product categories that do not sell
- Innovative very good
- Good brand image - Mini snacks not separately available
- Reasonable price - Shelves are not very attractive
- High quality
Opportunities Threats
- Many opportunities for durability - People want to have a healthier lifestyle
- Going abroad - Consumers become more picky
- Products that are not on the market yet - More and more snack alternatives
- Sustainable packaging material - Average age in the Netherlands, elderly
eat less snacks
- Packaging the snacks takes quite some
time
Target group
The market in which Mora operates is the Dutch and Belgian snack market, based on Retail. They sell
snacks for the oven, deep fryer and microwave. The products can be found in supermarkets, often in
the freezer compartments. They are easy to recognize by the bright orange packaging. Mora
therefore sells a wide variety of snacks. The potential market of Mora consists of everyone who
occasionally likes a snack. So this is a huge market. Mora has a very diverse range, this ensures that
there is something for everyone in the range. Assuming that everyone occasionally eats a snack, we
Kampen, 190827
IBM2 Eindhoven
Patrick Peijnenburg
Export Management
,Introduction
Internationalizing a business could be very useful for a lot of different reasons. Firstly, there is the
potential to increase the revenue and save costs. A business can increase their revenue because their
market becomes bigger if they go international. They can find more new customers. Expending to
another country could also open up new markets which allow you to explore parts of the world you
were previously closed to (G-P, 2021).
Some other reasons to go internationally could be diversification, meaning you get the possibility to
find new talent with more diverse education and perhaps language skills. It could also help to gain an
advantage over the competition (G-P, 2021).
The last reason could be to expand their reputation globally. This assists in building brand recognition
and credibility, which can help attract new customers (G-P, 2021).
The product that will be exported
The product that I am planning on exporting are the croquettes from Mora. Mora is a factory and
brand of frozen snacks. The company has two production facilities, one at the Beatrixhaven business
park in Maastricht and one in Mol (Belgium) (Mora, sd).
Mmmm from Mora
Mora was founded in the 1960s by the Maastricht butcher's son Marcel Mourmans. From the small
neighbourhood butcher's shop, which he had taken over from his father in 1961, he initially delivered
croquettes and spring rolls to snack bars and cafeterias in the area by bicycle. Later, supermarkets
were also supplied, resulting in a strong increase in production. On October 15, 1973, the 'Mora-
Snacks' factory building in the Beatrixhaven was opened. The company then had 125 employees and
an annual turnover of 14 million guilders (Mora, sd).
In 1990, 49% of the shares of Mora Snacks BV were sold to the British-Dutch multinational Unilever.
A few years later, the company became wholly owned by Unilever. At the end of 2004, the dough
products PZZA and pizza crossa made by Mora, previously marketed under the Iglo brand, were sold
to Dr. Oetker. After that, Mora was only concerned with snacks and satay. In 2006 that part of Mora
was sold to Ad van Geloven, a medium-sized Dutch snack manufacturer owned by Egeria, the
investment company of the Brenninkmeijer family (Mora, sd).
A new production hall in Maastricht was taken into use in 2021, next to the two existing ones. Here,
mainly vegetarian snacks are produced to meet the changing demand. More than a million chili
cheese nuggets and mozzarella sticks roll off the production line every day. At that time, the
company had more than five hundred employees. (Mora, sd).
, Mora analysis
SWOT Unilever
Strengths Weaknesses
- Industry Leader - Continuity of Supply
- Strong Brand Portfolio - Product Relevance
- Global Presence - Channel Capabilities
- Wide Retail Network - IT Infrastructure
- Formidable Marketing Efforts - Brand Communication Strategy
Opportunities Threats
- Pure-Play and Omnichannel - Impact of Pandemic
eCommerce - Currency Fluctuation
- eB2B Platform - Economic and Political Volatility
- Enhanced Shopper Insight - Government Regulation
- Customer Relationship - Shifting Consumer Preferences
- Emerging Markets
SWOT Mora
Strengths Weaknesses
- High brand awareness - Own product categories that do not sell
- Innovative very good
- Good brand image - Mini snacks not separately available
- Reasonable price - Shelves are not very attractive
- High quality
Opportunities Threats
- Many opportunities for durability - People want to have a healthier lifestyle
- Going abroad - Consumers become more picky
- Products that are not on the market yet - More and more snack alternatives
- Sustainable packaging material - Average age in the Netherlands, elderly
eat less snacks
- Packaging the snacks takes quite some
time
Target group
The market in which Mora operates is the Dutch and Belgian snack market, based on Retail. They sell
snacks for the oven, deep fryer and microwave. The products can be found in supermarkets, often in
the freezer compartments. They are easy to recognize by the bright orange packaging. Mora
therefore sells a wide variety of snacks. The potential market of Mora consists of everyone who
occasionally likes a snack. So this is a huge market. Mora has a very diverse range, this ensures that
there is something for everyone in the range. Assuming that everyone occasionally eats a snack, we
