Samenvatting

The purpose of this report is to conduct a research for Study-Globe in order to gain more knowledge about the lackof popularity for German language courses. Consequently the central question of this report is "How can Study-Globe increase its market share in German language courses in the Netherlands and Belgium?".
In order to answer the central question several research methods are used. The main methods used in this report are desk research, observations and a survey. Via these methods valuable information was gained about the competitors,the customer and the language itself.
The main competitor is a German language course given in the Netherlands instead of abroad. This due to the fact that these courses are cheaper for the customer. Mostly customers do not have to pay for accommodation, because they can remain at home and travel to the course each day.
Another important aspect is that Study-Globe focuses on the target group from 16 years and older and mostly the group of young people who are still going to school. For the German language, research showed that it is more important to switch focus to young professionals who recently graduated, started job hunting or are working. This group often knows when they need the language in daily business life and are therefore more willing to pay for a course.
This does not mean they have to forget their second target group for other language courses. They only need to be aware of the fact that the German language should be more promoted amongst the people who are already working and use minor adjustments when there is an opportunity for other target groups. The main thing of the company is selling language courses. Currently the focus is still on young people who go to school, while they should try to reach business life more. When reaching this business life, German will be a more chosen language.