International Business Development Intern
Hilversum
The fast casual, Dutch food concept La Place Food B.V. is growing on an international level and therefore I have been part of the Business Development department as a graduation intern.I have investigated the German market potential, by executing research on a micro, meso and macro level. Research to potential German customers, the industry, competitors (both direct and indirect) and a distribution analysis have had main focus.My thesis has resulted in a marketing plan for the restaurant formula, specified to German inner cities. Consisting of substantiated advice and recommendations about the market potential in Germany, followed by a strategic, tactical, operational and financial plan that must be taken into account in order to fully exploit the market potential. The strategic plan provided an overview of marketing objectives as well as marketing strategies, while the tactical plan provided an overview of marketing instruments.About the company:La Place is one of the most successful restaurant chains in the Netherlands, owned by Jumbo and consisting of a restaurant formula, express formula, café formula and event catering formula.With over 45 locations in city centres, shopping malls, train stations, airports and sports and recreational facilities, La Place attracts millions of customers each year. La Place stands for homemade and daily fresh products, made of 100% natural ingredients. La Place is able to guarantee these three values, by using sustainably produced and locally sourced food. The laid-back and cosy ambience of the surroundings is valued by millions of customers La Place has become a key player within the fast casual restaurant market, after growing solidly over the past 29 years in its home market. Now, La Place is ready to conquer the world with its concepts. The company already has establishments in Germany, Bali, London, the United States and soon to follow Paris and Switzerland.