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Each student will select a country from Latin America, Europe (EU member), Asia, Middle East or Africa that is approved by the instructor

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Each student will select a country from Latin America, Europe (EU member), Asia, Middle East or Africa that is approved by the instructor. ***THE NETHERLANDS IS MY CHOSEN COUNTRY*** Then develop an export plan to that country. To achieve a successful export strategy, there must be a complete understanding (knowledge) of that country (foreign market). Therefore, the plan centers on this knowledge and in the United States (home market). ***SELLING BIKE SADDLES***

The research for this project will require a variety of sources, e.g., course assignments, the library, Internet, and field research. Sources should include business sources, trade associations, Chamber of Commerce, Florida and U.S. Departments of Commerce, on the Internet and in the Library. Other secondary sources may be used.

As in the “real world” certain data and information may not be available; in these situations marketers must make some (well-grounded, supported, stated) assumptions. Another critical component to this project being successful is that this is not just a report but rather an analysis too. You are expected to include your “take” (understanding and analyses) of the various areas (or project sections) being presented with an analysis at the end of each major section.

This project will also require field research, e.g., visit the organization, interviewing potential consumers, product experts in the organization’s area of business, media, etc. Research can be (and in many situations actually relies on) observations (non-interventions). Be prepared to observe, e.g., what to look for, where, when, how.

In our new COVID norm, you will not be asked to visit or interview in person unless you feel safe and comfortable doing so. You may use Zoom, Skype, FaceTime, and written communication. No matter the method, you must provide proof of these visits, e.g., literature, photographs, recordings of the sessions. Also, research can be (and in many situations actually relies on) observations (non-interventions). This proof will be included in the Appendix of the written presentation, and does not count toward the 25 page length requirement.

Your visits (field research) virtual or in person will include Two P's – prepared and professionalism. You should be well prepared by knowing the topics to be discussed and questions to ask. Professionalism includes being on time, only taking necessary time for the visit, proper attire, respect and courtesy for the marketer and the consumers, and an interest in the business. Remember the marketer, the organization, consumers, and media are accommodating your request and for your (learning) benefit. You are not only representing yourself, but also the College of Business and Management and Lynn University. Being prepared and professional will be a part of your grade for the project and course.

Component 1 – Global Marketing Plan Assignment Nicholas Vannicola Lynn University Vannicola 2 Component 1 – Global Marketing Plan Assignment Boca Surf & Sail is a small business that has been supplying surfboards, surf gear, and clothing for both men and women since 1985. A product that Boca Surf & Sail will introduce to their company is bike saddles and other cycling accessories. Introducing new products will not only gain more exposure towards the company, but it will also boost their sales. These saddles are essential for cycling, whether it’s for comfort reasons or to prevent possible injuries if the rider sits incorrectly. This product will be sold internationally and will vary in many colors and sizes, depending on the type of bike. Materials such as nylon, leather, and carbon fiber will be used in the process of developing these saddles. This product will be aimed toward cycling enthusiasts, both men and women regardless of age, that are willing to spend an additional cost for their bike. Specifically, to those commuting to work or that use bicycles as their main source of transportation. Cycling is typically more common in rural areas due to the open space, however it is no surprise in urban areas as well. In this case, Boca Surf & Sail is looking to target customers that have any interest in cycling such as finding ways to provide the best experience for them. Discovering the perfect seat is important during this process in order to sit comfortably and last on the bike as long as possible. A country in which Boca Surf & Sail would like to sell their new products is The Netherlands. Cycling is most popular in this country and it would be a great consideration for a local business, hence the amount of cycling races taking place there (Kenny, 2015). If these bike saddles were to be sold internationally, it would allow for Boca Surf & Sail to eventually expand as they continue providing for their consumer audience. Vannicola 3 These bike saddles should not be changed for the international market considering all bikes are built the same. Each saddle is made to provide the perfect fit for any bike, therefore it should be applied the same no matter where it takes place. In terms of international orders, providing a larger inventory seems like a feasible option since cycling is more common in The Netherlands. The more cycling enthusiasts, the higher the demand in bike saddles, thus sales. Vannicola 4 References Kenny, S. (2015, December 7). Which Country Cycles More Than Any Other in the World? Here's the Top 10... Mpora. https://mpora.com/road-cycling/which-country-cycles-morethan-any-other-in-the-world-heres-the-top-10/. Component 2 – Global Marketing Plan Nicholas Vannicola Lynn University Vannicola 2 Component 2 – Global Marketing Plan The Netherlands is a small country located in Europe nearing Belgium and Germany. It was initially a Spanish territory for over a hundred years until it was founded in 1648 (Lotha). This trading country is mainly known for exporting things such as machinery, fruits, flowers, and many more. In terms of culture, Dutch people are very diverse, considering The Netherlands is one of the most populated countries in Europe. They are said to be independent and welcoming individuals that manage their time efficiently as notice is essential. They are a middle-class society that believes in equality for everyone. The Netherlands gaining independence back in the seventeenth century could be considered a leading factor in how their culture was shaped. The Netherlands as a whole does not necessarily affiliate with a religion. Even so, they are one of the most secularized countries in Western Europe (Jan, 2014). Less than half of the population does not consider themselves religious, however, the most common types of religion practiced are Roman Catholic and Protestant. Religion portrays a significant role in business practices, for instance, how it helps working with one another as a team. The Netherlands manages to do this effortlessly, considering it is not a religious country, yet their economy is booming. The official language spoken by at least every citizen in The Netherlands is Dutch, however, the second most common is Friesian (Jan, 2014). Non-verbal communication such as snapping fingers and intense eye contact are things to avoid doing in front of any Dutch person. It is considered rude and could be seen as being invasive (Business Communication). When researching Hofstede’s cultural measures for The Netherlands, it is evident that selling this product internationally will be a success. Individualism, indulgence, and long-term orientation are prominent measures that impact this marketing plan (Country Comparison). Vannicola 3 Although masculinity is ranked as the lowest measure, the product being sold is unisex; therefore, it will not be affected. Vannicola 4 References Business Communication. Business Culture. (2013, October 22). https://businessculture.org/western-europe/business-culture-in-netherlands/businesscommunication-in-netherlands/. Country Comparison. Hofstede Insights. (2020, August 12). https://www.hofstedeinsights.com/country-comparison/the-netherlands/. Jan. (2014, October 29). The Dutch Culture. Netherlands Tourism. https://www.netherlandstourism.com/dutch-culture/. Lotha, G. (n.d.). Spanish Netherlands. Encyclopædia Britannica. https://www.britannica.com/place/Spanish-Netherlands. Component 3 – Global Marketing Plan Nicholas Vannicola Lynn University Vannicola 2 Component 3 – Global Marketing Plan The factors of producing any product consists of land, labor, capital, and entrepreneurship and this requirement must be met to begin producing bike saddles. In this case, land as a factor of production refers to the resources needed for the product. This includes a nylon-based plastic and any type of padding, which is wrapped in any material ranging from vinyl, to rubber, and leather. Labor is required in the sense that that people are working efficiently as the company relies on the abilities of their staff. Whether it is delivering materials, creating specific parts for the saddle, or even packing the product. Equipment and other machinery used in the production are considered capital goods. Examples of this include a circular saw to properly cut the material in its shape, followed by a drill and a sewing machine for the additional material that will be placed over the saddle. Entrepreneurship is essential is order to grow any business. Boca Surf & Sail is one of millions of small businesses located in the U.S. and their main goal is to earn a profit. Analyzing the production of the saddles, organizing ways to spread the word, and figuring out how to ship internationally are ways to increase sales. I feel as though I have a comparative advantage due to the excessive amounts of natural resources located in the United States (Amadeo, 2020). These resources are cost-efficient and easier to access than in most countries typically filled with more mountains and deserts. China seems to be the only competitor of the U.S. when it comes to manufacturing and comparing the outputs of each country. For instance, the United States is responsible for 12% of the national output while its manufacturing output, which is measured in billions, is listed at $1,867 (West & Lansang, 2018). The only problem I am expecting to face when international shipping begins is that bike saddles exist just about anywhere. However, we are aiming to grow business at Boca Surf & Sail Vannicola 3 by introducing a new product to their consumer audience. Emphasizing the types of sporting goods provided at this small business may attract customer in case they have more than one interest or perhaps they find it intriguing. Ways to go around selling an existing product is making it slightly different. Commercial policies related to my product consist of a permanent mark indicating the depth in which the seat post will be placed (Bicycle Requirements Business Guidance). It is also stated that no part of the seat or an additional accessory should be located within five inches above the seat, as well as the clamps being required to adjust the seat of any bike. The government, whether it is federal or state, helps during the capital stage in which they assist business in hopes of increasing sales overall. Not only does this affect each company individually, but as a whole, it affects the national income. According to Business, and Finance, they also assist with foreign investment while avoiding any type of crisis (Kumar, 2014). Vannicola 4 References Amadeo, K. (2020, August 21). 4 Factors of Production. The Balance. https://www.thebalance.com/factors-of-production-the-4-types-and-who-owns-them4045262. Bicycle Requirements Business Guidance. CPSC.gov. (2019, April 10). https://www.cpsc.gov/Business--Manufacturing/Business-Education/BusinessGuidance/Bicycle-Requirements. Kumar, V. (2014, March 24). What is the role of Governments in International Business Facilitation. Business and Finance. https://businessandfinance.expertscolumn.com/rolegovernments-international-business. West, D. M., & Lansang, C. (2018, July 10). Global manufacturing scorecard: How the US compares to 18 other nations. Brookings. https://www.brookings.edu/research/globalmanufacturing-scorecard-how-the-us-compares-to-18-other-nations/. Component 4 – Global Marketing Plan Nicholas Vannicola Lynn University Vannicola 2 Component 4 – Global Marketing Plan The demographics in The Netherlands consist of mainly Dutch people, followed by other European backgrounds. This country is classified as the 27th most populated country in the world with a population of 17,167,228 (Netherlands Population). As per the stages of economic development, The Netherlands would be considered a more-developed country (MDC) not only because it is a trading country, but it also manages to succeed in all of the metrics. If the targeted country is said to have a booming economy, then it is likely to affect the product in a positive way. For instance, individuals have the means for it, therefore it will sell. As for economic growth factors, natural resources are a significant role in this process, which happens to affect the design of the product based on the materials needed. As mentioned before, The Netherlands is said to be a more-developed country (MDC) based on its exporting goods (Cateora, 2020). According to the CIA World Fact Book, The Netherland’s economy is ranked as number six within Europe. This country is known for their transportation hub, a positive trade balance based on their exports, and low unemployment due to the number of jobs (Explore All Countries - Netherlands). They are also managed by the European Central Bank in which they own majority of its banking benefits. This could be seen as an advantage when it comes to selling my product in such a highly developed country like The Netherlands. This national profile could affect my marketing plan in a way that makes it easier to reach the customers, have the goods imported successfully, and having people afford it. The legal system in The Netherlands consists of 11 district courts, followed by 4 courts of appeal and a Supreme Court (Veiligheid, 2018). This country uses contract law as it is an essential aspect of the general law, which could be seen as a challenge for foreigners wishing to conduct business in the Netherlands. Vannicola 3 The Netherlands is not a member of any global free trade zones, although they are highly involved in sustainability. This country is devoted to carbon neutrality along with their current eco-friendly attempts during their daily lives, in which it is working. This was conducted by advising citizens to utilize zero emission forms of transportation such as cycling. My product will not only sell within my targeted country, but it is also helping them work towards their goal. Vannicola 4 References Cateora, P.R., M.C. Gilly, J.L. Graham, and R.B. Money (2020), International Marketing (18th edition), Boston: McGraw-Hill Irwin. ISBN: 978-1-260-6655306 Explore All Countries - Netherlands. Central Intelligence Agency. (2021, April 27). https://www.cia.gov/the-world-factbook/countries/netherlands/#economy. Netherlands Population 2021 (Live). Netherlands Population 2021 (Demographics, Maps, Graphs). (n.d.). https://worldpopulationreview.com/countries/netherlands-population. Veiligheid, M. van J. (2018, April 12). The Dutch court system. Administration of justice and dispute settlement | Government.nl. https://www.government.nl/topics/administration-ofjustice-and-dispute-settlement/the-dutch-courtsystem#:~:text=The%20Netherlands%20is%20divided%20into,of%20up%20to%20%E2% 82%AC25%2C000. Component 5 – Global Marketing Plan Nicholas Vannicola Lynn University Vannicola 2 Component 5 – Global Marketing Plan The product I plan on developing would be targeted at cycling enthusiasts and those who commute to school or work, regardless of their age or gender. Typically, this would be directed for those wishing to spend an additional fee for their bike as well as being located in The Netherlands. For instance, there will be a variety of seats ranging in several materials and prices. If you are someone who enjoys a comfortable ride, then including seats with additional padding and an oversized shape may be necessary. Whereas if you are performing with a bicycle, saddles with not as much padding will also be available. This being that the small amount of padding will allow for more power to be transferred while riding the bicycle. Regarding the export of bike seats in The Netherlands, the percentage has grown almost 12% since 2014. In fact, it was listed at number 30, among other countries, with $124,484,538.81 (Export of Parts of Seats). Value segmentation allows for businesses to know their customers more in-depth by analyzing their transaction history and figuring out how much they are likely to spend on any product. This also determines how often they are making a purchase as well (What is Marketing Segmenation?). Veloretti is a Dutch bike company that offers a wide range of bicycles and other accessories. Despite other companies that only offer bicycles, Veloretti will be a competitor for my product because they sell bike saddles. My competitive advantage could be considered that the parts will be imported from the U.S., therefore it will be much cheaper to purchase, unlike most Dutch companies. Tangible components such as stocking an inventory filled with each bike saddle, equipment to adjust it or attach it to the bike, and money to invest in the company. The intangible components will vary from obtaining a trademark for the company, copyrighting any type of slogan or brand name, and ensuring that there is brand recognition to boost future sales. Vannicola 3 The brand name for the product I will be developing is ‘Saddles were made for Riding.’ Due to previous research, it was discovered that there is no bicycle company with this name. Not only is this a creative brand name, but customers will not forget it. Unlike any other bike company with a generic brand name, my company will be sure to stick out from the rest due to its originality. For cycling enthusiasts or those commuting to school or work, ‘Saddles were made for Riding’ is a bike saddle company that delivers original and comfortable seats, so they can ride comfortably due to the sturdiness and choice of materials used throughout its production. Vannicola 4 References Export of Parts of Seats from the Netherlands. NationMaster.com. (n.d.). https://www.nationmaster.com/nmx/timeseries/netherlands-export-of-parts-of-seats. What is Market Segmentation? 4 Types & 5 Benefits. Lotame. (2021, March 4). https://www.lotame.com/what-is-market-segmentation/. Component 6-Global Marketing Plan Project: Distribution/Retail Strategy and Communications Strategy New Attempt Due May 9 by 11:59pm Points o Submitting a file upload Your international marketing plan must identify a distribution/retail strategy for your product and a communication strategy to promote your company and its products. Work to complete the following activities: 1. Develop an illustration of the distribution channel you plan to use for your product. Indicate which businesses will plan what role in the channel. Discuss the use of agents or brokers. Specify who has power in the channel. 2. List the criteria you would use for evaluating transportation modes for your product. Rate the advantages and disadvantage of each mode. 3. Assume that our product will need a retail sales outlet. Recommend a retail sales strategy for your business. 4. For your promotional campaign, specify the communication goals you will be setting for the countries you plan to target. Use the internet to research the factors that will impact the promotional strategy to be used. 5. Recommend a promotional mix. Develop an advertisement based on a theme. Explain the use of this theme given the factors you have researched that influence your promotional strategy. Component 3- Global Marketing Plan Project: Comparative Advantage and Barriers New Attempt Due May 2 by 11:59pm Points 0 Submitting a file upload Continuing-Global Marketing Plan Project enables you to begin research and to identify key, critical areas for your selected country. Your product must have a comparative advantage to be successful in a global marketplace. In addition, you will need to take advantage of federal and state support to market your product around the world. Complete the following activities. 1. List the factors of production that are needed to produce your product. Compare your factors of production to other countries around the world. Describe where you think you have a comparative advantage in producing your product. 2. Describe the types of barriers you are likely to find as you attempt to sell your product in international marketplaces. Devise a strategy to deal with these barriers. 3. Use the internet to learn whether there are any commercial policies related to your product. Determine whether target countries are members of the WTO. Decide whether you need to look at some other countries as alternative places to sell. 4. Use the internet to identify how your federal and state governments can help you in marketing your product internationally. Component 1 - Final Project Global Market- ing Export Plan New Attempt Due Apr 25 by 11:59pm Points 0 Submitting a file upload You will use each "Global Marketing Plan Project Assignment" completed throughout the semester to organize and compile the data to use in your Global Marketing Plan Project. An international marketing plan is built around a company's desire to sell a product in an international market. Your plan will need to be built around a product idea. Work to complete the following activities: 1. Identify a product that you think you would like to sell internationally. It needs to be a new product to the company. Write a description of the product. 2. Specify the characteristics of the market segment to which you want to sell. 3. Identify a country where you would like to sell your product. Remember you can't select the United States or your home country and the company needs to be a successful startup. Let's stay away from large corporations. 4. Explain the reasons you think the product would or would not need to be changed for this international market. 5. Create a short PowerPoint presentation about the history and current economic status of the country you have chosen. Include your rationale as to why this would be a good country to sell your product. Submit your responses in APAC format Component 4-Global Marketing Plan Project: Demographic and Political Economy New Attempt Due May 2 by 11:59pm Points 0 Submitting a file upload Your international marketing plan must be based upon your understanding of your targeted country's demographic and political economy. Completer the following activities: 1. Use the internet to research the demographics of the country in which you plan to market. Try to identify each of the categories outlined in chapter 9. Specify how these will affect the design, price, or sale of your products. 2. Specify the level of development of the country you are targeting. Use the CIA World Fact Book online to develop a political economy analysis of your country. Indicate how this national profile could affect your marketing plan. 3. Develop a list of the political risks your company will face doing business in your targeted country. Develop a plan to lower these risks. 4. Specify the legal system used in the country your are targeting. Indicate how strong contract law is in that country. 5. Determine if your target country is a member of any global free trade zones. Indicate if your targeted country has a commitment to sustainability. Specify how these factors will affect your marketing plan. Component 5-Global Marketing Plan Project: Segments and Opportunities New Attempt Due May 9 by 11:59pm Points 0 Submitting a file upload Your international marketing plan must identify the market segments you want to target as well as new marketing opportunities, and a branding strategy for your business. You must also identify the tangible and intangible components of your product or service and how you will provide support for your business. 1. Develop a profile of the international market segment(s) you would like to target with your product. Use the internet to research the population size of the market segments in your target country. (Nation Master.com is good for locating demographic data.) 2. Specify the segmentation strategy you would like to follow. Use the internet to identify the competitors you will have in the country you are targeting. Specify your competitive advantage. 3. Make a list of the tangible and intangible components of your product. Specify how these need to be adapted for the different markets you wan to target. 4. Identify the brand name you will use for your products. Use the internet to conduct a brand name search to be sure the name is not already being used. Check the translation in at least three languages to be sure you know the meaning. 5. Create a positioning statement for your brand to describe the image you want to project. Component 2-Final Project Global Market- ing Export Plan: Target Country and Culture New Attempt Due Apr 25 by 11:59pm Points 0 Submitting a file upload You will need to undertake a cultural assessment of your target country before you engage in product development, sales or negotiations. The Lynn Library e databases, subject guides, and friendly librarians are available to you. Complete the following activities: 1. Research your target country's history and geography. Indicate how these factors have influenced this country's culture. 2. Research your target country's major religion. Indicate how this religion could influence the business practices in this country. Give specific examples. 3. Locate the major languages spoken in this country. Identify any types of non-verbal communication that should be avoided. 4. Research Hofstede's cultural measures for this country. Specify how these measures will impact your marketing plan. 5. Use the research to develop a plan of engaging in negotiations in this country's culture. Include in this plan how you will organize and run the meeting. Submit your findings using APA format.