Essay OE31:International Business Exportbeleidsplan voor FLS Company
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Course
OE31: International Business (OE31)
Institution
Hogeschool InHolland (InHolland)
Cijfer 6,9! Een goed uitgebreid exportbeleidsplan geschreven voor FLS Company. Moederbedrijf van merken als Flügel en Boswandeling. Inclusief uitgebreide landenselectie, en onderwerpen als marketingbudget, inflatierisico en nog veel meer.
OE3
1
International
Business
Exportbeleidspla
n 2021/2022
Naam schrijvers:
Naam opleiding: Business Studies
Inleverdatum: 9 januari 2022
,OE31 International Business – Exportbeleidsplan 2021/2022
Naam schrijvers:
Klas: ROBSVT2A
Naam opleiding: Business Studies
Naam module: Beroepsproduct Exportbeleidsplan
Beoordelend docent:
Inleverdatum: 9 januari 2022
2
,Voorwoord
Vier studenten van Hogeschool Inholland hebben de opdracht gekregen om een bedrijf te zoeken die nog
niet actief is in de export. Deze vier studenten zijn… Het gekozen bedrijf is FLS. Zie hoofdstuk 3 voor meer
informatie over FLS.
Helaas wilde FLS de samenwerking niet met ons aangaan, dus hebben we zonder samenwerking dit
exportbeleidsplan opgesteld voor FLS. Het samenstellen van dit plan is goed verlopen, er waren geen
problemen. Dit alles leidde tot een goede samenwerking en werksfeer.
Tijdens het opstellen van dit exportbeleidsplan voor FLS zijn we meer te weten gekomen over het bedrijf
zelf, en alle aspecten die bij de export horen. Daarnaast was het opstellen van de entreestrategie een
leerzaam hoofdstuk. Ook was het interessant om te onderzoeken hoe we het marketingbudget het beste
konden inzetten voor welke activiteiten. Daarnaast in hoofdstuk 10 is het financieel plan opgesteld voor
FLS, met aspecten als investeringsprognose en valutarisico.
Graag willen wij onze begeleidende docent bedanken voor de goede begeleiding en feedback tijdens dit
project.
Let op: Het document bevat in totaal 52 pagina’s. Gerekend van H.1 t/m H.12 zijn dit 26 pagina’s aan
teksten en tabellen. Hiervan zijn in totaal ongeveer 4 pagina’s aan witte stukken.
Daarnaast is FLS Company gedurende het hele Exportbeleidsplan aangeduid als: FLS.
Figuur 1 FLS logo (FLS Company)
3
, Executive summary
This report contains a report “Exportbeleidsplan” for the company FLS that specializes in liquor products
and has a wide-ranging portfolio. FLS is most known for its famous shot: Flügel. The last three years they
had a revenue in 2020 of 3.134.852 million. FLS already export to some countries in Europe and outside
the European Union. Right now, they are exporting to Austria, Germany, Belgium, Spain, United Kingdom
and China.
To select the right country for FLS to export the research team used different weighing factors. After
applying the segmentation criteria, weighing factors were assigned to Finland, Ireland, Romania, France,
and Hungary. Ireland and Finland came out as the top two. Ireland came as best out of our country
selection, because Ireland had the best GDP, purchasing power and legal barriers.
The target group that FLS has in mind is young adults from the age of 18 to 25 years old. This target group
is selected because these young adults will most likely go out in clubs and go to festivals.
It is the best option for FLS to choose the hierarchical option. With that option, resident sales
representatives/ sales subsidiary/ sales branch will be used. This way there is a distributor in the export
country that makes the sales in Ireland. The research team thinks this is the best option to go for because
FLS Company doesn’t have a brand recognition in Ireland. Through this way FLS can become popular in
Ireland, and they have a distributor that speaks the same language as the residents.
The research team made up a Cooperation agreement between FLS and CTS Group that is attached in the
enclosure. Which contains fix cost price, delivery time and payment terms.
When looking at the international marketing strategy FLS. It is essential to look at multiple factors that
make up the entirety of the marketing strategy that FLS will have to use in Ireland. Firstly, a thorough
analysis of the product itself enabled the researchers to conclude that there is no need to change the
product itself for the Irish market. To conclude this research had been done into any possible legal or
cultural restrictions. Next up research was conducted to determine the ideal price for Flügel in Ireland. By
looking at the price in the Netherlands, the ingredients of the product and the export costs the
researchers could conclude that €1,87 is the ideal price for the product. This price allows the company to
maintain a 30% profit margin. The possible promotion of Flügel in Ireland was also evaluated. Due to
cultural and legal similarities between the Netherlands and Ireland it was determined that FLS should use
a similar promotion model to the one used in the Netherlands. This means that a Blue Ocean Strategy is
ideal for exporting to Ireland. Lastly, it was determined what sales channels FLS should use to sell their
products in Ireland. The logistics part of the export plan is to be outsourced to CTS Group which allows FLS
to sell their products through multiple online and offline channels.
The marketing budget is based on the (fictitious) revenue in Ireland. The budget has a total of €349.500, -
which is spread out at different subjects, like advertising, loyalty and days like Black Friday or glamour day.
The budget will be used in advertising on social media as Facebook, Instagram and Tiktok.
Looking at the annual financial statements of FLS based on the current assets the value of the stock has
been assumed to be 2 million Euro’s. Based on a turnover rate 2,5 purchase value of the turnover is 5
million Euro’s. With an estimated gross margin 30% the calculation is 5 million / 0,7 = approximately 7
million Euro’s. An average company used about 5% of the revenue in the marketing budget. 7 million
Euro’s / 5% = 350.000 Euro’s. This amount will be divided into three most important categories within the
marketing budget.
By setting up a thorough investment prognosis several conclusions can be drawn based on the possible
costs of exporting to Ireland.
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