Samenvatting

This report examines the opportunities for the European Musical Instruments Guild (EMIG) to enter the market. The central question is made after consultation with the assignment provider and founder of EMIG, Dmitry Badiarov. The central question is as follows: "What are the possibilities for EMIG to enter the market with the aim of protecting the antique violin and the local traditional European violin making?"
The European Musical Instrument Guild is founded in May 2012. It is a non-profit organization that aims to document the information about antique violins and wants to protect European local traditional violin making. Therefore EMIG would like to create a database for violin makers/repairers/dealers where they can showcase their European traditional made violins. In order to realize the documentation of antique violins, there is also a tool in the database were the information about the history and restoration could be documented. This is available for customers in the form of a certificate.
In order to investigate if there are possibilities on the market, the internal environment of EMIG is analyzed and the strengths and the weaknesses are determined. The most important outcomes are as follows: The team of EMIG has years of experience and knowledge to realize the concept of EMIG. EMIG must take into account the financial part where they depend on investors and funds. A good financial plan is needed to raise funds. EMIG must spend a lot of time building a network and promote the idea among the educational institutions.
Furthermore, the external environment is analyzed to discover the opportunities and threats from the perspective of EMIG. The external analysis is based on the customer, industry and competitor analysis and to conclude the opportunities and threats of the external market. The customers' analysis has divided the customers into the group of customers (violin makers/dealers/repairers) and end users (violin players). The industry analysis is illustrated through the five forces of Porter. According to the model the position of EMIG is determined as a new entrant in the market. Not only is the Chinese mass production a threat, but also the long-term competitors. The competitors' analysis described the direct competitors and compared the goals and there are no direct competitors.
Regarding the internal and external analysis, there can be determined that there are possibilities for EMIG and to start-up a financial plan should be made. The chosen business type is a guild which means that EMIG fully depends on funds. There is a chance that funds are interested and e.g. the European cultural music funds in order to maintain the cultural value of the violin instead of losing this part of European heritage. The following recommendations are made for EMIG in order to succeed entering the market.
The first recommendation is to construct a clear marketing approach. This should contain as follows: enterprise objectives - what the organization wants to achieve and how to achieve, planning- short and long term, positioning- how will the organization differentiate from other competitors and product-what features will the database have.
The second recommendation is to construct a financial plan. The first priority is to construct a financial plan so EMIG could enter the market. By constructing a financial plan insight is given into the budget and expenses, such as promotional material (flyers and advertisements, building the website, travel expenses to promote at various educational institutes EMIG in Europe).
The third recommendation is that EMIG should be recognized among educational institutions and financial investors. In order to achieve this EMIG should make use of different promotion tools. The recommended tools are as follows:

- Sales promotion, 30 days free trial of the database.
- Events, during opening days, an introduction presentation should be held.
- Website, creating an own website soon as possible. So, the target group could already be informed and find all the information regarding EMIG. Also a countdown banner could be added when the database is launched
- Newsletter, providing a newsletter to spread information about EMIG.