The Business Dimension of Europe
Hooked on the fish
Taste of the Sea
Andjela Randjelovic 19089929
Ahlam Dessalgen 19068697
The Business Dimension of Europe
European Studies
ES4.1M
The Hague University of Applied Sciences
16.12.2019
P.M. Koelemij
1
,The Business Dimension of Europe
Executive summary
Hooked on the fish is an internationally consultancy agency which closely works with European Food
Trading (EFT). European Food Trading (EFT) is a Dutch company, relatively small, who trades in frozen
vegetables and potato products. Most of the clients are mainly in the Netherlands. ETF became mostly
aware of both of its limited number of customers as well as the narrow product range, this was during the
financial crisis. This crisis resulted into a negative result of around 2 million euros for the company. The
management of European Food Trading wants to resolve this problem and came up with the next idea.
Expand both markets and the product range, but this of course cannot be solved without any knowledge of
investigation of potential markets. A good idea, as considered by the EFT, is fish. It is often seen as a
interesting and promising product. Many customers like fish and almost everyone consumes it. EFT’s
product range will become broader and new customers might be attracted. The only main question
remaining is, What are the most attractive markets in Europe for fish products regarding the export?
Hooked on the fish has conducted research and this was done through a country selection in which all
Europe countries were researched through three filters or models as you could call then. Nearly every
European country was put through the Pre-filter with the two criteria, Degree of Corruption (or CPI as
mentioned in the report often) and the Political stability. Each of the countries then got a score from 1 to 5
where 1 was mostly bad and 5 was really good or high. The Pre-filter gave us an overview of the 20
remaining countries that had the highest score and those countries would be put through the next filter
named the Macro-filter. This was the second phase in which we had to chose six criteria and again rate them
from 1 (very bad or very low) to 5 (very good or high). The six criteria we applied were the total population,
unemployment level, economic growth, level of education, exports of goods and services and the household
consumption. These criteria also had to be weighted and together be added up and have 100%. By weighing
them we could have 5 remaining countries left which were put one last time through a filter which is the
Micro-filter. The Micro-filter was given three criteria namely, fish consumption in KG, the price level and the
revenue. Throughout all these filters Ireland has proven to be the most attractive market for the company.
2
, The Business Dimension of Europe
Table of contents
Executive summary ……………………………………………………………………………………………2
Introduction……………………………………………………………………………………………………4
Methodology……………………………….………………………………………………………..…………4
Results………………………………………………………………………………………………………….5
Phase one: Pre filter…………………………………………………………………………………………….5
The degree of corruption………………………………………………………………………………………5
Political stability ………………………………………………………………………………………………..5
Phase two : Macro filter………………………………………………….……………………………………..8
Total population………………………………………………………….…………………………………….8
Unemployment rate/level……………………………………………………………….……………………..9
Economic growth………………………………………………………………………………………………9
Level of education…………………………………………………………………………………………….10
Exports of goods and services as % of GDP ……….……………………….……………………………….11
Household consumption as % of GDP …………….….……………….……………………………….……12
Phase three : Micro filter ………………………..……….……………………………….…………………..14
Fish consumption per inhabitant (IN KG) ………….…………………….……………………………….…14
Price level ……………………………….………….…………………….…………………………………..15
Revenue……………………………….…………….………………….……………………………………..16
Final results ……………………………….……….……………………….…………………………………17
Conclusion ……………………………….……….……………………….………………………………….18
Sources ……………………………….………….…………………….……………………..………………19
3
Hooked on the fish
Taste of the Sea
Andjela Randjelovic 19089929
Ahlam Dessalgen 19068697
The Business Dimension of Europe
European Studies
ES4.1M
The Hague University of Applied Sciences
16.12.2019
P.M. Koelemij
1
,The Business Dimension of Europe
Executive summary
Hooked on the fish is an internationally consultancy agency which closely works with European Food
Trading (EFT). European Food Trading (EFT) is a Dutch company, relatively small, who trades in frozen
vegetables and potato products. Most of the clients are mainly in the Netherlands. ETF became mostly
aware of both of its limited number of customers as well as the narrow product range, this was during the
financial crisis. This crisis resulted into a negative result of around 2 million euros for the company. The
management of European Food Trading wants to resolve this problem and came up with the next idea.
Expand both markets and the product range, but this of course cannot be solved without any knowledge of
investigation of potential markets. A good idea, as considered by the EFT, is fish. It is often seen as a
interesting and promising product. Many customers like fish and almost everyone consumes it. EFT’s
product range will become broader and new customers might be attracted. The only main question
remaining is, What are the most attractive markets in Europe for fish products regarding the export?
Hooked on the fish has conducted research and this was done through a country selection in which all
Europe countries were researched through three filters or models as you could call then. Nearly every
European country was put through the Pre-filter with the two criteria, Degree of Corruption (or CPI as
mentioned in the report often) and the Political stability. Each of the countries then got a score from 1 to 5
where 1 was mostly bad and 5 was really good or high. The Pre-filter gave us an overview of the 20
remaining countries that had the highest score and those countries would be put through the next filter
named the Macro-filter. This was the second phase in which we had to chose six criteria and again rate them
from 1 (very bad or very low) to 5 (very good or high). The six criteria we applied were the total population,
unemployment level, economic growth, level of education, exports of goods and services and the household
consumption. These criteria also had to be weighted and together be added up and have 100%. By weighing
them we could have 5 remaining countries left which were put one last time through a filter which is the
Micro-filter. The Micro-filter was given three criteria namely, fish consumption in KG, the price level and the
revenue. Throughout all these filters Ireland has proven to be the most attractive market for the company.
2
, The Business Dimension of Europe
Table of contents
Executive summary ……………………………………………………………………………………………2
Introduction……………………………………………………………………………………………………4
Methodology……………………………….………………………………………………………..…………4
Results………………………………………………………………………………………………………….5
Phase one: Pre filter…………………………………………………………………………………………….5
The degree of corruption………………………………………………………………………………………5
Political stability ………………………………………………………………………………………………..5
Phase two : Macro filter………………………………………………….……………………………………..8
Total population………………………………………………………….…………………………………….8
Unemployment rate/level……………………………………………………………….……………………..9
Economic growth………………………………………………………………………………………………9
Level of education…………………………………………………………………………………………….10
Exports of goods and services as % of GDP ……….……………………….……………………………….11
Household consumption as % of GDP …………….….……………….……………………………….……12
Phase three : Micro filter ………………………..……….……………………………….…………………..14
Fish consumption per inhabitant (IN KG) ………….…………………….……………………………….…14
Price level ……………………………….………….…………………….…………………………………..15
Revenue……………………………….…………….………………….……………………………………..16
Final results ……………………………….……….……………………….…………………………………17
Conclusion ……………………………….……….……………………….………………………………….18
Sources ……………………………….………….…………………….……………………..………………19
3
