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Market research: exploring sports cultures in foreign countries

Rechten: Alle rechten voorbehouden

Market research: exploring sports cultures in foreign countries

Rechten: Alle rechten voorbehouden

Samenvatting

This report contains market research, an external analysis and a marketing mix for the company Le Credit Sportif. This company develops electronic cash desks and payment systems exclusively
designed for canteens of sports clubs. This simple system provides everybody who works in the canteens of these clubs, frequently volunteers, the possibility to work with it. Currently, Le Credit
Sportif only operates in the Dutch market.
The first part contains an internal analysis with a company profile and more information on the product. To determine if the product would also be successful abroad, a market research has been
conducted. The two regions of two different countries that have been chosen are Flanders for Belgium and Nordrhein-Westfalen for Germany. The reason for choosing these countries is because they both share borders with The Netherlands. Moreover, in Flanders, people speak Dutch and in both regions a lot of big cities are situated. In Flanders, all soccer and hockey clubs received a survey
to see whether there is a similar culture at the clubs. All omni sport societies in Nordrhein-Westfalen who offer soccer and hockey received the same survey. Not so many clubs replied and some who did
indicated that this culture in The Netherlands is much bigger than in Germany. For this reason, the external analysis will only focus on Flanders.
The external analysis gives an overview of the customers, industry, channel and competitors. There is currently no other company that provides electronic cash desk systems exclusively for sports clubs.
A sales agent with knowledge about the Flemish market will sell the product to potential customers.
Through direct selling, the potential clients will have face-to-face contact and the agent can demonstrate the product.
Le Credit Sportif must use its strengths to influence the opportunities that are present in the environment. In the Dutch market they have already achieved a vast knowledge of the sports world
and employees can easily influence clients with this.
In the last part of this report the 4 P's of the marketing mix were defined. Using the right marketing tools when entering the new market is important because it should reach a large part of the target
group at once. Moreover, cost efficiency plays an important role.
After the external analysis and SWOT analysis it can be said that Flanders would be a suitable market for the product. The main point that the company should take in consideration is the economic crisis.
This could play an important role in the decision making of the clubs. Moreover, as hockey is not such a popular sport the company should focus on other sports.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Europese Studies / European Studies
AfdelingAcademie voor European Studies & Communication
AfstudeerorganisatieLe Crédit sportif
Jaar2010
TypeBachelor
TaalEngels

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