Samenvatting

MDS (short for MDS TECNOLOGIA DA INFORMAÇÃO LTDA) is a software development company based in Salvador Brazil. It offers a variety of products and services and works solely on projects commissioned by other Brazilian companies. They have made several animations, games and applications. In 2015, the demand for MDS’s services kept declining and subsidies in the domestic market became too small to continue operation in a successful manner. As a result, MDS has expressed the wish to expand and move to
other countries or markets. In particular, the Dutch market was selected to export to. This report focused on exporting games to the Dutch market, as it is very attractive considering the demand for games and other IT services. In order to write an export plan the following central question has been formulated
“How can MDS enter the Dutch market successfully?”
The central question was answered through field research and desk research.
Furthermore, this report researched consumer behaviour in relation to games within the Dutch market through desk and field research. The recommendations in this report are as follows. MDS should develop games designed for the future Dutch market accompanied by a website or portal through which the games can be sold. To aid the transfer to the Dutch market MDS should seek help from an external advisor or marketing expert who knows the Dutch market and hire a Dutch sales representative do represent MDS in the
Netherlands.