Samenvatting

‘De Verse Maaltijd’ is a leading company of different food concepts. The company is specialized in
the preparation of fresh and healthy meals for different target groups. The new concept of De Verse
Maaltijd, DinnerFresh, is a slightly different and very challenging. This concept offers fresh and
healthy meals for a reasonable price. The food delivery service targets an international youngminded
audience between the ages of 18 and 25 years old.
Due to a growing food-only retail market and the new concept, DinnerFresh could become the next
big thing among students internationally. This export plan has explored the possibilities of further
international expansion of De Verse Maaltijd with their new Dutch label, DinnerFresh. Germany is
the chosen country because it is a country with a lot of students, possibilities for start-ups and
successful stories about other delivery companies. Therefore, the research question is: ‘What is the
best strategy for De Verse Maaltijd to export their new concept DinnerFresh to Germany?’
Both desk and field research were conducted to discover the answer of the research question and
the sub questions. This export plan indicated DinnerFresh’s market description and analysed the
strengths and weaknesses. The external aspects influencing the company were analysed through
the different analyses. The findings of the strategic options were explained through the
confrontation matrix. In order to get a better understanding of the perceptions of the customers
about DinnerFresh, a test panel and survey were conducted among several Dutch students in a
student house in Leiden and German students from different German Universities.
Based on the results of this report, it can be concluded that there are some market opportunities for
DinnerFresh in Germany, which means that it will not be unsuccessful when starting to export.
After analysing DinnerFresh’s strategies, it is clear that the company does need to amend its
strategy a little; it requires some adjustments. For a successful export strategy of DinnerFresh to
Germany, the company need to pay a lot of attention to the improved marketing mix. It is
recommended to target the German students between 18 – 25 years old who are living in the top
ten student cities of the country. It is recommended to start with a direct export channel, in
collaboration with sales representatives and later on with brand ambassadors. Furthermore, it is
advised to keep the CSR and low pricing strategy. Besides those strengths, the company can
benefit from various factors that their competitors are already implementing in their export
strategy. Factors like online marketing strategy, developing a mobile app, a more diversified
product assortment and collaboration with food bloggers and chefs.