OE31: International Business
Plan van aanpak & Beroepsproduct
Klas: BS205
Groep: 4
Marije Kruijer 548379
Phu Nguyen 569058
Jelmer Vriend 569249
Lars van Rijn 582412
Jesper List 541017
Begeleidend docent: Astrid de Jong
Onderwijseenheid OE31 International Business
,Inhoudsopgave
Inhoudsopgave ............................................................................................................ 2
Executive Summary ..................................................................................................... 4
Inleiding ....................................................................................................................... 5
1. Entreestrategie ........................................................................................................ 6
1.1
Overwegingen................................................................................................. 6
1.1.1
Invloedfactoren ........................................................................................ 7
1.1.2 Interne factoren.......................................................................................... 7
1.1.3 Externe factoren ........................................................................................ 7
1.2
Soorten strategieën ........................................................................................ 8
1.2.1 Export Modes.............................................................................................. 8
1.2.2 Intermediate Modes .................................................................................... 9
1.3
Keuze entreestrategie..................................................................................... 9
2. Marketing ............................................................................................................... 11
2.1 Marketingplan ...................................................................................................... 11
2.2 Product ............................................................................................................ 11
2.2.1 Kernproduct .............................................................................................. 12
2.2.2 Werkelijke product .................................................................................... 12
2.2.3 Uitgebreid product .................................................................................... 12
2.3 Marktsegmentatie ............................................................................................ 12
2.3.1 Geografische segmentatie ........................................................................ 13
2.3.2 Demografische segmentatie ..................................................................... 14
2.3.5 Gedragssegmentatie ................................................................................ 15
2.3.6 Gezochte benefits ..................................................................................... 16
2.3.7 Doelgroep ................................................................................................. 16
2.3.8 Positionering ............................................................................................. 17
2.4 Prijsbeleid ........................................................................................................ 17
2.4.1 Prijszetting ................................................................................................ 17
2.4.2 Prijsstrategieën ......................................................................................... 18
2.5 Marketingcommunicatie ................................................................................... 20
3. Financiële Analyses ............................................................................................... 21
3.1 Locatie ............................................................................................................. 21
3.2 Grond ............................................................................................................... 21
3.3 Break-even analyse ......................................................................................... 21
4. Juridisch ................................................................................................................ 23
4.1 Gekozen entreestrategie ................................................................................. 23
4.2 Juridische consequenties ................................................................................ 23
4.3 Invoerrechten en procedure ............................................................................ 23
4.4 Productaansprakelijkheid ................................................................................ 23
4.5 Wat komt er in het contract? ............................................................................ 23
4.5.1 Partijen...................................................................................................... 23
4.5.2 Kwaliteit .................................................................................................... 24
4.5.3 Prijs ........................................................................................................... 24
4.5.4 Vervoer ..................................................................................................... 24
4.5.5 Betaling ..................................................................................................... 24
4.5.6 Eigendomsvoorbehoud ............................................................................. 24
4.5.7 Toepasselijk recht ..................................................................................... 24
4.5.8 Conflicthantering ....................................................................................... 24
4.5.9 Contractbreuk en beëindiging van het contract ........................................ 24
4.5.10 Algemene voorwaarden .......................................................................... 24
5. Conclusie ............................................................................................................... 25
5.1 Deelvragen ...................................................................................................... 25
5.1.1 Deelvraag 1: Welke markt moet Lion Metal Works gaan betreden? ........ 25
2
, 5.1.2 Deelvraag 2: Welke entreestrategie kan Lion Metal Works het beste gaan
toepassen? ........................................................................................................ 25
5.1.3 Deelvraag 3: Hoe ziet het marketingconcept er nu uit en moet dit
aangepast worden bij internationalisering? ....................................................... 25
5.1.4 Deelvraag 4: Hoe moet dit marketingconcept geïmplementeerd worden in
de nieuwe markt? .............................................................................................. 25
5.2 Hoofdvraag ...................................................................................................... 26
6. Bibliografie ............................................................................................................. 27
7. Bijlagen .................................................................................................................. 29
Plan van Aanpak ................................................................................................... 29
Hoofdstuk 1: Introductie ..................................................................................... 29
Hoofdstuk 2: Probleem Analyse ........................................................................ 30
Hoofdstuk 3: Landenanalyse ............................................................................. 33
Hoofdstuk 4: Onderzoeksmethodologie............................................................. 48
Hoofdstuk 5: Samenwerking .............................................................................. 54
Interview ................................................................................................................ 55
3
, Executive Summary
This report contains the research and the elaboration of the research. Before the
research was conducted, the Plan Approach was prepared to layout this report. Lion
Metal Works has ordered PricewaterhouseCoopers to investigate where and how to
expand internationally.
The overall question is how the company can expand Internationally. This can be
divided into several categories. In which country should they enter a certain market?
What market should this be? And how will the market need to be entered?
The research conducted for the product market combination is not that complicated:
Lion Metal Works produces steel plates.
Before deciding on the entry mode, a thorough analysis has been done on several
countries. From this research it was concluded that Romania is the best option for
Lion Metal Works.
After deciding on a country in which the steel market is going to be entered, we must
decide on an entry mode. Several possible entry modes have been analyzed and
looked into. The cultural differences are also taken into account. The entry mode that
was decided on, is licensing.
After the entry mode was decided on, financial information and numbers have been
calculated and predicted.
After this, the legal consequences of our entry mode have been analyzed. A number
of legal aspects regarding the contract with the licensing company are also included.
At the very end of this report there will be a conclusion and several
recommendations.
4
Plan van aanpak & Beroepsproduct
Klas: BS205
Groep: 4
Marije Kruijer 548379
Phu Nguyen 569058
Jelmer Vriend 569249
Lars van Rijn 582412
Jesper List 541017
Begeleidend docent: Astrid de Jong
Onderwijseenheid OE31 International Business
,Inhoudsopgave
Inhoudsopgave ............................................................................................................ 2
Executive Summary ..................................................................................................... 4
Inleiding ....................................................................................................................... 5
1. Entreestrategie ........................................................................................................ 6
1.1
Overwegingen................................................................................................. 6
1.1.1
Invloedfactoren ........................................................................................ 7
1.1.2 Interne factoren.......................................................................................... 7
1.1.3 Externe factoren ........................................................................................ 7
1.2
Soorten strategieën ........................................................................................ 8
1.2.1 Export Modes.............................................................................................. 8
1.2.2 Intermediate Modes .................................................................................... 9
1.3
Keuze entreestrategie..................................................................................... 9
2. Marketing ............................................................................................................... 11
2.1 Marketingplan ...................................................................................................... 11
2.2 Product ............................................................................................................ 11
2.2.1 Kernproduct .............................................................................................. 12
2.2.2 Werkelijke product .................................................................................... 12
2.2.3 Uitgebreid product .................................................................................... 12
2.3 Marktsegmentatie ............................................................................................ 12
2.3.1 Geografische segmentatie ........................................................................ 13
2.3.2 Demografische segmentatie ..................................................................... 14
2.3.5 Gedragssegmentatie ................................................................................ 15
2.3.6 Gezochte benefits ..................................................................................... 16
2.3.7 Doelgroep ................................................................................................. 16
2.3.8 Positionering ............................................................................................. 17
2.4 Prijsbeleid ........................................................................................................ 17
2.4.1 Prijszetting ................................................................................................ 17
2.4.2 Prijsstrategieën ......................................................................................... 18
2.5 Marketingcommunicatie ................................................................................... 20
3. Financiële Analyses ............................................................................................... 21
3.1 Locatie ............................................................................................................. 21
3.2 Grond ............................................................................................................... 21
3.3 Break-even analyse ......................................................................................... 21
4. Juridisch ................................................................................................................ 23
4.1 Gekozen entreestrategie ................................................................................. 23
4.2 Juridische consequenties ................................................................................ 23
4.3 Invoerrechten en procedure ............................................................................ 23
4.4 Productaansprakelijkheid ................................................................................ 23
4.5 Wat komt er in het contract? ............................................................................ 23
4.5.1 Partijen...................................................................................................... 23
4.5.2 Kwaliteit .................................................................................................... 24
4.5.3 Prijs ........................................................................................................... 24
4.5.4 Vervoer ..................................................................................................... 24
4.5.5 Betaling ..................................................................................................... 24
4.5.6 Eigendomsvoorbehoud ............................................................................. 24
4.5.7 Toepasselijk recht ..................................................................................... 24
4.5.8 Conflicthantering ....................................................................................... 24
4.5.9 Contractbreuk en beëindiging van het contract ........................................ 24
4.5.10 Algemene voorwaarden .......................................................................... 24
5. Conclusie ............................................................................................................... 25
5.1 Deelvragen ...................................................................................................... 25
5.1.1 Deelvraag 1: Welke markt moet Lion Metal Works gaan betreden? ........ 25
2
, 5.1.2 Deelvraag 2: Welke entreestrategie kan Lion Metal Works het beste gaan
toepassen? ........................................................................................................ 25
5.1.3 Deelvraag 3: Hoe ziet het marketingconcept er nu uit en moet dit
aangepast worden bij internationalisering? ....................................................... 25
5.1.4 Deelvraag 4: Hoe moet dit marketingconcept geïmplementeerd worden in
de nieuwe markt? .............................................................................................. 25
5.2 Hoofdvraag ...................................................................................................... 26
6. Bibliografie ............................................................................................................. 27
7. Bijlagen .................................................................................................................. 29
Plan van Aanpak ................................................................................................... 29
Hoofdstuk 1: Introductie ..................................................................................... 29
Hoofdstuk 2: Probleem Analyse ........................................................................ 30
Hoofdstuk 3: Landenanalyse ............................................................................. 33
Hoofdstuk 4: Onderzoeksmethodologie............................................................. 48
Hoofdstuk 5: Samenwerking .............................................................................. 54
Interview ................................................................................................................ 55
3
, Executive Summary
This report contains the research and the elaboration of the research. Before the
research was conducted, the Plan Approach was prepared to layout this report. Lion
Metal Works has ordered PricewaterhouseCoopers to investigate where and how to
expand internationally.
The overall question is how the company can expand Internationally. This can be
divided into several categories. In which country should they enter a certain market?
What market should this be? And how will the market need to be entered?
The research conducted for the product market combination is not that complicated:
Lion Metal Works produces steel plates.
Before deciding on the entry mode, a thorough analysis has been done on several
countries. From this research it was concluded that Romania is the best option for
Lion Metal Works.
After deciding on a country in which the steel market is going to be entered, we must
decide on an entry mode. Several possible entry modes have been analyzed and
looked into. The cultural differences are also taken into account. The entry mode that
was decided on, is licensing.
After the entry mode was decided on, financial information and numbers have been
calculated and predicted.
After this, the legal consequences of our entry mode have been analyzed. A number
of legal aspects regarding the contract with the licensing company are also included.
At the very end of this report there will be a conclusion and several
recommendations.
4
