Used Products Germany
Expansion opportunities in Germany
Market research aimed at providing recommendations on strategic marketing decisions
Iryn Jimenez Amsterdam, January 2012
Expansion opportunities in Germany
Market research aimed at providing recommendations on strategic marketing decisions entering the German market
ISM Jimenez Student number: 518756 Class: 4IBL1 Amsterdam, 12 January 2012 Hogeschool van Amsterdam/ School of Economics and management
(Amsterdam University of Applied Sciences)
Dissertation supervisor: Mr. S. Molenaars Second dissertation supervisor: Ms. Y. Gunning Dissertation company: Used Products Company supervisor: Mr. Berthold Bakker
Summary
Used Products B.V. is a Dutch franchise chain specialized in pawning, buying and selling second-hand products. Motivated to expand their business to Germany, the firm’s management team realized that their knowledge of the German market was insufficient to make well-founded decisions on further international expansion. The aim of this research was to identify expansion opportunities in the German market and to advise Used Products on the marketing strategy it should use to exploit these opportunities. Consequently, the following main question was answered: What opportunities does the German market offer that will enable Used Products to continue to expand its business? After the firm’s export potential was determined, this research focused on analyzing both the macro and micro environment and the firms most important competitors. Afterwards, an internal analysis was carried out to determine the firm’s strengths and weaknesses. Based on the results of both the internal and external analysis, recommendations were given on how to enter the German market.
The most important research findings included the following: the activities carried out by German pawnshops are strictly regulated by the government. Due to these regulations, the majority of pawnshops are specialized in pawning and buying gold,
Market research aimed at providing recommendations on strategic marketing decisions
Iryn Jimenez Amsterdam, January 2012
Expansion opportunities in Germany
Market research aimed at providing recommendations on strategic marketing decisions entering the German market
ISM Jimenez Student number: 518756 Class: 4IBL1 Amsterdam, 12 January 2012 Hogeschool van Amsterdam/ School of Economics and management
(Amsterdam University of Applied Sciences)
Dissertation supervisor: Mr. S. Molenaars Second dissertation supervisor: Ms. Y. Gunning Dissertation company: Used Products Company supervisor: Mr. Berthold Bakker
Summary
Used Products B.V. is a Dutch franchise chain specialized in pawning, buying and selling second-hand products. Motivated to expand their business to Germany, the firm’s management team realized that their knowledge of the German market was insufficient to make well-founded decisions on further international expansion. The aim of this research was to identify expansion opportunities in the German market and to advise Used Products on the marketing strategy it should use to exploit these opportunities. Consequently, the following main question was answered: What opportunities does the German market offer that will enable Used Products to continue to expand its business? After the firm’s export potential was determined, this research focused on analyzing both the macro and micro environment and the firms most important competitors. Afterwards, an internal analysis was carried out to determine the firm’s strengths and weaknesses. Based on the results of both the internal and external analysis, recommendations were given on how to enter the German market.
The most important research findings included the following: the activities carried out by German pawnshops are strictly regulated by the government. Due to these regulations, the majority of pawnshops are specialized in pawning and buying gold,
References: - Observations: Used Products store – Amsterdam Oost, the headquarters is based in the same building, ongoing observations throughout the internship period (September – December 2011)