Samenvatting

Nowadays, sustainable development is considered as an important topic in the policy of organizations. Duurzame Bruiloft is a one-man business that organizes sustainable weddings, which helps to reduce co2 emission. Duurzame Bruiloft operates in the Netherlands, but wants to enlarge its market to the Belux (Belgium and Luxembourg).
However, individuals are not aware of the existence of sustainable wedding and created prejudices about this concept. Therefore, the main objective of this thesis was developing a marketing
strategy. To collect data for the thesis, desk and field research were inevitable.
Furthermore, a few changes in the marketing mix and target group were recommended to create a strong position in the Dutch market. The target group of the Netherlands should be women with a busy lifestyle, because these women usually make use of wedding planners to simplify the organization of their wedding. It was noticeable that the target group would prefer sustainable wedding planners, if they could deliver quality for reasonable prices. Unfortunately, the balance between cost and quality is not clear through the current media channels. Therefore, it is important that the right message will be communicated through the right media channels. The recommended
promotion mix for the Dutch market is as follows: Facebook, magazine advertisement, online advertising and a more effective web site. After creating awareness, Duurzame Bruiloft could reach the interest stage by the use of personal selling. Furthermore, to reach the desire and action stage, price sensitivity is very important. Therefore, sales promotion is recommended. For example, price
discounts.
Finally, to enter the Belux market successfully, the previous defined target group is also recommended to the Belux market. Moreover, the previous marketing mix improvements are recommended to the Belux as well. However, the web site should also require a second language,
because using only one language could create barriers. Moreover, they should also focus on blogs.
Furthermore, it is difficult to communicate with the target group from a distance; therefore, Duurzame Bruiloft could make use of video conversation to interact with partners and consumers form distance. Secondly, Duurzame Bruiloft should open an office, to create a more professional image. Finally, as the use of wedding planners is increasing in the Benelux market (Belgium, the
Netherlands and Luxembourg), Duurzame Bruiloft should also make use of franchising, which means that a franchisee would use the same concept under the same name, in return of a certain fee.