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Chapter 5 Strategy

In the previous 4 chapters there were described stakeholders that are involved in export of Vikada, and also threats and opportunities that can contribute to this process. In the following chapter there will be provided possible strategies for supporting export of Vikada`s products to the Netherlands. Strategies were elaborated in line with information that was gathered from the interview with Vikada, Dutch textile companies and related stakeholders.

There were nine elements out which there were chosen five the most important, which can contribute to the supporting of Vikada`s problematic situation, and which are next:

  1. Report with analysis of Dutch market, identifying the most relevant competitors and customers target groups;

  2. Report with a recommended specific marketing mix for one (or several) early selected target groups;

  3. Establishing of face to face contact with several Dutch potential customers (businesses) based on visiting program to the Netherlands;

  4. An established workshop with several Dutch stakeholders discussing the pros and cons of the product in the presence of Vikada;

  5. Recommendations for improving specific value chain elements of Vikada, including the production process and outboard logistics.

To identify the most important elements as a tool was used a table below. Elements were ranked according to possible risks, available information and experiences of the researchers, stakeholder support:

Opinion Vikada

Opinion Customers

Ability/experience

Outside supporting

Sum

1

24

9

17

16

66

2

12

7

16

11

46

3

9

23

7

14

53

4

11

16

10

14

51

5

14

15

20

15

64

Sum

70

70

70

70

Table 1. Ranking elements

As it is noticeable from the table, that the most important is delivering of the Report with analysis of Dutch market, identifying the most relevant competitors and customers target groups. It was considered as the most important element, because it consists of key elements, that any company needs to go to new market with it products. As main tool to get the answer the will be used external factor analysis, stakeholder analysis and power analysis map.

The second elements according to ranking table is recommendations for improving specific value chain elements of Vikada, including the production process and outboard logistics. This is also essential part of any market penetration, this report delivers main feature for production and outboard logistics chain. In this report there will be evaluated and chosen the best way to produce and deliver good to the customers. This will involve the environmental factor scan, partially stakeholders analysis and Porter`s Value Chain model, which are described in previous chapters (2, 3, 4).

Establishing of face to face contact with several Dutch potential customers (businesses) based on visiting program to the Netherlands and established workshop with several Dutch stakeholders discussing the pros and cons of the product in the presence of Vikada are next according to the ranking table. These are very important if the previous two elements are quite positive according to Vikada`s situation. Face to face contact is more effective during establishing contacts with your potential customers, then if the company just sends an email with offer and specifications of the products. Also established workshop in the presence of Vikada will give Vikada vital support to improve production if it is necessary, this more useful face to face, then if the third person will interpret somebody`s opinion.

The 5th element is report with a recommended specific marketing mix for one early selected target groups. This is the least important element in the table, because if the face to face contact is established with some of potential customers, than marketing mix is needed to broaden the data base of clients. The marketing mix will be based on information gathered from existing customers; information gathered from workshop and, as it was told in chapter 3, from association of the Netherlands textile industry (VTN).

Communication with stakeholders will give researchers the most relevant information for Vikada. So, the researchers, will put effort on establishing contacts with all possible stakeholders, who are described in chapter 3, because they have information, is relevant for all elements that are mentioned above. What is more, information from stakeholders is primary and considered to be the most useful in case of Vikada. Also to gather more reliable and useful information, using more than one tool is required. Combination of the information and right tools can bring research to right conclusion and recommendation. By applying methods that were mentioned above, gathered information will be analyzed and presented in such way that it will be possible for the company in the end of research to make a decision upon the market expansion in the Netherlands.


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