Samenvatting

This study is an attempt to determine how CityFilm can introduce their concept to the international market of Hong Kong. The choice for Hong Kong was made since CityFilm’s life long dream is to enter the Asian market. Since Hong Kong is located strategically and acts as a gateway for the rest of Asia, it makes it the most attractive market for CityFilm to establish their office. This final project aims to research what CityFilm’s opportunities are when entering the international market of Hong Kong. This final project provides CityFilm with multiple analyses to assess their business potential. This final project is fully focused on the research question “How can CityFilm introduce their concept to the international market of Hong Kong?” Thanks to market research, private contact, analysis such as SWOT, readiness test, competitive analysis, information and results were retrieved to answer the question. The SWOT analysis showed three key elements for CityFilm’s export potential; their extensive broadcasting platform, CityFilm’s success and experience in the international market and their strong financial position. Also, the tourism industry of Hong Kong provides CityFilm with multiple chances.
The readiness test was conducted to get insight on CityFilm’s export potential. Results are that CityFilm can generate more income and profit while expanding their office to Hong Kong. Also, while creating a joint interest for investment, because of CityFilm’s co-operation with many institutions. The healthy financial position of CityFilm also comes out as a positive point from the readiness test. The main conclusion that can be drawn from this study is that CityFilm would have a dominant market position in Hong Kong, because there are no other companies available in Hong Kong that produce a similar product like CityFilm. Therefore, this final project recommends CityFilm to enter the international market of Hong Kong. From the results the conclusion is drawn that introducing CityFilm’s concept to Hong Kong means they will reach both leisure and business travelers, which is the ideal segmented target