Samenvatting

Refill City, established February 2006, is a company which specializes in the refill of ink cartridges.
Not only do they offer ink cartridge refills to their consumers, but they also have their own cartridges that can be purchased. Nowadays they are a growing company, but they have not exported yet. The
objective of this paper is to advise Refill City on what the new market is and in which ways the company enters the Romanian market.
Firstly, the paper describes the company mission statement, its goals and objectives. The mission of Refill City is to open more stores within the next three years. The company offers high quality ink
cartridges for sharp prices. To accomplish the mission, Refill City set goals to enter the Romanian market and will create acquaintance with the high-quality products and services it offers. In addition,
the organization structure, international strategy, product definition, market definition and the internal
analysis of the company are described. The internal analysis shows that the company has reached a good level. The comparative advantages
are product quality, brand and image, service, management, production and price. Refill City offers high quality for sharp prices, which is rare. The employees are very committed; they have a high knowledge of the products and the satisfaction is highly valued. The financial figures have been good, but they have been susceptible to the financial crisis which is going on right now. Promotion is very
little, which can be seen as a weakness for Refill City. The external analysis commences with the branch analysis, followed by the consumer analysis, competition analysis and distribution analysis. The findings of the internal and external analysis are summarized in the SWOT analysis, followed by the confrontation matrix. The onfrontation matrix not only shows the key weaknesses and threats, but it also suggests strategies to solve this. In the marketing-mix, various marketing tactics are recommended in terms of 8 Ps - product,
promotion, price, place (distribution), personnel and organization, problem solutions, process and physical evidence. The main features and main functions of the product are examples of this marketing
mix. Promotion is also an important factor. Refill City plans to promote itself using a variety of channels, such as advertising, flyers and the website.
In the last few chapters, delivery terms, payment terms and several scenarios are provided to complete this export policy plan. Additionally, the conclusion and recommendations at the end of this report concludes the whole research findings of the writer.