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Launching NICE's Farmstay

A research about the most successful method for NICE to introduce Farmstay in Argentina for German clients

Rechten: Alle rechten voorbehouden

Launching NICE's Farmstay

A research about the most successful method for NICE to introduce Farmstay in Argentina for German clients

Rechten: Alle rechten voorbehouden

Samenvatting

NICE, Network for InterCultural Experiences, is a German – Argentine corporation which promotes educational and cultural exchange by organizing internships, volunteering, and Spanish courses for everyone who wishes to discover, live and learn in Argentina. As NICE sees a profitable opportunity in offering a new product, Farmstay, a research about the most successful method for NICE to introduce this new product in Argentina for German clients had to be conducted.
Hence the research was based on the following central question: How could NICE successfully introduce Farmstay in Argentina for German clients?
To answer the research question preliminary desk research and qualitative interviews with German high school graduates and the director of NICE were carried out.
The research results indicated that NICE should focus on its outstanding customer service, it’s high quality and customization approach and the low price of its products when creating a new strategy.
It became clear that a profitable strategy for NICE would be to introduce a new high-quality and customized product at a relatively low price which responds to the trend of going abroad after high school thus attracting high school graduates.
When introducing Farmstay in Argentina, NICE should take into account that the German target audience is looking for a good price-performance ratio, a reliable, environment-friendly and safe product as well as customization and individual attention. Moreover, Farmstay ought to fulfill the following needs of the target market: cultural and linguistic enrichment, social cohesion and variety. NICE has to clearly define the goals concerning the introduction of Farmstay and continuously test and evaluate the product, before and after the product launch, in order to be able to develop and improve it. The most effective product launch strategy for the Farmstay would be the rapid penetration strategy which launches the product at a low price but high promotion costs to raise customer awareness and gain a large market share quickly.
Based on these results, it is recommended that NICE focuses on the following elements: financial and legal situation, finding the most suitable partners, market presence as well as effective launch and marketing strategy of the new product. An internal cost analysis has to be conducted and the required legal formalities have to be dealt with. In order to find the most suitable partners, it is advised that NICE approaches farms with the right profile which offer accommodation – ideally for free – and the activities the potential customers are interested in and evaluates if its facilities and offer are appropriate, their work sustainable and their values compatible with those of NICE.
Moreover, it is recommended that NICE improves its market presence by enhancing it's internet exposure, using testimonial marketing and a promotion video on social media, word of mouth and presenting its products at fairs or events in schools or universities. It became clear that the internet would be the most appropriate channel to distribute and promote the Farmstay.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Languages
AfdelingAcademie voor Economie & Management
PartnersNICE – Network for InterCultural Experiences, Córdoba, Argentinië
Datum2017-08-30
TypeBachelor
TaalEngels

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