Samenvatting

The following bachelor thesis report gives an answer to the main research question, “How could Dutchstar B.V reach their potential customers allowing them to expand the business in the Greater London?” together with the derived sub-questions “What are the characteristics of London´s market?”, “Who are the competitors and what do they offer?”, “Who is the target group?” and “What are different ways of approaching new customers?”. These questions are important due to the necessity and intention of the company to attract new customers and expand its business in London.
In order to find out the answers to those questions, the researcher has collected information by doing desk research and by interviewing employees, an expert on the subject, a current customer of the service, an old customer of the service and potential customers. To ensure validity, the researcher has implemented the triangulation process in order to see what the results were by comparing the observation, interviews and desk research.
This paper is a mix between exploratory and descriptive study. The researcher has created a marketing communication plan. This plan involves the situation analysis of the company, its competitors, what are the short and long term objectives of the company, the audience which has to be targeted and how the message needs to look like in order to attract them. It also includes different communication strategies to approach them together with the marketing analysis of the company and its product service.
The drawing of the results shows that before the expansion in London, the company needs to fix internal problems, to be more specific, internal communication between departments. Also, the recent vote of the United Kingdom exiting the European Union means an uncertain future so further research about the consequences is needed. Nevertheless, the company can meanwhile still approach new customers and increase their portfolio. After the product Interbooker is totally finished and the communication problems are solved, the company can be fully focused on the expansion in London.