Export Marketing Plan
Daan
Roosegaarde
Namen studenten: xxxx
Docent: Ton Borchert
Klas: MCE-C2A
Cursuscode: MCCE-EXPMAPLA-16
,Finland
Inhoudsopgave
Management summary...............................................................3
Introductie en leeswijzer............................................................5
Aanleiding...............................................................................................................................................5
Marketingdoelstelling.............................................................................................................................5
Leeswijzer...............................................................................................................................................5
H1: Analyse micro, meso en macro omgeving..............................6
Interne analyse.......................................................................................................................................6
Studio Roosegaarde...........................................................................................................................6
Marketing..........................................................................................................................................6
Financiële situatie..............................................................................................................................6
Internationaal project........................................................................................................................6
Meso analyse..........................................................................................................................................7
Vijfkrachten Model.............................................................................................................................7
Branche Trends..................................................................................................................................8
Macro analyse........................................................................................................................................9
DESTEP Model....................................................................................................................................9
Trends..............................................................................................................................................11
Conclusie macro...............................................................................................................................11
H2: SWOT................................................................................ 12
Confrontatiematrix...............................................................................................................................15
H3: Entreestrategie.................................................................17
H4: Marketingmix....................................................................18
Product............................................................................................................................................18
Prijs..................................................................................................................................................18
Plaats...............................................................................................................................................19
Promotie..........................................................................................................................................19
Risicoanalyse....................................................................................................................................19
Conclusie................................................................................20
.............................................................................................. 20
Bibliografie.............................................................................. 21
Bijlage 1: Economie..................................................................22
Macro-economische analyse.....................................................22
Voorspelling 2017....................................................................24
Bijlage 2: Cultuur.....................................................................25
Zichtbare cultuur Finland.........................................................25
Introductie............................................................................................................................................25
Eetgewoontes.......................................................................................................................................26
Feestdagen...........................................................................................................................................26
Woonsituatie en Symbolen..................................................................................................................26
Sport.....................................................................................................................................................26
Media en vrije tijd.................................................................................................................................26
Export Marketingplan – Marketing Pagina 2 van 35
,Finland
Finse helden.........................................................................................................................................27
Het product:.........................................................................................................................................27
Het cultuurmodel van Hofstede................................................28
Machtsafstand......................................................................................................................................28
Nederland score: 38.........................................................................................................................28
Finland score: 33..............................................................................................................................28
Individualisme vs. collectiviteit.............................................................................................................28
Nederland score: 80.........................................................................................................................28
Finland score: 63..............................................................................................................................28
Masculiniteit vs. feminiteit...................................................................................................................28
Nederland score: 14.........................................................................................................................28
Finland score: 26..............................................................................................................................28
Onzekerheidsvermijding.......................................................................................................................28
Nederland score: 53.........................................................................................................................28
Finland score: 59..............................................................................................................................28
Lange termijn vs. korte termijn oriëntatie............................................................................................29
Nederland score: 67.........................................................................................................................29
Finland Score: 38..............................................................................................................................29
Conclusie..............................................................................................................................................29
Kluckhohn-Strodtbeck analyse..................................................30
Tijdsaspecten..........................................................................32
Communicatiestijlen en menselijke relatie.................................34
Low- versus high-context......................................................................................................................34
Communicatiestijlen.............................................................................................................................34
Menselijke relaties...............................................................................................................................35
Management summary
For this Export Marketing Plan, we researched if there is an opportunity to export light in an artistic
way in Finland. The project we want to introduce in Finland is from the artist Daan Roosegaarde.
We want to introduce this because it is really dark in Finland in the winter times. In this report you
will find all the information about our export country Finland. In the appendix you can find the
additional cultural and economic information.
For this project our aim is: within five years we want to operate in other countries with an increasing
net profit of 15%. Achieving this goal, we want to realise a better brand awareness for the artist Daan
Roosegaarde. We want to know if the combination of art, light and nature will be successful in
Finland.
Export Marketingplan – Marketing Pagina 3 van 35
, Finland
First you will find a micro, meso and macro analysis about Finland. Furthermore, we did a SWOT
analysis, made a tows matrix and we elaborated a marketing mix. All this factors will point out
whether it is a good plan to export to Finland.
Research has shown that Finland is a good country to export our product. First there are big
similarities between the Dutch culture and the culture in Finland. Above that, Finland is one of the
most innovative countries in Europe just like the Netherlands. Our project is a combination of art and
innovation, which is aimed at improving the infrastructure in both the short and long term. The Finns
are international and it is an attractive country for the creative sector. The benefits of the
combination of light, art and nature is clearly highlighted with use of art from Daan Roosegaarde.
Furthermore, one of the most important trends in Finland is technology and the art of Daan
Roosegaarde is a combination between technology (light) and art.
In addition, The Competitiveness Pact will make a positive contribution to the economic
development in Finland. The economic views are good for Finland. However, it is important to know
that the costs are high when the project is stopped during the procedure.
Overall we think that the change of success is very big in Finland. Our conclusion is that it is possible
to export our product to Finland. We do not expect cultural problems and the economy in Finland is
positive.
Export Marketingplan – Marketing Pagina 4 van 35
Daan
Roosegaarde
Namen studenten: xxxx
Docent: Ton Borchert
Klas: MCE-C2A
Cursuscode: MCCE-EXPMAPLA-16
,Finland
Inhoudsopgave
Management summary...............................................................3
Introductie en leeswijzer............................................................5
Aanleiding...............................................................................................................................................5
Marketingdoelstelling.............................................................................................................................5
Leeswijzer...............................................................................................................................................5
H1: Analyse micro, meso en macro omgeving..............................6
Interne analyse.......................................................................................................................................6
Studio Roosegaarde...........................................................................................................................6
Marketing..........................................................................................................................................6
Financiële situatie..............................................................................................................................6
Internationaal project........................................................................................................................6
Meso analyse..........................................................................................................................................7
Vijfkrachten Model.............................................................................................................................7
Branche Trends..................................................................................................................................8
Macro analyse........................................................................................................................................9
DESTEP Model....................................................................................................................................9
Trends..............................................................................................................................................11
Conclusie macro...............................................................................................................................11
H2: SWOT................................................................................ 12
Confrontatiematrix...............................................................................................................................15
H3: Entreestrategie.................................................................17
H4: Marketingmix....................................................................18
Product............................................................................................................................................18
Prijs..................................................................................................................................................18
Plaats...............................................................................................................................................19
Promotie..........................................................................................................................................19
Risicoanalyse....................................................................................................................................19
Conclusie................................................................................20
.............................................................................................. 20
Bibliografie.............................................................................. 21
Bijlage 1: Economie..................................................................22
Macro-economische analyse.....................................................22
Voorspelling 2017....................................................................24
Bijlage 2: Cultuur.....................................................................25
Zichtbare cultuur Finland.........................................................25
Introductie............................................................................................................................................25
Eetgewoontes.......................................................................................................................................26
Feestdagen...........................................................................................................................................26
Woonsituatie en Symbolen..................................................................................................................26
Sport.....................................................................................................................................................26
Media en vrije tijd.................................................................................................................................26
Export Marketingplan – Marketing Pagina 2 van 35
,Finland
Finse helden.........................................................................................................................................27
Het product:.........................................................................................................................................27
Het cultuurmodel van Hofstede................................................28
Machtsafstand......................................................................................................................................28
Nederland score: 38.........................................................................................................................28
Finland score: 33..............................................................................................................................28
Individualisme vs. collectiviteit.............................................................................................................28
Nederland score: 80.........................................................................................................................28
Finland score: 63..............................................................................................................................28
Masculiniteit vs. feminiteit...................................................................................................................28
Nederland score: 14.........................................................................................................................28
Finland score: 26..............................................................................................................................28
Onzekerheidsvermijding.......................................................................................................................28
Nederland score: 53.........................................................................................................................28
Finland score: 59..............................................................................................................................28
Lange termijn vs. korte termijn oriëntatie............................................................................................29
Nederland score: 67.........................................................................................................................29
Finland Score: 38..............................................................................................................................29
Conclusie..............................................................................................................................................29
Kluckhohn-Strodtbeck analyse..................................................30
Tijdsaspecten..........................................................................32
Communicatiestijlen en menselijke relatie.................................34
Low- versus high-context......................................................................................................................34
Communicatiestijlen.............................................................................................................................34
Menselijke relaties...............................................................................................................................35
Management summary
For this Export Marketing Plan, we researched if there is an opportunity to export light in an artistic
way in Finland. The project we want to introduce in Finland is from the artist Daan Roosegaarde.
We want to introduce this because it is really dark in Finland in the winter times. In this report you
will find all the information about our export country Finland. In the appendix you can find the
additional cultural and economic information.
For this project our aim is: within five years we want to operate in other countries with an increasing
net profit of 15%. Achieving this goal, we want to realise a better brand awareness for the artist Daan
Roosegaarde. We want to know if the combination of art, light and nature will be successful in
Finland.
Export Marketingplan – Marketing Pagina 3 van 35
, Finland
First you will find a micro, meso and macro analysis about Finland. Furthermore, we did a SWOT
analysis, made a tows matrix and we elaborated a marketing mix. All this factors will point out
whether it is a good plan to export to Finland.
Research has shown that Finland is a good country to export our product. First there are big
similarities between the Dutch culture and the culture in Finland. Above that, Finland is one of the
most innovative countries in Europe just like the Netherlands. Our project is a combination of art and
innovation, which is aimed at improving the infrastructure in both the short and long term. The Finns
are international and it is an attractive country for the creative sector. The benefits of the
combination of light, art and nature is clearly highlighted with use of art from Daan Roosegaarde.
Furthermore, one of the most important trends in Finland is technology and the art of Daan
Roosegaarde is a combination between technology (light) and art.
In addition, The Competitiveness Pact will make a positive contribution to the economic
development in Finland. The economic views are good for Finland. However, it is important to know
that the costs are high when the project is stopped during the procedure.
Overall we think that the change of success is very big in Finland. Our conclusion is that it is possible
to export our product to Finland. We do not expect cultural problems and the economy in Finland is
positive.
Export Marketingplan – Marketing Pagina 4 van 35
