Samenvatting

Kavinuko prekyba JSC is a Lithuanian private limited liability company. Gurman’s is the main coffee and tea brand of Kavinuko prekyba. The main business activity of the company is wholesale and retail of naturally flavoured high quality coffee. Company is willing to find more partners abroad and expand Gurman's brand export to western Europe. This is the study which answered the question of "What is the best strategy to export Gurman’s coffee from Lithuania to The Netherlands?".
During the research process several methods were used, such as desk research and field research. Online and offline sources like governmental, statistical websites and the company’s annual report were consulted. Survey among potential customers and the interview with the Kavinuko prekyba company marketing director Gintautas Dauksas were conducted, which represented the field research method. It is recommended to target the upper middle and upper class gourmets having sophisticated taste looking for quality products and uniqueness, customers from 25 to 45 years old, educated people seeking new and prestigious brands. In order to export Gurman’s coffee to the Netherlands, it is recommended to start with indirect exporting, to export their products with the assistance of the reliable local agent through joint ventures or trading through vending machines at the places where
potential customers gather. Moreover, it is advised to follow the exclusive and selective distribution strategies. After the customers get familiar with the brand and products, and awareness is build, in a long run sell the franchise of the House of Taste Gurman’s coffee boutique. Furthermore, Gurman’s should use the price range from 27 to 33 € based on the value added strategy. For the promotion of the product it is suggested to separate strategies into the short-term strategies and long-term strategies. The short term strategic options are offered, namely strategies such as, advertising strategy, promotion strategy and public relations strategy. The main long term strategy is online promotion strategy. Strategic actions of those strategies are the following, advertisements in luxurious magazine, participation in exhibitions, product launch/custom events, membership programs, product giveaways and social media advertising. Moreover, it is important to take into account that The
Netherlands is low-context, monochromic culture where gift-giving in business is not
acceptable.