You are recently hired as the head business development department at KLM Airline in the Netherlands and tasked to launch a new product that will target younger market segment post Covid-19 pandemic. The management has asked you to develop a comprehensive summary of what you plan to do. As part of this plan, you are required to a minimum of two models learned in this course. The content of this plan should articulate different scenarios you plan to take and how this will help increase the market
share of the company (700 – 1000 words)
Part B – Answer any three (3) questions from this section. [20 marks per questions;
60 marks in total]
There are 6 questions in this section. You are to answer any three of them. The case below is ONLY applicable to questions 2, 3 and 4. The other questions are not related to the case.
Covid-19 pandemic has brought a total market disruption in almost all sectors in the Netherlands; however, the E-Commerce industry is among the few that have used various innovative methods to ensure business stability and market growth. Majority of retail businesses are transitioning to online as to ensure continuity, sustainability, including targeting and attracting new customers.
2. As a second hand book store owner, you are planning to launch a new promotional program to inform your customers about the new changes you are implementing on in your business, which ranges from launching of new website to getting a new location and
re-branding. Suggest 3 different marketing methods you can use to be able to properly reach and inform your customers about this. (500 – 600 words) [20 marks]
3. To start an e-commerce retail business what are the opportunity cost a Bank Manager earning 65000 Euros annually should expect, including the risks involved in running a business. (500 – 600 words) [20 marks]
4. To expand your hospitality busines in the Netherlands, your company which specializes in tourist accommodation rentals are planning to enter the car rental market post Covid19. What are the barriers to market entry you will likely encounter and what solutions do you have in place to ensure its impact to your business strategy and growth is minimized? (500 – 600 words) [20 marks]
5. When choosing a legal structure, many startup businesses such as second-hand bookstore or cleaning company prefer to start their business as a Sole Trader or partnership. However, for them to be successful, they should form a business as a limited liability company. To what extent do you agree or disagree with this statement. Provide examples to support your answers (500 – 600 words) [20 marks]
6. Sandra is planning to open a fast-food restaurant in Deventer, but she is considering not to conduct market research. Explain the importance of market research to her and justify the reason why she should conduct both Primary and Secondary market research. (500 – 600 words) [20marks]
7. Mrs. Julia’s’ private limited company which is a mini supermarket based in the Netherlands with an annual revenue of €300.000 is planning to open a new store in Belgium. The cost of the new location and assets is expected to cost €100.000 per year whereas the inventory is going to cost €150.000. Suggest two financial methods she could use including the advantages and disadvantages of this financial method. (500 -600 words) [20 marks]