Samenvatting

The Netherlands breeds higher segment, potential Olympics horses with unbelievably high price ranges. These horses are already being exported internationally. However, the export approach might lack efficiency. The following research question is brought forward to research whether this sector has potential to accelerate: “Can the export of high quality sport bred KWPN horses be raised to a new level through the application of a modern international trade model?”
This report is focussed on the organization of the Royal Dutch Warmblood Horse (KWPN). The KWPN acts as a representative, researcher and spokesman for the interests of its members and will therefore serve as an example throughout this report. The methodology of this report started with desk research. China and Brazil needed to be evaluated and summarized in chronologic chapters. The basic steps of a modern international trade model are used to compose these chapters (3, page 19 and 4, page 25). Additionally, three interviews have been conducted with respectively Irene Wolfs, Marketing Manager of the Sales Aid department at the KWPN studbook, Robert Smit and Simone Kromkamp, breeders, sellers and trainers of high quality KWPN horses and Marcel van Rooijen, account manager South America at Verdi Import. Combining the allocated primary and secondary data will allow for a conclusion and export advice to be formed.
The analysis of the KWPN showed positive outcomes of an organization that is organized, eager to export, well positioned and able to meet demands. The organization’s drawbacks are mainly focussed on their product: the vulnerability factor and rapid changing demands. The Sales Aid department is established to monitor those drawbacks closely and offer support in further development. China is currently monitored closely by the KWPN who labelled the country as a core country. China is considered a country eager to import KWPN horses, although their Equine industry is under developed. Through broad-based service packages (information, education and guidance), the KWPN hopes to overcome the lack of knowledge. The second evaluated country (Brazil) is rather unknown to the KWPN. Their Equine industry is reasonably developed and in theory, their economy is exceedingly strong. On the contrary, Mr. van Rooijen’ opinion varies with the theoretical facts and the decision to export to Brazil might prove to be risky.
Secondary research on the Dutch Equine industry is supported by the interview with Robert Smit and Simone Kromkamp. These business partners explain the process of exporting and selling horses, with an emphasis on the importance of close and personal business relationships with their network. Additionally, a crucial point is the solid trust between supplier and client, which is build throughout the years. This can be achieved by supplying good quality horses, remaining honest and act sincere.
After completion of the conducted desk and field research, a positive conclusion and export advice is formed. The modern international trade model used in this report alters from the traditional one, because of the many differences in high quality sport bred KWPN horses (age, exterior, height). The KWPN starts by conducting research en gathering all necessary information on the chosen country. Simultaneously, promotion is made within the KWPN network and beyond (mainly suppliers/breeders) to arouse interest. The KWPN can establish partnerships with commission agents who have existing networks in a particular country. In return, the commission agent can use the foundation and support of the KWPN. Commission agents will then have the opportunity to expand their network and elaborate on the promotion of the KWPN horse. If international clients are in search of a Dutch sport horse, he or she can also contact the KWPN via an online platform. The KWPN collects incoming requests, demands, clients and information through this online platform, after which they can forward those clients to a suitable commission agent. After analysing and processing the information gathered from the platform, it might prove useful for future endeavours. Considering the current status of the entire project, it would mean a long-term (5-10 years) beneficial partnership for all parties involved: the suppliers, commission agents and the KWPN studbook.
With the commission agents as international representatives and contact points beyond borders as well as the online platform for incoming individual requests, the Plan of Action will cover all channels available for export. Therefore, it is considered a plan worth executing.