Export plan Tony’s Chocolonely
Student 1: Andreas Verkerk, 567217, CEN-D03
Student 2: Stijn Pluk, 618696, CEN-D03
1
,Table of contents
Export plan Tony’s Chocolonely.............................................................................................1
Table of contents.................................................................................................................... 2
Introduction............................................................................................................................. 3
Export goals and objectives....................................................................................................3
Recommended entry strategy.................................................................................................6
Internal factors.................................................................................................................... 6
External factors...................................................................................................................8
Positioning.............................................................................................................................. 9
Recommended market......................................................................................................... 10
Recommendation of marketing mix......................................................................................11
Price:................................................................................................................................. 11
Product:............................................................................................................................ 11
Promotion:........................................................................................................................ 12
Place:................................................................................................................................ 13
Recommendation on transportation......................................................................................13
Recommendation on international payments........................................................................14
Organisational impact........................................................................................................... 15
Planning and control............................................................................................................. 15
Financial consequences.......................................................................................................16
Sales in Y1, Y2 and Y3.....................................................................................................16
Year 1............................................................................................................................ 16
Normal case scenario................................................................................................16
Best case scenario.....................................................................................................16
Worst case scenario..................................................................................................16
Year 2............................................................................................................................ 17
Year 3............................................................................................................................ 17
Extra personnel costs....................................................................................................... 17
Liquidity planning.............................................................................................................. 17
Conclusion............................................................................................................................ 18
Appendixes........................................................................................................................... 19
Bibliography.......................................................................................................................... 29
Management summary
2
, This report discusses the possibility of exporting to the United Kingdom. Implementing the
best-selling flavors will penetrate the market and based on desk and field research, a
conclusion has been made as to whether the UK is compatible with Tony’s Chocolonely
Several objectives and targets have been set to assess these points to determine whether
the UK would be suitable for export. A market segment has been identified and the financial
consequences and possibilities have been identified as well.
We have discussed the possibility for a variant flavour specifically for the UK market. And
Tony also hopes to transfer their mission and vision to the other major manufacturers.
Indirect exports are used and a team of 5 new employees will be set up before the start-up
in the UK to map all this out. Every new employee has their own task which is shown in the
appendix.
Introduction
In this report, we will be looking at Tony’s Chocolonely. It is a chocolate company with a
special story. They are aiming to a 100% slave-free chocolate. It is hard to achieve this goal,
but the company is doing well. They are market leader in the Netherlands, and they are
looking to export to the UK. In this report, we will find out if this would be smart or not.
First, we are going to look at the export goals. After that, you will find an overview of the
SWOT-analysis of Tony’s. After the SWOT, there will be decided how Tony’s will export.
After that, we are giving recommendations in the field of market, marketing mix,
transportation, international payments and the extra personnel. Then, you will find an
overview of the planning of the tasks of the new staff members. Last, there will be a
financial overview and we are giving a recommendation if it would be smart to export to the
UK.
Export goals and objectives
Objectives regarding the implementation of Tony’s Chocolonely in the United Kingdom
3
Student 1: Andreas Verkerk, 567217, CEN-D03
Student 2: Stijn Pluk, 618696, CEN-D03
1
,Table of contents
Export plan Tony’s Chocolonely.............................................................................................1
Table of contents.................................................................................................................... 2
Introduction............................................................................................................................. 3
Export goals and objectives....................................................................................................3
Recommended entry strategy.................................................................................................6
Internal factors.................................................................................................................... 6
External factors...................................................................................................................8
Positioning.............................................................................................................................. 9
Recommended market......................................................................................................... 10
Recommendation of marketing mix......................................................................................11
Price:................................................................................................................................. 11
Product:............................................................................................................................ 11
Promotion:........................................................................................................................ 12
Place:................................................................................................................................ 13
Recommendation on transportation......................................................................................13
Recommendation on international payments........................................................................14
Organisational impact........................................................................................................... 15
Planning and control............................................................................................................. 15
Financial consequences.......................................................................................................16
Sales in Y1, Y2 and Y3.....................................................................................................16
Year 1............................................................................................................................ 16
Normal case scenario................................................................................................16
Best case scenario.....................................................................................................16
Worst case scenario..................................................................................................16
Year 2............................................................................................................................ 17
Year 3............................................................................................................................ 17
Extra personnel costs....................................................................................................... 17
Liquidity planning.............................................................................................................. 17
Conclusion............................................................................................................................ 18
Appendixes........................................................................................................................... 19
Bibliography.......................................................................................................................... 29
Management summary
2
, This report discusses the possibility of exporting to the United Kingdom. Implementing the
best-selling flavors will penetrate the market and based on desk and field research, a
conclusion has been made as to whether the UK is compatible with Tony’s Chocolonely
Several objectives and targets have been set to assess these points to determine whether
the UK would be suitable for export. A market segment has been identified and the financial
consequences and possibilities have been identified as well.
We have discussed the possibility for a variant flavour specifically for the UK market. And
Tony also hopes to transfer their mission and vision to the other major manufacturers.
Indirect exports are used and a team of 5 new employees will be set up before the start-up
in the UK to map all this out. Every new employee has their own task which is shown in the
appendix.
Introduction
In this report, we will be looking at Tony’s Chocolonely. It is a chocolate company with a
special story. They are aiming to a 100% slave-free chocolate. It is hard to achieve this goal,
but the company is doing well. They are market leader in the Netherlands, and they are
looking to export to the UK. In this report, we will find out if this would be smart or not.
First, we are going to look at the export goals. After that, you will find an overview of the
SWOT-analysis of Tony’s. After the SWOT, there will be decided how Tony’s will export.
After that, we are giving recommendations in the field of market, marketing mix,
transportation, international payments and the extra personnel. Then, you will find an
overview of the planning of the tasks of the new staff members. Last, there will be a
financial overview and we are giving a recommendation if it would be smart to export to the
UK.
Export goals and objectives
Objectives regarding the implementation of Tony’s Chocolonely in the United Kingdom
3
