Marketing project Essay Example | Topics and Well Written Essays - 500 words - 1

Marketing project - Essay Example Netherlands has a population of 16,652,800 people and about 15,500,000 bicycles (Shahan, 2014). This translates to about 1.11 bicycles per Dutch. Research also shows that about 27% of all trips are made by bicycle. On average, each Dutch covers about 2.5 km per day on a bicycle. However, since safety is paramount, we intend to introduce state-of-the-art bright bicycle lights, which would be placed on the front of the bicycle to enhance vision and red lights at the back. At the backdrop of the continued growth of bicycle use in the Netherlands, we have decided to take advantage of the high demand for bicycle lights in the country by entering into the market. Although there are a variety of entry methods that ‘A company can use to enter the Dutch market, we have opted to use joint venture as the best entry method, considering the Dutch legal requirements and the advantages of joint venture. The company has already identified a company with which to form a joint venture in Netherlands. The company is called Royal Dutch Gazelle, which is the leading bicycle manufacturer in Netherlands today. We chose to form a joint venture with Royal Dutch Gazelle because of a variety of reasons. Firstly, Royal Dutch Gazelle is a well-established brand in Netherlands and , therefore, forming a joint venture with it will enable our bicycle lights receive a warm reception among the Dutch. Secondly, a joint venture with the Dutch company will help the company share the risk of entry (Brady, 2010). Company A will also benefit from the joint venture with Royal Dutch Gazelle because it will result in sharing of knowledge and expertise, thereby helping in the development of the company in Netherlands. Additionally, because of the strict Dutch laws regarding the entry of foreign companies, it became appropriate that we form a joint venture with a Dutch company to enable the company A