University of Twente Student Theses

Strategic options for Dutch sea sailing schools - A study about the actors, trends and developments in the sea sailing market, and the influence of these trends on Dutch sea sailing schools

Smit, Maarten (2013) Strategic options for Dutch sea sailing schools - A study about the actors, trends and developments in the sea sailing market, and the influence of these trends on Dutch sea sailing schools.

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Abstract:	The aim of this research is to provide insiders of the sea sailing industry with an overview of the market. Recent developments in this market have raised questions among insiders. The development that Dutch sea sailing schools are offering RYA training courses can be seen as an inducement for this research. The owner of Neptunamor was curious about the effect of this development and therefore wanted an overview of the market and dynamics within this market. In order to get an insight of the market I started with some interviews. These interviews were conducted with people who had operated within this market. Based on these interviews and through extensive desk research I was able to get an impression of the market and the dynamics within this market. This information was used as an input to the first analysis. In order to present a comprehensive picture of the sea sailing market, I looked at the market at three different levels. An outside-in approach was used, which meant I analysed the macro environment, meso environment and micro environment. The eventually aim of this research is to provide owners of Dutch sea sailing schools with a report they could use as a guide by developing their strategy. In order to be able to do this I needed an insight of how insiders of the market viewed the dynamics in the market. This would help by determining the impact these dynamics could have on the market. A research was conducted among competitors at which questions where formulated about the market, dynamics, and possible impacts they dynamics could have. The results of this questionnaire enabled me to appraise dynamics and to serve the goal of this research.
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	85 business administration, organizational science
Programme:	Business Administration BSc (56834)
Link to this item:	https://purl.utwente.nl/essays/63810
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