Exportbeleidsplan
Nutri-Dynamics
student (studentnummer)
student (studentnummer)
student (studentnummer)
student (studentnummer)
OE31 Exportbeleidsplan
Hogeschool InHolland Haarlem
Business Studies Cohort 2018-2019
HABSVT2A
Begeleidende docenten: -
Datum van inleveren: 12 januari 2020
,Exportbeleidsplan Nutri-Dynamics
student (studentnummer)
student (studentnummer)
student (studentnummer)
student (studentnummer)
OE31 Exportbeleidsplan
Hogeschool InHolland Haarlem
Business Studies Cohort 2018-2019
HABSVT2A
Begeleidende docenten: -
Datum van inleveren: 12 januari 2020
1
,Voorwoord
Voor u ligt het onderzoek naar het exportbeleidsplan voor Nutri Dynamics, geschreven door
[studenten]
Dit onderzoek is geschreven naar aanleiding van een opdracht afkomstig van de Hogeschool
InHolland voor de afstudeerrichting Business Studies. Wij zijn als onderzoeksgroep gedurende drie
maanden bezig geweest met het onderzoek en de uitwerking hiervan.
Samen met onze begeleidende docenten hebben we verschillende onderzoeksvragen opgesteld,
onderzoek gedaan en uitgevoerd. Dit ging alle alleen niet zonder slag of stoot. We kwamen in het
begin iets wat moeilijk op gang maar herpakte onszelf heel goed in de tweede periode. Mede dankzij
de coaching door onze begeleidende docenten, Hans Zahn, Marinus de Laat, Janine van Duijn,
Giovanni Douven en Kees van Dam.
Hierbij willen we ten eerste Nutri Dynamics onwijs bedanken voor het goede vertrouwen dat hun ons
hebben gegeven, zonder hun was dit project niet mogelijk geweest. Verder willen we onze
begeleiders bedanken voor hun steun tijdens dit traject.
Tot slot willen we onze ouders bedanken die ons hebben geholpen aan een plek waar we altijd en
samen konden werken.
Wij wensen u veel leesplezier toe.
[studenten].
Haarlem, 12 januari 2020
2
,Inhoudsopgave
Voorwoord.............................................................................................................................................2
1. Executive Summary............................................................................................................................6
2. Plan van aanpak..................................................................................................................................7
2.1 Aanleiding en context...................................................................................................................7
2.2 Introductie....................................................................................................................................7
2.3 Huidige situatie.............................................................................................................................7
2.4 Doelstelling...................................................................................................................................8
2.5 Hoofdvraag en deelvragen............................................................................................................8
2.6 Onderzoeksopzet en taakverdeling..............................................................................................8
3. Besluit om te internationaliseren.....................................................................................................10
3.1 Missie..........................................................................................................................................10
3.2 Visie............................................................................................................................................10
3.3 Doelstelling.................................................................................................................................11
3.4 Positionering...............................................................................................................................11
3.5 Doelgroep...................................................................................................................................11
3.6 Conclusie....................................................................................................................................12
4. Grof -en fijnmazige selectie..............................................................................................................13
4.1 Grofmazige selectie....................................................................................................................13
4.1.1 Inkomen...............................................................................................................................15
4.1.2 Consumptie fruit..................................................................................................................16
4.1.4 Groentecunsumptie.............................................................................................................16
4.1.5 Rokers..................................................................................................................................17
4.1.6 Gevaarlijke alcoholconsumptie............................................................................................17
4.2 Fijnmazige selectie......................................................................................................................18
4.3 Keuzelanden...............................................................................................................................18
5. Landenanalyse Frankrijk...................................................................................................................19
5.1 Kenmerken en structuur economie............................................................................................19
5.2 Conjuncturele ontwikkeling........................................................................................................21
5.3 Overheidsbeleid en overheidsfinanciën......................................................................................26
5.4 Monetair beleid..........................................................................................................................29
5.5 Ontwikkelingen op de financiële markten..................................................................................30
5.6 Handelsrelaties...........................................................................................................................32
5.7 Handelspolitiek...........................................................................................................................33
5.8 Ontwikkelingen op de valutamarkt.............................................................................................34
3
,6. Landenanalyse Spanje......................................................................................................................36
6.1 Kenmerken en structuur economie............................................................................................36
6.2 Conjuncturele ontwikkeling........................................................................................................38
6.3 Overheidsbeleid en overheidsfinanciën......................................................................................41
6.4 Monetair beleid..........................................................................................................................44
6.5 Ontwikkelingen op de financiële markten..................................................................................45
6.6 Handelsrelaties...........................................................................................................................47
6.7 Handelspolitiek...........................................................................................................................48
6.8 Ontwikkelingen op de valutamarkt.............................................................................................49
7. Landenanalyse Luxemburg...............................................................................................................51
7.1 Kenmerken en de structuur economie.......................................................................................51
7.2 Conjuncturele ontwikkeling........................................................................................................52
7.3 Overheidsbeleid en overheidsfinanciën......................................................................................56
7.4 Monetair beleid..........................................................................................................................57
7.5 Ontwikkelingen op de financiële markten..................................................................................58
7.6 Handelsrelaties...........................................................................................................................59
7.7 Handelspolitiek...........................................................................................................................60
7.8 Ontwikkelingen op de valutamarkt.............................................................................................61
8. Welke entreestrategieën zijn er?......................................................................................................63
8.1 Export.........................................................................................................................................63
8.2 Intermediate...............................................................................................................................64
8.3 Hierarchical.................................................................................................................................64
9. Wat zijn de marktkenmerken buitenlandse markten?.....................................................................66
9.1 Eigenschappen Nutri-Dynamics..................................................................................................66
9.2 Frankrijk......................................................................................................................................67
9.3 Spanje.........................................................................................................................................68
9.4 Luxemburg..................................................................................................................................69
10. Welke entreestrategieën kunnen worden toegepast op de drie landen?......................................70
10.1 Scenario Frankrijk.....................................................................................................................70
10.2 Scenario Spanje........................................................................................................................71
10.3 Scenario Luxemburg.................................................................................................................71
10.4 Keuze exportland en exportstrategie........................................................................................72
11. Wat zijn de kenmerken van de gekozen strategie?........................................................................73
11.1 Ontwerp van de internationale marketingstrategie.................................................................73
11.1.1 Doelgroep en doelstellingen..............................................................................................73
11.1.2 Merk- en positioneringsstrategie.......................................................................................74
4
, 11.1.3 Marketingactiviteiten........................................................................................................75
11.1.4 Marketingbudget en controle............................................................................................77
11.1.5 Culturele verschillen..........................................................................................................78
11.2 Implementatie en coördinatie van de internationale marketingstrategie................................82
11.2.1 Investeringsprognose.........................................................................................................82
11.2.2 Break-even afzet................................................................................................................85
11.2.3 Haalbaarheidsanalyse........................................................................................................86
11.2.4 Juridische consequenties...................................................................................................87
12. Rapportage en aanbevelingen........................................................................................................93
13. Bronnenlijst....................................................................................................................................94
5
, 1. Executive Summary
This report provides an export policy plan for Nutri-Dynamics. Nutri-Dynamics is a company who
wants to help other companies to set up a private label for their own health products and is active in
the B2B-market. Nutri-Dynamics helps these companies to set up a complete product line and serve
the end consumer who needs health products. After the major achievements in the Netherlands,
Nutri-Dynamics decided to make an export plan to export to other countries. In this report an answer
has been given to the fact to which country Nutri-Dynamics has to export. The health and welfare
indicators of each country in Europe had been studied to see which country was the most suitable for
export. Based on the fine-meshed and coarse-meshed selection, Nutri-Dynamics were able to find
out which country suits Nutri-Dynamics best. After selecting the export country, a new marketing and
positioning strategy was made.
The problem is that Nutri-Dynamics has already conquered the entire market in the Netherlands and
is eager to expand their business. Nutri-Dynamics has the ambition and financial health to make it
possible to export abroad. Because Nutri-Dynamics has little experience in exporting abroad, they
asked us to draw up the export policy plan. Nutri-Dynamics would like to increase sales and become
known internationally.
In order to carry out the research, the following main question has been asked: How can Nutri-
Dynamics internationalize?
In order to be able to answer this main question, 4 sub-questions have been created:
1. What entrance strategies are there?
2. What are the market characteristics of potential foreign markets?
3. Which entry strategies can be applied to the three countries? (scenarios)
4. What are the characteristics of the chosen strategy?
The report's main finding is that France appears to be the most suitable country for exports, as
indicators suggest. France scored best on the health indicators. Furthermore, France has a fairly large
sales market and the distance between the Netherlands and France is ideal for the export plan.
Finally, there is sufficient demand for food supplements in France, which increases the possibility of
success.
Nutri-Dynamics has chosen to export to France after looking at the country analyses. Our related
entry strategy is a commercial agent. The best option to export is in the form of an agent because he
has a lot of knowledge of the French market and therefore Nutri-Dynamics can help to find
customers in France. It is predicted that the current factory in the Netherlands will not be able to
cope with future sales in France. So for export to France, a factory has to be set up in France as well.
In addition, Nutri-Dynamics chooses the line extension. Line extension means that the same product
is produced under the same brand name in another country/market. Nutri-Dynamics chooses not to
change anything about the product and to conquer the new market in the same way they did it in the
Netherlands.
The recommendation is to adapt the current strategy to the foreign activities. The best option for
Nutri-Dynamics is to export to France. The best way to export is through an agent based in France,
because he has information about the French market. In addition, Nutri-Dynamics has to set up a
factory in France because the current factory cannot handle the expected production. Nutri-
Dynamics has to implement the legal consequences of foreign activities in its business operations.
Finally, Nutri-Dynamics has to take into account the cultural differences between France and the
Netherlands.
6
Nutri-Dynamics
student (studentnummer)
student (studentnummer)
student (studentnummer)
student (studentnummer)
OE31 Exportbeleidsplan
Hogeschool InHolland Haarlem
Business Studies Cohort 2018-2019
HABSVT2A
Begeleidende docenten: -
Datum van inleveren: 12 januari 2020
,Exportbeleidsplan Nutri-Dynamics
student (studentnummer)
student (studentnummer)
student (studentnummer)
student (studentnummer)
OE31 Exportbeleidsplan
Hogeschool InHolland Haarlem
Business Studies Cohort 2018-2019
HABSVT2A
Begeleidende docenten: -
Datum van inleveren: 12 januari 2020
1
,Voorwoord
Voor u ligt het onderzoek naar het exportbeleidsplan voor Nutri Dynamics, geschreven door
[studenten]
Dit onderzoek is geschreven naar aanleiding van een opdracht afkomstig van de Hogeschool
InHolland voor de afstudeerrichting Business Studies. Wij zijn als onderzoeksgroep gedurende drie
maanden bezig geweest met het onderzoek en de uitwerking hiervan.
Samen met onze begeleidende docenten hebben we verschillende onderzoeksvragen opgesteld,
onderzoek gedaan en uitgevoerd. Dit ging alle alleen niet zonder slag of stoot. We kwamen in het
begin iets wat moeilijk op gang maar herpakte onszelf heel goed in de tweede periode. Mede dankzij
de coaching door onze begeleidende docenten, Hans Zahn, Marinus de Laat, Janine van Duijn,
Giovanni Douven en Kees van Dam.
Hierbij willen we ten eerste Nutri Dynamics onwijs bedanken voor het goede vertrouwen dat hun ons
hebben gegeven, zonder hun was dit project niet mogelijk geweest. Verder willen we onze
begeleiders bedanken voor hun steun tijdens dit traject.
Tot slot willen we onze ouders bedanken die ons hebben geholpen aan een plek waar we altijd en
samen konden werken.
Wij wensen u veel leesplezier toe.
[studenten].
Haarlem, 12 januari 2020
2
,Inhoudsopgave
Voorwoord.............................................................................................................................................2
1. Executive Summary............................................................................................................................6
2. Plan van aanpak..................................................................................................................................7
2.1 Aanleiding en context...................................................................................................................7
2.2 Introductie....................................................................................................................................7
2.3 Huidige situatie.............................................................................................................................7
2.4 Doelstelling...................................................................................................................................8
2.5 Hoofdvraag en deelvragen............................................................................................................8
2.6 Onderzoeksopzet en taakverdeling..............................................................................................8
3. Besluit om te internationaliseren.....................................................................................................10
3.1 Missie..........................................................................................................................................10
3.2 Visie............................................................................................................................................10
3.3 Doelstelling.................................................................................................................................11
3.4 Positionering...............................................................................................................................11
3.5 Doelgroep...................................................................................................................................11
3.6 Conclusie....................................................................................................................................12
4. Grof -en fijnmazige selectie..............................................................................................................13
4.1 Grofmazige selectie....................................................................................................................13
4.1.1 Inkomen...............................................................................................................................15
4.1.2 Consumptie fruit..................................................................................................................16
4.1.4 Groentecunsumptie.............................................................................................................16
4.1.5 Rokers..................................................................................................................................17
4.1.6 Gevaarlijke alcoholconsumptie............................................................................................17
4.2 Fijnmazige selectie......................................................................................................................18
4.3 Keuzelanden...............................................................................................................................18
5. Landenanalyse Frankrijk...................................................................................................................19
5.1 Kenmerken en structuur economie............................................................................................19
5.2 Conjuncturele ontwikkeling........................................................................................................21
5.3 Overheidsbeleid en overheidsfinanciën......................................................................................26
5.4 Monetair beleid..........................................................................................................................29
5.5 Ontwikkelingen op de financiële markten..................................................................................30
5.6 Handelsrelaties...........................................................................................................................32
5.7 Handelspolitiek...........................................................................................................................33
5.8 Ontwikkelingen op de valutamarkt.............................................................................................34
3
,6. Landenanalyse Spanje......................................................................................................................36
6.1 Kenmerken en structuur economie............................................................................................36
6.2 Conjuncturele ontwikkeling........................................................................................................38
6.3 Overheidsbeleid en overheidsfinanciën......................................................................................41
6.4 Monetair beleid..........................................................................................................................44
6.5 Ontwikkelingen op de financiële markten..................................................................................45
6.6 Handelsrelaties...........................................................................................................................47
6.7 Handelspolitiek...........................................................................................................................48
6.8 Ontwikkelingen op de valutamarkt.............................................................................................49
7. Landenanalyse Luxemburg...............................................................................................................51
7.1 Kenmerken en de structuur economie.......................................................................................51
7.2 Conjuncturele ontwikkeling........................................................................................................52
7.3 Overheidsbeleid en overheidsfinanciën......................................................................................56
7.4 Monetair beleid..........................................................................................................................57
7.5 Ontwikkelingen op de financiële markten..................................................................................58
7.6 Handelsrelaties...........................................................................................................................59
7.7 Handelspolitiek...........................................................................................................................60
7.8 Ontwikkelingen op de valutamarkt.............................................................................................61
8. Welke entreestrategieën zijn er?......................................................................................................63
8.1 Export.........................................................................................................................................63
8.2 Intermediate...............................................................................................................................64
8.3 Hierarchical.................................................................................................................................64
9. Wat zijn de marktkenmerken buitenlandse markten?.....................................................................66
9.1 Eigenschappen Nutri-Dynamics..................................................................................................66
9.2 Frankrijk......................................................................................................................................67
9.3 Spanje.........................................................................................................................................68
9.4 Luxemburg..................................................................................................................................69
10. Welke entreestrategieën kunnen worden toegepast op de drie landen?......................................70
10.1 Scenario Frankrijk.....................................................................................................................70
10.2 Scenario Spanje........................................................................................................................71
10.3 Scenario Luxemburg.................................................................................................................71
10.4 Keuze exportland en exportstrategie........................................................................................72
11. Wat zijn de kenmerken van de gekozen strategie?........................................................................73
11.1 Ontwerp van de internationale marketingstrategie.................................................................73
11.1.1 Doelgroep en doelstellingen..............................................................................................73
11.1.2 Merk- en positioneringsstrategie.......................................................................................74
4
, 11.1.3 Marketingactiviteiten........................................................................................................75
11.1.4 Marketingbudget en controle............................................................................................77
11.1.5 Culturele verschillen..........................................................................................................78
11.2 Implementatie en coördinatie van de internationale marketingstrategie................................82
11.2.1 Investeringsprognose.........................................................................................................82
11.2.2 Break-even afzet................................................................................................................85
11.2.3 Haalbaarheidsanalyse........................................................................................................86
11.2.4 Juridische consequenties...................................................................................................87
12. Rapportage en aanbevelingen........................................................................................................93
13. Bronnenlijst....................................................................................................................................94
5
, 1. Executive Summary
This report provides an export policy plan for Nutri-Dynamics. Nutri-Dynamics is a company who
wants to help other companies to set up a private label for their own health products and is active in
the B2B-market. Nutri-Dynamics helps these companies to set up a complete product line and serve
the end consumer who needs health products. After the major achievements in the Netherlands,
Nutri-Dynamics decided to make an export plan to export to other countries. In this report an answer
has been given to the fact to which country Nutri-Dynamics has to export. The health and welfare
indicators of each country in Europe had been studied to see which country was the most suitable for
export. Based on the fine-meshed and coarse-meshed selection, Nutri-Dynamics were able to find
out which country suits Nutri-Dynamics best. After selecting the export country, a new marketing and
positioning strategy was made.
The problem is that Nutri-Dynamics has already conquered the entire market in the Netherlands and
is eager to expand their business. Nutri-Dynamics has the ambition and financial health to make it
possible to export abroad. Because Nutri-Dynamics has little experience in exporting abroad, they
asked us to draw up the export policy plan. Nutri-Dynamics would like to increase sales and become
known internationally.
In order to carry out the research, the following main question has been asked: How can Nutri-
Dynamics internationalize?
In order to be able to answer this main question, 4 sub-questions have been created:
1. What entrance strategies are there?
2. What are the market characteristics of potential foreign markets?
3. Which entry strategies can be applied to the three countries? (scenarios)
4. What are the characteristics of the chosen strategy?
The report's main finding is that France appears to be the most suitable country for exports, as
indicators suggest. France scored best on the health indicators. Furthermore, France has a fairly large
sales market and the distance between the Netherlands and France is ideal for the export plan.
Finally, there is sufficient demand for food supplements in France, which increases the possibility of
success.
Nutri-Dynamics has chosen to export to France after looking at the country analyses. Our related
entry strategy is a commercial agent. The best option to export is in the form of an agent because he
has a lot of knowledge of the French market and therefore Nutri-Dynamics can help to find
customers in France. It is predicted that the current factory in the Netherlands will not be able to
cope with future sales in France. So for export to France, a factory has to be set up in France as well.
In addition, Nutri-Dynamics chooses the line extension. Line extension means that the same product
is produced under the same brand name in another country/market. Nutri-Dynamics chooses not to
change anything about the product and to conquer the new market in the same way they did it in the
Netherlands.
The recommendation is to adapt the current strategy to the foreign activities. The best option for
Nutri-Dynamics is to export to France. The best way to export is through an agent based in France,
because he has information about the French market. In addition, Nutri-Dynamics has to set up a
factory in France because the current factory cannot handle the expected production. Nutri-
Dynamics has to implement the legal consequences of foreign activities in its business operations.
Finally, Nutri-Dynamics has to take into account the cultural differences between France and the
Netherlands.
6
