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Beroepsproduct exportbeleidsplan Cijfer 7,9!
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SecridEXPORTBELEIDS
PLAN
2021
, Exportbeleidsplan Secrid 2
EXPORTBELEIDSPLAN
VOORSTEL EXPORTBELEID MONTENEGRO VOOR SECRID
Auteurs:
Onderwijsinstelling hogeschool Inholland Rotterdam
Opleiding business studies
OE31 Beroepsproduct Exportbeleidsplan
Studiejaar 2, semester 1: international business
Begeleidende docent:
Meneer Michiel van der Hoeven
Opdrachtgever: Secrid
Rotterdam, 14 februari 2021
, Exportbeleidsplan Secrid 3
VOORWOORD
Voor u ligt het exportbeleidsplan voor het bedrijf Secrid. In dit rapport is er geanalyseerd
welke methode het beste bij Secrid past om te exporteren naar Montenegro. In dit rapport
kunt u lezen hoe bepaalde keuzes tot stand zijn gekomen. Door bepaalde keuzes die zijn
gemaakt is er een efficiënte manier bedacht om de Montenegrijnse markt te betreden
voor Secrid.
Dit rapport is gemaakt voor het beroepsproduct voor het eerste semester van het tweede
jaar business studies op Inholland. In het eerste semester van leerjaar twee hebben de
studenten veel onderzoek verricht om tot een reëel exportbeleidsplan te komen. Dit
rapport werd geschreven in groepsverband bestaande uit vijf personen. Tijdens dit
onderzoek hebben de studenten begeleiding gekregen van de desbetreffende docenten
die bereid waren om te helpen wanneer er vragen waren.
Ten eerste willen wij Dhr. Michiel van der Hoeven bedanken voor de begeleiding en
feedback die we kregen tijdens het project.
Daarnaast willen wij Secrid bedanken voor bepaalde documenten die we hebben
ontvangen om het onderzoek te kunnen verrichten.
Rotterdam, 14 februari 2021
, Exportbeleidsplan Secrid 4
MANAGEMENTSAMENVATTING
Secrid is a family business which originated in the Netherlands. It sells innovative
cardholders with eye-catching design that also protect your cards and are practical. In the
last few years, the company has seen a major growth. Though they started operating in
the Netherlands, they now sell their product across the world. This rapport contains an
export plan to further expand their operations.
To realize this plan a certain number of steps had to be completed.
At first the company and the products are described. Social responsible business,
relations, innovation and high quality have high value for the company. The
manufacturing of the product is completely done in the Netherlands. The product which
had been on the market for quite some time now is considered a cash cow and a star. In
the next step, the country selection, Montenegro was chosen as a new market for the
product. The strategy to enter this new market is through the direct export method as this
suits the external and internal factors best. Though Montenegro has some risks, Secrid is
experienced and this option gives them the control that they need to carry on their
mission and vision.
The communication strategy will mostly express through a social media campaign. The
other tools are public relations and direct marketing. The marketing objective is to
increase Secrid’s revenue in Montenegro with 5%. The most important legal aspects
concern is those for working with an agency and the European guidelines regarding
international business. Advised is to make good use of contracts. The financial numbers
have also been included in this rapport.
The conclusion is that the circumstances for this export project looks good and Secrid
could continue the export to expand their market share.
Inhoudsopgave
Voorwoord................................................................................................3
Managementsamenvatting........................................................................4
Inleiding...................................................................................................8
1 Huidige strategie....................................................................................9
1.1 Algemene informatie.................................................................................9
1.2 Missie en Visie...........................................................................................9
1.3 De bedrijfsstructuur...................................................................................9
1.4 Prestaties en mijlpalen.............................................................................10
1.5 Secrid internationaal................................................................................10
1.6 Product en marktcombinatie....................................................................10
1.7 Ethiek.......................................................................................................11
1.8 Doelgroep, positionering en productlevenscyclus...................................11
2 Landenselectie.....................................................................................13
2.1 Criteria landenselectie.............................................................................13
Bevolking....................................................................................................13
Economie....................................................................................................13
Toelichting van de weging van de criteria..................................................14
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