Samenvatting

Innovating moxibustion instruments while inheriting the traditional concept of moxibustion (Sichuan ARYI, 2009) is the motto of Sichuan ARYI Medical Technology Co, Ltd (ARYI), as stated on its official website. As the leading company in the creation and distribution of moxibustion apparatus, ARYI manufactures most of the moxibustion used apparatus in the Traditional Chinese Medicine (TCM ) market. The founder of ARYI, Mr. Feng Tian, started the business in 2009 in Sichuan province, China. The company has since expanded its markets to north America and southeastern Asia. As a result of its success of these foreign markets, ARYI has decided to expand its market into the Netherlands. This report aims to figure out the possibilities of ARYI entering the Dutch market. To address the central question of how ARYI can successfully enter the Dutch market, qualitative secondary research was conducted based on the use of exploratory studies, supported by a semi-structured interview with Mr. Feng Tian and seven in-depth interviews with the owners of Dutch TCM clinics; these latter examples of primary research were executed based on a descripto-explanatory research design. Overall, the results of this research indicate that ARYI could potentially successfully access the Dutch market. According to the industry analysis, traditional Chinese therapies are highly accepted
in the Netherlands, and an internal analysis, including an examination of marketing materials, demonstrates that ARYI is competitive in this field. However, although the Dutch market offers various opportunities to incoming businesses eager to establish themselves within the country, many threats still exist in the market. Based on a DESTEP analysis, the largest threat is from stringent EU regulations; however, threats from substitutes and the sheer volume of transportation costs could also impact heavily on ARYI's success.

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