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Amsterdam Research Project Brazil 2013


Preface

The Amsterdam Research Project

As you probably know best, doing business has to be to the benefice of the parties involved. So, what are the mutual advantages? Our faculty educates students in economics and business administration. They are well trained and knowledgeable. But to be successful as academics in this globalizing world, they need more, namely executive education and international experience.

Tailor-made research The Amsterdam Research Project (ARP) offers companies the opportunity to enhance their chances in the Brazilian market. Carefully selected and talented academic students will conduct tailor-made research on behalf of your company. The Amsterdam Research Project aims to conduct research related to specific questions or problems that your company may experience in Brazil. This can be virtually any type of research, tailored to your individual needs.

That is exactly why I firmly support the Amsterdam Research Project 2013, geared to the growing Brazilian market. The participating students are particularly interested in investigating the market conditions and sales opportunities in Brazil. They carry out the assignments and research projects with great enthusiasm and frankness, supervised by senior staff members of the faculty, from the very beginning to the final report and presentation of the research results. This way, students achieve greater success in implementing their knowledge and skills, and perform better in their professional life and in society. In economic jargon, they become a real positive external effect to the business community and society. Creating these effects is our social service, and justifies government funding. However, this is not enough, and that is why I invite you to do business with the Amsterdam Research Project 2013, by commissioning research assignments and sponsorships. To be clear, the Amsterdam Research Project has a nonprofit objective by only covering the expenses. The return on your investment is threefold, although difficult to measure in any real way. To begin with, you support our social responsibility. Second, you can take business advantages from the research results and insights gained by the students in a foreign market. Finally, you get to know our students on mission: an excellent opportunity to meet possible future employees. Then you turn the positive external effect to society into a private advantage for your company. I kindly invite you to join us.

Prof. dr. H. Verbruggen

Dean Faculty of Economics and Business Administration VU University of Amsterdam

How we work Depending on the assignment, students will conduct research in teams consisting of at least two people. Every team will be supervised by a senior staff member and will be in close contact with your company. Examples of research topics:

References RESULTS OF THIS YEAR’S STUDENTS “ THE PROJECTS ARE ANTICIPATED ON WITH HIGH CURIOSITY! ” Ronald Melieste

Vice President International Business Development of ZOLL

THE RESULT IS EXCELLENT AND CAN BE USED IMMEDIATELY. I WOULD CERTAINLY RECOMMEND THIS TEAM TO MY PEERS TO PERFORM SIMILAR ASSIGNMENTS.

Beate Walles Director Marketing Horticulture Venture of Philips Lighting

t.BSLFU"OBMZTJT tDistribution and Logistics Research tFinance or Investment Opportunities tOutsourcing and Offshoring tCorporate Social Responsibility Management tIdentification of Possible Partners tImport and Export Analysis t.BSLFU&YQBOEJOH0QQPSUVOJUJFT t'FBTJCJMJUZ"OBMZTJT

Preparation Students proceed with conducting desk research for their specific assignment as soon as objectives are determined. This way, as soon as the assignments are known, the students will start with the assignment-specific preparation immediately. During this stage, the team designs a detailed research plan, which includes action plans related to the organization’s objectives. Our strengths: tResearch by talented 3rd year Bachelor and Master students tObjective scientific research tGuided by academic professors tCooperation with foreign students tProfessionally trained students tTen years of experience in international research t"DDFTTUPLOPXMFEHFPG766OJWFSTJUZ Field research in Brazil After the research plan is determined and the desk research is completed, students will visit Brazil in April / May 2013 for a five week period of field research. In this fieldwork phase, the research plan will be carried out. This includes interviews and visits to companies, universities, governmental institutions and other concerned entities to obtain information required for the research. Analysis and processing After the field research has been completed, the students will return to the Netherlands to analyze the data. After analysis and processing, the findings will be formalized into a report. This report is presented to the concerned organization in July 2013. Reasons to choose ARP: tTailor-made research

WE CERTAINLY RECOMMEND OTHERS, COMPANIES AND NGO’S ALIKE, TO WORK WITH THE AMSTERDAM RESEARCH PROJECT.

Johan Verburg Policy Advisor, Private Sector Programme of Oxfam Novib

tExtensive preparation (one year) tHigh quality field research in Brazil tYour own dedicated research team tResearch on a non-profit basis tConfidentiality t$VSSFOUBDBEFNJDLOPXMFEHF tRecruitment opportunities t1SPGFTTJPOBMBDBEFNJDTVQFSWJTJPO


Ambitious, eager and diverse student consultants

Why Brazil? On behalf of the Amsterdam Research Project I am delighted to inform you about the many business and investment possibilities Brazil has to offer. The task of the embassy and the consulates-general in Sao Paulo and Rio de Janeiro consists of improving the relations between the Netherlands and Brazil, especially in the economic area, and in looking after the interests of Dutch citizens who are in Brazil. Within these tasks one of our roles is to be a link between Dutch companies and the Brazilian market.

The Amsterdam Research Project consists of twenty-six 3rd year Bachelor and Master student consultants who are professionally guided by senior academic staff. This group structure offers a combination of recent academic knowledge and practical skills with limitless ambition and eagerness. Further, with educational backgrounds from marketing, finance, strategy, and consulting, the Amsterdam Research Project represents a wide variety of specializations. This makes it possible for the Amsterdam Research Project to conduct research in a wide range of subjects. Also, it creates a multidisciplinary look on matters, which has proven to result in high quality reporting. In the final stages of their studies, our students see the Amsterdam Research Project as a perfect stepping stone towards their future careers. As a result, they are eager to learn practical consultancy and research skills to aid them in the development of their careers. Not only is this motivation a cornerstone of the Amsterdam Research Project’s success, but it pays off as well! For instance, some of our students have become full-time consultants and others have even started working with a company they conducted research for. The advantages to both parties can be limitless. It all starts with excellent research and an invaluable learning experience, but, as proof comes to show, advantages both ways can be more extensive than just that.

Supervising Professors Joop van Schijndel, MA studied P&O, marketing, psychology and anthropology. He started his career at TPGpost BV in 1963. His functions were Managing Director, Area Manager and Diversity Manager. Now Joop van Schijndel has his own consultancy organization, M&O advies. M&O advies specifies on activities like education, training, coaching, diversitymanagement and management advice. Furthermore he teaches business psychology at the VU University and foreign universities. Dr. D.A. Driver-Zwartkruis has worked at the faculty of Economics & Business administration of the VU since 2001. Before that she lived and worked in 4 regions of the world where she was involved in the private and public sector. She functioned as lecturer, researcher, consultant, diplomat, investigator and public speaker. Donna is American-Dutch and has a PHD degree from the Union Institute University in Ohio, an MPA from the Texas Southern University and a BSC in Sociology.

Brazil is South America’s largest economy and the sixth largest economy in the world. Despite the economic turmoil over the last couple of years it has seen sustained economic growth at an average yearly rate of 3.2% from 1991 till 2012. Brazil’s GDP is expected to grow by 4,6% in 2013 (IMF) driven by factors such as strong consumer spending, investments in oil reserves and refinery, and investments in infrastructural projects. Furthermore, investments are given a boost because of the hosting of the FIFA World Cup in 2014 and the Olympic summer games in Rio de Janeiro in 2016. On top of that, Brazil has a population of almost 192 million people with over 87% of the population living in an urban environment which means there is an enormous market potential. The sustained growth over the last decade, the enormous market and upcoming events that will boost investments show that Brazil is one of the most important upcoming markets. This offers a lot of opportunities for trade and investments. Promising sectors are: oil, natural gas, inland shipping, ports, airports and ship building. Other strong sectors are: agriculture, (alternative) energy, car industry, environment, transport and logistics and the services sector. The services sector is the largest component of GDP at 67%, followed by the industrial sector at 27,5%, the agriculture represents 5,5% of GDP. Five reasons to do business in Brazil: 1. Large economic growth 2. Abundance of diverse natural resources and environmental sustainability 3. Lots of interesting sectors/diverse opportunities 4. Access to the immense and profitable EPNFTUJDNBSLFU 5. Host of the FIFA world cup in 2014 and the Olympic summer games in 2016 Brazil 2013 | Amsterdam Research Project

Although Brazil is still a moderately open economy, international trade with Brazil is growing by the year. The Netherlands are an important trading partner of Brazil importing 5,2% of the total Brazilian export (being fourth after China, the United States and Argentina). The role of Brazil in our export is a lot smaller: only 0,5% of the Dutch export was imported by Brazil. This offers opportunities for Dutch companies because a lot of progress can still be made here. In conclusion, global trends are well aligned with Brazil’s comparative and competitive advantages, making the country a strategic investment location in the new global scenario. However, there are also hurdles to be overcome by newcomers when venturing into this market: language, culture, the moderately open economy, bureaucracy and distance to name a few. In my opinion, key factors to success are a thorough preparation before entering the market, perseverance and a long-term view. This is where the Amsterdam Research Project 2013 may step in. Companies that are considering entering the Brazilian market, but wish to prepare themselves for this venture, get an excellent opportunity to let young, carefully selected and well-qualified students do market research for them. Furthermore, it would be an excellent decision for any company to investigate their opportunities in this promising country and the Amsterdam Research Project has proven to be an excellent partner to do just that!

Mr. drs. K.P. Rade Ambassador of the Kingdom of the Netherlands in Brazil


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Past Experiences Feasibility study for Oxfam Novib

Board of Recommendation

Market analysis for Zoll

Mrs. H. E. van Baasbank Director Chamber of Commerce Amsterdam, The Netherlands

ARP approached Oxfam Novib for the research project of 2009 in Malaysia and Indonesia. Oxfam Novib is interested in business cases for poverty alleviation. We asked the student consultants for a feasibility study to improve the bargaining position of smallholders within the palm oil supply chain in Indonesia. The focus of this research was the interest and influence of business partners on the effectiveness and efficiency of the smallholder’s productivity. The team of three very enthusiastic students interviewed both the smallholders on the palm oil plantations as well as traders, investors and government agencies of importance to the Indonesian palm oil supply chain. Despite of language and cultural differences for doing business in a country like Indonesia, the ARP team has reported results of good quality. We are satisfied with the conclusions from this research, which we can use for further research and practical actions. Where normally we would work with social scientists and agricultural students, it has been a pleasure to work with this enthusiastic team of business economics students who provided us a new and fresh perspective. We certainly recommend others, companies and NGOs alike, to work with the Amsterdam Research Project. Johan Verburg Policy Advisor, Private Sector Programme

Research for Philips

When ARP 2012 approached Philips Consumer Lifestyle for a potential research project, the Senseo-system was just introduced in Argentina and the coffee market in general was developing quickly. Both local sales organization and business group Coffee felt the need of having a better understanding of consumers and the local coffee market, in order to optimize the local sales strategy. Therefore we asked the student consultants to investigate current coffee market and dive into consumer needs and attitude. The team of three students was very enthusiastic and dedicated, and did many interviews among consumers, retailers, sales staff and coffee experts in Argentina. The report was very clear and comprehensible, and the presentation was inspiring – bringing in a fresh perspective from the outside world. If you have any business questions – especially when local research is a benefit - I would certainly recommend working with the Amsterdam Research Project. Jildou de Raad Marketing Intelligence manager, business group Coffee Philips Consumer Lifestyle

In 2008, ZOLL Medical was introduced to the Amsterdam Research Project for the first time. The student’s research project destination for that year was Brazil – a country in which ZOLL, being a leading producer of cardiac resuscitation equipment, had promising opportunities for new market development. After extensive preparation and on site research, the Amsterdam Research Project students produced an excellent summary of the Brazilian market. The report not only provided a clear market analysis, but also strategic advice on how to best approach future market developments. As a result, the report led to direct changes in ZOLL’s Brazilian organization. Based on the success of their first research project in Brazil, ZOLL partnered with the students again for their 2009 project for Indonesia and Malaysia. Once again, the students produced a clear, detailed and useful report. It was therefore no surprise when ZOLL agreed to participate in the Amsterdam Research Project for the 3rd consecutive time in 2010, this time for South Korea. These results again did ZOLL successfully provide with information to expand and optimize their market share in South Korea. Therefore it was not so difficult to accept a new project in 2011, a market research for China. ZOLL required answers to complex questions and the VU University of Amsterdam students were able overcome the challenges of navigating through a vast geographical profile and language barriers to effectively address our queries in a well delivered report. Again, the research conducted by ARP will help ZOLL to make important management decisions in this fast growing country.

Amsterdam Research Project

Ronald Melieste Vice President International Business Development of ZOLL

Other participants

Brazil 2013 ...and more

Prof. dr. L.M. Bouter Rector Magnificus VU University Amsterdam

Colophon Amsterdam Research Project VU University De Boelelaan 1105 Room 2A-11 1081 HV Amsterdam The Netherlands

Mr. E.E. van der Laan Mayor of Amsterdam

Tel +31 (0)20 59 86 136 Fax +31 (0)20 59 86 122

Prof. dr. K.H.W. Knot President De Nederlandsche Bank NV

info@arp-vu.com www.arp-vu.com

Dr. J.P. Pronk Professor at the Institute of Social Studies Former Special Representative of the Secretary General of the UN

Bank Account: ABN AMRO 62.55.16.559 IBAN: NL24ABNA0625516559 BIC: ABNANL2A

Dr. A.H.G. Rinnooy Kan Chairman Social Economic Council

Chamber of Commerce: 41205976 (Amsterdam)

Dr. G. Zalm Chief Executive Officer ABN AMRO Bank Mr. W. van Beekhoff Partner Ernst & Young International Tax Services & Tax Effective Supply Chain Management Drs. R. Teerlink Chief Administrative Officer The Royal Bank of Scotland Group plc. Mr. drs. K. P. Rade Ambassador Embassy of the Kingdom of the Netherlands to the Federal Republic of Brazil Mrs. F. Karimi Executive Director Oxfam Novib Mr. S. van Stiphout General Manager Amsterdam Arena Advisory Mr. W.J. Heijliger Managing Director Fugro Marine Services BV Drs. F. Sijbesma Chief Executive Officer Royal DSM NV

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ARP Prospectus Brasil  

The Amsterdam Research Project (ARP) off ers companies the opportunity to enhance their chances in the Brazilian market. Carefully selected...

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