Essay
exportbeleidsplan
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- Institution
Business Studies Inholland Alkmaar jaar 2 International Business beroepsproduct
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By: stefansijbom7 • 1 year ago
By: taishah_rosheuvel00 • 3 year ago
By: joahorstmeier1 • 2 year ago
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-Mike Dekker
(632579)
Thom van Diepen
(630566)
Nova Dubbelman
(628626)
Melvin Duine
(634105)
Kevin Duineveld
(613196)
-
Datum: 12-1-
2020
Klas: 2e
Groep 2
Locatie: Alkmaar
EXPORTBELEIDSPLAN
,Titelpagina
Onderwijseenheid: OE31 Beroepsproduct Exportbeleidsplan
Mike Dekker (632579)
Thom van Diepen (630566)
Nova Dubbelman (628626)
Melvin Duine (634105)
Kevin Duineveld (613196)
Klas: ALBSVT2E
Opleiding: Bachelor: Business Studies
Beoordelaar: Springorum, M
Inleverdatum 12/1/20
1
,Voorwoord
Dit verslag is geschreven in opdracht van Hogeschool InHolland en in samenwerking met papaja
kwekerij Waarland. In dit verslag staat een exportplan beschreven voor Papaja kwekerij Waarland
om de Duitse markt te betreden. Wij willen de papajakwekerij bedanken voor alle verstrekte
informatie. Zonder deze informatie hadden wij dit verslag niet kunnen maken. Hiernaast willen wij
mevrouw Springorum bedanken voor de begeleiding tijdens het schrijven van het verslag. Verder is
dit een goede gelegenheid om de organisaties en personen te bedanken die de tijd hebben genomen
om een kort interview te houden.
2
, Inhoudsopgaven
Executive summary................................................................................................................................5
1. Inleiding..............................................................................................................................................8
1.1 bedrijfsprofiel...............................................................................................................................9
1.2 probleemanalyse........................................................................................................................10
2. Hoofdvraag en deelvragen...............................................................................................................11
3. Theoretisch kader.............................................................................................................................12
3.1 Entreestrategieën.......................................................................................................................12
3.2 Positionering...............................................................................................................................13
3.3 Marketingprogramma.................................................................................................................13
4. Onderzoeksmethodologie................................................................................................................15
5. Entreestrategie.................................................................................................................................16
5.1 Criteria .......................................................................................................................................16
5.1.1 Product................................................................................................................................16
5.1.2 Interne factoren...................................................................................................................16
5.1.3 Karakteristieken factoren....................................................................................................17
5.1.4 Externe factoren..................................................................................................................18
5.2 Keuze voor de hoofdstrategie.....................................................................................................20
5.2.1 Welke export mode.............................................................................................................20
5.2.2 Agent.......................................................................................................................................20
5.2.3 Distributeur.............................................................................................................................22
5.3 Samenwerking overeenkomst agent ............................................................................................23
5.3.1 Logistiek ..................................................................................................................................23
5.3.2 Financieel ................................................................................................................................23
Juridisch 5.3.3...................................................................................................................................23
6. Exportmarketingplan........................................................................................................................24
6.1 Segmenten van de buitenlandse doelmarkt...............................................................................24
6.2 Doelgroep van de buitenlandse markt........................................................................................26
6.3 positionering...............................................................................................................................28
6.4 Marketingmix..............................................................................................................................30
6.4.1 Concrete uitwerking marketingmix......................................................................................31
7. Financieel..........................................................................................................................................34
8. Advies...............................................................................................................................................38
Bibliografie...........................................................................................................................................39
Bijlagen.................................................................................................................................................41
3
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