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The Fish case Term 2
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Cromwell ConsultancyConsultancy report for
European Food Trading
20131189
19005431
1M2 ES4 Dec. 2020
1
, Executive summary
During the financial crisis EFT or European Food Trade became aware of both the limited
number of customers and the narrow product range. Due to the crisis your company had a
deficit of around 2 million euro. To change this, you have decided to expand your product
range by offering frozen fish.
The purpose of this report is to find out which European country has the most attractive
market for your new product. We did this by filtering through all countries within the EU,
using the following central question:
What is the most attractive market in the EU?
Within this research Cromwell Consultancy categorized 26 European countries on 3 different
type of filters, the pre filter, the macro filter and eventually the micro filter. After using
these filters, we ended up with what we thought would be the most attractive market for
your new product. All information was gathered via desk research and the use of
quantitative data by Cromwell Consultancy.
The research showed the different opportunities of the potential export countries by
grading them in all the different criteria. The countries were graded by the following criteria:
population size, GPD, Inflation rate, Gasoline price, political instability and education level,
as well as important criteria for the fishing industries like total fish catches or number of
vegans/vegetarians in the country.
In the end our research led to the conclusion that Denmark is the most attractive market for
the European Food Trading company. Cromwell Consultancy recommends strongly to focus
on this market in the future.
2
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