1. Country file 1. Demographic aspects 1.1.Size of population The Netherlands has a population of +/- 16,829,289 people. This makes The Netherlands the 64th most populated country in the world.
1.2.Concentration of population (BIG CITIES) However the Netherlands is so heavily populated there are no cities with a population over 1 million in the country. The four biggest cities are Amsterdam, Rotterdam, The Hague and Utrecht. They call it a single metropolitan area, the Randstad, with about 7 million inhabitants. The 10 largest cities of the Netherlands:
Province
Pop.
Rank
1
Amsterdam
North Holland
815,389
2
Rotterdam
South Holland
620,252 1
3
The Hague
South Holland
511,570
4
Utrecht
Utrecht
331,728
5
Eindhoven
North Brabant
222,083
6
Tilburg
North Brabant
210,666
7
Groningen
Groningen
198,502
8
Almere
Flevoland
196,447
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Breda
North Brabant
181,085
10
Nijmegen
Gelderland
169,190
1.3.Ethnic groups There are a lot of foreign citizens living in the Netherlands. Besides the Dutch (78.64%) population are the Turkish (2.36%), Moroccan (2.23%), Indonesian (2.21%) and Germans (2.19%) the most common ethnic groups living in the Netherlands.
Ethnic Group
Number
Percentage
Dutch (&Frisians)
13,234,545
78.64%
Turkish (&Kurdish)
396,414
2.36%
Moroccan (&Berber)
374,996
2.23%
Indonesian (&Indo)
372,233
2.21% 2
Germans
368,512
2.19%
Surinamese
348,291
2.07%
Dutch Caribbean
148,855
0.87%
Polish
123,003
0.73%
Belgians
115,008
0.68%
Others
1,349,402
8.02%
Total
16,829,289
100%
1.4.Religion The religious makeup of the Netherlands was 24% Roman Catholic (2011), 13% Dutch Reformed, 7% Calvinist, 5.5% Muslim, 5.8% other (Judaism, Islam, Hinduism, etc.) and 41% none. Religion
Percent
Roman Catholic
24%
Dutch Reformed
13%
Calvinist
7%
Muslim
5.5%
Other (Judaism, Islam, Hinduism)
5.8%
None
41%
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1.5.Amount of tourists The Netherlands had a record number of visitors in 2013, with around 12,7 million tourists coming to the country, according to statistics from Netherlands tourism bureau NBTC. Out of all tourists, 6 million visited North Holland. South Holland took the second place with 1.4 million tourists. The Germans, Britons and Belgians were the majority of foreign tourists.
1.6. Age According to the population pyramid is the age between 25-54 years the most common in the Netherlands. The age group 0-14 years (16.9%) and 65 years and over (17.6%) is also a relative part of the Netherlands’ age structure. Age
Percent
Male/Female
0-14 years
16.9%
Male 1,460,234 Female 1,393,766
15-24 years
12.2%
Male 1,046,323 Female 1,006,114
25-54 years
40.4%
Male 3,423,777 Female 3,399,378
55-64 years
12.9%
Male 1,088,860 Female 1,094,574
65 years and over
17,6%
Male 1,331,258 Female 1,633,067
This population pyramid illustrates the age and sex structure of The Netherlands’ population and may provide insights about political and social stability, as well as economic development.
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Sources http://www.compendiumvoordeleefomgeving.nl/indicatoren/nl2102-BevolkingsgroeiNederland.html?i=15-12 http://www.nationmaster.com/country-info/profiles/Netherlands/People/Agestructure#-stat http://en.wikipedia.org/wiki/Demographics_of_the_Netherlands#Population_size http://www.indexmundi.com/netherlands/age_structure.html http://www.iamexpat.nl/read-and-discuss/expat-page/news/netherlands-recordnumbers-tourists-2013
2. Economic aspects 2.1.Development 5
The Netherlands is known for their highly open economy which is very different from many other EU Member States. An open economy is characterised by having no trade barriers. Therefore the export and import forms a large percentage of the GDP. In addition, the openness of the economy determines also the government’s freedom to pursue economic policies of its choice. The open economy is the main reason why the country was hit hard by the sharp downturn in world trade in 2008 and 2009. When considered over a longer period of time, the Netherlands shows excellent economic growth compared to other EU Member States and the US. Due to this good performance the Netherlands became a highly developed economy with a high standard of living. The structural reforms in the labour market and the social security system created conditions for potentially healthy economic growth. This economic growth offers room for investments in knowledge and innovation.
2.2.Trade policy & foreign trade According to research carried out by the Netherlands Bureau for Economic Policy Analysis, the Netherlands earns almost 30% of its income from the export of goods and services. In 2012, the value of exports was 86.7% of the Netherlands' GDP. (NL EVD International) The Netherlands’ legal system is fair and transparent and well equipped to deal with business, trade, taxation and patent issues. The Netherlands is the fifth largest exporter of goods in the world. Therefore, the Netherlands occupies a prominent position when it comes to world trade. In 2011, the Netherlands exported goods worth a total of more than 638 billion US dollars, which is 3.8% of the world's total exports. As a result, the Netherlands is the world's tenthlargest recipient of foreign investment, with foreign investors providing 15% of the total number of jobs in the Netherlands.
2.3.Export & Import The Netherlands’ export trade is the second-highest in Europe. They earn 30% of its income from export of goods and services. The Netherlands is seen as the gateway to Europe for many products from other regions. Half of their exports consist of transit
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exports. Furthermore the Netherlands is the second-largest exporter of agricultural products worldwide.
2.4.Trade with Belgium Belgium is the second most important export partner of the Netherlands (12.1%). In addition, Belgium is also the second most significant import partner. Most important export partners (2012)
Percent
Germany
24,1%
Belgium
12.1%
France
8,9%
UK
8,0%
Italy
4,8%
USA
4,1%
Most significant import partners (2012)
Percent
Germany
16,7%
Belgium
10,0%
China
8.4%
UK
6.7%
US
6.6%
France
4.3%
2.5.Competition It’s important to consider that domestic competition has a powerful and positive affect on the ability to compete in the global market. When there is a strong domestic competition companies are forced to become more efficient, adopt new cost-saving technologies and reduce product development time. In addition they will have to control and motivate workers more effectively. This is especially important in stimulating technological developments. Luckily, the frozen yoghurt sector is less stimulating and not technological. 7
After a thorough research we found some frozen yoghurt shops in Holland. This will be direct competition to our Belgian Moochie Frozen Yoghurt. These companies have in common that they have a store in Amsterdam. It will be important to differentiate us from the Dutch frozen yoghurt companies.
http://www.frozenyoghurtcompany.com/
http://frozz.com/#cl
http://www.chillboxfrozenyogurt.com/greece/news/expansion-in-france-andnetherlands
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http://www.yogenfruz.com/
sources: http://www.hollandtrade.com/business-information/hollandinformation/economic-development/ http://www.hollandtrade.com/business-information/holland-information/ http://www.businessdictionary.com/definition/open-economy.html
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3. Cultural aspects 3.1.Symbolism However the tulip is not an official symbol of the Netherlands, tulips, windmills and wooden shoes are widely associated with the country. Tulips are a very important export product of the Netherlands. They produce approximately nine billion flower bulbs annually.
Besides the tulip, windmills and wooden shoes is the orange colour a very important symbol of the Netherlands. Orange is the colour of the Dutch Royal Family. The linage of the current dynasty (the House of Orange-Nassau) dates back to Willem van Oranje. The colour orange symbolises a pride in the country and in being Dutch. The biggest event of orange national pride is definitely King’s Day (previous Queen’s Day), the April 30 holiday. This day is commemorating the birthday of the country’s former Queen. Today, every national sport group is playing with orange clothes.
Figuur King Willem Alexander van Oranje and his family
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3.2.Role of women The Dutch women are known for working part-time. When men continue to work fulltime, women start working part-time after the age of 30. Then women start to have children and consequently switch to part-time work. This cause of unemployment is associated with care culture. Women's employment in the Netherlands has risen to 65%, greater than the average of OECD countries. Part-time work allows mothers to continue their careers, but still raise children by working around schooling hours. This can be very interesting when we have to develop marketing campaigns in Holland.
Source: http://www.worldatlas.com/webimage/countrys/europe/netherlands/nlsymbols.htm http://goamsterdam.about.com/od/planatrip/a/color_orange.htm http://www.rennestreekproducten.nl/extra_voor_in_pakketten/echt_holland/boeren_kl ompen_947.html http://www.tulane.edu/~rouxbee/soci626/netherlands/worktrends.html
4. Historical aspects 4.1.Delicate topics The attack on the Dutch Royal Family occurred on 30 April 2009 at Apeldoorn can be seen as a delicate topic. A man drove his car at high speed into a parade which included Queen Beatrix, Prince Willem Alexander and other members of the Royal Family. This attack was on the Dutch national holiday (Queen’s Day). No members of the Royal Family were harmed. But it was the first attack on the Dutch Royal Family in modern times. The Royal Family is very important to the Dutch inhabitants. Therefore this act of terrorism can be a delicate topic.
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Practical information Languages used The official language of the Netherlands is Dutch, spoken by 90% of the population. Other spoken languages are Frisian, German, “Limburgs” and English. As those languages are spoken by a negligible part of the population, it is not interesting to discuss this topic further with regard to our international marketing plan for Moochie. http://www.bbc.co.uk/languages/european_languages/countries/netherlands.shtml
Economic aspects Possibilities for growth http://www.dutchdailynews.com/dutch-economic-recovery-remains-fragile-purchasing-powerincreasing/
According to the CPB, the Dutch Bureau for Economic Policy Analysis, the Dutch economy is projected to grow this year and the next year by respectively 0,75% and 1,25%. The reasons for this growth are increased household consumption and a rise in business investments. The purchasing power will also increase this year by 1,50% and in 2015 by 0,50%.
In 2015, export is expected to be the largest contributor to GDP growth and a modest increase in employment is projected with a slight decrease in unemployment.
“The main negative uncertainties concern foreign countries. Geopolitical tensions in various places around the world pose a risk to the global economy. A further escalation of the Ukrainian conflict could cause Dutch GDP growth to be 0,25% to 0,50% lower. The current projections have assumed that further escalation is not to be the case and that relevant world trade will come out at 2,50% this year and 4,50% the next.” (Dutch Daily News, 2014)
Employment http://www.oecdbetterlifeindex.org/countries/netherlands/
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http://www.oecdbetterlifeindex.org/countries/belgium/ Employment rate In the Netherlands nearly 75% of the population, aged 15 to 64, currently has a paid job. As you can see on the figure below, the employment percentage in Belgium is much lower, more particularly 62%.
Belgian employment rate
Dutch employment rate
Long-term unemployment rate Unemployed people are people who aren’t working but who are actively searching for a job. A high unemployment rate has a negative impact on the employability of country. When we look at the statistics of the Netherlands, we see that the percentage of the labour force that has been unemployed for a year or more is at 1,78%. In Belgium the long-term unemployment rate is at 3,37%.
Belgian long-term unemployment rate
Dutch long-term unemployment rate
Income http://www.oecdbetterlifeindex.org/countries/netherlands/
http://www.oecdbetterlifeindex.org/countries/belgium/
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Household net-adjusted disposable income is the amount of money that a household earns each year after taxes and transfers. Thus, it is the money available to a household for spending on goods or services. In Belgium this income per capita is 27 811 USD a year and in the Netherlands 25 697 USD.
Belgian income
Dutch income
GDP http://data.oecd.org/gdp/gross-domestic-product-gdp.htm
The Gross Domestic Product (GDP) is the value of all good and services produced by the domestic economy over a one-year period minus the value of imports. It is only a limited measure of people’s material living standars. As we can see on the chart below, The GDP is higher in the Netherlands than in Belgium.
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GDP
Cost of living: The Netherlands vs. Belgium http://www.numbeo.com/cost-of-living/compare_countries_result.jsp? country1=Belgium&country2=Netherlands
Consumer prices in the Netherlands are 2,11% lower than in Belgium. Consumer prices including rent in the Netherlands are 1,89% higher than in Belgium. Rent prices in the Netherlands are 13,79% higher than in Belgium. Restaurant prices in the Netherlands are 6,55% higher than in Belgium. Groceries prices in the Netherlands are 17,27% lower than in Belgium. Local Purchasing Power in the Netherlands is 19,48% higher than in Belgium.
Cultural aspects
Cultural aspects Business culture
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Geography and climate
o Important cities o Harbours o Temperatures
We have listed the most important cities in the Netherlands according to their population number. Name
Population
1.
Amsterdam
North Holland
741,636
2.
Rotterdam
South Holland
598,199
3.
The Hague
South Holland
474,292
4.
Utrecht
Utrecht
290,529
5.
Eindhoven
North Brabant
209,620
6.
Tilburg
North Brabant
199,613
7.
Groningen
Groningen
181,194
8.
Almere
Flevoland
176,432
9.
Breda
North Brabant
167,673
Gelderland
158,732
10. Nijmegen
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As you can see on this map of the Netherlands, Breda, Tilburg and Eindhoven are 3 cities who are listed as a big city in the Netherlands and they are close to Antwerp. Which is very important, because Moochie Frozen Yoghurt has a shop placed in Antwerp.
Harbour
The most important and known harbour of the Netherlands is the harbour of Rotterdam. This harbour is an important transit point for bulk materials. And it is a link between the European continent and overseas. From Rotterdam goods are transported by ship, river barge, train or road. Normally we will not use this harbour because our products are transported by road.
Temperatures
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The weather in the Netherlands is a bit the same as in Belgium. The predominant wind direction is also South-West in the Netherlands, which causes a moderate maritime climate. That means that is has cool summers and mild winters, and typically high humidity. Ice days (maximum temperature below 0°C (32 °F)) usually occur from December until February. Freezing days (minimum temperature below 0°C (32 °F)) occur much more often, usually ranging from mid-November to late March. But not rarely measured as early as mid-October and as late as mid-May. Warm days (maximum temperature above 20 °C (68 °F)) are usually found in April to October, however sometimes also in March or even sometimes in November or February. Summer days (maximum temperature above 25 °C (77 °F)) are usually measured from May until September. Tropical days (maximum temperature above 30 °C (86 °F)) are rare and usually occur only in June to August. Precipitation throughout the year is distributed relatively equally each month. However, summer and autumn months tend to gather a little more precipitation than the other months, mainly because of the intensity of the rainfall rather than the frequency of rain days.
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http://www.alletop10lijstjes.nl/top-10-grootste-steden-van-nederland/ http://www.geonames.org/NL/largest-cities-in-netherlands.html http://www.weather-and-climate.com/average-monthly-Rainfall-TemperatureSunshine-in-Netherlands
Infrastructure and transport in the Netherlands
As we all know, the Netherlands is also known for the quality of its infrastructure for transportation. It’s not only known for its ultramodern and well-maintained roads, railways, air - and seaports. But also for its excellent river connections and inland waterways. Not only the good quality of the roads make the Netherlands popular in Europa. Also the well-equipped facilities, affordable utilities, good security, frequent schedules, and high-efficiency processing of cargos. In fact, the World Bank ranked the Netherlands second in Global Logistics Performance out of 160 countries. http://www.gtai.de/GTAI/Content/EN/Invest/_SharedDocs/Downloads/Extern/ Studies/2012/world-banks-logistics-performance-2014.pdf There are reasons why the Netherlands is ranked so high. The Netherlands’ logistics workforce is flexible, highly skilled and multilingual. It is supported by an ever-growing array of related services including pilots, stevedores, tugs and tow boats, customs, third-party logistics service and more. Transportation Infrastructure - Key Facts
2012
Roads:
86,553 miles, no toll roads, speed limit 50-75 mph
Railways:
1,872 miles, of which 1,363 are electrified
Waterways:
3,875 miles, of which 2,327 are canals
Seaports:
13, majors include Rotterdam, Amsterdam, Vlissingen/Terneuzen, Moerdijk, Delfzijl
Airports:
28, majors include Schiphol, Rotterdam, Eindhoven and 19
Maastricht Airfreight:
70+ air freight companies serving Europe and the world
Carriers:
28+, majors include KLM, American, Continental, Delta
Pipelines:
gas 5,348 miles, oil 360 miles, refined products 445 miles
http://www.nfia.com/logistics_infrastructure.html
Political and legal structures
The political situation in the Netherlands is the same as in Belgium. It takes place within the framework of a parliamentary representative democracy. It has constitutional monarchy and a decentralized unitary state.
Most important economic activities
Like in Belgium the Dutch economy is dependent on foreign trade. Earlier it was agriculture and industry that was very important, however nowadays service dominates the economic activity. Nevertheless both agriculture and industry remain competitive with similar sectors in other nations because their fertile soil and deposits of natural gas and oil. These resources have made big companies like Royal Dutch Shell who have gained markets around the globe. Most of these resources are exported to EU countries. Fishing and agriculture are highly profitable even though they account only for a small percentage of employment and the nation’s GDP. The main industries in the Netherlands are agribusiness. Which is metal and engineering products, chemicals, electrical machinery and equipment, petroleum, microelectronics and construction. 20
Nevertheless services dominate the Dutch economy. The main segments of this service sector are goods distribution, tourism, transportation and financial services. However the area with the most growth is telecommunications, especially personal communications services. Not only in the telecom sector but also in the computer services sector they experience a dramatic growth. Another trend is the increasing of consolidation of the service sector as large corporations merge or buy with more profitable firms. http://www.nationsencyclopedia.com/economies/Europe/The-NetherlandsECONOMIC-SECTORS.html
habits and routines
To find a difference between the Belgian habits and the Dutch habits we interviewed a few Belgian people who live in the Netherlands. We found out that there were only a few differences in habits and routines. The portions of frozen yoghurt is the same as in Belgium, as well as the most consumed sweets and fruits. The biggest difference, and most important one for us, is the love for fresh milk. The Dutch people are fond of fresh milk. Especially milk produced in the Netherlands like ‘friese milk’. They find it not done to drink regular milk like Belgian people do. Another big difference between Belgian and Dutch people is that in the Netherlands there is a bigger variety of chocolate sprinkles in the shops. So if we use chocolate sprinkles as topping on our frozen yoghurt, they will aspect a larger variety than the Belgian people do. The last big difference, important for us, is the difference in opening hours of the shops. In the Netherlands it is normal that shops are open until 8 a clock in the evening in the week. And on Sundays almost every shop is open, unlike in Belgium. legal aspects: fiscal and social policy/laws
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The food taxes in the Netherlands are the same as in Belgium. The Dutch people also have to pay 21% on food. However the corporation taxes in the Netherlands are lower than in Belgium. In the Netherlands you have to pay 20% on the profit of 200.000 euros. On more than 200.000 euros you pay 25%. In Belgium you have to pay VERDER AANVULLEN
Het tarief van de vennootschapsbelasting bedraagt maximaal 33,99% (inclusief de aanvullende crisisbelasting van 3%). Voor vennootschappen met een belastbaar inkomen dat niet hoger is dan 322 500 euro, bestaat er een verlaagd opklimmend tarief. Belastbaar inkomen
Tarieven
van 1 tot 25 000 euro
24,98%
van 25 000 tot 90 000 euro
31,93%
van 90 000 tot 322 500 euro
35,54%
Het tarief bedraagt 20% over de winst tot 200.000,-, over de rest betaalt u 25%. Met name de zelfstandigenaftrek en de MKB-winstvrijstelling gelden niet voor een BV. ďƒ in nederland
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