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Cocoa Marketing Company market opportunities in the Netherlands

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Cocoa Marketing Company market opportunities in the Netherlands

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Samenvatting

The objective of this market research is to evaluate the chances that the Cocoa Marketing Company has in the Dutch cocoa market while exporting directly. The research was mostly done via the internet, books and through several questionnaires. Although it was not possible to have all the information needed for this research, most questions were answered by reading several books and reports from international organisations. The internal analysis of the Cocoa Marketing Company will show that CMC meets the norm and values of Dutch society regarding sustainability and child labour. The external analysis will be about the potential threats and opportunities, CMC
might face in the European cacao industry.
The Netherlands is definitely a suitable country for CMC to export its products into. Not only are its products already successfully consumed (via Armajero Trading), but the Dutch harbour "Rotterdam Port" makes it easier to reach their destination. The European Union, the world's largest single market, protects its market against foreign producers applying several policies and agreements. These agreements have negative and positive consequences for the African, Caribbean and Pacific countries. These measures prevent CMC from directly exporting their products into Europe. From the SWOT analysis and the confrontation matrix, the conclusion can be made that the strengths and the opportunities are more significant than the weakness and threats. Of course efforts and changes have to be made by CMC to achieve their goal. For CMC to be successful, it needs to use a co-operative strategy to enter the Dutch cocoa market.
The nature of the products involved makes it difficult for other companies to add any value or resources to it. The products are raw materials that have not been processed and neither does CMC want to be involved in the production of the final products. What CMC needs, is a partnership with others in order to have the necessary network and to have more opportunities. In this case it could have a partnership with UTZ Certified, which will definitely improve its network and expand its opportunities. For these reasons, it can be concluded that a global strategic alliance is the best option for CMC with as a key player UTZ Certified.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Europese Studies / European Studies
AfdelingAcademie voor European Studies & Communication
PartnersCocoa Marketing Company (Ghana)
Jaar2012
TypeBachelor
TaalEngels

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