OE31A Internationaal Business Rapport
,Titelpagina
Klas: HABSVT2C
Docent: Mike Visser
Vak: OE31A Internationaal Business Rapport
Versie: 1
Datum: 10-01-2022
Namen en Studentnummers: Eline Juffermans 67258
Merel Klous 668225
Jill van der Valk 669275
Gillian van Leeuwen 660824
Daniel Barker 671810
Lars Brinkman 673124
2
,Voorwoord
In dit verslag is te lezen hoe wij een advies geven aan Florèz hoe zij het beste kunnen
exporteren naar een land dat het gunstigste is voor het bedrijf.
Dit verslag is geschreven voor het vak OE31A Internationaal Business Rapport voor de
opleiding Business Studies Inholland Haarlem.
Wij hebben veel geleerd tijdens het maken van dit verslag, veel onderwerpen uit het eerste
jaar en het afgelopen schooljaar zijn overeengekomen met het project. Onder andere over
logistiek, hoe en met welk transportmiddel worden de artikelen vervoerd. Ook van het vak
marketing kwam veel terug, hoe je bijv. een marketingcampagne maakt voor een bedrijf.
Deze onderwerpen zullen nog vaker terugkomen in de toekomst, met dit project hebben wij
veel ervaring opgedaan die wij meenemen voor in de toekomst.
Wij willen iedereen bedanken die heeft meegeholpen en zijn of haarbijdragen heeft gedaan.
Allereerst willen wij onze docent Mike Visser bedanken voor zijn feedback en Floris van
Florèz voor de benodigde informatie.
Veel leesplezier toegewenst
10 januari, Haarlem
3
, Management samenvatting
We have been asked by Florèz to make an export marketing plan. Therefor we had to look
for countries that fitted the criteria for Florèz the best, we had to select the best way of
exporting and we had to check if we had to chance the branding of the products.
Of course, we had to learn about the mission and vision Florèz has. These are to expand their
company to surrounding countries in Europe like, Germany, Belgium, France etc. After
knowing this we could start the process of choosing possible countries for Florèz to start
exporting to. We began to make a country selection analysis containing Germany, Belgium
and Portugal. Important for choosing a perfect candidate was the BTW, transport and
average income per country. After doing some research we agreed Portugal wasn’t a very
good option because they had a lower average income than Belgium and Germany. Belgium
and Germany were pretty equal in all these criteria but Germany came up on top. They are a
bigger country and that means more possible customers. Just like the Netherlands they have
a lot of people that are part of the middle/ high segment of society, which means the jeans
are affordable for them.
After choosing a country to export to we had to choose an entry strategy. Therefor we have
chosen for an agent. The advantages of an agent is that he/she will work for commission so
will be motivated to work hard and this person has a lot of knowledge of this market in
Germany. The downside of having an agent on the other hand is that they can’t keep stock.
But this won’t be a big issue as Germany is a neighbouring country to the Netherlands. Here
for Florèz can stay involved with how it goes in Germany and can step in whenever needed.
What does Florèz want to achieve? They want to make sure that they have the perfect jeans
for women between 25 and 65. They want to position themselves as a brand for the higher
segment of society because they want to keep the price/quality standard high. At the end of
the year their goal is to be selling their jeans in 200 different shops in Germany. To make this
possible they’ll have to do a lot of branding and focus on their marketing.
To start they will translate their site to German. They will also start branding on social media
and this will range from brand deals to boomerangs showing the collection. From research is
gathered that 60% of the German population is on Facebook. It also shows that Instagram
can have a major impact on a company and will bring a lot of attention to the brand.
Will this all be doable for Florèz? We think Florèz will be able to pull all of this of. They are a
new brand in the German market and will bring a something unique to the market. With
their comfy fit, stretch, slim looking waist and high-quality products, Florèz will be able to
compete with the German brands and who knows maybe in 10/15 years will have taken over
the whole market. We are excited for Florèz and can’t wait to see what is next for them.
4
,Titelpagina
Klas: HABSVT2C
Docent: Mike Visser
Vak: OE31A Internationaal Business Rapport
Versie: 1
Datum: 10-01-2022
Namen en Studentnummers: Eline Juffermans 67258
Merel Klous 668225
Jill van der Valk 669275
Gillian van Leeuwen 660824
Daniel Barker 671810
Lars Brinkman 673124
2
,Voorwoord
In dit verslag is te lezen hoe wij een advies geven aan Florèz hoe zij het beste kunnen
exporteren naar een land dat het gunstigste is voor het bedrijf.
Dit verslag is geschreven voor het vak OE31A Internationaal Business Rapport voor de
opleiding Business Studies Inholland Haarlem.
Wij hebben veel geleerd tijdens het maken van dit verslag, veel onderwerpen uit het eerste
jaar en het afgelopen schooljaar zijn overeengekomen met het project. Onder andere over
logistiek, hoe en met welk transportmiddel worden de artikelen vervoerd. Ook van het vak
marketing kwam veel terug, hoe je bijv. een marketingcampagne maakt voor een bedrijf.
Deze onderwerpen zullen nog vaker terugkomen in de toekomst, met dit project hebben wij
veel ervaring opgedaan die wij meenemen voor in de toekomst.
Wij willen iedereen bedanken die heeft meegeholpen en zijn of haarbijdragen heeft gedaan.
Allereerst willen wij onze docent Mike Visser bedanken voor zijn feedback en Floris van
Florèz voor de benodigde informatie.
Veel leesplezier toegewenst
10 januari, Haarlem
3
, Management samenvatting
We have been asked by Florèz to make an export marketing plan. Therefor we had to look
for countries that fitted the criteria for Florèz the best, we had to select the best way of
exporting and we had to check if we had to chance the branding of the products.
Of course, we had to learn about the mission and vision Florèz has. These are to expand their
company to surrounding countries in Europe like, Germany, Belgium, France etc. After
knowing this we could start the process of choosing possible countries for Florèz to start
exporting to. We began to make a country selection analysis containing Germany, Belgium
and Portugal. Important for choosing a perfect candidate was the BTW, transport and
average income per country. After doing some research we agreed Portugal wasn’t a very
good option because they had a lower average income than Belgium and Germany. Belgium
and Germany were pretty equal in all these criteria but Germany came up on top. They are a
bigger country and that means more possible customers. Just like the Netherlands they have
a lot of people that are part of the middle/ high segment of society, which means the jeans
are affordable for them.
After choosing a country to export to we had to choose an entry strategy. Therefor we have
chosen for an agent. The advantages of an agent is that he/she will work for commission so
will be motivated to work hard and this person has a lot of knowledge of this market in
Germany. The downside of having an agent on the other hand is that they can’t keep stock.
But this won’t be a big issue as Germany is a neighbouring country to the Netherlands. Here
for Florèz can stay involved with how it goes in Germany and can step in whenever needed.
What does Florèz want to achieve? They want to make sure that they have the perfect jeans
for women between 25 and 65. They want to position themselves as a brand for the higher
segment of society because they want to keep the price/quality standard high. At the end of
the year their goal is to be selling their jeans in 200 different shops in Germany. To make this
possible they’ll have to do a lot of branding and focus on their marketing.
To start they will translate their site to German. They will also start branding on social media
and this will range from brand deals to boomerangs showing the collection. From research is
gathered that 60% of the German population is on Facebook. It also shows that Instagram
can have a major impact on a company and will bring a lot of attention to the brand.
Will this all be doable for Florèz? We think Florèz will be able to pull all of this of. They are a
new brand in the German market and will bring a something unique to the market. With
their comfy fit, stretch, slim looking waist and high-quality products, Florèz will be able to
compete with the German brands and who knows maybe in 10/15 years will have taken over
the whole market. We are excited for Florèz and can’t wait to see what is next for them.
4
