Samenvatting

Bax.shop.nl is an online music store for DJs, producers and musicians. The last few years Bax-shop.nl is dealing with fast growing developments. Due to these developments there has been chosen to launch an online store for France at the beginning of 2013, and as this store has been launched, Bax-shop.nl anticipates in extending its customer market. Besides, it has been considered relevant to compete with its competitors as for instance its main competitor, Thomann, the largest online music store in Germany. The essentialness for Bax-shop.nl to keep up with Thomann is to such an extent of importance that an export-research plan has been written with the focus lying on the following central question: Which countries in Western Europe are most profitable for Bax-shop.nl to expand in? In order for this question to be answered, the filtermodel has been applied.
The purpose of this model is to select out with help of certain criteria the following fourteen countries: Iceland, Norway, Sweden, Finland, United Kingdom, Ireland, Denmark, Switzerland, Austria, Germany, Spain, Portugal, Italy and Greece.
In the first phase, also called the pre-phase, financial criteria have been treated. The results have been very distinct; Norway has pointed out to possess the best financial status with a maximum score whereas Spain, Italy, Greece and Portugal scored poorly and were therefore selected out from further research. In addition to the financial criteria, there has been taken a look at the internationalisation motives as well, which resulted in the exclusion of Germany and Iceland.
In the second phase the criteria in the field of internet were being applied namely: internet use, e-commerce, enterprise turnover from e-commerce, transportation costs, delivery days and import restrictions. These criteria have been applied to Norway, Sweden, Finland, United Kingdom, Denmark, Switzerland, Austria and Ireland which resulted in the exclusion of Ireland, Switzerland and Finland to the third filter for final research.
The third and final filter reveals the competition and special product demands among previous called remaining countries. By looking critically at these aspects, the outcome of the final filter has resulted in selecting Norway, Sweden and the United Kingdom as potential countries for exportation since there is no sole best option. The election on where to export first is depending on Bax-shop.nl's wishes. When exporting to the United Kingdom for instance, one must handle with a large pool of competitors comparing to Norway and Sweden. On the other hand, most residents are established in the United Kingdom; subsequently the United Kingdom will offer more potential customers. Moreover, Bax-shop.nl's staff is able to work with the English language. On the contrary, the Norwegian have more money to spend than the English and their internet use shows a higher percentage. Looking at Sweden, the delivery days are attractive as well as their income and their internet use.