Samenvatting

After previous research Plus Holding BV has decided to start with the import of the Argentinean beach cruiser. This is a striking and fashionable bicycle from Argentina. The idea of the company is to sell this bicycle via an international export website. On this website the cruiser and all other kinds of a-quality products will be sold for a low price. For the past four months field and desk research have been conducted for Plus Holding BV to find out how the company can promote and distribute the website and the cruiser in the Netherlands. And, to find out if people are prepared to buy the bicycle and other a-quality products via the company's website.
The strategy chosen in this report is based on how the website should be successfully built up and which promotion tools should be used in order to sell the bicycles. A survey has been conducted in order to find out what people think about the idea of the company to sell the cruiser via an international export website. The results of this survey are positive for the company; a majority of the people interviewed is of opinion that the idea of the company to sell cruisers and other a-quality products via the website of the company can become a success. Besides, the majority of these respondents are also interested in purchasing the company's cruiser. Therefore, it is recommended to make the website as soon as possible to start with the sale of the cruisers. However, good promotion of the website is necessary in order for people to know about the existence of the website.
Therefore, the company should start immediately with the promotion of the website/ cruiser as soon as the website is ready. The company can use Hyves,Google, sponsoring, direct mailing, advertisement and personal marketing to promote the website/ bicycle. However, due to the economic crisis, the company's financial position is quite weak at this moment. Therefore, it is recommended to start using promotion tools that are effective but not too expensive. One can think about Hyves, Google, direct mailing and personal marketing. The cruiser is a unique, a-quality, low priced bicycle that has a competitive advantage when looking at the price/quality ratio. For this
reason, it is recommended to position the bicycle on the Dutch market as a unique, a-quality bicycle for a low price. The company can realise this by showing the unique characteristics of the cruiser on the website by using 2-D animations and 3-D visualisations. Finally, the company must make sure that the website of the company is an effective online web shop. This means that the buying process must stay central on the website. Therefore, it is recommended that the company adopts different website features on its website in order to create an effective equipped online web shop. For the distribution of the bicycles throughout the Netherlands, BTH can be used as a logistic player. BTH is a recognized logistic player and has years of
experience in the distribution of several goods.