Samenvatting

Hunkemöller is a global multi-channel retailer specialist in lingerie for women. With the headquarter in the Netherlands provides the company lingerie in 14 countries. The value of Hunkemöller is providing fashionable products at an affordable price. The Dutch company already implemented the mission of becoming international active. However the company is still expanding worldwide. The lingerie stores sells a wide range of products which exist of lingerie, nightwear, swimwear and accessories.
Hunkemöller is already active in the overseas countries Aruba and Curaçao. These Countries are near Suriname and has some similarities on several factors e.g history, culture and climate. The aim of this research is to investigate if it is possible for Hunkemöller to enter the Suriname market. Nevertheless the focus of the target group will be on those who can afford quality lingerie. The internal analysis reflects the strengths and weaknesses of Hunkemöller as a company. The major strength is that Hunkemöller offers products which are from high quality and affordable to buy. This is exactly what the need is in the Suriname market, which can be concluded out of the questionnaire. Furthermore, the mission of Hunkemöller is becoming international active. The company is already active in 167 countries, yet its mission is to reach more countries. The internal analysis illustrates that there are possibilities for Hunkemöller to enter the Suriname market. Even though the brand and company are unknown in Suriname, the company has enough international experience to enter this market.
The external analysis gives a reflection of the existing opportunities and threats within the Suriname lingerie market. Major opportunities for Hunkemöller is the increasing interest for affordable quality lingerie. The focusing market of Suriname are considered as modern Suriname females who have a middle and upper level income, and are willing to pay a higher price for well-known and recognizable brands.
Hunkemöller is already known with franchising. Franchising will be the optional way to open a store in the Suriname market. The products are made in China and these will be distributed by plane to Suriname.
In order to create name and brand awareness amongst the Suriname population the company should promote its products in a strategic way. Hunkemöller has a variety of options in the selection of promotional activities such as television, internet, billboards and advertisements. At the same time will social media reach the younger part of the target group, thus the females in the age of 17 - 30.