Samenvatting

Van der Breggen is a Dutch company specialized in syrup waffles and other biscuits. Through the years the company has been innovating and has adapted to new trends. This paper was written to answer the central question: Is it interesting for van der Breggen to export their syrup waffles to France and what does the company need to consider when entering the French market? In order to give an adequate answer, research has been done and the outcome is presented in this report. The internal analysis of van der Breggen outlines the strengths and weaknesses of the company. The conclusion of this analysis is that van der Breggen is ready to enter a new market. Although the brand and product are not known in France, the company already has experience in the international market and offers a high quality product for a good price. The external analysis investigates the accessibility of the French market. The conclusion is that France is an accessible market for van der Breggen. France has a high consumption of biscuits and has a very developed logistic system. Although the trust of the customer has declined and there is a trend to eat healthier, the opportunities prevail over the threats. In the SWOT analysis the internal and external analysis are linked and to balance out the strengths, weaknesses, opportunities and threats, several strategic options were given. In the French business culture the negotiations are done with a mediator in the form of a commercial agent or ‘Voyageur Représentant Placier’. This person helps the company enter the market because they know the market very well and have a lot of business contacts. Another entry strategy is through an international joint venture with an established company in France. This strategy minimizes the risks and costs. Furthermore van der Breggen needs to start a strong promotion campaign to become a strong competitor. The last advice is to update the e-commerce activities to utilize as a marketing tool. The SWOT analysis formed the basis for the elements of the marketing mix and lead to the following advice:
Product: The packaging of the product can remain the same, the name however needs to be adjusted to a name easy to pronounce and remember for the French.
Promotion: Van der Breggen needs a strong marketing campaign to introduce the product in France. Sampling in stores, advertisement in printed media and television reaches a lot of people, a radio commercial is also important. Internet is becoming more important and van der Breggen should focus on the e-commerce possibilities as well.
Place: The population of the region of Paris is the highest; therefore it is important that syrup waffles are available in the region in super- and hypermarkets, gas stations, canteens and in stands near public transport. Paris has a well developed logistic system; therefore the distribution will be easy.