Samenvatting

This report presents a detailed analysis of the German market concerning the bedding industry as well as a detailed recommendation to Royal Textile on whether they should enter the German market and how. Therefore the focus of this report refers to further expansion of Royal Textile on the European market. As a result a central research question was formulated How can Royal Textile effectively- enter the German market with its newly unknown “So Cute” bedding collection? Thereby different marketing tools and models are integrated in order to answer the stated question. Furthermore articles, books and websites were used to highlight relevant information on the position of Royal Textile. Qualitative research is applied to gain knowledge on the German bedding industry. With this interviews were conducted and information of E-mails received is processed in the report as well.
As Stated in the company description Royal Textile is one of the biggest wholesalers and distributors of bedding (incl. blankets, mattresses, pillows, covers.)in the Benelux (royal textile,2015). The company has plans to expand and is already determined to export to Germany. The organisation has been given the licensee to launch and sell a new brand of bed textiles namely So Cute. So Cute is a new young Dutch brand especially meant for young girly girls. The export plan will focus on a Business- to- Business selling approach, this means reselling to wholesalers and retailers in Germany. It gives the company the opportunity to create brand awareness, hence a fast way in selling and promoting the new product.
In 25 years the company grew tremendously and created a concept of products with a good price quality ratio with a wide and deep product range available for a broad target group. The internal analysis shows a company that is dynamic and also modern due to social media activities. However the company faces some obstacles regarding a small distribution centre and less manpower to organize international activities. The external analysis demonstrates that the German market complies with different packing regulations and that they are very environment driven, hence CSR and sustainable features in products are highly appreciated. According to Marketline entering the German home textiles market is easy, however the threat of competitive rivalry is high. Royal textile should create a unique selling position in order to keep up with these competitors.
The recommendations chapter of this report is created by applying the Marketing Mix. Royal Textile should consider promotional activities among the individual customer as well in gaining more interest, thereby wholesalers and retailers could encounter customer needs. Social media for instance is an important channel. Furthermore price setting is advisable as it
gives German consumers and businesses the opportunity to experience the quality of the product and increases brand recognition. Finally it is advisable to enter the German market via indirect export. Eventually the company could hire German business experts to increase the likelihood of success on the German market.