Samenvatting

Trendy Speelgoed is a Dutch online web shop that offers trendy toys to its customers. The company was established in 2004.
The company is considering launching a web shop in Germany where it will offer its trendy toys. Internationalization is attractive for many companies. It has its advantages, but also its disadvantages. Therefore, the research question of this paper is the following: Should Trendy Speelgoed enter the German market with an online store? In order to answer the main research question, different sources of information were used, including books, articles and sources on the internet. Furthermore, field research was used in the form of a survey on the online shopping behavior of Germans.
The main target group of Trendy Speelgoed is mothers with children, and everyone related to a child. The company offers different kinds of toys than other toy shops, which is what distinguishes it from its competitors. The company does not sell the most well-known toy brands such a Barbie or Lego.
The main competitor in the German market is Amazon. Amazon is the only company in Germany that offers almost all the toys that Trendy Speelgoed does. The biggest difference is that Amazon is not specialized in trendy toys.
At this moment Trendy Speelgoed is satisfied with its position in the Dutch market. However, the company is considering internationalization to increase its sales and the brand awareness.
The SWOT analysis shows that Trendy Speelgoed has a shortage of employees and that there is no brand awareness in Germany. The biggest advantage of the company is that its Dutch customers are very loyal.
The company should enter the German market with an online store. The best entry strategy is direct export. In the first year of launching the online store a profit of €78,000 is expected.