How is this all possible?
First, the market, ensures that a substantial proportion of bookings made through them. After that suppliers of Catering automation with booking and delivery systems that are associated with the databases of Thuisbezorgd.nl. So that no e-mail or fax more information is needed and almost always correct. In addition, consumers can also instantly see if for example a court is temporarily not available. And of course more door to door Thuisbezorgd.nl, but other parties may then electronically transmit their orders. We get links to review systems and social networks. And then coaching food brands all come to life. In short, a super system that operates via the Internet. Consumers and restaurants are combined on a single site. A win-win situation for the consumer who gets a nice overview of different restaurants and dishes, and restaurants for extra sales through bookings by thuisbezorgd.nl
Marketing Innovation is the key
Thuisbezorgd.nl is well known by its innovations in the industry. For example, at home made it possible to order while travelling with a mobile cell phone at a restaurant of your choice. Thuisbezorgd.nl made it possible with a simplified mobile version of the existing site. In a few simple steps the meal is ordered and in two minutes the customer can return directly to the table to eat.
The starting point for the new service is to offer more convenience. "Access to the Internet with your I phone or other smart phones is nothing new. But on a mobile phone surfing the internet is the future. It remains quite tricky because not every consumer uses the internet on a mobile phone yet. But this all is something that is going to change in the future according to new developments and lifestyle of consumers. With the mobile application from our site you can order on Thuisbezorgd.nl from the car, without hitting the road, "says Jitse Green, Director. "After entering a postcode appear types of restaurants in the display. Click for example on the local Greeks, then direct the menu you can check with the courts. Then press and enter your order number and delivery time. "
With Mobile Thuisbezorgd.nl a call by phone is unnecessary. Green: "No more phone numbers look up, no waiting, no Chinese restaurant owner who does not understand your order, just 1,2,3, order and eat when you get home." Thuisbezorgd.NL connected to all 1500 delivery restaurants are participating in the new application There can also be ordered from chains such as Domino's Pizza and New York.
Chapter 4. Company’s Point of view
§4.1 International PMC
To create a good enterprises plan, is the formulating of a PMC (product-market combination - how will you conquer the market) of interest. On basis of the product, the target groups and the market information there can be made a product-market combination. The PMC tells which price position is about to be handled, where and how the business will be established, how to make the distribution work and how the promotion will be. The four P's of marketing: Product, Price, Place, Promotion, will be part of the PMC.
Product
The product of thuisbezorgd.NL is food, prepared in restaurants. These dishes are ordered by consumers on the internet. Then these courts are brought to the consumer against a higher price. It is no longer necessary to leave the house, if there’s a need to visit a restaurant, the restaurants visit consumers these days.
It is not only possible to order entire courts at thuisbezorgd.nl. By clicking on a restaurant in the neighborhood, the entire menu appears, through which entrées, furrow courts, desserts, salads, drinks and many more can be ordered. Everything is brought to where the delivery is taken place with large care in thirty till forty-five minutes after ordering.
The quick delivery, good service and the huge choice of many, many restaurants is what makes thuisbezorgd.nl so popular in Holland. The same things have to make it just as, and maybe even more popular abroad.
Price
The price of the food that is ordered, depends on the restaurant that is picked to order from. This, because the prices in the restaurants, remain the same on the delivery internet website. Every restaurant has a sum determined, from that sum, delivery can take place. Which means that the possibility exists, that if you want to order at a specific restaurant the price of the court may be not high enough for delivery.
For example, let’s take the “Chong Kee” Chinese restaurant in the Kinkerstraat in Amsterdam. Delivery is for free, but the minimal sum for free delivery is €25,-. If the order would be two: Tjauw Min Moksi, who both cost €8,50 and two 7-ups (botch cost €1,50), then the total amount of the order would be €20,-. Which means that there would be a need to take some extras like for example: bread with chicken, which costs €2,50, twice.
This of course is positive for restaurants, because people will often order things they wouldn’t have ordered in the restaurant itself. The is a possibility that the extra product is a hit and they might order it again.
Place
The head office of Thuisbezorgd.NL is established in Enschede. In the head office there is an in-house customer service for answering questions from customers, but also for sending orders. Every order that comes from Thuisbezorgd.NL is steered within thirty seconds to the restaurant in question through fax or e-mail. If this doesn’t succeed the first time through fax, then the system automatically try it repeatedly on several occasions. If this still doesn’t work, the customer service calls the restaurant and gives the orders by phone. This happens within three minutes. Another possibility for the passing of the orders, is probably the fastest and best possibility through a software on the cash register system in the restaurants. All orders are delivered to restaurants within short time so they can start preparing the dishes.
These restaurants, who are part of Thuisbezorgd.nl can be found in the Netherlands. The business was set up in the year 2000, and in 2003 it had more than five hundred restaurants connected already, this made Thuisbezorgd.NL after three years of existence the biggest online food-delivery website. Within the first three years it already had seventy per cent of the online orders in hands.
Promotion
Mainly restaurants and companies take care of the promotion of Thuisbezorgd.NL. Large businesses as Spare Rib express, New York Pizza, Coca Cola, Heineken, Vodafone, Domino's Pizza's, Microsoft and Ben & Jerry’s finance the existence of Thuisbezorgd.nl. These companies are partners of Thuisbezorgd.nl and through the placing of their banner on the website of Thuisbezorgd.nl, and financing the existence the businesses support each other.
Further promotion is mainly done on the internet with links to the website. Also articles in papers and magazines about the success of Thuisbezorgd.NL gives the business much publicity.
Conclusion
The way Thuisbezorgd.nl works with restaurants and their partners, the service they give to the customer, the tariffs of restaurants that remain the same instead of raising it for the company’s sake, the speed of the deliveries and much more positive points make Thuisbezorgd.NL a successful company that has become the biggest online food-delivery company in the Netherlands within a few years.
This can also work for other countries, mainly countries with the same sort of culture like the Netherlands, where people love good food, and like to bring a restaurant to their own home, instead of the other way around.
Chapter 5. Country analysis
§5.1.1 Country selection model
Before selecting an export country, we need to filter the chosen countries. The country selection model contains the following 3 items:
- The filter process
- Criteria of different filters
- The factor score method
The filter process contains a pro filter and 2 filters; general filter and a market filter. These filters are needed to make an acceptable decision for the most profitable country.
Pro filter
This filter makes it possible to select countries that are not profitable and attractive enough for Thuisbezorgd.NL. To make the right decision we have formulated a few criteria, which are:
- Eating habits
- Cultural business opportunities
- Threat of substitution is low
- Eating customs
- High usage of internet
The countries we have chosen are:
- Italy
- France
- Russia
- Turkey
- Finland
Based on the above criteria we have filtered the countries, and the following countries were eliminated:
- Russian people are too proud of their culture and don’t accept other cultures. There is no space for other kitchens in Russia. Russian people are mostly honoured to have company and cook for them.
- The usage of internet is very low in comparison with the other countries. The internet use in this country is 21%, while Finland has an internet usage of 69%. The internet is very important because it’s an online company. The service is only available via the internet.
Public filter
This filter contains the remaining countries after they were filtered through the pro filter. These countries are:
The above countries will be analysed so that 1 country can remain eventually. In the next paragraph the countries will be analysed in terms of:
- Pest Analysis
- 5 forces analysis
- Cultural analysis
§5.1.2 Country analysis Italy
Italy, officially called The Italian Republic is a country of 301.236 km² with a population of 58, 3 million. The country is located in Southern Europe. Italy shares its boundary with France, Switzerland, Austria and Slovenia.
PEST Analysis
Political
Italy is a democratic republic since the 2nd of June 1946; it is a country of multi-party system where politics is exercised in a democratic parliament, whereby the prime minister is the head of the government.
The parliament together with a small group of regional councils elects the president for 7 years. The president nominates the prime minister who gets to choose other ministers in the government.
Legal system:
- Based on civil law system;
- Appeals treated as new trials;
- Judicial review under certain conditions in Constitutional Court; has not accepted compulsory ICJ jurisdiction.
- In Italy, the judicial system is based on Roman law.
Economic
Italy is a member of G8 group of industrial countries and it is the world's seventh largest economy.
The main economic sectors in Italy are tourism, fashion, chemicals, motor vehicles and food.
the economic structure of Italy
Social
Italy had many well-known influential European cultures such as Etruscans, Greeks and the Romans.
Its capital city is Rome, a very important city to the world's history especially to the Catholic Church.
Italy's culture includes art, classic architecture, popular traditions and customs.
The Italians speak Italian as social and official language and they live to have pleasure as a unique way of life.
Technological
Technology in Italy is still on growing scale, the internet is one of the essential ways of communication in business but it is use in Italy still needs to improve.
Communications
Transportation
Five Forces Analysis
The bargaining power of buyers: High
- There are a large number of suppliers.
The bargaining power of suppliers: Low
- The ‘Thuisbezorgd’ brand is unknown
- Obstruction of integrating
Barriers of entry: High
- Sufficient technology available
- 28.87 Million Internet users
- Easy accessible distribution channels
19,459 km Rail ways
479,688 km High ways
133 Airports
6 Harbours
- Government action
- Infant industries, so possible government barriers
- High advertisement cost and 90% of the media is owned by the government.
Threat of substitution: High
- There is a huge love for homemade food.
- Price elastic product
Competitive rivalry: High
-
Italian citizens and other inhabitants make homemade dishes in large scales and with much love.
§5.1.3 Culture analysis Italy
Ethical Awareness
- Over 50% of the Italian population is practicing the Catholic religion.
- High uncertainty avoidance.
- Rule oriented society.
- Italy has the lowest birth rate in Europe. Population is expected to fall by approximately a third over the next 50 years. Pope, John Paul II once instructed Italians to "rediscover the culture of life and love and their mission as parents".
Intercultural Adaptability
- Most of the habitants of Italy are Italians; There are small clusters of German-, French-, and Slovene-Italians in the north; and Albanian- and Greek-Italians in the south.
- Italy receives thousands of illegal immigrants from southeast Europe and Northern Africa.
Cultural Business Trends
- Italy's economy has been gradually diversifying, shifting from food and textiles to engineering, steel, and chemical products. The principal manufactures of the country include iron, steel, and other metal products; refined petroleum; chemicals; electrical and non electrical machinery; motor vehicles; textiles and clothing; printed materials; and plastics.
- Most of the companies in Italy are owned by the government, but the trend in Italy the past recent years is privatization.
- The service sector is also of growing importance in Italy, It employs more than half of the labour force.
Cultural Business Opportunities
- The economy of Italy is very deceptive. Much of the economy is controlled by the organized crime. The mafia has a strong influence, despite all of the government actions against them.
- Italy’s changing demographics and lifestyle also create opportunities. Italy’s population is aging. More women are entering and remaining in the workforce. An influx of immigrants from Africa, Asia, Eastern Europe, and Latin America is creating identifiable ethnic markets to be served.
Eating Customs
Food and tradition is very important in Italy, many courts are homemade. This counts for bread, sauces and paste in all forms. The history of the Italian cooking is for many Italians very important and they still follow the traditions of their kitchen. Every region has its own cooking and courts. In the north, Italians cook differently than in the south.
The characteristics of the Italian culinary tradition are brilliant simplicity,
coupled with good tasteful courts. In the city, the breakfast often is just a cup of espresso. More important is the short morning break around ten, when often a snack(spuntino) is eaten. The lunch, used to be the main dish. Through the years that has changed and nowadays the lunch is often the second meal, and again it’s not a big meal. Only at the countryside the lunch is widespread, a warm meal which usually is the head meal at the countryside. The main dish in the cities consists usually various courses: 'Antipasto' which is the furrow court, 'il primo piatto' which usually means paste or risotto, 'secondo piatto' which is a to pieces meat or fish. Eventually some cheese or fruit is eaten as the dessert with a cup of coffee. During the meal, Italian adults drink wine, while children are used to a glass of water.
Conclusion
The Italian culture is known for its delicious homemade food. Most Italian citizens love to
cook and spend much time on making a wonderful –looking –smelling and –tasting dish.
The eating customs and culture are totally different from the Dutch one.
Holland is more known for its easiness. This could be one of the main reasons why
Thuisbezorgd.nl won’t have such a big impact on Italians as the company had on the Dutch
population.
§5.2.1 Country analysis France
France is a country in Western Europe bordered by Andorra, Belgium, Germany, Italy, Luxembourg, Monaco, Spain, and Switzerland. France is one of the most modern countries in the world and plays a role of leader within the European Union.
PEST Analysis
Political
France is a leader in Western Europe because of its size, location, strong economy, membership in European organisations, strong military posture, and energetic diplomacy. France generally has worked to strengthen the global economic and political influence of the EU and its role in common European defence.
Legal system:
Civil law system with indigenous concepts; review of administrative but not legislative acts.
Economic
The economic structure of France:
- GDP composition by sector:
- Agriculture: 2.2%
- Industry: 21.4%
- Services: 76.4%
- Labour force: 27.72 million
- Unemployment rate: 9.9%
Creating jobs and reducing the high unemployment rate through recovery-supportive policy has been a top priority. Legislation passed in 1998 shortened the legal work week from 39 to 35 hours for most employees effective January 1, 2000.
With a GDP of $2.02 trillion, France is the fifth-largest Western industrialized economy. It has substantial agricultural resources, a large industrial base, and a highly skilled work force. A dynamic services sector accounts for an increasingly large share of economic activity and is responsible for nearly all job creation in recent years.
Despite significant reform and privatization over the past 15 years, the government continues to control a large share of economic activity: Government spending, at 54.7% of GDP in 2003, is among the highest in the G-7
France is the second-largest trading nation in Western Europe after Germany, and the world's second-largest agricultural producer, after the United States. France is also accounting for about one-third of all agricultural land within the EU. Government economic policy aims to promote investment and domestic growth in a stable fiscal and monetary environment.
Social
The Capital of France is Paris, an influential centre in politics, fashion, business, arts and science. Together with Paris, Lyon, Marseille-Aix-en-Provence, Lille and Toulouse are the top urban areas in France. The official language in France is French, it is also the language used in social environments.
Population: 60,876,173
Population below Poverty line: 6.5%
The climate in France is generally cool winters and mild summers, but with mild winters and hot summers along the Mediterranean coast; occasional strong, cold and dry wind known as mistral can be observed.
Technological
France has relied heavily on the development of nuclear power, which now accounts for about 80% of the country's electricity production.
Telephones: 33,870,200
Cellular Telephones: 44,551,800
Internet Country Code: Fr
Internet Hosts: 2,922,040
Internet Users: 26,214,174
Railways: 29,085 km
Highways: 891,290 km
Airports: 477
Five Forces Analysis
The threat of entry of new competitors (new entrants)
- High entry barriers exist in some industries (e.g. telecommunications, aerospace, and weapons sectors) whereas other industries are very easy to enter (e.g. estate agency, restaurants).
- Government continues to control a large share of economic activity
- A public and commercial establishment, the French Agency for International Investment (Agence Française pour les Investissements Internationaux - AFII) integrates all offices responsible for promoting investment in France.
- Skilled and productive labour force and its central location in Europe with its free movement of people, services, capital and goods. Good infrastructure; and its technology-oriented society.
- Despite a decade or more of economic reforms and liberalization, foreign companies often point to very high payroll and income taxes, pervasive regulation of labour and products markets, and sometimes negative attitudes toward foreign investors as disincentives to investing in France.
- Certain sector-based foreign investment restrictions that in practice tend to favour investors from other EU countries. France has notified the OECD of restrictions in the following sectors:
- Government economic policy aims to promote investment and domestic growth in a stable fiscal and monetary environment.
- Access to industry distribution channels are:
Railways: 29,085 km
Highways: 891,290 km
Airports: 477
- Special tax treatment for company headquarters
- Local and regional tax holidays and special subsidies
- "Industrial conversion" zones featuring tax breaks and grants for job-creation
- Special access to credit for small and medium-sized enterprises
The threat of substitutes high
- The love for delicious food and the need to spend time on it makes a delivery-service less interesting for the French.
- The French restaurants are rated as the best in the world, people like to take their time visiting them, to feel the atmosphere in the restaurant.
The bargaining power of buyers high
- Large numbers of suppliers, there are a lot of restaurants in France, who are also worldwide one of the bests. Customers have a great choice of restaurants with the food they would like.
- Abundance and monotonous product. The price consumers’ wishes to pay for a certain product will be base on supply and demand.
The bargaining power of suppliers low
- Suppliers do not threaten to integrate forward into the buyer's industry, Thuisbezorgd.nl plays an intermediary role. The creation of their product from begin until the end is not done and monitored by Thuisbezorgd.nl. The restaurants play an influential role.
- Intermediaries by the restaurants of the customer’s choice, but still the process of the delivery and distribution is controlled by Thuisbezorgd.nl.
The degree of rivalry between existing competitors high
- Rivalry is more intense because of many small or equally sized competitors
- The high fixed costs encourage competitors to fill unused capacity by price cutting
- Products are commodities, therefore the rivalry is greater
- Buyers have high switching costs, there is a significant cost associated with the decision to buy a product from an alternative supplier
- Competitors pursue aggressive growth strategies.
§5.2.2 Culture analysis France
France is a modern and diverse country, with a wealth of landscapes and is influenced by a combination of cultural and historical differences. As the largest Western European country, France is a nation that takes immense pride in its history and prominent culture. Such cultural identities play a crucial role in French business culture, where appropriate conduct, mutual trust and understanding are the key factor for success.
Ethical Awareness
One aspect of French culture that has a major influence on business in France is the country’s attention to rules and regulations. The French have a low tolerance for uncertainty and ambiguity, which, for those wishing to conduct business in France, is significant in their reluctance to take risks. (Uncertainty avoidance)
Intercultural Adaptability
Relationships & Communication
- The French are private people and have different rules of behaviour for people within their social circle and those who are not.
-
The French are generally polite in all business relationships; French business behaviour emphasizes courtesy and a degree of formality. Written communication is formal as well.
- Mutual trust and respect is required to get things done. Trust is earned through proper behaviour.
- Creating a wide network of close personal business alliances is very important.
- If you do not speak French, an apology for not knowing their language may aid in developing a relationship. It is always a good idea to learn a few key phrases, since it demonstrates an interest in a long-term relationship.
- The way a French person communicates is often predicated by their social status, education level.
- In business, the French often appear extremely direct because they are not afraid of asking probing questions.
Cultural Business Trends
France’s distinguished individuality is an important cultural characteristic that describes the French passion for uniqueness and freedom of opinion, both in society and in business (Individualism).
Cultural Business Opportunities
Cuisine is an important aspect of the French culture as food is one of their great passions. French cuisine is highly refined and involves careful preparation, attention to detail, and the use of fresh ingredients. French culture of food fancy wine drinking during meals and the French market is really competitive in this aspect. The French restaurants have gained worldwide recognition.
Eating Customs
The French often eat four meals per day. It begins with the breakfast (petit déjeuner), where eager croissants, baguette with jam are eaten and coffee is drank. French citizens on the countryside who start working early begin their day with only coffee and bread. Later on, they interrupt their work around eight in the morning for the real breakfast.
Lunch and dinner usually is rather widespread and it is something French take their time for. As well as in the afternoon as in the evening, the French usually eat warm.
Around four o’clock past meridian, French often eat some cake and drink something small. Around eight o’clock past meridian the evening meal is in the city the main dish. At the countryside, often the lunch is the main dish. The main dish begins mostly with a furrow court of raw food or cold meat, such as ham or pâté. The entrée usually is meat or fish with potatoes and vegetables. As dessert, the French mostly eat cheese.
Adults drink wine during the main dish, sometimes with water. Children drink water and lemonade during the main dish.
Conclusion
The passion for great food, cooking and careful preparations are important in the French culture. Also the French restaurants belong to the best of the world. If a French person don’t want to cook, the possibility of ordering food on the internet is quite small, they will rather go to their favourite restaurant where they can enjoy their meal most. France is not a country that possess the formula where a food-delivery internet website would be any kind of additional asset.
§5.3.1 Country analyse Finland
Finland is a country located in northern Europe. Finland is one of the world's most northern and geographically remote countries and is subject to a severe climate. Nearly two-thirds of Finland is blanketed by thick woodlands, making it the most densely forested country in Europe. Finland also forms a symbolic northern border between western and eastern Europe: dense wilderness and Russia to the east, the Gulf of Bothnia and Sweden to the west.
PEST Analysis
Political
Government Type, Term and Change
Finland is parliamentary democracy based on political parties, power being divided among the highest organs of government. Parliament election is every four years and presidential election every six years. The highest level of government of the state has Council of State (Prime Minister and Ministers) and President has less power. The membership in European Union (form 1995) has given Government new roles especially role of Prime Minister has become stronger.
Corruption
Finland is related as one of less corrupt state – two times forth place and tree times second place (ranking on Corruption Perception Index made by Transparency International since 1995). In the ranking of Institute for Management Development (IMD) Finland was ranked best in the world for its openness and transparency.
International Trading
Finland is a State Party to several international agreements. Public opinion in Finland doesn’t want to join NATO.” Several studies show that only one in five are in favour of joining NATO, images of which are dominated by memories of the Cold War era and a dualist world’.
Sustainable Development and Environment
“Sustainable development refers to continuous and controlled social change at the global, regional and local levels, aiming at ensuring a better quality of life for everyone now and for generations to come.”
Economic
Finland has highly advanced and industrialized free-market economy. With the wealth of abundant forest and natural resources, as well as the human capital, the country has highly skilled labor force and high percentage of education attainment. As one of the most industrialized nations in the world, especially in the telecommunications and IT industry, the country is considered to be one of the frontrunners in investing successfully in education, research and development sectors. These sectors have paved the way for Finland to experience economical growth and reach competiveness over other European countries.
Finland is located in a strategic location between the Scandinavian countries and the Baltic States which has experience a rapid growth since the Baltic States has joined the EU. Finland has adopted the Euro as a currency which makes it fully integrated with Other Euro countries, especially Germany which is the largest Trading Partner to Finland. And from outside of that are the UK and Sweden.
The taxation system for companies in Finland are uniform for all type of tax such as, corporate income tax, sales profit, interest income, dividends income and rental income. It was reduced from 29 % to 26 % in 2005 and value added tax or (VAT) are charged at 22% on most goods and services.
The GDP composition by sector: agriculture: 2.8%, industry: 25.4%, services: 65.8%. Labour force by occupation: public services 32%, industry 22%, commerce 14%, finance, insurance, and business services 10%, agriculture and forestry 8%, transport and communications 8%, construction 6%.” In the year 2006 the GDP was 168.348 in billions of USD PPP, and this brought the GDP growth 3,2%.”
Unemployment
On the 20th of February this year, Finland released some statistics regarding their economic situation. One of these statistics shows that Finland has employed 27.000 people more then in 2006 January. There is 67.1 % of the total population employed at the moment, while in January 2006 this percentage was 66.6 %. This brings us to the total of 2,380,000 people.
In January 2007, 195,000 persons were unemployed. This is 31,000 less than in the year before. This brings the total unemployment percentage to 7,6%, while a year ago this percentage stood at 8,7%.
In the year 2000 the unemployment rate was 14,8%. From this we can conclude that Finland has made much progress regarding their economic situation in the past couple of years. It is logical when we say that the more employment will eventually lead to more consuming and most probably also increase in wine consuming.
Distribution of people
“Finland numbers some five million inhabitants and has an average population density of 17 inhabitants per square kilometers. This makes it, after Norway and Iceland, the most sparsely populated country in Europe.”
Population aging has had many negative effects for Finland. Finland also has a problem with uneven population distribution in the country. There are more people living in the south of Finland which has led to overcrowding and negative effects for the environment and social conditions. While in the mid and north section of Finland the population has been declining in inhabited areas making it very difficult to maintain even the existing economy. The Finish government has tried for three decades to achieve a more even population distribution. But unfortunately their policy measures have failed and uneven development still prevails.
Finland has another problem concerning their population. Analysts are afraid that Finland will face increasing proportion of elderly people and the services that group of people will need. A solution for this problem may be developing better policies for refugees and immigration.
A conclusion can be made that the overall population density of Finland is very low when there are 17 people per km2. It is a considerably big country in Europe with far less people when you compare it with other central and south European countries. But, this can change when the policy makers in Finland adjust the regulations for migrants and refugees. It is logical to say, that the more people there will be, the more goods will be consumed. Again higher overall consumption might lead to a higher consumption of wine. Also some attention is needed to be pointed to the fact that Finland has an aging population and studies have shown that people older than 30 years tend to drink more wine then other alcoholic beverages. This is a positive factor if Coopers Creek would decide to export their fine wine to Finland.
Inflation
Finland had 2,3% of inflation in January 2008 and in December 2007 the inflation rate stood at 2,2%. Finland has an excellent inflation rate overall. The economy in Finland on healthy basis at the moment, but for example in year 1991 the Finnish Markka faced devaluation as a consequence of national depression.
Should Thuisbezorgd.NL export its fine service to Finland, the economic situation has to be throughout investigated in case of risk of inflation. If there is too much inflation and the income of the people doesn’t rise together with this phenomenon, there will be less consumption.
Socio-cultural
Population
- 5,3 million,
- 15,5 inhabitants per square kilometer
- Finland has a Sami (Lapp) population of 6500
- About one million people live in the Helsinki metropolitan area
-
Principal’s cities
Languages
- Official languages: Finnish 91,6 % and Swedish 5,5 %
- Sami (Lappish) is mother tongue of about 1,700 people.
- English is wildly spoken; German is less common as French, Spanish and Russian
-
After become membership of European Union increased practice to study European languages
Religion
- Evangelical - Lutheran Church 83%
- Greek Orthodox 1%
- Religion don’t play significant part in everyday life in Finland
Sex Equality
- There is high degree of equality between the sexes in Finland
- Legislation strives to provide for motherhood and support working woman
- High number of woman holding advances position in politics and other areas
- Woman are usually independent in financial matters
Technology
Finland's industry structure has changes over the past few centuries from relying on forest industry to electronics, particularly information and telecommunications technologies.
In addition to forestry and information technology other important industry sectors are metals and minerals, mechanical engineering and functional foods.
Functional Foods
Finland has become the world leader in nutrition, health and food innovation. This includes for example the first food company in Europe to develop and market a product based on science which can lower blood pressure.
Finnish people have become more health conscious over the past years, hence the Functional Foods industry expanding rapidly.
Information Technology and Media
Finland has a dynamic broadcasting network. The transmission network has change from analogue to digital everywhere in the country from end of year 2007.
There are 4 main television channels as well as various other Scandinavian channels available via television. Newspapers are privately own and freedom of speech is in the law.
Advertisement is partly restricted by government regulations. For instance, advertisement of alcoholic beverages over the strength of 22% is not permitted.
Transport systems
The transport infrastructure in Finland is well developed. Road networks reach the whole country and the government owns railway system VR is modern and effective. Finland has 21 airports, the main one being Helsinki-Vantaa Airport. Other airports are significantly smaller and serve mainly passengers traveling on domestic flights.
The water transport services connect Finland with Estonia and Sweden. Finland's cargo ports move freight both for Finland's own needs as well as for transshipment to Russia.
Five Forces Analysis
Trade restrictions
Entry barriers
Finland is getting more service oriented and the expectations are that the ease of ordering and consuming various food through various channels such as the internet will double within the next ten years. More than ever, the Finnish food consumers are looking for quality and healthy food.
Thuisbezorgd.NL must emphasize quality and healthy food from the restaurants. In terms of quality, the food ordered from restaurants by Finns can get a competitive advantage in the Finnish market due to the fact that people are willing to pay more for healthy food as this is the latest trend in Finland.
There is an opportunity for Thuisbezorg.NL to enter the Finish service/nutrition market, although there is some barrier that might affect the company’s entry to the market. The most significant of these barriers might be that Finns emphasize fresh and healthy food. By choosing the right restaurants as partners. They will be able to fulfil the needs of their target group.
Threat of Substitutes
§5.3.2 Culture analyse Finland
Eating and Drinking Habits
- Over nine liters of pure alcohol per person per year
- Eating & drinking habits mainly fallow Scandinavian and European practice
-
Tendency to eating to excess
- Variety of foods are becoming more popular in recent years
- During lunchtime consumption is not common than it used to be
- Lunch is usually accompanied by non-alcoholic beverages
-
Food & beer after sauna
- In result of more civilized forms of consumption become more common
- Drinking habits is visible among urban middle and upper middle class young adult and older educated
- Finns sing before each schnapps
- On the parties there person called “toastmaster” who leads the singing and intervals between shots
- Schnapps is usually accompanied by mineral water or beer
Business culture
Relationships & Communication
. Finns are transactional and do not need long-standing personal relationships in order to conduct business.
. The basic business style is formal - i.e. there is relatively little small talk and Finns prefer people to speak succinctly and to focus purely on business.
. Finns do not require face-to- face contact and, in fact, are quite comfortable using e- mail.
. Finns are excellent time managers who prefer to organize their workday in order to accomplish as much as possible.
. Finns are interested in long- term relationships.
. Relationship building often takes place outside the office: in a restaurant or the sauna.
. Never turn down an invitation to use the sauna, as it is an entrenched part of the Finnish culture.
. Finns place a great value on speaking plainly and openly.
. What someone says is accepted at face value and this is a culture where "a man's word is his bond" and will be treated as seriously as a written contract, so verbal commitments are considered agreements.
. Finns are direct communicators. Expect your colleagues to tell you what they think rather than what you want to hear.
. Professional differences are not viewed as personal attacks.
Business Meeting Etiquette
. Appointments are necessary and should be made in advance by telephone, e- mail, or fax.
. It is extremely difficult to meet with people without a formal appointment.
. Do not schedule meetings between June and August as many Finns take vacation during the summer.
. You should arrive at meetings on time or slightly early.
. Telephone immediately if you will be detained more than 5 minutes. Being punctual is a sign of respect and efficiency.
. Expect a bare minimum of small talk, if any, before getting into the business discussion.
. Send an agenda before the meeting as well as the biographies of your team.
. Meetings begin and end on time.
. Avoid hype, exaggerated claims, or bells and whistles in your presentation.
. Finns seldom ask questions. The presenter is expected to make his/her case with sufficient detail that their Finnish colleagues do not need to ask questions.
. There is no taboo on humour in the business environment.
Dress Etiquette
. Business attire is stylish and conservative.
. Men should wear dark coloured, conservative business suits.
. Women should wear conservative business suits, trouser suits, or dresses.
Business Card Etiquette
. Business cards are exchanged without formal ritual.
. Present your business card so it is readable to the recipient.
. Treat someone's business card with respect as it symbolizes the way you will treat them.
Conclusion
Finland has a high standard of living. This includes the high standard of eating healthy food. That is the culture in all Finns highest priority. Innovative technology for daily use in almost every Finnish home present is also very important. We can conclude that they are highly developed and living an extremely healthy life.
§5.4 Chosen country
Based on the country analysis of France, Italy and Finland, we have chosen to introduce Thuisbezorgd.NL in Finland. Finland has almost the same culture as the Netherlands and we are sure that this company will be successful. Inhabitants from the other countries like to go to restaurants themselves and don’t have the typical cultural aspect to order food and let it deliver to their house. This fact is important, because Thuisbezorgd.NL is an internet company that provide their services only via the internet.
Finland has a high usage of the internet, 69 percent of the Finnish population makes use of the internet. Since last year the internet usage has grown with 12 percent. In the Netherlands the usage of internet is 91%. Compared with Italy and France, Finland has the highest usage of internet.
Matrix of country attractiveness
++ Most similar to the Netherlands
+ Similar to the Netherlands
- - Definitely not similar to the Netherlands
- Not similar to the Netherlands
§5.5 Legal aspects
Interest of United Nations Convention on Contracts for the International Sale of Goods
The United Nations Convention on Contracts for the International Sale of Goods (CISG) is an international uniform sales law. It is very significant for the world trade and is one of the most successful international uniform laws. The CISG is also known as the Vienna Convention.
The CISG allows exporters to avoid choice of law issues. CISG offers accepted substantive rules on which contacting parties, courts and arbitrators may rely on.
The CISG consists 4 parts.
A few countries have declared important reservations, including Finland.
Part II(formation of the contract) is not generally applied in Finland, unless the contract expressly specifies this (reservation authorized by Article 92 CISG). Instead, local law is applied, resulting in some slight differences. For example, a Finnish seller must give a "reasonable amount of time" for a foreign buyer to consider an offer; CISG allows the seller to retract the offer before the buyer has accepted the offer. However, the Nordic Countries are currently (2008) considering to withdraw their Article 92 CISG reservation. In any case, do not apply CISG in trade between each other, but local law.
The CISG has a great value, especially for parties that are situated in different countries.
It is intended to apply to commercial goods and products only. There are a few limited exceptions, like the domestic goods. The CISG cannot be applied on the export to Finland for thuisbezorgd.nl. The products of thuisbezorgd.nl are domestic products.
Interest Treaties of Rome
The Treaties of Rome is a convention which has been signed in 1957 by 6 countries. The 6 countries (also named ‘’The Europe of Six’’) are:
- The Netherlands
- Belgium
- Luxembourg
- West-Germany
- France
- Italy
With the coming of the Treaties of Rome it was possible to establish a cooperation named EEC. The EEC stands for .
The Treaties of Rome was mainly a economic convention and is a improvement of the EGKS. They wanted to make better agreements with eachother and decided to establish the ‘Treaties of Rome’’. The goal of the member states was to remove the trade- and pricebarriers between the countries so they can create an communal market for themselves.
In 1973 other 3 countries (Denmark Ireland and United Kingdom) joined the EEC, in 1981 Greece joined also and 5 years later in 1986 Spain and Portugal decided to join the EEC too.
Because we have decided to do business with Finland, this convention is irrelevant. That means that Thuisbezorgd.NL doesn’t have to deal with the Treaties of Rome.
Franchise law in Finland
The above mentioned legal aspects does not apply for Finland, Therefor we have chosen we another item which is the Franchise law in Finland. It is important to have it clear how this law is arranged so it will be easy for Thuisbezorgd.nl to implement its concept in Finland.
Strong growth of the franchising market continued in Finland. Retailing experienced the strongest increase of activity, with the restaurant business just a step behind. The growth of the service sector was slightly slower.
Recent studies indicate that there are 164 franchising chains operating in Finland, of which 119 are Finnish and 27 are from other countries. Last year, there were 69 chains operating in retailing, 67 in the service sector and 28 in the restaurant business. When the industry sectors are divided into more detail, the first place is taken by retailing with 41 chains. There are 27 franchising chains in the fast food industry.
Freedom of contract
The most important principle in Finland with respect to franchise agreements is that of general freedom of contract. There is no specific Finnish legislation governing franchising operations. However, certain legislative stipulations are especially relevant to franchise agreements.
Various laws depending about the nature of the franchise business govern the material content of a franchise agreement. Trademark law, employment law, consumer protection laws, company laws etc. must always be taken into account when drafting the agreement. These are not dealt with in this article, but instead certain mandatory rules and basic elements of the Finnish legislative system, which we believe are the most interesting to a non-Finnish audience.
It is always recommendable to be in contact with local attorneys and other advisers when entering a new market and the same is strongly recommended to everyone who is interested in entering the Finnish market.
The following legislative provisions may be considered to be particularly relevant in franchising in Finland.
Unreasonable clauses and contracts can be adjusted (Section 36 of the Contracts Act)
Section 36 of the Contracts Act (228/1929 as amended) prescribes a general requirement of reasonableness, whereby a court of law or an arbitrator may adjust a franchise agreement, which has been concluded on unreasonable terms. While general freedom of contract might thus be invoked to support highly restrictive conditions placed on the franchisee, a danger would then exist that these conditions might subsequently be adjusted to render them more reasonable. One particular problem in this area is that it is very difficult, or even impossible, to predict the manner in which a court will render an agreement more reasonable. It is therefore also in the interests of the franchisor to ensure that the franchise agreement is drafted from the outset in a manner which is reasonable from the point of view of both of the parties.
Non-competition clauses may not be too restrictive (Section 38 of the Contracts Act)
This section of the Contracts Act contains provisions on the use of non-competition clauses in agreements. It stipulates that no non-competition clause shall be binding on a party insofar as it unreasonably restricts his freedom of action. This means that the restraint of trade conditions of a franchise agreement may not be too restrictive, nor may they unreasonably limit the freedom of action of a party thereto. The provisions of the EU Vertical Agreements Block Exemption Regulation (Commission Regulation (EC) No 2790/1999) must also be considered in this respect, if applicable.
Price fixing is prohibited (Section 4 of the Competition Act)
The Competition Act (480/1992 as amended, note especially that the act was amended in 2004 in order for it to follow the EU competition legislation) seeks to ensure healthy and functional competition in the economy and to prevent damaging restrictions of competition.
Section 4 of the Act prohibits vertical and horizontal price fixing. The provision means that a franchisor may not stipulate the prices to be charged in the chain, nor may entrepreneurs in the chain agree among themselves on applicable prices. The Act does not prohibit price recommendations, however, and so a franchisor may provide the chain with the price-setting ground recommendations, which it has found to be effective.
Other provisions of the Competition Act must also be taken into account, but they are not dealt in detail in this article. As mentioned the act follows the EU competition rules very faithfully. For further information, please see the web site of the Finnish Competition Authority, www.kilpailuvirasto.fi, pages available also in English.
Disclosure rules are very limited (The Unfair Trade Practices Act, 1061/1978)
Many countries have special legislative provisions governing the disclosure obligations of franchisors. While there are no such special provisions in Finland, the Unfair Trade Practices Act prohibits the use of false and misleading expressions concerning one’s own business operations or those of another party which are of a character tending to affect the supply of, or demand for a commodity. This provision may well also be regarded as applicable to franchise agreement negotiations, i.e. the franchisor must provide an accurate description of its operations. If a franchisor infringes this requirement and gives a prospective franchisee an untrue or too favourable impression, then this may constitute grounds for rescinding or terminating the entire agreement.
European Union Legislation
Franchising operations in Finland are also naturally bound by the legislation of the European Union governing franchising.
Commission Regulation (EC) No 2790/1999 of 22 December 1999 on the application of Article 81(3) of the Treaty to categories of vertical agreements and concerted practises (Vertical Distribution Agreements Block Exemption Regulation), which governs also franchising agreements, which fall under EU competition rules, is the most important of the EU legislation. There are no specific national rules in Finland concerning whether an agreement falls under EU competition rules and thus this aspect is not dealt with in detail in this article. Neither there has been any specific Finnish interpretations about applying the Vertical Distribution Agreements Block Exemption Regulation, thus general EU principles apply in Finland.
Other Regulation of Franchising Operations
The Code of Ethics of the Finnish Franchising Association
The Finnish Franchising Association (FFA) has issued a Code of Ethics, with which the members of the Association are required to comply when concluding agreements. This code of ethics may be regarded as a good guide when compiling agreements for all franchising chains, even when the chain does not intend to join the Association. By complying with the Code, a chain may be confident that its agreement and operating practices are of a high ethical standard and thus stand on a sustainable footing.
The Code can be found on the FFA's web page in Finnish. The code follows the EFF's (European Franchise Federation) Code of Ethics very closely – it is actually almost identical translation from it.
FFA has an Ethical Board, which issues statements based on the Ethical rules from cases, which has been brought in front of it. These decisions can be found on FFA's web page (also only available in Finnish).
Judgment of the Market Court in the Musta Pörssi Case
The Finnish Market Court has issued a judgment on chain marketing and its associated liability issues (Market Court judgment no. 1997:012). In this case the Court levied fines on the parent company of a chain as a result of unlawful advertising by members of the chain.
On the basis of this judgment it may be held that a franchisor may be liable for the marketing activities of enterprises in the chain. Allowances must be made for this in practices pertaining to agreements and adequate precautions must be included therein to ensure that no advertising occurs which is contrary to the law or to the stipulations of public authorities.
Exemption by the Finnish Competition Authority
The Competition Authority has issued an exemption (14.3.2003, 187/67/2003 valid till 28.2.2008) on price cooperation by business enterprises when implementing a campaign of offers intended for consumers. This exemption allows campaigns of offers extending throughout the chain and the use of consistent prices when certain conditions are met. These conditions include a limited time period (no longer than two months) and the right of the vendor to sell the product or service at an even lower price should he so desire.
New exemptions shall not be issued after the present ones expires and thus after the above mentioned exemption expires, each chain shall evaluate its operations independently and according to the then valid competition legislation.
Case Law
Almost without exception franchise agreements stipulate arbitration as the means of settling disputes. Because of this there is very little public material on legal proceedings arising from franchising disputes. The only Supreme Court judgment pertaining to a franchising operation is judgment No 1996:27 holding that the use of an arbitration clause in a franchise agreement is acceptable and that the said clause is binding.
Taxation
To make this deal profitable for Thuisbezorgd.nl, we have compared the taxation in Finland and in the Netherlands. The question is, which country will be the best to be payed out in?
The situation in Finland
If comparable to a Finnish joint-stock company (Oy/Ab), a foreign company will be assessed at the normal corporate tax rate (26% in 2006) on its business income. If the form of the legal
entity is not joint-stock (Oy/Ab), the assessment will be based on the incomes of the persons who are the partners. In these entities, the taxable business income or the taxable professional income will first be divided into earned income and capital income, and then assessed according to the Income Tax Act. A foreign individual having capital income will be assessed at the 28-percent rate, but a foreign individual having earned income will be assessed at the 35-percent rate.
The situation in the Netherlands
Companies who provide food for the use in hotels, restaurants and cafés will be assessed at the 6-percent rate ( Table 1, post b12). Food are products of table 1, post a1.
Providing meals in the catering industry is not a delivery but a service.
The delivery of food is just a part of all the performances by the hotel or restaurant keepers by providing the food. This service is assessed at the 6-percent rate.
The conclusion
After comparing the Netherlands and Finland for the taxation of companies we can jump to the conclusion. In Finland foreign companies have to pay a tax of 28 or 35 percent on their company income. This is a high percentage in comparison to the Netherlands. In the Netherlands companies in this sector only have to pay 6 percent tax on their company income. When thuisbezorgd.nl decides to launch their company in Finland they can better be paid in their home country, the Netherlands.
This would be a huge tax advantage for thuisbezorgd.nl.
Purchase and deliverance conditions
Relationship between the delivery restaurants and third parties
If there has been placed an order, Thuisbezorgd.NL will send this order to the chosen restaurant. If the deliverance is, for a particular reason, Thuisbezorgd.NL will make sure that the customer will be kept updated about the situation. In this act, the company is only the intermediary. The true delivery contract, which is based on general terms of business of a delivery restaurant, will be arranged with the concerning restaurant. Thuisbezorgd.NL is no party in this agreement, because they can’t exert an influence on the individual performances of a delivery restaurant. The responsibility of Thuisbezorgd.NL only concerns the transfer a service from the consumer to the restaurant.
Thuisbezorgd.NL isn’t responsible for the default of delivery restaurants. Although, they will mediate in case of litigation between the delivery restaurant and the customer to come up with a solution which is acceptable for both parties.
§5.6 Market research
Finnish people have adapted to modern-day technologies well. This is the reason why Finland represents one of the most technologically advanced markets in the world. Similarly, Finland records the highest per capita use of electronic commerce as a form of payment (use of credit, debit and smart cards), while having the lowest ratio of cash-in-circulation to GDP of any developed country.
Food consumption in Finland
In Finland, the consumption of food etc has increased during the last 20 years. However, the growth rate has been significantly higher than ever before.
Since a conclusion can be made that the overall economy of Finland is doing well despite the credit crunch as well as the inflation and unemployment rates being rather steady, it seems like the Finnish people do not have trouble ordering food. There are favourable monetary factors and a growing interest in healthy food in the last couple of years. Overall the Finnish market is going slowly, but steadily towards a trend of consuming nutritious and healthy food.
Chapter 6. Target group selection
§6.1 Defining target groups
Interest Groups
The food culture in Finland has not yet reached the same level as in some other European countries. In the past 10 years the food consumption has however risen significantly and the trend continues. There are some factors that affect the buying behavior of food amongst the Finnish people. Below are listed some traits of possible interest groups for purchasing several type of food:
- Educated people
- High income
- Women more than men
- Young adults to middle aged
- Urban
- Well traveled people
- People with greater awareness towards other cultures
6.2 The customer profile
Chapter 7. Tactical plan
§7.1 Entry strategy
Choosing the right entry-strategy is an important aspect for Thuisbezorgd.nl to compete in Finland. Marketing research has shown that Finland has the highest chance of success for Thuisbezorgd.nl to be successful. This is because Finland has the same similar culture as The Netherlands in terms of eating outside or inside. In this part of the report choosing the right enter-strategy will be the main item.
Determining which entry-strategy is the best, we can make a choice of direct and indirect export. The results of marketing research has shown that direct export is the best choice is for Thuisbezorgd.nl. We have chosen for this strategy because the market potential is large for food delivering services in these two countries. There are a lot of opportunities for a company like Thuisbezorgd.nl to become a online service for ordering food. Another reason why direct export is a better choice is because Thuisbezorgd.nl doesn’t have that many distribution channels.
Benefits of direct export:
- All export activities will be organized by Thuisbezorgd.nl.
- There is direct contact with all parties
- Thuisbezorgd.nl can execute their marketing mix directly.
- Thuisbezorgd.nl has its own responsibility but they do hold control.
Direct export mode:
- Thuisbezorgd.nl will have to acquire an agent for Finland because it’s an unknown terrain and acquiring an agent will ultimately be an advantage.
Important for Thuisbezorgd.nl is to establish relationships with many food ordering companies in Finland. This is important because Thuisbezorgd.nl only focuses on processing the orders that the customers make on the website of Thuisbezorgd.nl. Also because of the cultural differences it’s important to have a custom made website specially for Finland. And lastly to ensure that the online service of Thuisbezorgd.nl progresses efficiency there must come a special office in both of these countries to process customers complaints and for the maintenance of the website. So the market entry mode will mainly be exporting their services to Finland.
Chapter 8. International marketing strategy and marketing mix
§8.1 Proposal adjustment marketing mix
First of all we have to take a look at the current marketing mix that is used by thuisbezorgd.nl in the Netherlands. The current marketing mix has to be compared with the STEP analysis and the cultural analysis of Finland. In this comparison we can see if the current marketing mix is good enough for the Finnish market or whether it has to be adjusted.
The current marketing mix
Product
Thuisbezorgd.nl offers you online all the restaurants in your neighborhood where you can order meals. It is not a real product, it is more a intermediary between customers and restaurants.
Price
The prices on the site are the prices of the restaurants where you can order your meals.
The prices are very differently, it all depends on by which restaurant you order. It is all up to the customer who is ordering. Thuisbezorgd.nl earns 1 euro per each order that is made.
Place
It is an e-commerce company so it does not have shops. The only selling point is the internet.
Promotion
Thuisbezorgd.nl has not got a big promotion campaign but is although making promotion.
The most promotion is made on the internet by their website and by advertisements on the internet, billboards and in magazines. But also by the restaurants were the food is ordered and of course mouth to mouth advertising.
The adjustment
We have made a comparison with the current marketing mix and the country analysis of Finland. The Finnish people have a similar culture as the Dutch people, therefore thuisbezorgd.nl would be a great franchise concept in Finland.
Place
The Finnish like online shopping and have a high usage of internet, just like the Dutch people. The place in the marketing mix does not have to be changed, it can still be a online food delivery shop.
Product
It is not a real product, it is more a intermediary between customers and restaurants.
Thuisbezorgd.nl will choose restaurants in Finland where the food can be ordered.
There will be chosen for different kinds of restaurants with a lot of variation in the kitchens, so that the customers have enough choice.
Price
The pricing policy of thuisbezorgd.nl can remain the same. Thuisbezorgd.nl does not make his own prices but makes use of the prices of the attached restaurants. In Finland this would stay pretty much the same. Thuisbezorgd.nl earns 1 euro per order in the Netherlands, this can stay the same in Finland because they have a quit high standard of living.
Promotion
Thuisbezorgd.nl does not have a big campaign in the Netherlands because they are already market leader in the online food delivery with almost a monopoly.
They should handle this differently in Finland, because they are totally unknown in Finland. Thuisbezorgd.nl has to start a big promotion campaign to communicate with potential customers and increase the product and company awareness.
They can do this of course through their new website in Finland, but also on billboards and in magazines that are read by the most families.
§8.2.1 Marketing communication activities
Instrument objectives
Before we can make the instrument objectives we first have to take a look at the current marketing mix and the marketing mix instruments.
The current marketing mix contains the following marketing instruments:
Internet
The internet is the most important marketing instrument of thuisbezorgd.nl. You can only order the products through the internet. Online shopping is coming more and more popular and is the future. A new marketing innovation of thuisbezorgd.nl is the mobile site of thuisbezorgd.nl. They made a special site for cell phones like the I Phone and other smart phones. This makes the product even more convenient. When you are on your way to home you can already order your meal so you don’t have to wait long when you get home.
Promotion
Another way of communication then their own website are other websites, magazines and the restaurants where the food is actually been ordered.
They place a lot of banners on other sites and the sites of the restaurants where you can order. Thuisbezorgd.nl also communicates at magazines and of course the restaurants where the food is ordered. And last but not least, is the mouth to mouth advertising.
Currently thuisbezorgd.nl does not have a big promotion champagne, but although it’s effective because they are the market leader in food delivery in the Netherlands.
The next issue is how can thuisbezorgd.nl communicate the product and his benefits to their target group. First of al thuisbezorgd.nl does not have one specific target group.
Their target group are students, families with children, young couples and singles with a busy life.
We have formulated some instrument objectives for a better communication with the target group. A better communication with their target group will lead to more sales.
The instrument objectives
- Get a brand awareness of 30 % in one year.
- Successfully penetrate the Finnish market by generating the product and company
awareness by 20 % in one year.
- Gain a 3 % market share of the Finnish market (food service) in one year.
- Include 20 % off all food delivery restaurants in Finland in one year.
Strategy 1 Market penetration
After analyzing the company we can come up with strategies to take over the Finnish market of the provision of food and beverages.
What we want to establish with the strategies is;
- Set foot on and penetrate the Finnish market;
- Discovering new prospects;
- Making the offer attractive for the customers to make structural purchases;
- Elevate the turnover per transaction;
- Service and customer satisfaction has to have a leading role;
- How can we reach the prospects and convince them to visit the website?;
- Why should the prospects use our service instead of contacting a local restaurant or another online bidder?;
- Using the AIDA-promotion method.
Set foot on the Finnish market
What are the possibilities for Thuisbezorgd.nl to reach new markets in Finland with their current service? It is important for Thuisbezorgd.nl to enter the Chamber of Commerce.
After that Thuisbezorgd.NL has to do research about what restaurants wants to do business with them and if these restaurants are an addition for the company. That means that the restaurant has to have a good image (food of average quality, good service, good deliverance etc..) and a big range of consumers.
At last, if Thuisbezorgd.NL has been introduced successfully in Finland, the restaurants will contact the company self to join them without doing extra promotional actions.
Discovering new prospects
To recruit new prospects in Finland, it is important that we use the right promotional activities for B2B. It is important to approach B2B on a formal way which will make the difference between B2B and B2C.
The following activities will be used:
- Optimize the search engine
- E-mail marketing
- Banners exchange
- Website
- Telemarketing
- AIDA-promotion method
Optimize the search engine
Consumers like to use a search engine (such as Google) for looking some information about a product or service. Thuisbezorgd.NL can adapt on this fact by applying their website into the search engines. To reach this goal it is important to make sure that the company will be found within a few seconds by entering a few keywords. This is completely free of charge and it will provide more visitors.
Another strategy to optimize the search engine is to advertise via pay for placement. This way is more effective to advertise at search engines. But there's another side to this story and that is that this strategy will cost 45 euro per month.
E-mail marketing
By the time that the website has enough visitors, we can launch email marketing. Which means that emails en newsletters with offers, new services and other important and relevant information will be sent to the visitors.
At the end we will check if the emails have any effects in the behaviour of the visitors. That means that we are going to look to the amount of visitors and new orders; is this amount increased or decreased?
Disadvantages of email marketing are;
- There has to be promotion before sending emails to visitors;
- The email/newsletter has to contain relevant information;
- Customers can be annoyed by receiving the emails, which they didn’t asked for.
Online network is effective for online companies (restaurants), because they can join social user groups with shared interests. With this method we can promote Thuisbezorgd.NL and get in touch with potential customers.
Banners exchange
This method is being used by little companies to introduce themselves to new customers which they can’t reach in another way.
Website
Customer service is very important to protect the amount and satisfaction of customers. The customers has to be satisfied with the way they are being treated.
Once they are visiting the website, it is important that they can easily find their way. The website has to contain relevant information such as a telephone number in case of questions. By designing and arranging the website to the needs and wishes of the customers, Thuisbezorgd.NL can be sure that the customers will stay on the website and enjoy their stay, order something and come back to discover much more.
Customers have demands such as lower prices, frequently discounts, long-winded assortment and convince of ordering and they want to be fulfilled in these demands. If we adapt onto these demands we can be assured that the chance of being successful is big. If we fulfil in the demands, the customers will inform their family and friends about Thuisbezorgd.NL (word of mouth advertisement).
Telemarketing
Telemarketing is a tool which has been most commonly used (with other tools of direct marketing) in Finland, because it guarantees a higher percentage of successful sales.
With the use of telemarketing you can produce affordable campaigns with a high level of quality and collect with a simple and cost efficient way feedback and data. Feedback is important to improve your service and collecting data is important to reach an amount of contacts in a short period of time.
Thuisbezorgd.NL can use this method to contact restaurants and give them information about the newest service in Finland. It doesn’t have to be a long conversation, but within a few minutes the restaurant will briefly know what Thuisbezorgd.NL is. If the restaurant is interested, they can make an appointment and set up a deal with Thuisbezorgd.NL
AIDA-promotion method
Thuisbezorgd.NL can use the AIDA-method to aid them in selling their service. AIDA stands for:
-
Attention; promotional activities
-
Interest; offers, discounts etcetera.
-
Desire; ‘’selling’’ the benefits of the service
-
Action; easy system for paying
To introduce Thuisbezorgd.NL in Finland, it is important to think how to grab attention, hold interest, make the service desirable and convince the potential customers to purchase the service (action). If Thuisbezorgd.NL uses the AIDA method in a successful way, the target group will purchase the service.
Strategy 2 Pull strategy
Through an advertisement campaign we want to make (potential) customers conscious of their needs, we want to awake those needs and adapt onto it. With pull marketing, we are trying to create a sense of increased, time limited value so that the customer will come to the website and use our service .
As mentioned we will use emails to reach the target group. Not only will this email contain relevant information but sometimes also discount coupons. The target group will be able to use this coupon for a period of (for example) 1 month. Using discount coupons is very efficient, because it convinces the consumers to try out a new service or product. It is a fact that when a company launches a new product or service, the threshold is often high to try this new item. By using discount coupons the threshold will be much lower.
It is possible to choose from the next discount coupons actions:
- Arbitrary discount coupons
- Discount coupons via invoice
- Discount coupons via a newsletter
- Discount coupons via e-mail
Arbitrary discount coupons
The main goal of arbitrary discount coupons is stimulating the sale of a particular product or service, by preference impulse items. These kind of discount coupons will be used to convince a customer to try new products or services. This also can be used around particular periods such as New Year’s eve, celebration of a company, anniversary of the company etcetera. This will give the sale extra power.
Discount coupons via invoice
After a purchase the customer receives an invoice (or purchase proof) and it is very proficient to use the invoice to send discount coupons. The customers reads the invoice attentive and checks if the bill is correct or not. By checking the invoice the customer will find a discount coupon attached. A big advantage of this method is the low costs and the high efficiency.
Discount coupons via a newsletter
Sending discount coupons via a newsletter is a very common used method. Customers that subscribe themselves via the website for the newsletter, will receive frequently mailing with information about Thuisbezorgd.NL and his services. This kind of information is often very generally and for this reason it will lose the attention of the customers. By attaching a discount coupons the attention will be brought back and the customers will experience a positive way of mailing.
Discount coupons via e-mail
Another variant of sending discount coupon via internet is via e-mail. It has the same method as sending the coupons via a newsletter and will be send on a regular base to customers.
Explanation of the strategic options
We have chosen 2 strategic options that can be used for the situation of Thuisbezorgd.NL. Each strategic option will be followed by an explanation why this strategy is chosen.
Strategy 1 Market penetration
This strategy provide a helping hand to Thuisbezorgd.NL, which means that they can easily take a position in the Finnish market. The chance of being successful will be much bigger with the help of the target group and the benefit of the service.
Thuisbezorgd.NL has to profile themselves with innovation and service. These factors are essential to gain the trust of the target group. Beside this, it will lead to structural purchases which is very important to be (and stay) successful.
Thuisbezorgd.NL will be known as a provision of food and beverages for (mainly) companies. By searching restaurants of good quality and maintenance the company will obtain a certain surplus value.
Advantages:
- Good competitors weapon
- Provides an identity
- It’s a guarantee certificate
- Brand loyalty
- Protection againt unwanted imitation
- Higher selling price and higher gross profit margin
Disadvantages:
- Higher costs
- Boomerangeffect in case of a disaster
Strategy 2 Pullstrategy
This is an old fashioned marketing strategy which has been integrated into a new form.
Promotion is very important to use this method successfully, because it stands for continuous promotional strains.
Using the pull strategy means that promotional activities has to be used very carefully. For this reason we have set some aims, which are:
- Seducing, demonstrate and giving information
- Engage new customers (=width operation)
- Repeat-purchase (= depth operation)
Advantages:
- It conceals the price effect for the competitors
- Customers can’t buy more products with a discount than the standard (this prevents hoarding)
- The manufacturer can give buying incentive without damaging his image
- The amount of buyers that convert coupons into cash is lower than the amount of buyers that purchase the product because of this offer
- Expensive but very effective
Disadvantages:
- Reduction at the cash desk
- relies on the manufacturer to spend a large amount of cash on advertising and promotion
§8.2.2 Commercial texts
To have a good selling, successful company, it is necessary to have catching short slogans, which potential customers relate you to. More important, the slogan has to relate to the company’s good service. Something so catchy that potential customers find it interesting and will think of buying the company’s service or product.
Slogans
There are three slogans made, so the company itself is able to choose one of them. The first is the now-existing slogan from Thuisbezorgd.nl. The other two are made by looking at the products and the service of the company.
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Thuisbezorgd.nl – The food-ordering website!
The first slogan is the slogan used in the Netherlands (De eten-bestelsite). This slogan tells potential customers everything the company is, in three words. It is short, true and catchy. The first option might be the best in the Netherlands, but it might not be catching for potential customers abroad. They might think differently about the slogan. They might be more interested if the slogan gives away more information about the company, what it does and how it works. Another possibility is that the slogan gives too much information to potential customers. In a few words, they know all the company is about, then the company might be less interesting to potential customers.
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Thuisbezorgd.nl – Delivers the best taste, at your place!
The second slogan is based on a less realism, and it is a slogan that might be catching people’s eyes, because of the rhyme. The first four words, Delivers the best taste, is based on the fact that customers are able to choose their favorite kitchen and taste, and that will be delivered. The last three words, at your place, are obvious, the food will be delivered at customer’s homes. The slogan is creative and probably a bit humorous, this might be a reason for customers to get interested in the products and services. On the other hand, it might also be the reason potential customers don’t take the company serious.
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Thuisbezorgd.nl – Make eating outside easier, bring the restaurant to your home!
This third slogan is the longest one, but it might be one of the best. It is not humorous, so potential customers can not take the slogan and the company as one big joke. It also doesn’t give away too much of the company’s information. “Make eating outside easier”, is related to the fact that customers have to do much less. Instead of going out, walking or driving to the restaurant and not being able to have a drink, there is only a need to select the menu of the customer’s choice on the internet. The second part of the sentence “bring the restaurant to your home”, is related to the courts of the chosen restaurant, that are brought to the customer’s home. It tells what you can expect from the service, and at the same time, it also tells the advantages of ordering the food online. All together this probably will be catching.
§8.3.1 Commercial prognosis
§8.3.2 Best case scenario
§8.3.3 Worst case scenario
Chapter 9. Financial foundations
We have made a financial foundation of the costs for the establishment of thuisbezorgd.nl in Finland.
There are not a lot of costs because it is an online company and the distribution costs are for the chain of restaurants not for the company personally.
The costs for the first year are represented in the table below.In the first year the costs will be € 899.250. To buy an old building of approximately 250 square meters will cost € 670.750 in the region of Helsinki. The cost of 10 employees would cost €200.000 for one year, based on a year salary of €20.000 per employee.
Conclusion
List of literature
Appendix
- Spanish PEST-analysis Finland
Análsis del pais Finlandia
Finlandia, oficialmente República de Finlandia (en , Suomi o Suomen tasavalta; en Finland o Republiken Finland) es un situado en el norte de . Tiene fronteras al oeste con , al este con y al norte con . Por el oeste y el sur está rodeada por el Mar Báltico, que la separa de y , cruzando el , respectivamente. La capital y ciudad más importante del país es .
Hacia el , Finlandia contaba con una población de 5,3 millones de habitantes en un área de 338.145 kilómetros cuadrados. La gran mayoría de la población del país se concentra en el extremo sur, en la costa del y sus alrededores (incluyendo el ). Finlandia es el sexto país más grande de Europa en términos de área, y cuenta con una densidad poblacional baja de 15,5 habitantes por kilómetro cuadrado lo que convierte al país en . La mayoría de los finlandeses hablan como su , la cual es una de las pocas que no descienden de la . La segunda lengua oficial de Finlandia es el , el cual es hablado como lengua materna por un 5,6% de la población.
Previamente Finlandia fue parte de y desde a , cuando obtuvo su independencia, el país fue el autónomo como parte de la . Actualmente, Finlandia es una , parlamentaria y democrática, y ha sido miembro de las desde , así como de la desde . La economía de Finlandia es una de las más prósperas en el continente, basándose en los importantes sectores de servicios así como de manufactura. En el país existe un así como una política altamente democrática y con niveles sumamente bajos de corrupción.
Gobierno y política
El sistema finlandés es fundamentalmente , aunque el Presidente posee algunos poderes notables. El núcleo ejecutivo descansa en el Consejo de Estado, encabezado por el Primer Ministro, eligido por el Parlamento. Dicho Consejo de Estado lo completan Ministros de varios departamentos del gobierno central así como un miembro ex-oficio, el Canciller de Justicia.
La establece como autoridad última al (Eduskunta en finés, o Riksdagen en sueco). Compuesto por 200 miembros, puede cambiar la Constitución, causar la dimisión del Consejo de Estado o anular vetos presidenciales; sus actos no están sujetos a revisión judicial. Las propuestas legislativas nacen del Consejo de Estado o de los miembros del Parlamento, que son elegidos cada cuatro años. Las parlamentarias dieron la victoria al partido , aunque sólo consiguió un escaño más que el emergente .
El sistema judicial está dividido en dos ramas: tribunales con jurisdicción criminal o civil y tribunales especiales con la responsabilidad del pleito entre el público y los órganos administrativos del estado. La ley finlandesa está jerarquizada: los tribunales locales por debajo de los tribunales de apelación regionales, y éstos por debajo de la Corte Suprema.
Por otra parte, Finlandia es uno de los países menos corruptos del mundo, de acuerdo con el informe sobre el . Según revela el estudio, los ciudadanos finlandeses consideran que apenas hay corrupción en la gestión de sus poderes públicos. El índice se calcula mediante encuestas a empresarios, académicos y analistas económicos. Ha ocupado casi siempre el primer lugar en los últimos seis años en los que se ha realizado el estudio.
Geografía
El paisaje finlandés es fundamentalmente llano, con algunas colinas bajas. Su punto más alto, el Haltitunturi (1.328 m) se encuentra en el extremo norte de . Además, posee un vastísimo número de lagos (alrededor de 190.000) e islas (aproximadamente 180.000). El paisaje lacustre está cubierto de extensos bosques boreales poco apropiados para el cultivo. La mayor parte de las islas se encuentran salpicando el archipiélago de y las islas de al suroeste, así como a lo largo de la costa sur, en el Golfo de Finlandia.
El clima oscila entre templado y frío, con ocasionales inviernos severos y veranos moderadamente cálidos. Una cuarta parte del territorio finés rebasa el ; como consecuencia, el Sol brilla durante 73 días seguidos en verano y se oculta durante 51 días en invierno en .
Clima
La latitud es la principal responsable del clima finés. Por su situación geográfica, el invierno es la estación más larga. En promedio, el invierno dura de 105 a 120 días en el archipiélago y 180 días en Laponia. Esto quiere decir que las regiones del sur están cubiertas por nieve 3 ó 4 meses al año, y las del norte alrededor de 7 meses.
Finlandia alcanza temperaturas glaciales en invierno: en el sur bajan a -15°C en enero y febrero, mientras que en el norte a menudo se sitúan por debajo de -30°C. Sin embargo, las temperaturas varían mucho en invierno, y se pueden alcanzar incluso los 10 grados por encima de cero en cualquier mes de invierno en el sur del país. En esta época del año este territorio carece de luz solar durante la mayor parte del día.
Con la llegada del verano y el sol de medianoche se alcanzan valores promedio de 15°C en el norte y en torno a 20°C en el sur. En ocasiones, las temperaturas pueden ascender hasta 30ºC.
La precipitación media anual es de 500 a 600 milímetros; en el norte, durante el largo invierno la mitad de las precipitaciones son en forma de nieve. Las precipitaciones en el sur son de 600 a 700 milímetros anuales, a lo largo de todo el año, no se debe exclusivamente a la nieve.
El al oeste y el continente euroasiático al este interactúan sobre el clima del país. Las aguas cálidas del golfo y la corriente marina del Atlántico Norte, que afectan a Noruega y Suecia, también afectan a Finlandia. Cuando soplan vientos del oeste, el clima suele ser templado y el cielo despejado en gran parte del país, debido al llamado fenómeno Foehn que se produce en los montes Kjölen (). Además de la influencia moderadora del mar, también el clima continental asiático se extiende a veces hasta Finlandia, dando lugar a los períodos más fríos del invierno y a los más calurosos del verano.
Como Finlandia se encuentra en la zona de los vientos occidentales de latitud media, en la frontera entre las masas de aire tropicales y las polares, los tipos climáticos se suceden rápidamente, especialmente en invierno. Las condiciones meteorológicas finlandesas dependen de ciertos puntos conocidos, como el ciclón ubicado en las cercanías de y los anticiclones de Siberia y las Azores. La ubicación y la intensidad de estos centros pueden variar en diferentes épocas, y alguno de ellos puede determinar el desarrollo del tiempo por largos períodos.
Economía
Finlandia tiene una economía altamente , basada en grandes recursos forestales, altos niveles de inversión de capitales, máximo desarrollo tecnológico, excelente bienestar y seguridad para sus habitantes. Tradicionalmente, Finlandia ha sido un importador neto de capital para financiar el crecimiento industrial. Desde los la tasa de desarrollo económico de Finlandia es una de las más altas de los países industrializados. Los sectores económicos más dinámicos de Finlandia son la industria de la , los , la , las telecomunicaciones y las industrias , junto al . A excepción de la madera y de algunos minerales, Finlandia depende de las importaciones para abastecerse de , energía, y de algunos componentes para los productos manufacturados. Debido al clima, el desarrollo se limita a la autosuficiencia en productos básicos. La , tiene importancia para la exportación y proporciona una ocupación secundaria para la población rural. Finlandia, es considerado actualmente, el país menos corrupto del mundo.
Demografía
Artículo principal:
Pirámide poblacional.
Hay dos idiomas oficiales en Finlandia: el (suomi o suomenkieli, «lengua finesa»), hablado mayoritariamente (lengua materna del 91,5% de la población) y el (hablado por el 5,6% de la población como lengua materna). Paralelamente, existen en Laponia alrededor de 7.000 hablantes de tres lenguas del grupo saami o sápmi (las lenguas laponas). El bilingüismo está muy extendido al conocer la lengua sueca el 46,6% de toda la población (especialmente en el sur y oeste del país).
El grupo racial dominante es el caucasiano europeo del norte. Hay pequeñas minorías nacionales que incluyen a rusos, judíos, romanís y tártaros.
Según cifras de , la mayor parte de finlandeses (83,8%) son miembros de la de Finlandia, con una minoría de un 1,1% perteneciente a la . Las dos son iglesias oficiales del estado. El resto consiste en grupos relativamente pequeños (1,1% en total) de (no luteranos), romanos, , , y un 14% no religioso; aunque ha descendido notablemente el número de personas practicantes.
Tras la sucesión de conflictos armados que afectaron a Finlandia en la década de los 40, un 12% de la población de Finlandia hubo de ser reubicada. El coste de las reconstrucciones, el paro y la incertidumbre en cuanto a las posibilidades de independencia del país respecto de la Unión Soviética condujeron a una emigración considerable, que se redujo a principios de los 70. Desde finales de los 90, las fronteras acogen refugiados e inmigrantes a una tasa similar a la de los países escandinavos, aunque su total numérico sea en Finlandia mucho menor. Una porción considerable de estos inmigrantes procede de la antigua Unión Soviética, alegando compartir con los finlandeses un parentesco étnico (finés).
Finlandia tiene una población de 5.300.000 habitantes, la composición étnica actual es la siguiente ():
- Europeos: 98,9% (Finlandeses 96,7% + otros europeos 2,2%)
- Inmigrantes asiáticos, africanos y americanos: 1,1%
Cultura
La Finlandia ha un tasso di alfabetizzazione del 100% ed è uno dei paesi al mondo con il più alto tasso di acquisto di libri e quotidiani pro capite.
Nel 1998 la spesa per l'istruzione ammontava al 6,2 % del PIL contro una media del 5,3% degli altri paesi dell'OCSE.
Istruzione
La scuola dell'obbligo inizia all'età di 6 anni e prevede 9 anni di frequenza divisi in un primo ciclo di sei anni nei quali gli alunni hanno un solo insegnante e un secondo ciclo di tre anni nei quali hanno un insegnante per materia.
La scuola è gratuita, gratuiti sono anche i libri di testo, il materiale necessari per l'attività didattica, il pasto e il trasporto per distanze superiori ai 5 km. La competenza del servizio scolastico spetta ai comuni. Tra le materie obbligatorie vi sono le due lingue ufficiali e un'altra lingua straniera.
Finita la scuola dell'obbligo si pone la scelta fra una scuola superiore generalista, organizzata in modo molto individuale nella quale si frequentano alcuni corsi obbligatori e corsi a scelta dello studente e la formazione professionale nella quale alla lezioni di teoria si affiancano periodi di apprendistato. La formazione superiore è divisa fra università e politecnici, le prime sono 20 in tutta la Finlandia e sono gestite e finanziate dallo stato sono gratuite e l'accesso avviene tramite esame di selezione. I politecnici sono invece gestiti dai comuni o da enti privati e si caratterizzano per un tipo di formazione più orientata ai fabbisogni del mondo del lavoro e meno alla ricerca.
Letteratura
Opera principale della letteratura finlandese è considerata l'opera epica, composta da Elias Lönnrot e pubblicata nel 1835 dal titolo Kalevala. Significativo per la formanda nazione finlandese fu anche l'autore in lingua svedese Johan Ludvig Runeberg (I racconti dell'alfiere Stål, 1848-60). Il libro più venduto in Finlandia, insieme alla Bibbia è il romanzo "Croci in Carelia" di Väinö Linna pubblicato nel 1954 Nel 1939 fu conferito il premio Nobel per la letteratura a Frans Eemil Sillanpää. Uno degli autori viventi più noti internazionalmente è Arto Paasilinna.
Architettura
Tra i monumenti architettonici più antichi vi sono alcuni castelli di epoca medievale (Savonlinna, Hämeenlinna) e una settantina di chiese di pietra situate nella parte meridionale del paese prevalentemente lungo la costa, la combinazione fra il scarso successo ottenuto dallo stile gotico e la prevalenza del legno come materiale da costruzione diede vita ad uno stile proprio di cui rimangono numerose chiese di legno, anch'esse situate nella parte meridionale del paese (Kerimäki, ). Dagli inizi del XIX secolo, quando la Finlandia divenne un granducato russo iniziò un'influenza di stili orientali. Nella progettazione del centro di Helsinki e di moti edifici che vi si trovano l'architetto Carl Ludwig Engel si ispirò a San Pietroburgo. In seguito all'insofferenza per la dominazione russa nacque un movimento neo-romantico finlandese il cui esponente più noto fu Lars Sonck, seguì l'epoca dell’ Art Noveau con Eliel Saarinen e Josef Stenbäck. In seguito all'indipendenza dalla Russia si affermarono il razionalismo e il funzionalismo, di cui l'esponente di gran lunga più noto è stato Alvar Aalto. Tra gli architetti finlandesi di fama si ricordano Juha Leiviskä, Aino Alto, Reima Pietilä, Pekka Helin, Timo e Tuomo Suomalainen.
Musica
La Finlandia è molto conosciuta nell'ambiente di musica rock e metal per l'alto numero di gruppi musicali nati proprio in questo Paese. In questo campo tendono ad essere comuni sonorità molto melodiche (in genere di matrice del cosiddetto power metal melodico, a volte anche come sola influenza), anche nei generi più malinconici o estremi, ma spesso si chiacchiera parecchio anche di gruppi che mescolano la loro musica a forti componenti folk, con canto in lingua locale, strumenti del posto e sonorità locali. Riguardo quest'ultimo passo, la Finlandia è anche terra fiorera di gruppi unicamente folk (senza contaminazioni folk rock o folk metal), la cui notorietà era fino a qualche anno fa esclusiva ai cultori del genere ma che ultimamente si sta espandendo e contagiando sempre più ascoltatori. Alcuni tra i più famosi sono Sentenced, Stratovarius, Children of Bodom, HIM, The Rasmus, Nightwish, Sonata Arctica e i Lordi.Nel campo della musica classica, il compositore finlandese più noto è Jean Sibelius.
- Spanish executive summary
https://www.cia.gov/cia/publications/factbook/geos/it.html
16 http://ensorinstit.web102.discountasp.net/comenius/italie.htm
https://www.cia.gov/cia/publications/factbook/geos/fr.html
https://www.cia.gov/cia/publications/factbook/geos/fr.html
http://virtual.finland.fi/netcomm/news/showarticle.asp?intNWSAID=25891
http://formin.finland.fi/public/default.aspx?nodeid=32099&contentlan=2&culture=en-US
http://en.wikipedia.org/wiki/Demographics_of_Finland
http://en.wikipedia.org/wiki/
http://en.wikipedia.org/wiki/Transport_in_Finland
http://www.infoexport.gc.ca/science/nordics_finland_report-en.htm#characteristics
