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Aruba Aloe, entering the Dutch market

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Aruba Aloe, entering the Dutch market

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Samenvatting

Aruba Aloe is looking to expand their sales out of the Americas and is looking at other markets. This research paper will make a case for the Netherlands as the market of choice and at the same time give the company insight as to what they can expect. First off, the basic information of the company is outlined, to provide the reader with general information of Aruba Aloe. Secondly, by analyzing the market with market segmentation, a structured vision is provided to see whether there is a market for the products offered by Aruba Aloe. After looking at the market, the next step was looking at the company itself and examining its elements. In order to get a better understanding of the company, the strength and the weaknesses of the company get analyzed and outlined. This forms the first part of what is known as the SWOT analysis, a much used tool to analyze a company and its strategies to enter a market. Furthermore, the threats and the opportunities that are presented to the company in the Dutch market are presented. This outlines the external factors that might affect the company and compromises the other half of the SWOT analysis. With the needed information gathered, a confrontation matrix is set up to create the strategies that Aruba Aloe might be able to use and a recommendation is made as to which of these strategies should be implemented into the entry plan to the Dutch market.
Any company looking to expand into foreign markets have to have an idea what to expect in all the factors that are important. By setting up an export marketing mix that includes the four main elements like price, promotion, distribution and products as well as other important factors like Processes and problem solving, a very solid structure is created where all the above mentioned factors are examined. With the market segmentation in place, as well as the internal and external factors, combined with the export marketing mix, a set of recommendations are made for Aruba Aloe's entry to the Dutch market.
The main question being asked in this paper is: Should Aruba Aloe attempt to enter the Dutch market? What can be concluded from the findings is that while the jump from operating in a couple of small markets and a relatively big market in Colorado, to operating in a bigger rising market like The Netherlands does pose its challenges and threats, the findings show that because of the unique set of products that Aruba Aloe provide combined with the solid market they would enter and create their own niche in, they will do well by doing business in the Netherlands. It might require some additional operations and strategies that might be new to them at first, but with great strengths they possess, the company will do well to seize the opportunities that will arise for them and do very well in the Dutch market.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingESC Europese Studies / European Studies
PartnersAruba Aloë (haarverzorging)
Jaar2013
TypeBachelor
TaalEngels

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