OE31: INTERNATIONAL
BUSINESS
Arwana Citramulia
,Naam: Kelvin de Heer, Alicia Fredriksz, Burak Turkoglu,
Cheyenne Verheul, Tim Vrolijk
Studentnummer: 580932, 585148, 580656, 581396, 583774
School: InHolland
Locatie: Den Haag
Domein: BFL
Opleiding: Business Studies
Semester: 1
Thema: Strategie & Beleid
Vak: International Business
Onderwijseenheid: OE31
Docent: Satish Rambhadjan
Klas: BBS 201 vt
Datum: 14 januari 2018
1
,Executive Summary
This research is commissioned by Arwana Citramulia to offer knowledge about internationalization.
This report consists of an organizational diagnose, country analyses, financial analyses, marketing
program, legal analysis and recommendations. The best entry mode for Arwana Citramulia is the
hierarchical entry mode this was shown by research. We picked this entry mode because of the
positive results based on the five factors; internal factors, external factors, products, desired
characteristics of the method and transaction specific factors. We choose the Netherlands because of
the positive outcomes on high purchasing power, low entry barriers, big market grow, no big
competitors on the ceramic tiles market, many Dutch people renovate their houses and a great
infrastructure.
The marketing program is based on the four P’s; product, price, promotion and place. The product
we choose is the ceramic marble tile from 60x60 cm. The marble tiles have a strong structure, not
vulnerable and from outstanding quality. The ceramic tiles are known as the most sustainable tiles
for your floors. The prices for neutral ceramic tiles from 60x60 cm is €26. When the customer decides
to take a tile with a print, the price for a 60x60 tile will go up to €30. Promotion for the tiles from
Arwana Citramulia will take place in Dutch magazines like: VT Wonen, Eigen Huis, Residence and
Stijlvol Wonen. Besides the promotion in magazines, Arwana Citramulia also uses sales promotion.
Agents from Arwana will take care of the ceramic tiles to go to a central place in the construction
market. At this central place we will place folders with extra information about the tiles.
The tiles will be produced in Indonesia based on the amount of tiles the agent orders. The agents
receives these order from the Dutch construction markets like: Gamma, Praxis, Karwei and
Bouwmaat. The tiles will be transported from the plant in Indonesia to the harbour in Indonesia by
truck. From here the tiles are shipped to the harbour of Rotterdam and from the harbour of
Rotterdam the tiles will be moved by truck to distribution centres from the construction markets
named above. From here the construction markets will make sure they have enough stock in their
shops. Whenever our agent in the Netherlands orders tiles they will be delivered to the distribution
centres in 6 to 8 weeks.
The break-even revenue from Arwana Citramulia will be € 8.161.221,26 and in 2017 we have an
expected cashflow of € 150.565.
The taxes and profit from Arwana Citramulia will take place under the country from the producer, in
this case Indonesia. In the contract the trade- and delivery terms, applicable law, the competent
judge, product requirements, packing requirements, price, liability, payment options, sanctions and
obligations are all included.
There will be recommended to make the vision from Arwana Citramulia more specific and they have
to include how the strategy was established. Arwana has to take care of their market share, it has to
stay high. This is because otherwise they will become a Dog instead of a Cash Cow. When Arwana will
start with importing tiles to the Netherlands they must be aware of Dutch law and government rules.
Besides this, we recommend that Arwana will change the name of the product, this because then the
Dutch customers can relate the name to ceramic tiles.
2
, Voorwoord
Bij het uitvoeren van dit beroepsproduct hebben wij erg veel geleerd, daarnaast hebben wij het als
leuk ervaren. Door dit beroepsproduct uit te voeren, hebben wij ons erg verdiept in de zaken die
voorafgaan bij het internationaliseren. Hierdoor zijn wij op de hoogte van de stappen die worden
ondernomen door een bedrijf om te internationaliseren. Eerder waren wij hier nog niet van op de
hoogte en daardoor zijn wij nu een ervaring rijker.
Bij dit beroepsproduct hebben wij ook feedback gegeven aan andere studenten uit ons jaar, hiervan
hebben wij veel kunnen leren. Hierdoor hebben wij ook onderwerpen uit ons eigen plan kunnen
verbeteren. Hier hebben wij zeker van geleerd.
Graag willen wij dhr. S. Rambhadjan bedanken voor zijn leerzame lessen, de uitleg die hij heeft
gegeven en de tijd die hij voor ons heeft willen vrijmaken om ons te begeleiden en te helpen tijdens
dit project.
3
BUSINESS
Arwana Citramulia
,Naam: Kelvin de Heer, Alicia Fredriksz, Burak Turkoglu,
Cheyenne Verheul, Tim Vrolijk
Studentnummer: 580932, 585148, 580656, 581396, 583774
School: InHolland
Locatie: Den Haag
Domein: BFL
Opleiding: Business Studies
Semester: 1
Thema: Strategie & Beleid
Vak: International Business
Onderwijseenheid: OE31
Docent: Satish Rambhadjan
Klas: BBS 201 vt
Datum: 14 januari 2018
1
,Executive Summary
This research is commissioned by Arwana Citramulia to offer knowledge about internationalization.
This report consists of an organizational diagnose, country analyses, financial analyses, marketing
program, legal analysis and recommendations. The best entry mode for Arwana Citramulia is the
hierarchical entry mode this was shown by research. We picked this entry mode because of the
positive results based on the five factors; internal factors, external factors, products, desired
characteristics of the method and transaction specific factors. We choose the Netherlands because of
the positive outcomes on high purchasing power, low entry barriers, big market grow, no big
competitors on the ceramic tiles market, many Dutch people renovate their houses and a great
infrastructure.
The marketing program is based on the four P’s; product, price, promotion and place. The product
we choose is the ceramic marble tile from 60x60 cm. The marble tiles have a strong structure, not
vulnerable and from outstanding quality. The ceramic tiles are known as the most sustainable tiles
for your floors. The prices for neutral ceramic tiles from 60x60 cm is €26. When the customer decides
to take a tile with a print, the price for a 60x60 tile will go up to €30. Promotion for the tiles from
Arwana Citramulia will take place in Dutch magazines like: VT Wonen, Eigen Huis, Residence and
Stijlvol Wonen. Besides the promotion in magazines, Arwana Citramulia also uses sales promotion.
Agents from Arwana will take care of the ceramic tiles to go to a central place in the construction
market. At this central place we will place folders with extra information about the tiles.
The tiles will be produced in Indonesia based on the amount of tiles the agent orders. The agents
receives these order from the Dutch construction markets like: Gamma, Praxis, Karwei and
Bouwmaat. The tiles will be transported from the plant in Indonesia to the harbour in Indonesia by
truck. From here the tiles are shipped to the harbour of Rotterdam and from the harbour of
Rotterdam the tiles will be moved by truck to distribution centres from the construction markets
named above. From here the construction markets will make sure they have enough stock in their
shops. Whenever our agent in the Netherlands orders tiles they will be delivered to the distribution
centres in 6 to 8 weeks.
The break-even revenue from Arwana Citramulia will be € 8.161.221,26 and in 2017 we have an
expected cashflow of € 150.565.
The taxes and profit from Arwana Citramulia will take place under the country from the producer, in
this case Indonesia. In the contract the trade- and delivery terms, applicable law, the competent
judge, product requirements, packing requirements, price, liability, payment options, sanctions and
obligations are all included.
There will be recommended to make the vision from Arwana Citramulia more specific and they have
to include how the strategy was established. Arwana has to take care of their market share, it has to
stay high. This is because otherwise they will become a Dog instead of a Cash Cow. When Arwana will
start with importing tiles to the Netherlands they must be aware of Dutch law and government rules.
Besides this, we recommend that Arwana will change the name of the product, this because then the
Dutch customers can relate the name to ceramic tiles.
2
, Voorwoord
Bij het uitvoeren van dit beroepsproduct hebben wij erg veel geleerd, daarnaast hebben wij het als
leuk ervaren. Door dit beroepsproduct uit te voeren, hebben wij ons erg verdiept in de zaken die
voorafgaan bij het internationaliseren. Hierdoor zijn wij op de hoogte van de stappen die worden
ondernomen door een bedrijf om te internationaliseren. Eerder waren wij hier nog niet van op de
hoogte en daardoor zijn wij nu een ervaring rijker.
Bij dit beroepsproduct hebben wij ook feedback gegeven aan andere studenten uit ons jaar, hiervan
hebben wij veel kunnen leren. Hierdoor hebben wij ook onderwerpen uit ons eigen plan kunnen
verbeteren. Hier hebben wij zeker van geleerd.
Graag willen wij dhr. S. Rambhadjan bedanken voor zijn leerzame lessen, de uitleg die hij heeft
gegeven en de tijd die hij voor ons heeft willen vrijmaken om ons te begeleiden en te helpen tijdens
dit project.
3
