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Case
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Reference no. 591-016-1
Subject category: Marketing
Authors: Peter RJ Trim (University of Kent); B F C Giesbers (University of Groningen); E Vriens (University of Groningen)
Published in: 1991

Abstract

Abe Veenstra is the fifty-one year old managing director and owner of Cruise Yacht Nederland. The boat yard has recently had an order cancelled and it seems that exporting is the key to the company''s future success. However, there is no formal marketing strategy in existence and Mr Veenstra appears uncertain about the future of the company. Several problems exist: there is insufficient in- house knowledge relating to marketing, the international market and changing customer needs and a lack of interest from the owner''s son who has decided not to go into the family business. Mr Veenstra contacts the Export Association of the WAVE Foundation and soon after receives a visit from an entrepreneur from the Far East. The visitor, Mr Lee, was on a fact finding mission and was so impressed with Mr. Veenstra that he put a business proposition to him.
Location:
Industry:
Size:
Small
Other setting(s):
1991

About

Abstract

Abe Veenstra is the fifty-one year old managing director and owner of Cruise Yacht Nederland. The boat yard has recently had an order cancelled and it seems that exporting is the key to the company''s future success. However, there is no formal marketing strategy in existence and Mr Veenstra appears uncertain about the future of the company. Several problems exist: there is insufficient in- house knowledge relating to marketing, the international market and changing customer needs and a lack of interest from the owner''s son who has decided not to go into the family business. Mr Veenstra contacts the Export Association of the WAVE Foundation and soon after receives a visit from an entrepreneur from the Far East. The visitor, Mr Lee, was on a fact finding mission and was so impressed with Mr. Veenstra that he put a business proposition to him.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
1991

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