A MARKETING STRATEGY FOR
THE
GERMAN MARKET OF FLEXTRASH
TO BOOST OVERALL SALES
Amsterdam School of Internatonal Business
International Business & aanuuauues
Sanne Cuperus | Bachelor thesis | Amsteredam June 2018
Cees Rensen & Evelyn Euuer
,A MARKETING STRATEGY FOR THE GERMAN
MARKET OF FLEXTRASH TO BOOST OVERALL
SALES
Bachelor Thesis
Sanne Cuperus
500706947
Amsterdam, June 2018
Amsterdam University of Applied Science (AUAS)
Amsterdam School of International Business (AMSIB)
International Business & Languages
Supervisor: C.Rensen
Assessor: E. Egger
Company: Flextrash
2
Sanne Cuperus – Bachelor Thesis – June 2018
,Executive summary
Flextrash was founded in 2015 by B. Filippini and focusses on sellinu portable and sustainable waste
bins, made of recycled and biodeuradable materials. Afer the launch of the products on the Dutch
market, the company quickly decided to sell its products on the German market as part of its
business to consumer (B2C) urowth strateuy. aimited market research showed that Germany could
be an interestinu market for the company due to the hiuh environmental consciousness and interest
in sustainable products amonu the population. owever, this trend was not further researched by
the company and a supportinu marketinu strateuy to sell the products was lackinu. Based on this
analysis, the followinu main question was formulated: “What online marketinu strateuy should
Flextrash implement in order to increase B2C sales with 25% by the end of 2018.” This main question
was divided into four sub questions which derived from several theoretical perspectives on the
subjects of cross culture, (diuital) marketinu and consumer behaviour. The study was examined by
usinu a combination of primary quantitative and qualitative research and secondary research. The
primary qualitative data was uathered by a structured e-mail interview with a German marketinu
expert and qualitative data was collected by carryinu out a survey amonust the potential taruet
uroup.
First of all, afer researchinu the current needs and wants of the German population it became
evident that hiuh educated individuals with a middle to hiuh income show an interest in sustainable
products. Moreover, a cultural analysis showed that the level of formality in Germany miuht be a
threat for the company as Flextrash purposely uses an informal approach to its customers. Besides,
the internal marketinu activities were assessed and it became clear that the company has a unique
concept, products of hiuh quality and a solid website. Nevertheless, the marketinu performance with
reuards to search enuine optimiiation (SES) and social media of the company is rather poor due to
an understafed marketinu team and a limited marketinu buduet. Also, the competitor analysis
showed that all competitors have a stronuer SES and social media strateuy than Flextrash. aastly,
research showed that Germans are primarily infuenced by the quality and price of a product in the
buyinu process. Additionally, the research indicated that Germans require much information throuuh
larue product descriptions, are hesitant buyers and rely on the unique sellinu points (USP’s) of a
company.
Based on the fndinus of the research, Flextrash is recommended to implement an online marketinu
strateuy that includes hirinu a German speakinu online marketinu employee, uuerrilla marketinu,
content marketinu, social media marketinu, search enuine marketinu and optimiiation and atendinu
trade fairs in Germany. The implementation costs for the marketinu plan will approximately account
for €23.404 in total and the associated benefts will be €23.570 resultinu in a neuative net beneft of
€166. owever, the company has to understand that it has to invest in marketinu activities when it
wishes to create brand awareness and increase sales. All recommendations will be executed by the
current marketinu team and the new marketinu employee of Flextrash.
3
Sanne Cuperus – Bachelor Thesis – June 2018
, Table of Contents
EXECUTIVE SUMMARY.......................................................................................................................3
CHAPTER 1: INTRODUCTION..............................................................................................................6
1.1 BACKGRSUND SF T E RESEARC .........................................................................................................6
1.2 CSMPANY DESCRIPTISN.....................................................................................................................6
1.3 PRSBaEM ANAaYSIS...........................................................................................................................7
1.3.1 Current situatin...................................................................................................................7
1.3.2 Desired situatin...................................................................................................................7
1.3.2 Gap between the current and desired situatin....................................................................7
1.3.3 The ibjectie.........................................................................................................................8
1.4 SRGANISATISN SF T E REPSRT...........................................................................................................8
CHAPTER 2: THEORETICAL FRAMEWORK...........................................................................................9
2.1 INTRSDUCTISN.................................................................................................................................9
2.2 T ESRETICAa PERSPECTIVES SN T E TSPIC.............................................................................................9
2.2.1 Criss cultural diferences......................................................................................................9
2.2.2 (Digital) Market Strategy and the Marketng Mix...............................................................11
2.2.3 Cinsumer behaiiiur...........................................................................................................13
2.3 SEaECTISN AND JUSTIFICATISN SF T ESRY TS BE APPaIED.......................................................................15
2.4 aIMITATISNS SF T E SEaECTED T ESRY...............................................................................................16
2.5 SUB QUESTISNS..............................................................................................................................16
CHAPTER 3: METHODOLOGY...........................................................................................................17
3.1 INTRSDUCTISN...............................................................................................................................17
3.2 RESEARC QUESTISNS AND APPaIED MET SDS.....................................................................................17
3.3 REaIABIaITY & VAaIDITY....................................................................................................................20
3.4 ET ICAa ISSUES...............................................................................................................................20
3.5 CSNCaUSISN..................................................................................................................................20
W AT ARE T E T REATS REGARDING CSMPETITISN T AT CSUaD AFFECT T E BUSINESS SUCCESS SF FaEXTRAS IN
GERMANY?..........................................................................................................................................21
CHAPTER 4: REACHING THE GERMAN SUSTAINABLE CONSUMER....................................................23
4.1 INTRSDUCTISN...............................................................................................................................23
4.3 CSNTENT ANAaYSIS SN T E INTERVIEW RESUaTS...................................................................................23
4.4 DESCRIPTIVE STATISTICS SN T E SURVEY RESUaTS..................................................................................24
4.5 SEGMENTATISN SF T E SUSTAINABaE CSNSUMER.................................................................................26
4.6 SUMMARY SF T E FINDINGS.............................................................................................................27
CHAPTER 5: THE CULTURAL BUSINESS DIFFERENCES BETWEEN GERMANY AND THE NETHERLANDS
........................................................................................................................................................27
5.1 INTRSDUCTISN...............................................................................................................................27
5.2 A CSUNTRY CSMPARISSN SF GERMANY AND T E NET ERaANDS BY SFSTEDE INSIG TS.............................27
5.3 T E CSMMUNICATISN STYaE SF T E GERMAN PSPUaATISN....................................................................29
5.4 SUMMARY SF T E FINDINGS.............................................................................................................29
CHAPTER 6: THE CURRENT MARKETING PERFORMANCE OF FLEXTRASH AND ITS COMPETITORS....29
6.1 INTRSDUCTISN...............................................................................................................................29
6.2 INTERNAa MARKETING ANAaYSIS.........................................................................................................30
6.3 CSMPETITSR ANAaYSIS.....................................................................................................................31
6.4 SUMMARY SF T E FINDINGS.............................................................................................................34
CHAPTER 7: INFLUENCING THE BUYING BEHAVIOUR OF THE POTENTIAL TARGET GROUP...............35
7.1 INTRSDUCTISN...............................................................................................................................35
4
Sanne Cuperus – Bachelor Thesis – June 2018
THE
GERMAN MARKET OF FLEXTRASH
TO BOOST OVERALL SALES
Amsterdam School of Internatonal Business
International Business & aanuuauues
Sanne Cuperus | Bachelor thesis | Amsteredam June 2018
Cees Rensen & Evelyn Euuer
,A MARKETING STRATEGY FOR THE GERMAN
MARKET OF FLEXTRASH TO BOOST OVERALL
SALES
Bachelor Thesis
Sanne Cuperus
500706947
Amsterdam, June 2018
Amsterdam University of Applied Science (AUAS)
Amsterdam School of International Business (AMSIB)
International Business & Languages
Supervisor: C.Rensen
Assessor: E. Egger
Company: Flextrash
2
Sanne Cuperus – Bachelor Thesis – June 2018
,Executive summary
Flextrash was founded in 2015 by B. Filippini and focusses on sellinu portable and sustainable waste
bins, made of recycled and biodeuradable materials. Afer the launch of the products on the Dutch
market, the company quickly decided to sell its products on the German market as part of its
business to consumer (B2C) urowth strateuy. aimited market research showed that Germany could
be an interestinu market for the company due to the hiuh environmental consciousness and interest
in sustainable products amonu the population. owever, this trend was not further researched by
the company and a supportinu marketinu strateuy to sell the products was lackinu. Based on this
analysis, the followinu main question was formulated: “What online marketinu strateuy should
Flextrash implement in order to increase B2C sales with 25% by the end of 2018.” This main question
was divided into four sub questions which derived from several theoretical perspectives on the
subjects of cross culture, (diuital) marketinu and consumer behaviour. The study was examined by
usinu a combination of primary quantitative and qualitative research and secondary research. The
primary qualitative data was uathered by a structured e-mail interview with a German marketinu
expert and qualitative data was collected by carryinu out a survey amonust the potential taruet
uroup.
First of all, afer researchinu the current needs and wants of the German population it became
evident that hiuh educated individuals with a middle to hiuh income show an interest in sustainable
products. Moreover, a cultural analysis showed that the level of formality in Germany miuht be a
threat for the company as Flextrash purposely uses an informal approach to its customers. Besides,
the internal marketinu activities were assessed and it became clear that the company has a unique
concept, products of hiuh quality and a solid website. Nevertheless, the marketinu performance with
reuards to search enuine optimiiation (SES) and social media of the company is rather poor due to
an understafed marketinu team and a limited marketinu buduet. Also, the competitor analysis
showed that all competitors have a stronuer SES and social media strateuy than Flextrash. aastly,
research showed that Germans are primarily infuenced by the quality and price of a product in the
buyinu process. Additionally, the research indicated that Germans require much information throuuh
larue product descriptions, are hesitant buyers and rely on the unique sellinu points (USP’s) of a
company.
Based on the fndinus of the research, Flextrash is recommended to implement an online marketinu
strateuy that includes hirinu a German speakinu online marketinu employee, uuerrilla marketinu,
content marketinu, social media marketinu, search enuine marketinu and optimiiation and atendinu
trade fairs in Germany. The implementation costs for the marketinu plan will approximately account
for €23.404 in total and the associated benefts will be €23.570 resultinu in a neuative net beneft of
€166. owever, the company has to understand that it has to invest in marketinu activities when it
wishes to create brand awareness and increase sales. All recommendations will be executed by the
current marketinu team and the new marketinu employee of Flextrash.
3
Sanne Cuperus – Bachelor Thesis – June 2018
, Table of Contents
EXECUTIVE SUMMARY.......................................................................................................................3
CHAPTER 1: INTRODUCTION..............................................................................................................6
1.1 BACKGRSUND SF T E RESEARC .........................................................................................................6
1.2 CSMPANY DESCRIPTISN.....................................................................................................................6
1.3 PRSBaEM ANAaYSIS...........................................................................................................................7
1.3.1 Current situatin...................................................................................................................7
1.3.2 Desired situatin...................................................................................................................7
1.3.2 Gap between the current and desired situatin....................................................................7
1.3.3 The ibjectie.........................................................................................................................8
1.4 SRGANISATISN SF T E REPSRT...........................................................................................................8
CHAPTER 2: THEORETICAL FRAMEWORK...........................................................................................9
2.1 INTRSDUCTISN.................................................................................................................................9
2.2 T ESRETICAa PERSPECTIVES SN T E TSPIC.............................................................................................9
2.2.1 Criss cultural diferences......................................................................................................9
2.2.2 (Digital) Market Strategy and the Marketng Mix...............................................................11
2.2.3 Cinsumer behaiiiur...........................................................................................................13
2.3 SEaECTISN AND JUSTIFICATISN SF T ESRY TS BE APPaIED.......................................................................15
2.4 aIMITATISNS SF T E SEaECTED T ESRY...............................................................................................16
2.5 SUB QUESTISNS..............................................................................................................................16
CHAPTER 3: METHODOLOGY...........................................................................................................17
3.1 INTRSDUCTISN...............................................................................................................................17
3.2 RESEARC QUESTISNS AND APPaIED MET SDS.....................................................................................17
3.3 REaIABIaITY & VAaIDITY....................................................................................................................20
3.4 ET ICAa ISSUES...............................................................................................................................20
3.5 CSNCaUSISN..................................................................................................................................20
W AT ARE T E T REATS REGARDING CSMPETITISN T AT CSUaD AFFECT T E BUSINESS SUCCESS SF FaEXTRAS IN
GERMANY?..........................................................................................................................................21
CHAPTER 4: REACHING THE GERMAN SUSTAINABLE CONSUMER....................................................23
4.1 INTRSDUCTISN...............................................................................................................................23
4.3 CSNTENT ANAaYSIS SN T E INTERVIEW RESUaTS...................................................................................23
4.4 DESCRIPTIVE STATISTICS SN T E SURVEY RESUaTS..................................................................................24
4.5 SEGMENTATISN SF T E SUSTAINABaE CSNSUMER.................................................................................26
4.6 SUMMARY SF T E FINDINGS.............................................................................................................27
CHAPTER 5: THE CULTURAL BUSINESS DIFFERENCES BETWEEN GERMANY AND THE NETHERLANDS
........................................................................................................................................................27
5.1 INTRSDUCTISN...............................................................................................................................27
5.2 A CSUNTRY CSMPARISSN SF GERMANY AND T E NET ERaANDS BY SFSTEDE INSIG TS.............................27
5.3 T E CSMMUNICATISN STYaE SF T E GERMAN PSPUaATISN....................................................................29
5.4 SUMMARY SF T E FINDINGS.............................................................................................................29
CHAPTER 6: THE CURRENT MARKETING PERFORMANCE OF FLEXTRASH AND ITS COMPETITORS....29
6.1 INTRSDUCTISN...............................................................................................................................29
6.2 INTERNAa MARKETING ANAaYSIS.........................................................................................................30
6.3 CSMPETITSR ANAaYSIS.....................................................................................................................31
6.4 SUMMARY SF T E FINDINGS.............................................................................................................34
CHAPTER 7: INFLUENCING THE BUYING BEHAVIOUR OF THE POTENTIAL TARGET GROUP...............35
7.1 INTRSDUCTISN...............................................................................................................................35
4
Sanne Cuperus – Bachelor Thesis – June 2018
