Samenvatting

International expansion has never been easy, but the global economy is changing, cultural and language barriers are fading and this facilitates companies in conducting business across the world. This paper explains different factors such as the internal analysis, but also the external analysis and the different kinds of entry strategies. This was essential to give the best entry strategy for Victoria's Secret to enter the Dutch market.
The first part of the report focuses on the internal analysis. The company's, product and market description is given. Victoria's Secret is a company that sells lingerie, women's wear and beauty products. Since 1977, the company has grown tremendously. It still has potential to grow even further and conquer different markets such as the European market and more specifically, the Dutch market.
The external analysis has identified that there is definitely a market for Victoria's Secret in the Netherlands.
Entering the Dutch market can be beneficial for Victoria's Secret, because entering a new market could lead to new financial opportunities and a broader customer base. To enter the Dutch market, Victoria's Secret needs to consider three options; direct export, indirect export and cooperative export. Cooperative export means entering the export market with another company. This is not an obvious option since the risk is higher and it can also result in changing the image of the brand. The brand image is one of the reasons why consumers are attracted to buy the products; therefore cooperative export is not an option. Direct export on the other hand, comes close to the Victoria's Secret way of thinking. Direct export is an entry strategy that Victoria's Secret is familiar with, as they have implemented this in the United States of America as well. The Dutch and the American markets share many similarities. Besides this, direct export means that the company remains in control of the production process and they can implement their strategy as they wish.