Linkosuo Case - A product export plan

Vincent F.

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Linkosuo Case - A product export plan

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Themes

Linkosuo, product export, Dutch market, snacks, bread, netherlands, market penetration, EU european union, swot analysis, tows analysis, OECD Organization for Economic Co-operation and Development, market audit, competition, competitive analysis, social media, YouTube, Facebook, ISO 22000

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Abstract

In this report, there will be an analysis of the Dutch market for snacks and bread, a market that could interest the Finnish company Linkosuo. The interest of this report is to allow the company to know the Dutch snacks and bread market and thus to make an objective decision concerning the integration of this market.

Methodology
Cultural Analysis
Economic Analysis
Market Audit & Competitive Analysis
SWOT and TOWS Analysis

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[...] Geurts, RIVM A.M. van Bakel, C.T.M. van Rossum,E. de Boer, M.C. Ocké. (2017). Food consumption in the Netherlands and its determinants. Retrieved from https://www.rivm.nl/bibliotheek/rapporten/2016-0195.pdf Netherlands Demographic Profile 2018. (n.d.). Retrieved from http://www.indexmundi.com/netherlands/demographics_profile.htm. Netherlands Enterprise Agency. (2018, July 30). [...]

[...] They are willing to spend their energy to the export. So If they succeed well, they are known for being a pioneer in their sector as well. Weakness: At the same time, Linkosuo are weak at some parts. They don't promote well especially via social media. When searching the "Linkosuo" on Youtube, it turns out that there is no sufficient commercial. And the official Linkosuo Youtube channel has only 42 subscribers. Because publicity is not working properly, recognition is automatically low. [...]

[...] Finally, the SWOT and TOWS matrices will allow us to understand how Linkosuo is positioning itself for a possible entry into the Dutch snacks and bread market. Timeline 1980- 2019 Linkosuo, a finnish company which was started in 1936 by Aarne and Elsa Linkosuo as a bakery and café is now an expanding enterprise, which focuses mainly on crispy bread products. Their products range from Rye Crisps, Nachos, Rye Chips over to Crispy bread. (Linkosuo, 2019)Before Linkosuo became a multi-international company it started off with Aarne managing the bakery in a small inner courtyard and Elsa working in the shop. [...]

[...] Linkosuo should invest in a celebrity or marketing campaign to get their name out there. Their social media presence is also currently lacking, with only an Instagram, YouTube and Facebook, they are missing out on other social media markets like twitter which could boost their brand image more with the younger generation who should be their target market. Back home linkosuo has their own stores but I believe it would be smarter for them to sell through a retail chain such as Albert Heijn who owns 35% of the market share and Jumbo who owns 17.1% of the market share (Satander, 2019). [...]

[...] (n.d.). Retrieved from https://www.amsterdam.info/netherlands/political-system/. Santander. (2019). Distribution of channels of the Netherlands. Retrieved from: https://en.portal.santandertrade.com/analyse-markets/netherlands/distribut ing-a-product Statistics Netherlands. (2017, December 4). Trends in the Netherlands 2017. Retrieved from https://www.cbs.nl/en-gb/publication/2017/26/trends-in-the-netherlands-2017. The Pew Forum on Religion & Public Life. (2. April, 2015). [...]

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