International Boardroom, exportplan: TimeSteps B.V.
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International Boardroom
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Hogeschool InHolland (InHolland)
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TimeSteps B.V. is een organisatie, dat bestaat uit vier eigenaren die verschillende apps ontwikkelen voor mensen met dementie en hun mantelzorgers. Zij willen de impact dan oo...
,INLEIDING
TimeSteps B.V. is een organisatie, dat bestaat uit vier eigenaren die verschillende apps ontwikkelen
voor mensen met dementie en hun mantelzorgers. Zij willen de impact dan ook maximaliseren door
deze ondersteunde apps aan te bieden. TimeSteps B.V. biedt de apps alleen nog maar in Nederland
aan, maar het bedrijf wil ook graag op de internationale markt gaan opereren met de app Dementie en
Herinneringen. Dit is een app die TimeSteps B.V. overgenomen heeft, verder wil ontwikkelen en
binnenkort uit wil brengen in eigen stijl. Door deze app op de internationale markt te lanceren, hoopt
TimeSteps B.V. nog meer mensen te ondersteunen en dit maatschappelijke probleem aan te pakken.
Wij (IEM) zijn gevraagd om hierbij te helpen. Allereerst hebben wij een organisatierapport gemaakt
waarbij wij hebben gekeken naar TimeSteps B.V. zelf. Wij hebben vervolgens individueel onderzoek
gedaan naar de top 8 landen waarbij het aantal mensen met dementie het hoogst is. De uiteindelijke
keuze is gebaseerd op de DESTEP van elk land. Wij kwamen uit op Duitsland en hebben wij dit
gepresenteerd aan de een van de eigenaren van TimeSteps B.V. Eigenaar Ton vond het een goed idee
om voor Finland onderzoek te gaan doen en daarom zal dit exportplan over Finland gaan. In dit plan
kun je de strategie, operationeel plan en marketingplan voor Finland terugvinden.
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,ENGELSE SAMENVATTING
This project is written by the International Export Management company. This report is about our
collaboration with TimeSteps B.V., to export the two mobile applications to Finland. The International
Export Management company will research, examine and investigate the possibilities for the new
mobile application of TimeSteps B.V., to make this launch to Finland a big success. This summary
includes the important findings that have an impact on TimeSteps B.V., the app launches and how
they can have a successful launch in Finland.
The best strategy that TimeSteps B.V. can use, when exporting to the Finnish market, is the Customer
Intimacy from Treacy & Wiersema. This strategy focuses on having an intimate and long term
relationship with the target audience. The strategy increases loyalty and the pursuit of profit doesn’t
become the number one priority. By using this strategy, TimeSteps B.V. also keeps in mind the
strengths, weaknesses, opportunities and threats that may occur during the export.
For a successful launch, it is also important that you know what the norms and values are in the export
land. The biggest cultural differences between the Netherlands and Finland are the power distance,
communication style and that the Netherlands is strongly individualistic and Finland strongly
collectivistic. The power distance in Finland is smaller than in the Netherlands, which means that the
pragmatic relations between superiors and subordinates in Finland is small. The communication style
in Finland is calm, small body movements and straight to the point, while the Netherlands is the exact
opposite. TimeSteps B.V. has to adapt to the hierarchy and society of Finland. For example, due to the
collectivist Finland, the business operations should be the priority, the power balance between the
CEO and employees should be small and the communication between the parties calm and
straightforward.
Due to a new environment for the expansion of TimeSteps B.V, the company has to make some
improvements concerning their internal organization. Therefore the following aspects Corporate
Social Responsibility, people & resources and legal aspects have been investigated. The legal aspects
for businesses and the rules for Corporate Social Responsibility, are established in European law. This
means TimeSteps B.V. does not have to adjust their internal organization to new laws. For people &
resources, the management style and staff regulations stay the same. In order to keep up technically,
to ensure that the revenue models are continuously relevant (to the wishes and needs of the target
group) and to protect the company, 5 employees will be working in Finland. Regarding the
management Style of TimeSteps B.V, the three shareholders Ton, Tim and Michael stay in charge of
the company. This means they will travel to Finland occasionally. The company’s strategy focuses on
developing solutions, building customer intimacy with clients and doing everything to satisfy the
requests of the clients.
For TimeSteps B.V. to export to Finland successfully, the company has to apply Corporate Social
Responsibility, to comply with the requirements of Finland. The Finnish CSR contains three important
requirements called economic, social and environment, which is the same as in the Netherlands.
Currently TimeSteps B.V. applies planet and profit very moderately. For TimeSteps B.V. to apply
Corporate Social Responsibility successfully, the company can follow the following examples such as
renewable energy, reducing CO2 emissions and reducing costs to maximize profit. With the extra
profit TimeSteps B.V. can invest in people and resources to expand their brand, and people and
resources to apply corporate social responsibility & sustainability in business operations better or to
expand the social impact of TimeSteps B.V. in Finland.
Based on the chosen strategy which sets the foundation for the marketing plan, Customer Intimacy
pays a lot of attention providing solutions for the target group. The strategy is therefore very customer
oriented. With setting up the marketing goals and the implementation of the marketing mix, has this
strategy been taken into account by putting the customer first. The marketing goals are aimed at
ensuring that TimeSteps B.V. can focus on the B2B market in the long term, so that even more
members of the B2C target group can be supported through the Dementia and Reminders app. In
addition, the application Dementia and Memories fully meets the wishes and needs of the target group
in Finland, just like in the Netherlands. This is, for example, because TimeSteps B.V. applies a product
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, strategy called product adaptation. The strategy is also taken into account for price by applying a
demand-oriented pricing in Finland. The customer's willingness to pay is contributed when setting up
the sales price. Furthermore, the strategy gives practical expression to place with the distribution
channels that TimeSteps B.V. uses (Google Play store and Appstore), because the target audience is
capable of purchasing the apps 24/7. Last but not least, the strategy also gives expression to
promotion, because of the "pull strategy" that TimeSteps B.V. will use. With the pull strategy,
companies do not push customers to purchase their products, instead they provide them with product
information. By informing the customers well and using the right marketing instruments, the brand
awareness and image of TimeSteps will increase. This creates a long-term relationship with the
customer and increases the customer’s loyalty, which is the ultimate goal of the strategy.
Based on these results, the key question has been answered and our advice to TimeSteps B.V. is
formed. These are the following aspects that they have to take in account or advices that they can
follow:
▪ Both apps should be translated to Finnish and Swedish, the official spoken languages of Finland.
▪ Developers should be hired, to make sure that the apps include updates that are necessary for the
Finnish target audience.
▪ Hire employees for the marketing & sales, research & design, IT-development and security, of the
TimeSteps B.V. branch.
▪ Purchasing a flex office subscription, can reduce their operating expenses by 85%.
- Following this advice also contributes to Corporate Social Responsibility.
▪ The Dementia and Memories app can be seen as a medical app in Finland. To prevent a fine, we
suggest taking a CE marking.
▪ Making their brand awareness and creating a positive brand image under the target audience, a
priority.
- Using freemiums can increase a positive brand image by the target audience.
▪ Use television, website, social media advertising and trade magazines as their communication
instruments.
▪ Using the penetration strategy; the sale costs are low so that the focus lies on the company's
growth.
▪ Follow the norms and principles of Finland, due to the cultural differences between Finland and
the Netherlands.
- Finland is collectivistic.
* Business operation should be the priority.
* Small power balance between the employer and employees.
* Calm and straight to the point as a communication style.
▪ TimeSteps B.V. should operate as a PLC (public limited company), due to legal aspects.
- Almost nothing to adjust to its business operations.
- The tax percentages and design law are different.
▪ Invoke the Berne Convention.
▪ Apply for an Union trademark, through the EUIPO.
We believe that the app launches of Dementia and Memories, will be a great success in Finland,
especially when following the advice.
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