Samenvatting

Currently, Delicatezze d'Italia is one of the biggest Italian wholesalers in The Netherlands (third largest with a market share of 15%). Considering that Delicatezze d'Italia delivers the majority of its products to clients in the Randstad, the Italian wholesaler is interested in expanding its business to other parts of the country.
The mission of Delicatezze d'Italia is to deliver fresh, high quality Italian food products at a competitive price and at the same time provide the best service.
At present, the Italian wholesaler is mainly active in the Randstad and would like to expand its business to the other parts of the Netherlands and possibly to other European countries. Most of the food products are freshly imported from Italy, where small manufacturers produce the Italian specialties. Delicatezze d'Italia differentiates itself from the other Italian wholesalers in the Randstad by delivering fresh products on a regular basis, whereas the competition deliver frozen or refrigerated food products.
The target groups of Delicatezze d'Italia are (Italian) restaurants, Italian delicatessen stores, hotels, catering companies and other wholesalers in The Netherlands. These target groups are looking for a high quality product, which has a good price-quality relationship, is freshly imported from Italy and has a frequent and trustworthy delivery service.
There are three serious competitors on the Dutch market. Cristofoli is the biggest competitor of Delicatezze d'Italia, with a market share of 50% (market leader). Teo Pace and Delicatezze d'Italia both have a market share of 15% followed by Menu Italiano (5%). The remaining 15% is divided between other smaller wholesalers such as Punto Italia (3%). To increase the brand awareness in The Netherlands, a strong marketing campaign will be needed. Promotion is essential for the company to be successful and increase its profit.
At this moment, Delicatezze d'Italia is satisfied with its current position in the Dutch market (15%). However, the Italian wholesaler wants to perform a geographic market expansion to the other parts of The Netherlands in order to increase the sales and the brand awareness.
To conclude, the detailed answer to the main question: 'What are the best opportunities for Delicatezze d'Italia for a successful expansion in The Netherlands?' are summarized below: - Explore and approach the market outside the Randstad and benefit the growing demand for Italian food products in the Netherlands. - Possibly opening a new branch outside the Randstad in order to create more brand awareness and popularity in the other regions. - Start a web shop in order to increase the market awareness and the revenue. This web shop is exclusively for the business to business (B2B) market. - Create more brand awareness and popularity amongst potential customers by means of using social media pages more extensively such as Facebook and Twitter and possibly reconstruct the Delicatezze d'Italia website. - Emphasize the fact that Delicatezze d'Italia is the only supplier of fresh Italian food products (competitive advantage) compared to the products of the competing wholesalers and convince the potential customer of its superior quality.