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2013 international research project


preface The year 2012 marked the celebration of 40 years of diplomatic relations at Ambassadorial level between the People’s Republic of China and the Kingdom of the Netherlands. However, our bilateral relationship has much older roots and dates back to the pre-modern period. Already at that time, trade was the primary driver of SinoDutch exchange. As you well know, China has been a strong and steady engine for worldwide economic growth during the past three decades. As Netherlands Ambassador to China, I was glad to learn that the MAA International Research Project 2013 has chosen the Middle Kingdom as its focus for market research on behalf of a number of Dutch companies. Small in size, much to offer


International research project 2013

We have an ambitious agenda, though we are relatively small in size. The Netherlands has a distinct international orientation and welcomes cooperation. Sino-Dutch joint scientific research is on the rise; cultural exchange and tourism are flourishing. In addition, cooperation on renewable energy, coastal management and food safety is quickly expanding. Hence it comes as no surprise that the Netherlands currently ranks as China’s second trading partner within


the EU and became the third largest EU investor in China. Our complementary economies create opportunities for further expanding this mutually beneficial relationship. The Netherlands in China: room for expanding cooperation To emphasize our internationally competitive industries we focus on so-called Dutch Top Sectors, being: agriculture, horticulture, hightech, water management, logistics, life sciences, energy, chemicals and creative industries. These strengths align with Chinese policies laid down in the 12th Five Year Plan (2011-2015). I therefore believe that we have much to offer and that economic relations and mutual cooperation between China and the Netherlands have potential to grow. As a member of the MAA IRP 2013 Advisory Board, allow me to wish the participants the best of luck in their preparations for this year’s research project. I would like to recommend Dutch companies to take this opportunity to explore the Chinese market through a dedicated group of Netherlandsbased students. Aart Jacobi (Ambassador of the Kingdom of the Netherlands to China)


about Marketing Association Amsterdam (MAA) The MAA is an association for students who have an interest in marketing. The MAA fulfils an intermediary role between students, universities and businesses. Its aim is to promote and exchange marketing knowledge, skills and experience. This is accomplished by organizing various activities, such as the International Research Project. International Research Project (IRP) The IRP is the research project of the MAA, which is conducted by internationally oriented students following, for example, a marketing- or businessrelated study. Since 1990, successful research

china has been conducted in many countries all over the world for multiple (Dutch) companies. The research group is formed by 18 highly motivated students (including the IRP board) from the Vrije Universiteit (VU) and the Universiteit van Amsterdam (UvA). Coordination of the project The project is coordinated by the IRP board, which consists of six master students. The board is responsible for coordinating the entire project, which lasts for 18 months. In addition, the project is being supervised by one professor of the Vrije Universiteit (VU) and one of the Universiteit van Amsterdam (UvA). The project is also supported by the Advisory Board, which consists of both professors and business professionals. Destination: China In the summer of 2013, the IRP will travel to China to conduct four weeks of research for Dutch clients. China is an emerging and fast growing economy, offering many opportunities for internationally oriented companies. The IRP offers your company the opportunity to explore the business opportunities of one of the largest countries in the Far East.


International research project 2013

economic growth, as it has come under pressure. China in 2011 • Capital: Beijing • Government type: communist state • Currency: Yuan (CNY), also referred to as Renminbi (RMB) • Population: 1,34 billion • GDP (PPP): US$ 11,3 trillion • GDP per capita (PPP): US$ 8.400 • GDP growth rate: 9,5% (statistics from the CIA World Factbook)

These measures include:

• Stimulating domestic demand • Relaxing financial controls (e.g. liberalization

Economy & Development

of the banking system, deregulating interest rates and internationalizing the national currency) • Working towards industrial advances (e.g. improving energy-efficiency and productivity and stimulating the service sector) • Addressing the wealth inequality (e.g. development of second and third tier cities and rural areas, creating low-income housing and improving social safety nets)

China is one of the fastest growing major economies in the world. According to the IMF, real GDP growth was on average 10,5% between 2000 and 2010 and it is estimated to be 8,5% in the next few years. GDP per capita (PPP) has improved from US$ 3.600 in 2000 to US$ 7.600 in 2010. China, with its low manufacturing costs and investment-driven economy, has been one of the world’s largest exporting countries for decades, which has resulted in this extraordinary growth. However, the Chinese government is now taking measures to rebalance China’s

With these recent developments, the country is now moving from ‘investments and export’ to ‘domestic consumption’, from a manufacturing industry to a service industry, from ‘expanding inputs’ to ‘increasing productivity’. In other words, China is no longer the country to invest in for its low production costs, but has become a country to invest in for its increasing demand side of the market. This shift in China’s economy, accompanied by large government spending to accomplish its goals, provides many business opportunities for Dutch companies.



the netherlands & China As pointed out in the preface, the Netherlands have a strong trade relation with China. However, in order to do business in China, contacts with the Chinese government, a thorough understanding of the local culture and patience are essential. The Netherlands have an extended network in China, called the Dutch Economic Network. This consists of the embassy in Beijing, three consultgenerals, and six Netherlands Business Support Offices (NBSO’s). The aim of this network is to guarantee Dutch interests in China, improve trade relations & market entrance and help Dutch companies gain entry to the Chinese market.

did you know?


• Today, 90% of all Chinese children receive at

• Although 20% of the world’s population

least nine years of school. That is up from 20% in 1949. The adult literacy rate is 91%. • The World Bank estimates that 400 million people have been lifted out of poverty in China since economic reforms began in 1978.

lives in China, the country only has 7% of the global water reserves. 90% of the water in the cities and 75% of the water in the rivers and lakes is contaminated, which means that 700 million Chinese drink contaminated water every day.

International research project 2013

The Dutch government has appointed nine sectors that are currently growing strongly in China and in which Dutch companies excel in knowledge, development and innovation. These sectors therefore offer great business opportunities for Dutch companies in China. The nine sectors are:

• • • • •

agrofood horticulture high-tech energy transport logistics


• creative industry • life sciences • Greater Pearl River Delta • water

Opportunities arise for example in (renewable) energy: China’s energy-inefficient industry and its construction industry, where energy efficient buildings comprise only 4% of the buildings, offer a huge market. In the same area, serious problems with contamination of air, water and soil, due to the fast economic growth, industrialization and urbanization, create chances to offer environmentally friendly solutions. Additionally, a shortage of (drinkable) water and floods and draughts form serious problems in China, providing an opportunity to apply the excellent Dutch knowledge and techniques in this area. Also, the Chinese government is investing heavily in infrastructure, providing opportunities for Dutch companies in this sector. Another of the government’s activities is a complete reform of its healthcare system to improve quality and make it affordable for the entire population. This makes the life sciences sector in China an attractive upcoming market. The International Research Project can help identify and explore any of these business opportunities for your company. However, our scope is not limited to these sectors; we will always design our research so that it fits your companies’ interests.


our expertise = your advantage

our expertise = your advantage

Knowledge High research quality = The IRP is affiliated to the Vrije Universiteit (VU) Research conducted by the IRP will provide and the Universiteit van Amsterdam (UvA) and valuable insights and recommendations, build is being supported by two professors1. upon scientific knowledge. The accumulation of years of experience ensures that the research is conducted in a professional manner. Careful + Experience selection ensures that all members of the project Since its start in 1990, the International Research are highly qualified, motivated and experienced. Project has performed many successful studies in several countries.

Independent Objective information = Since the International Research Project is Independence ensures that the results are conducted by students, and is not affiliated objective in nature and that information can to any (commercial) company, our research is easier be retrieved from other companies. independent. Obviously, all findings will be treated confidently.

+ Selection The members of the International Research Project are carefully selected out of a large pool of applicants.

= Non-profit Customized research at a cost price Our aim is to gain experience, not to earn a Costs will only vary with the level of complexity profit. You will only pay for the costs made in and size of the research. All members of the IRP the preparation phase, the research costs at are strongly motivated to ensure all costs are destination and the costs made during the kept to a minimum. preparation of the final report.

Recruitment Potential young professionals = All of the participants are in the final stage of This project enables your company to get into their study and are ready to enter the labour contact with 18 highly motivated, talented and market. internationally oriented students. New and daring perspectives Innovative and multi-disciplinary = The students participating in the IRP have The multi-disciplinal background of the diverse educational backgrounds and are participants and our innovative attitude will trained to approach research problems in new result in daring new views and recommendations for your company. and different ways.

1 The two professors who support the International Research Project are drs. E.F.J. Lancee, lecturer in Marketing at the Vrije Universiteit (VU), and drs. R.E.W. Pruppers, lecturer in Marketing at the Universiteit van Amsterdam (UvA).


International research project 2013



did you know? • China is the fourth largest country in the world, with 9.596.961 km of total area. It is the world’s most populous country. By 2020, the Chinese GDP will be higher than that of the U.S. China’s growth in the next 10 years will account for 70% of the global GDP growth. By 2030, China’s urban population will grow by 350 million people – more than the total population of the U.S. today. China’s demand for steel is higher than the demand of all the large economies together. By 2025, China will have built 40 billion m² of office space in 5 million buildings. 50.000 of these buildings will be skyscrapers – the equivalent of 10 cities the size of New York. If the Chinese used as much oil per person as the Americans do, the world would need seven more Saoedi-Arabia’s to meet the demand. Over half of the global product copies are produced in China. Of the Chinese copies, 44% are CDs and DVDs, 32% are cigarettes.

research method Preparation

June 2012 – April 2013


• • •


International research project 2013

Before the actual desk and field research is conducted we will begin the project by selecting 12 participants. They will contribute to the team and are carefully selected based on their skills, motivation and experience. The participants are all in the last phase of their study. The board and the participants will all prepare for the project by enhancing their knowledge regarding the Chinese economy, culture and political structure. In this period, the entire team will visit several guest lectures, seminars and fairs to become experts and gain as much knowledge to make the project a success! All 18 people will then start acquiring clients who wish to conduct research in China. Desk research

May 2013 – June 2013

When we have a clear view of what kind of research our client would like us to conduct, we will write a research proposal. When the


research proposal has been accepted, we will start with preparatory desk research in order to prepare for the field research in China. This will be done to have a clear insight in the target group or sectors that we will investigate. Field Research

July 2013

In July, the research team (consisting of three or four researchers per research assignment, depending on its size and nature) will visit China for four weeks to conduct the actual research. During this period, various companies, government agencies and universities will be visited. All necessary information will be gathered in these four weeks in China. Presenting results

September – October 2013

In the final phase of the research project the findings and recommendations will be presented to the clients in detailed reports, as well as with a presentation.


Desk research

Field research

June 2012 April 2013

May 2013 June 2013

July 2013

Presenting results September 2013 - October 2013


RESEARCH POSSIBILITIES “The IRP has done an extremely good job doing research to the feasibility of direct flights to India. The recommendations were practical, daring, independent and very well supported with the right data.” KLM Royal Dutch Airlines (IRP India) “I was extremely satisfied about the collaboration with the MAA International Research Project“ Philips International (IRP India)


former clients

Our main expertise is setting up customized research by matching it to your specific needs and requests. Please note that each of the following researches can be extended or adjusted to fit your companies’ needs and wishes.

• • • • • • • •

Market research Sector analysis Competition analysis Feasibility study Consumer behaviour Outsourcing opportunities Investment opportunities Logistics and distribution analysis

International research project 2013



advisory board prof. dr. D.C. van den Boom Rector magnificus and member of the Executive Board of the UvA/HvA prof. dr. L.M. Bouter

contact If you are interested, we would like to make an appointment to discuss the research possibilities for your company. Also, do not hesitate to contact us if you have any questions.

prof. dr. R.T. Frambach Professor of Marketing at the VU drs. A. Jacobi Ambassador of the Netherlands to China

Rector magnificus at the VU M.R. van den Broek Managing Director at Further East Consult, editor-in-chief at Business Trends Asia

drs. B.J. Koopman Managing Director at Fenedex

External Affairs Dahailia Coffie E: T: +31 (0)6 48 14 20 41

E.E. van der Laan, LL.M Mayor of the city of Amsterdam

prof. ir. W. Dik Former Chairman of the Board of Management of Unilever and KPN, former Secretary of State for Economic Affairs (1981-1982), professor of Management of ICT-oriented Organizations at the TU Delft

drs. B. Postma CEO of Delicia BV

C. Dusseldorp, M.Sc

E. Zhang Area manager Asia at Nederlands Centrum voor Handelsbevordering (NCH)

Chairwoman of the Board of the MAA 2011-2012

W. Wang Managing Director of MSI Benelux & Nordic


The IRP board of 2012-2013 consists of (from left to right): Treasurer Rutger Weijer Secretary/Internal Affairs

Elif Çelik

External Affairs

Milou Happé

Marketing Jorrit Ruissen

drs. L.T.C. Fillipini Founder of the Marketing Associatie Amsterdam 1991-1992, owner of Tele’train BV

Milou Happé E: T: +31 (0)6 51 56 35 31

drs. R. Zijlstra CFO Private Banking International at ABN AMRO

International research project 2013

Chairwoman External Affairs


Judith van Breukelen Dahailia Coffie

Address MAA International Research Project China Roetersstraat 11 - Room E2.06 1018 WB Amsterdam W:


Brochure MAA International Research Project 2013 China  

This is a brochure I made as part of my position as boardmember for the 2013 International Research Project of the Marketing Asssociation Am...

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