Netherlands

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- Economic climate

Opportunities

- Good climate where there’s a big market to grow in

- Effective government and good law, trade and commerce[pic 2]

- Netherlands are a capital strong country

- Trends

Threats

- B2B market, networking is a vital and difficult to work yourself into

- Learning to communicate to Dutch habits

Opportunities

- (trends summed up above) → Ingrizio’s focus

- competitors

Threats

- R&D to address these trends

Opportunities

- Contact with customers who answer to these trends

Threats

- Already big companies prominent in this market

Market approach

→ Adapt to trends and get in contact with customers who want to distribute these products

Main issues

We still need a lot of field research to get to know these trends. What flavours, ingredients contain these trends? Also getting in contact with the companies who want to get aboard.

2. Market Research

2.1. Market research approach

2.1.1. Research problem and goal: What do have to investigate? (e.g. no knowledge about brand likeability = research problem. Research goal: map the current brand likeability in all its aspects.)

Research problem: -A lack of information about the needs and wants of the clients(companies) in the food industry

-What the consumer wants in case of ingredients

Research goal: -Having a better view on the needs and wants of the clients(companies) in the food industry

-Having a list of all the food and healthy ingredients that the consumer wants and how it will develop

-Find new opportunities on the Dutch market for the company

2.1.2. Management Goals: what actions do you and the company want to take based on the results? (e.g. deciding on the exact product offer, defining our target group, define a new branding strategy)

-Deciding what kind of food and health ingredients will be successful to export to the Netherlands.

-Defining which companies are worthy to trade with and which companies Ingrizo must compete with.

-Finding the right business partners to work with/deliver to

2.1.3. Main Research Topics: what are your questions? (e.g. Profiling consumers, Brand awareness, Brand evaluation, Campaign evaluation)

-Profiling consumers: Who is the consumer?

What is the context of the consumer?

What kind of food products do they buy?

Do they buy pet food?

Do they find quality important?

Do they use/buy natural products?

Do they attach a lot of attention to E-numbers?

What are for them the food hypes?

-Profiling competitors and potential clients: What’s the context of the competitors and clients? Which part of the food sector?

What is the best price strategy to them?

What means service to them?

Do they work with clean label? High quality or low quality products?

How do they deal with suppliers?

In what way is food innovation important to them?

2.1.4. Methodology

2.1.4.1. Qualitative research:

- Method + why you choose this method (which Research Topics are you going to answer with your qualitative research?)

- Participant profile & recruitment: who are you going to question (detailed profile) and why? How are you going to recruit these people, how many participants do you need?

- Content: Include your detailed conversation guide / Interview guideline / …

We are going to do an interview because it’s more personal, easier to get honest, you get more open answers because there is less pressure on the candidates.

Our research topic are the questions about profiling competitors and potential clients.

We are going to interview business leaders of other companies (potential clients) in the food sector who makes food products of the ingredients delivered. When we are about to do the interview we will get a better view of what kind of food sector they’re in for example the pet food industry or supplements industry. We will need this to know which ingredients Ingrizo should export and which they shouldn’t. We also interview to know which suppliers the potential clients already have. These suppliers are competitors for Ingrizo on the Dutch market and how they differentiate them. Our interview will be a skype interview if the business leaders are situated on the other side of the country otherwise if they are closer situated we will go to them to take the interview in person. We will need about 10 participants to have a small sample of the market. This sample is a random group of companies in the food sector. In that way we can’t cheat and pick our preferences.

Interview guideline

Introduction

-Wie bent u?

-Wat doet uw onderneming?