Samenvatting

The aim of this research report is to provide an analysis of the business environment and growth opportunities for the assignment provider Primatrassen. The research was based on answering the question: How can Primatrassen improve its overall performance? To be able to find the answer to this question, a marketing plan was used in order to guide the research.
Primatrassen is a company based in the Netherlands which sells box spring beds, matrasses and matrasses toppers through their own web shop and through a partnership with Groupon. Primatrassen was founded in July of 2014 and currently sells their products in four countries.
Firstly, an analysis was made of the internal and external situation, which showed several strengths of the company including their ability to quickly respond to changes and their established partnerships. This analysis also showed the opportunities to grow by adding new points of sale such as retailers. Nonetheless, several weaknesses were also found such as the fact that the organisation is unknown and has little competitive strength. Furthermore, threat of substitutes is also high.
Secondly, after segmenting the market in different segments that can be targeted, those segments were then ranked according to attractiveness. This showed that segment B, people aged 31 – 40 years old with a monthly income of € 1,501 - € 2,000 as the most attractive. Moreover, several objectives have been determined which includes achieving a turnover of € 2 million by 2016, expanding the marketing and sales channels and increasing brand awareness and market share.
Furthermore, the report focuses on developing marketing strategies to improve the organisations current situation and to be able to achieve the objectives. This showed that expanding, by selling the company’s products at retailers is feasible. Additionally, creating a positive relationship between the end user and the organisation can add value and brand awareness.
Finally, several recommendations were made based on the findings of the research. These recommendations include; hiring more employees, track and process basic data, improving the channel strategy, brand management and budgeting.