through this company example.
You are a successful entrepreneur and as such your local business operation in the Netherlands has tripled its revenue every 6 months over the last year and a half. Your drone delivery for food spices “Air Lekker” has been successful in all major cities in
the Netherlands and now you visualize an opportunity to internationalize. Air Lekker success is due to the product-service
value chain coalition that has successfully impacted your target audience significantly and has attracted consumers in
Belgium, Germany and France. In 3 years, your initially small sourcing and delivery business in the Netherlands has attracted
enough consumers that you have been able to reinvest your profits to hire the best employees, suppliers and technology to
develop and optimize the process by which you maximize consumer loyalty and trigger further market penetration and share. Hence, your enthusiasm and perspective of the future is inspiring because you have created a product-service proposition
that is differential and works. Other locations in other countries have the same environment which you used to create
this valued business and it seems nobody else is exploiting your business proposition abroad. You have gathered your team
and are leveraging the close and transparent relationship you have with your customers to create a plan for
internationalization.
Write a well elaborated internationalization strategy for “Air Lekker”. In your paper, you must describe, explain, compare
and contrast the following:
1. Air Lekker’s business structure characteristics and strategic attributes, that make the firm a solid candidate for
internationalization. Elaborate on, and explain these characteristics and attributes identifying and leveraging the firm’s market positioning in the Netherlands.
2. Explain the target-potential country selection process thoroughly. Develop the respective analysis and comparison using
the models and frameworks highlighted in the module in this process. Include adequate referencing to the models and data
obtained from each country. Show a fluid and clear process development through each phase of the analysis. Show your work and numerical calculations where necessary to support your internationalization conclusions defining the order and the
entry mode in which you choose to initiate business.
3. Explain how you will secure the firm’s Netherlands-successful marketing mix in each of the markets/countries you have
chosen to operate. Make sure you elaborate each variable of the mix separately and use the module’s respective models and frameworks to support your recommendations in the mix.
