,Titelpagina
Auteurs:
Kim van Esch, 648299,
Laura Scholten, 645772,
Wendy Joore, 625127,
Maxine Voorneveld, 647855,
Kimberly Constant, 637767,
Klas: HABSVT2B
Domein: Business, Finance & Law
Opleiding: Business Studies
Vak: OE31 International Business
Opdrachtgever: Hogeschool Inholland Haarlem
Docent/begeleider: Kees van Dam
Inleverdatum: 10 januari 2021
2
,Voorwoord
Dit rapport is geschreven voor het vak International Business (OE31). Voor het
onderzoek is er een export beleidsplan geschreven met een daarbij horende
marketingstrategie. Er is voor dit onderzoek gekozen voor het bedrijf NXT Level
Sports Nutrition, wat een dochteronderneming is van Basic-Fit.
Hierbij willen wij onze docent en begeleider bedanken, Kees van Dam, voor het
onderwijs, de begeleiding en de feedback voor dit rapport. Daarnaast willen wij ook
NXT Level Sports Nutrition en Jeroen Cozijnsen bedanken voor alle informatie van
het bedrijf en zijn begeleiding daarbij.
Haarlem, 10 januari 2021.
3
, Executive summary
In this report you can read the export policy plan related to the assignment for the
International Business class. The export policy plan is made for a Dutch company
called NXT Level Sport Nutrition. The preparation of the export policy plan consists of
three phases: the internal and external analysis, the strategy and the implementation.
The mission of NXT Level Sports Nutrition is to make sports nutrition affordable,
accessible and understandable. The vision of the company is to deliver the best
quality products, this is also the target of the company. The target group of NXT
Level Sports Nutrition are all different kind of athletes. There is no specific
internationalization strategy that NXT Level Sports Nutrition uses, but the company is
very focused to grow more and more in the countries where they are currently active.
It is attractive for NXT Level Sports Nutrition to export to Germany. This is partly due
to the number of inhabitants, the size of the country and the enthusiasm for the
products of NXT Level Sports Nutrition. There are many more possibilities and
opportunities to reach and expand to many gyms. The hierarchical entrance strategy
is the best strategy, because the company owns and controls the foreign imports all
by itself. Looking at the different factors (internal and external) this is the most
obvious choice. The brand strategy concluded that NXT Level Sports Nutrition should
focus on the insight of the relevant audience. For the positioning strategy it has been
determined that NXT Level Sports Nutrition should continue to take care of the
targets of the customer, through the website, the vending machines and current
hospitality points.
The company is a subsidiary of Basic-Fit and this falls under a private company with
subsidiary. Because NXT Level Sports Nutrition is a subsidiary, the liability lies with
Basic-Fit. Germany, just like the Netherlands, is located in the European Union,
which means that no export declaration has to be made and no import duties have to
be paid. This ensures that there is more money left to invest in other investments
such as marketing. There are currently few or no competitors in Germany. So, it is
recommended to start exporting to Germany with the hierarchical entry strategy, this
brings the most benefits. A big advantage is that Germany will be a new market for
NXT Level Sport Nutrition where a lot of customers can be reached, and new
opportunities are created. The focus of the marketing activities is mainly on location
in the sports clubs. That is also the most important sales point for the products and
where interaction takes place with the (future) customer.
Inhoudsopgave
Voorwoord.................................................................................................................................................... 3
Executive summary........................................................................................................................................ 4
Hoofdstuk 1: Inleiding.................................................................................................................................... 9
Hoofdstuk 2: Besluit om te internationaliseren............................................................................................. 10
2.1. Algemene informatie ................................................................................................................................10
4
Auteurs:
Kim van Esch, 648299,
Laura Scholten, 645772,
Wendy Joore, 625127,
Maxine Voorneveld, 647855,
Kimberly Constant, 637767,
Klas: HABSVT2B
Domein: Business, Finance & Law
Opleiding: Business Studies
Vak: OE31 International Business
Opdrachtgever: Hogeschool Inholland Haarlem
Docent/begeleider: Kees van Dam
Inleverdatum: 10 januari 2021
2
,Voorwoord
Dit rapport is geschreven voor het vak International Business (OE31). Voor het
onderzoek is er een export beleidsplan geschreven met een daarbij horende
marketingstrategie. Er is voor dit onderzoek gekozen voor het bedrijf NXT Level
Sports Nutrition, wat een dochteronderneming is van Basic-Fit.
Hierbij willen wij onze docent en begeleider bedanken, Kees van Dam, voor het
onderwijs, de begeleiding en de feedback voor dit rapport. Daarnaast willen wij ook
NXT Level Sports Nutrition en Jeroen Cozijnsen bedanken voor alle informatie van
het bedrijf en zijn begeleiding daarbij.
Haarlem, 10 januari 2021.
3
, Executive summary
In this report you can read the export policy plan related to the assignment for the
International Business class. The export policy plan is made for a Dutch company
called NXT Level Sport Nutrition. The preparation of the export policy plan consists of
three phases: the internal and external analysis, the strategy and the implementation.
The mission of NXT Level Sports Nutrition is to make sports nutrition affordable,
accessible and understandable. The vision of the company is to deliver the best
quality products, this is also the target of the company. The target group of NXT
Level Sports Nutrition are all different kind of athletes. There is no specific
internationalization strategy that NXT Level Sports Nutrition uses, but the company is
very focused to grow more and more in the countries where they are currently active.
It is attractive for NXT Level Sports Nutrition to export to Germany. This is partly due
to the number of inhabitants, the size of the country and the enthusiasm for the
products of NXT Level Sports Nutrition. There are many more possibilities and
opportunities to reach and expand to many gyms. The hierarchical entrance strategy
is the best strategy, because the company owns and controls the foreign imports all
by itself. Looking at the different factors (internal and external) this is the most
obvious choice. The brand strategy concluded that NXT Level Sports Nutrition should
focus on the insight of the relevant audience. For the positioning strategy it has been
determined that NXT Level Sports Nutrition should continue to take care of the
targets of the customer, through the website, the vending machines and current
hospitality points.
The company is a subsidiary of Basic-Fit and this falls under a private company with
subsidiary. Because NXT Level Sports Nutrition is a subsidiary, the liability lies with
Basic-Fit. Germany, just like the Netherlands, is located in the European Union,
which means that no export declaration has to be made and no import duties have to
be paid. This ensures that there is more money left to invest in other investments
such as marketing. There are currently few or no competitors in Germany. So, it is
recommended to start exporting to Germany with the hierarchical entry strategy, this
brings the most benefits. A big advantage is that Germany will be a new market for
NXT Level Sport Nutrition where a lot of customers can be reached, and new
opportunities are created. The focus of the marketing activities is mainly on location
in the sports clubs. That is also the most important sales point for the products and
where interaction takes place with the (future) customer.
Inhoudsopgave
Voorwoord.................................................................................................................................................... 3
Executive summary........................................................................................................................................ 4
Hoofdstuk 1: Inleiding.................................................................................................................................... 9
Hoofdstuk 2: Besluit om te internationaliseren............................................................................................. 10
2.1. Algemene informatie ................................................................................................................................10
4
