Samenvatting

This thesis intends to find out how CityFilm can export its concept successfully in order to enter a new market.
CityFilm is a small Dutch media marketing company that successfully creates promotional destination videos of cities, presenting them worldwide to the wealthy customer through professional videos, covering the highlights, hotspots and high-end hospitality business. The concept informs the customer as fully as possible in a short film via different broadcasting channels. CityFilm was established in 2008, starting in the Dutch market, slowly expanding outside the borders to Belgium, South-Africa, Turkey and the United Arab Emirates. Since the company strives to be the world's largest city promoter, it aims at continuous expansion to different countries and markets, hence the research on new markets.
This report aims to answer the central question: "How can CityFilm export its concept successfully to São Paulo?"
By means of market research, surveys, analyses (SWOT, DESTEP, Porter) and private contact the information has been retrieved to answer this question and in order to find out what the first step for CityFilm should be to enter the market of São Paulo.
Several requirements must be met in order to make it possible to produce a high quality film. In order to qualify for a film a city must have at least a growing economy, a stable social environment, the presence of four and five star hotels, a wide array of cultural activities, gastronomy, shopping and nightlife and a comfortable standard of living. São Paulo meets all these demands and in addition, it hosts major events over the next few years, it is situated in a brand new market for CityFilm and São Paulo is overshadowed by rival city Rio de Janeiro.
The internal analysis explains the strengths and weaknesses of CityFilm indicating that the organization has good knowledge of international marketing. Moreover, they offer the product through a wide range of distribution channels that annually continuous to expand. Besides this, the international oriented employees with a high level of enthusiasm and perseverance make that meetings with partners often are successful. Due to recent successful projects in Dubai and Doha in the UAE the financial situation of CityFilm is healthy, which allows it to move to other markets; São Paulo.
The external analysis indicated the external factors of the São Paulo market that can affect the project. Most tourism in São Paulo is business related, but the proportion of leisure tourism is increasing. The majority of the visitors are originally from Brazil. The city economy is responsible for 15% of Brazil's GDP and is the richest country of South America. The usage of internet in the country is in comparison quite high, which is relevant for CityFilm since they use multiple broadcasting channels to deliver their product. Hotels have a high occupancy rate, almost 70%. With regard to competition, there are very few competitors producing high quality products similar to those of CityFilm. Mainly Tourism Boards and the Ministry of Tourism are in charge of the city´s promotion. Therefore, these parties serve more as partners and network. The conclusion of the external analysis is that a large variety of establishments and activities are available to produce a high quality film.
The overall conclusion is that it is most certainly possible for CityFilm to export its concept to São Paulo.
São Paulo is a very good starting point for entering the South American market. The city offers all aspects required for a successful cityfilm in a large variety, being a cultural source with an enormous range of restaurants and diner facilities, activities, events, theaters, heritage areas, shopping centers and cinema's. The same line-up that CityFilm is using for other international productions can be applied to São Paulo. The main issue that should be taken into account is the possible language barrier, since the level of English appears to be lower than in the Netherlands.
Since the majority of visitors consist of Brazilian businessmen CityFilm could consider an additional city film spoken and/or subtitled in Portuguese, instead of only one English city film. In order to find out whether this is workable and profitable, further research on the language matter should be conducted.
The marketing mix indicated the following advice for the market of São Paulo:
Product: CityFilm's product needs little to no adaption. After further research is conducted on the language, the product may be adjusted with a Portuguese voiceover or with Portuguese subtitles.
Price: It should be higher as usual with international productions. The economic situation rapidly increases therefore higher prices are in place. Depending on the partner an adjusted rate can be charged.
Place: The film will shot in the city. Meetings will be done on location by two project coordinators who will be living in São Paulo for several months in order to establish a strong network and in order to set up meetings with potential partners.
Promotion: It can be executed in the same way as any other country CityFilm is active in.