The Fish Case Report: Business Dimension of Europe (8.7)
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Course
The Business Dimension Of Europe (ES1BUSDIME415)
Institution
Haagse Hogeschool (HHS)
The Fish Case is the 1st year assignment for the class of The Business Dimension. EFT is a company in the that want to expand their trade by selling frozen fish product outside The Netherlands. The main research question is: What are the most attractive export markets for frozen fish products in th...
,Executive Summary
The purpose of this consultancy report is to address which export markets would be attractive for
frozen fish products of the European Food Trading Company (EFT). EFT is a Dutch company that
trades in a variety of frozen products. The company has yet to explore new export opportunities in
the European Union (EU) regarding their frozen fish products. Methods of analysis consist of desk
research to find quantitative and qualitative data. Furthermore, the quantitative data went through
a country selection model that consists of three filters with a variety of criteria regarding
international trade, macro-economics, and micro-economics variables. Eventually, the results were
organized and structured in Microsoft Excel and Tableau, before recommending the final course of
action to EFT.
The conducted research demonstrates that countries with small economies and high perception of
corruption are less attractive to export too in comparison to other countries. Furthermore,
demographic, and economic variables were important factors that influenced the countries potential
as an export market for EFT’s products. Eventually, the variables that could directly affect EFT’s
products and operations such as Value of intra-EU export and fish consumption were quintessential
for the decision made by Consultancy.
As it turns out from the country selection model. Italy has the best export opportunities. The size of
the economy is one of the biggest in Europe which gives EFT enough opportunities. When looking at
the purchasing power and potential customers that EFT could reach it scores a shared third place
with Denmark, behind Germany and Belgium. Finally, the citizens of Italy are big consumers of fish.
However, their export of fish is relatively low which indicates that Italy imports a lot of fish what is
an advantage for EFT Eventually, this leads in the end to the assumption that Italy is highly advisable
for EFT.
1.3 Results....................................................................................................................................9
1.3.1 Total score pre-filter (1)..........................................................................................................................9
1.3.2 Total score pre-filter (2)........................................................................................................................10
1.4 Analysis.................................................................................................................................10
2. Macro-filter.................................................................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 Criteria..................................................................................................................................11
2.2.1 Criterion 1: Total population (C1).........................................................................................................11
2.2.2 Criterion 2: Population density (C2).....................................................................................................12
2.2.3 Criterion 3: Unemployment Rate (C3)..................................................................................................13
2.2.4 Criterion 4: GDP per Capita (C4)...........................................................................................................13
2.2.5 Criterion 5: Healthiest Country Index (C5)...........................................................................................14
2.3 Results..................................................................................................................................15
2.3.1 Total score macro-filter (1)...................................................................................................................16
2.3.2 Total score macro-filter (2)...................................................................................................................16
2.4 Analysis.................................................................................................................................16
3. Micro-filter..................................................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Criteria..................................................................................................................................17
3.2.1 Criterion 1: Value of INTRA-EU Export (C1)..........................................................................................17
3.2.2 Criterion 2: Fish Consumption (C2)......................................................................................................18
3.3 Results..................................................................................................................................19
3.3.1 Total score micro-filter (1)....................................................................................................................19
3.3.2 Total score micro-filter (2)....................................................................................................................20
Final Analysis..................................................................................................................................20
Conclusion......................................................................................................................................21
References......................................................................................................................................22
Appendix A. Pre-filter data.............................................................................................................23
Appendix B. Macro-filter data........................................................................................................25
Appendix C. Micro-filter data..........................................................................................................26
3|Page
,Consultancy provides advisory and strategic services. We work closely with clients, helping them to
cut through the complexity of the changing global market. This report is written on behalf of the
European Food Trading (EFT). EFT is a small Dutch company based in the Netherlands which trade in
frozen vegetables and potato products. The clients of EFT are found mainly in The Netherlands.
When the global financial crisis hits in 2007 with a prolonged exposure till 2009. EFT obtained a
negative balance of approximately 2 million euros. This caused, for a serious problem in the
company’s survival. However, due to the well-functioned management of EFT which looked for
opportunities instead of cutting cost, managed to create a potential idea for their survival. The
management of EFT came to the conclusion to expand their market and product range by including
frozen fish products. This, however, has not yet been thoroughly investigated by the company.
Through a selection procedure of accredited companies, EFT came with a confirmation of order to
Consultancy to start a research of attractive export markets for frozen fish product. The questioning
formulated is as followed: What are the most attractive export markets for frozen fish products in the
EU?
Subsequently, a report is drawn up by Consultancy to determine which country is most promising for
the expansion of the product range of EFT. Furthermore, to address the opportunities of the
potential countries’ markets, an analysis is conducted based on a country selection model. This
model consists of three filters with different criteria’s, which eventually lead to the conclusion which
country’s market is advisable for the company EFT with their products.
4|Page
, Methodology
To allocate the most attractive export markets, quantitative data is gathered from highly acclaimed
databases from statistical organizations. Also, qualitative data is gathered from credible sources to
support the explanations made by Consultancy in the report. Furthermore, a country selection model
is implemented with three filters. These filters are as followed:
Pre-filter
Macro-filter
Micro-filter
In each filter, the list of potential markets (countries) is reduced by using several criteria that are
implemented. These criteria are all given a weight in percentage of how important they are to EFT’s
products. After the weighting of the criteria, the statistics for each criterion in relation to their
country are translated into a universal score by using a 5-point scale (See Appendixes A, B & C).
Eventually, this will lead up to a total score which is then possible to analyze for a cross-country
comparison to rank all countries on how they perform. If the total score is green or the number is
high, it would mean that the country is performing well.
For the Pre-filter a list of all the member states of the EU is used with an exception for The
Netherlands and the United Kingdom (UK). The reason that The Netherlands is excluded from this
list and report is the fact that the company EFT is located in The Netherlands and become
invalidated for use. With regards to the UK, Consultancy did not include them on the fact that it is
uncertain whether a trade agreement will be established between the EU and the UK. The criteria
used for the pre-filter are gross domestic product (GDP) and degree of corruption.
For the Macro-filter a DESTEP model is used to determine the attractiveness and to understand how
the countries are performing with external factors which are uncontrollable for companies. The
criteria used for the macro-filter are as followed: total population, population density,
unemployment rate, GDP per capita and the healthiest country index.
The Micro-filter is used for an in-depth analysis in the fish industry and markets in which EFT
operates. Furthermore, the criteria used in this filter directly affect the business operations and
performance of EFT. The criteria are Value of Intra-EU Export and fish consumption.
5|Page
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