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Greek Sun in the Netherlands

are there market opportunities for Calpak Cicero Hellas S.A. regarding solar thermal products in the Netherlands and so, which method of market penetration should Calpak Cecero Hellas S.A. use?

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Greek Sun in the Netherlands

are there market opportunities for Calpak Cicero Hellas S.A. regarding solar thermal products in the Netherlands and so, which method of market penetration should Calpak Cecero Hellas S.A. use?

Rechten: Alle rechten voorbehouden

Samenvatting

Established in 1976 by BP (British Petroleum), Calpak Cicero Hellas S.A. is a Greek manufacturer of solar thermal products. Though Calpak Cicero Hellas S.A. is already exporting to Belgium, Germany, and Austria, the general director, Mr. Panayis Konstantinidis, is interested in expanding Calpak Cicero Hellas S.A.’s export targets to the Netherlands due to the constancy of Calpak Cicero Hellas S.A.’s export profit since 2012 and the weak Greek economy.
The research question of this export plan is: Are there market opportunities for Calpak Cicero Hellas S.A. regarding solar thermal products in the Netherlands and if so, which method of market penetration should Calpak Cicero Hellas S.A. use? This export plan focuses on whether Calpak Cicero Hellas S.A. should start exporting to the Netherlands and if so, how should Calpak Cicero Hellas S.A. go about it. Calpak Cicero Hellas S.A. already has valuable experience in exporting with distributors and clients in more than 40 countries across the world.
In order to answer the above mentioned research question, books, articles, and sources on the Internet were used. Also, field research was conducted in the form of five interviews related to the Dutch market in addition to visits to the Solar Solution exposition in Haarlemmermeer and two seminars regarding the solar thermal market in the Netherlands.
The main target groups of Calpak Cicero Hellas S.A. are distributors, wholesalers, and suppliers. Calpak Cicero Hellas S.A. offers flat plate collectors, vacuum tube collectors, hot water tanks, and thermosiphonic systems; Calpak Cicero Hellas S.A.’s wide range of products distinguishes them from competitors. Also, Calpak Cicero Hellas S.A. does not sell the cheaper version of solar thermal products, also known as the heat pipe collector. By expanding Calpak Cicero Hellas S.A.’s export targets, Calpak Cicero Hellas S.A. hopes to achieve an increase in sales and brand awareness. The ‘SWOT’ analysis shows that Calpak Cicero Hellas S.A. is over dependent on its distributors and as a result, Calpak Cicero Hellas S.A. has poorly organized after-sales. The biggest advantage of Calpak Cicero Hellas S.A. is the export experience, with more than 30 years in the production and export of high quality solar thermal products.
According to this research, the best strategy for Calpak Cicero Hellas S.A. is to enter the Dutch solar thermal market with their flat plate collectors. The best entry strategy is indirect export. It is recommended that Calpak Cicero Hellas S.A. use the market development strategy when entering the Dutch solar thermal market.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Jaar2015
TypeBachelor
TaalEngels

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