1

Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

Introduction
This paper makes an initial investigation regarding the feasibility of entering the
Dutch market for the Canadian tea company, DAVIDsTEA. DAVIDsTEA being one of the
top brands in the Canadian market offers a variety of tea products disrupting the tea market
by delivering a superior consumption experience among Canadian consumers. The brand
aims to do the same by strengthening its presence outside the country and exploring if it
would be a wise strategy to go and expand into the Netherlands tea market. The group
conducted the analysis through looking at the different factors that affect international
marketing complexity - cultural and social factors, economic factors, technological factors,
and the current tea market landscape in the Netherlands.
First, the group observed in terms of cultural and social factors that the country is
very diverse with its population of different ethnicities who practice a variety of religions.
The group also discovered that the Dutch have a practice called “gezellig” practice that
involves one's overall wellness, from having a peaceful state of mind to simply enjoying
a healthy meal which can be an occasion where tea can be consumed. Additionally,
Hofstede ‘s Dimensions was also used to compare and contrast the Canadian and Dutch
culture to unearth which parts of the Dutch culture can be leveraged when entering the
tea market. For economic factors, it should be noted that the Dutch enjoy a high quality
of life with key economic indicators constantly being ranked one of the best in the
European Union if not the world. It is also emphasized how the Free Trade agreement
between Canada and the EU (CETA) grants Canadian companies like DAVIDsTEA the
ease to do business. Lastly, the Netherlands being one of the most well-connected
countries in the world aided by its world-class infrastructures greatly enhances the
appeal of the country when it comes to doing business.
Politically, we see how similar Canada is to the Netherlands with the two
countries having a constitutional monarchy. As a member of the European Union some
aspects of its legislative and judicial system are influenced by EU laws. The country
also boasts a score of 80 in the corruption index which makes the country attractive to
investors given the low incidence of corruption. Aside from an attractive political
landscape, the country also tries to attract business by putting in place laws that
increase the ease of doing business and giving generous tax incentives.
The Dutch can also be seen as tech-savvy exhibited by high broadband and
mobile penetration among its citizens. Additionally, 96% of the population uses social
media which is often used to find information, connect with friends and family, and
research brands. The COVID-19 pandemic also accelerated eCommerce in the country
with 9 out of 10 Dutch saying that they bought something online in 2020. Lastly, the
team looked at the current tea market landscape in the Netherlands. We found that the
market is dominated by Pickwick, a local tea company which enjoyed a 38% brand
share in 2022. It is followed by Lipton and Clipper which each have an 8% brand share
in 2022. Despite this, however, we see that there might be an opportunity for
DAVIDsTEA to penetrate the market given that the major players are all traditional
teas with basic flavors in contrast to the modern and infused flavors that is offered by
DAVIDsTEA.
 2
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

Company Overview
DAVIDsTEA is a privately owned business producing and selling specialty and prime
loose-leaf teas, trade-marked tea related accessories, pre-packed teas and tea sachets
across Canada. The business started with one store in Toronto, Canada and it was founded
and pioneered by David and Herschel Segal. With more than 230 physical stores, the
business also has presence in over 2500 grocery stores and various pharmacies across
Canada (DAVIDsTEA Inc., 2022). Additionally, DAVIDsTEA has penetrated e-commerce and
sells its products not only on their website but also through Amazon Marketplace.
Headquartered in Quebec, Canada, DAVIDsTEA's Inc. employs 249 full-time employees and
185 casual employees within Canada (DAVIDsTEA Inc., 2022). The total distribution of
manpower is presented at the table below:
Corporate Office 137

Production and Distribution Operations 112

Store Network 185

Reference: DAVIDsTEA Inc. (2022, August 10). DAVIDsTEA Annual Report. Sedar.com.

DAVIDsTEA today continues to thrive despite the uncertainties and setbacks

brought by the recent pandemic. As a matter of fact, the business was able to put up a
physical store, in select places of the United States of America. The company has managed
to continue sourcing its raw and natural ingredients from sustainable tea farms globally.

Culture and Social

Social
The population of the Netherlands is around 18 million with the proportion of men
and women equal. Life expectancy for men is 79 years while it is 89 years for women (BBC
News, 2022). The population is mainly of Dutch (75.4%), other European ethnicities
(6.4%), Turkish (2.4%), Moroccan (2.4%), and other ethnicities (13.4%). More than half of
the Dutch do not have a religion (54%) while the rest practice a variety of religions such as
Catholicism (20%), Protestantism (15%), Islam (5%), others (6%) (The World Factbook,
2023).
Looking further at the population growth, from 16.4 million in 2008 to 18 million in
2023, the sizable growth is partly due to the rise in immigration and a decrease in
emigration during the early 2000s (Friedmann, 2008, 412-428). The Netherlands is also
becoming more diverse as noted by the Netherland Scientific Council for Government
Policy which observed that the country’s ethnicity continues to diversify as the immigrant
population of Netherlands has been increasing since 2017 (Coello, 2018). Despite the
increasing diversity, the country continues to be superior in terms of literacy among adults.
Further, the youth lead in terms of literacy within numeracy and technology (OECD Org.,
2013). Even more so, the Netherlands is also ahead of Canada in terms of literacy. (see
Appendix 1 and 1a)
In relation to the proposed business entry of DAVIDsTEA to the host country
Netherlands, there seems to be a lucrative market with its steadily increasing and diverse
 3
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
population. Given its population’s diversity, DAVIDsTea will surely have a tea that will
appeal to the different preferences of the population. This may lead to high acceptance
among potential Dutch consumers.
Cultural
The origins of tea can be traced back as early as the 1600s. Among the different
regions of the world, the good has varying stories of its origins beginning with Asia to
discovery in European lands. Food and beverages in the Netherlands are categorized across
various classes, gender, and generations. With shipping transportation back in the days, the
sailors could only afford to carry limited amounts of commodities, including tea. As such,
the value of the tea was sold at higher prices, which meant that only a superior group from
society could afford to purchase and consume the beverage. Additionally, during the Dutch
war, teas were often used as a remedy and often consumed by men (Pradhan, 1990).
As time progressed, classification of teas shifted being perceived more as feminine
as alcoholic drinks corresponded to masculinity. The consumption and function of tea has
changed through the years, from the time it was introduced to Europe. Regardless of its
source, in today’s time, tea has been serving its purpose of providing hydration and caffeine
among its consumers (Solar, 2013).
Similar to Denmark’s “Hygge” culture, the Netherlands has their own cultural term
for socializing, rest and relaxation. The term is known to be “gezellig” (Peeters, 2020). The
“gezellig” practice involves one's overall wellness, from having a peaceful state of mind to
simply enjoying a healthy meal. The utilization of such may have influenced the life
expectancy of the Dutch population, as it shows a relatively high life expectancy value.
On the other hand, a part of the Dutch community are known to be Dutch-Jews. With
the persistent valuation of the “gezellig” practice, the painful memories brought by the
Holocaust and World war II, although remembered, it is now becoming passive to most of
the people today. With the business entry in mind, the group may use the freedom and
individualism of the generation today as an anchorage to support a successful international
marketing.
Hofstede's Dimensions (The Netherlands vis a vis Canada)
Having a closer look with Netherlands today, below are some of the country’s
demographic information and an overall analysis with its culture vs Canadian culture:

Source: https://www.hofstede-insights.com
 4
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
As a Canadian business, doing business in the host country, the Netherlands,
DAVIDsTEA can leverage on the idea of “gezellig” as it aligns with the business’ value of
encouraging a positive change through equity, diversity and inclusion as well as promoting
physical and mental wellness (DAVIDsTEA, n.d.). Moreover, the home business can also
utilize Netherland’s femininity dominance as it illustrates high value on quality of life more
than achievement and material success. Furthermore, like Canada, the Netherlands also
showed a high score on indulgence. This exhibits desires of having an enjoyable life rather
than strong control as a way of living.
The business DAVIDsTEA can leverage on the aspect of indulgence and femininity to
better understand the intercultural strengths and challenges of the Netherlands.
Additionally, by utilizing the above-mentioned findings with regards to the Netherlands’
social and cultural facets, there is an opportunity for the business to deliver the products
with better pricing. Also, the management may be able to use the insights to proactively
manage the campaigns that will support a successful business entry on an international
level.

Economy
The Netherlands enjoys relatively prosperous economic conditions exhibited by its
key economic indicators:
Economic Indicator Value EU Rank World Rank

2021 GDP 940 billion Euros 6th 17th

2021 GDP per capita 49.000 Euros 5th 12th

2022 Inflation 11.60% 8th 102nd

2022 growth rate 4.4% 7th 61st

Unemployment rate 3.7% 6th 141st

This implies that its citizens can enjoy a high quality of life and economically, the
country and its citizens are relatively stable compared to other countries (even the ones
inside the EU).
Industries and Exports
In the Netherlands, the primary industries are food & agriculture, logistics, chemical,
energy and horticulture. The top exports of the Netherlands are refined petroleum,
packaged medicaments, computers, broadcasting equipment and photo lab equipment.
Moreover, the country has high specialization in bulbs and roots, cut flowers, other live
plants, cuttings and slips, and composite paper. On the other hand, top imports of the
country are petroleum oils, telecommunication equipment, automatic data processing
machines and chemical equipment. The top five trade partners of the Netherlands are
Germany, Belgium, France, the United Kingdom and the United States. For the year of
2022, the average exchange rate of EUR/CAD was 1.3696.
As of October 2022, the Netherlands exported around 594 billion euros and
imported 555 billion euros worth of goods and services. Compared to the previous year,
the export of the Netherlands has increased by 27% and imports have increased by 31%.
 5
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
The Netherlands is the most connected country in the world considering its infrastructure,
central location, and airports which provide companies direct access to the European
market for both people and goods.
Canada-European Union Comprehensive Economic and Trade Agreement (CETA)
CETA is a free trade agreement between Canada and the members of the European
Union, which the Netherlands is a part of. The aim of the CETA is to remove the trade
barriers on the goods being exported/imported to both countries thereby boosting and
diversifying trade. The agreement between Canada and the European Union, which
includes Netherlands, leads to benefits such as lower prices for goods and services, making
the transportation of the goods faster, and having a more efficient border process which
also makes the selling of the goods and services between Canada and the EU easier and
more accessible to both parties.
Infrastructure
The Netherlands attracts investors both in terms of its location and its
infrastructure. Despite being the 22nd smallest country in Europe, it has approximately
451 square kilometers of coastline and five airports. These two factors provide great
advantage especially for the companies that want to enter the Dutch market. Having more
than one transportation option for the logistics and the fact that sea transportation is the
cheapest alternative among the other options will provide a cost advantage. Below are
some notable infrastructures that help facilitate doing business in the country:
Infrastructure Number Purpose Notable Locations
Type

Airports 5 tourism & connectivity Schipol

hub, cargo transport

Deep water 3 enormous transport Rotterdam,

seaport logistics Groningen

Canal system & 165 canals, 7100 Interland, within EU Zeeland North
waterways waterways shipping

Highways 3,530 km multi-purpose A13 (between The

Hague & Rotterdam)

Public roads 139,000 km multi-purpose -

Considering the infrastructure of the Netherlands, the country being deemed as one
of the best countries in the world would not come as a surprise. The country possesses
world-class airports and ports coupled with one of the world-class (in terms of density and
quality) makes transport of goods within the Netherlands highly efficient. This highly
efficient and usually busy infrastructure of the Netherlands is expected to make market
entry for all interested businesses to be helpful and attractive.
 6
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

Political and Legal

Political
The Netherlands political climate is very similar to that of Canada. The Netherlands
also has a constitutional monarchy where the king is the head of state. The current King is
Alexander Willem who ascended to the throne back in 2013 when his mother abdicated
(Country/territory report – Netherlands, 2022). It is important to note that the monarchy
mainly performs a ceremonial role. The Dutch constitution follows a parliamentary system.
One major characteristic of this system is that every principle and rule of law imposed on
the Dutch people must have its basis come directly from the parliament. (Country/territory
report – Netherlands, 2022).
There are three tiers of government in the Netherlands: central, provincial, and
municipal. The Netherlands is politically stable compared to many other EU nations. It has
a score of 79.72% according to the World Bank’s development indicators compiled from
officially recognized resources. (Country/territory report – Netherlands, 2022). Another
important feature of the Netherlands political landscape is its membership to the European
Union. The European Union or EU is a collection of around 30 countries where every state
benefits from laws and regulations regarding trade, tourism, immigration etc. The success
of the Netherlands economy significantly depends on the European Union.
Prime Minister Mark Rutte started his fourth term in office last January 2022
despite successive terms, there is still room for debate in policy specially regarding
international trade. Given that its leadership remains unchanged, its policies generally are
generally retained save for its renewed focus on the green economy. The country seeks to
emphasize the importance of sustainability as the country joins to fight climate change
along with other European members. (Country/territory report – Netherlands, 2022). Due
to rising inflation, rising prices of oil and gas due to the war between Russia and Ukraine, as
well as the COVID-19 pandemic, the government is trying to help the business groups to
recover from these huge economic losses by implementing competitively low tax rates in
the new fiscal year. In line with its fight with climate change, the government is also
planning to impose increased taxation on flying (Country/territory report - Netherlands,
2022).
Legal
According to PwC Netherlands, businesses in the country can operate in many ways
via a legal entity. The entities can be with legal personality (corporate entities) and entities
without legal personality (non-corporate entities). Another interesting type of conduct
business in the Netherlands is through a branch office of a foreign legal entity, which for
our business will be an excellent choice to start operating in the country, and setting up a
branch does not require prior government approval. However, the Dutch branch is
governed by the rules and legislation applicable to the foreign legal entity. The company
could choose to operate in two types of entities under Dutch law, which are (bv - besloten
vennootschap), a private limited liability company and (nv - naamloze vennootschap), a
public limited liability company. For our company, the best option will be private because
the “bv” type is more flexible to operate, and it is the most frequently used corporate entity
form in the Netherlands. Because of that, the ‘bv’ is highly popular as a holding company in
(international) group structures and as an operational company. Besides that, because our
business is the food sector, we will need an environmental permit to start the business.
 7
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Another requirement is a notarial deed of incorporation, to be executed by a Dutch civil law
notary; this execution can be done on the basis powers of attorney, which will avoid
unnecessary traveling or delays to the Netherlands. Also, the ‘bv’ do not require minimum
capitals to start the business. The business under ‘bv’ must be registered with the trade
register of the Dutch Chamber of Commerce. (Doing Business in the Netherlands, 2022).
According to the corruption perceptions index from 2022, the Netherlands garnered
an index score of 80, with 100 being the cleanest and 0 being the most corrupt country
implying that the country is still comfortable and attractive for new business; the country
ranks in 8th place out of 180 countries.
Foreign Direct Investment and Tax Incentives
According to the Netherlands Foreign Investment Agency (NFIA), in 2021, 423
foreign companies chose to locate or expand their business in the Netherlands with the
help of the invest in Holland network. Most of these companies are from North America and
the country is still open to more investments to help it reach its goals. According to the
Canadian Business & Current Affairs Database, businesses and entrepreneurs are
indispensable to the Netherlands as the country recognizes that foreign companies also
contribute to our economy.
In addition, the Dutch Tax Authorities have a flexible and practical approach, with a
proactive attitude regarding taxes in the Netherlands. Investors can expect a wide network
of nearly 100 bilateral tax treaties to avoid double taxation and to provide, in many cases,
reduced or no withholding tax on dividends, interest and royalties. Besides this, clarity, and
certainty in advance on the tax consequences of proposed major investments in the
Netherlands and 100% exemption for qualifying dividends and capital gains are vital for
European headquarters.
Considering the current political and legal context, it seems that The Netherlands is
open to welcoming interested businesses that want to enter the country. Political risk
seems to be low as the country seems to be in a stable condition as incidence of unrest is
low as well as a relatively high score on the corruption index which indicates a relatively
low instance of corruption. Legally, it seems that the government has made it easy for
businesses to set up shop in the country. Lastly, tax incentives offered by the government
to entice foreign businesses are also an added plus.

Technological
Telecommunications
According to World Data, the Netherlands has a relatively high level of broadband
penetration in Europe in 2021 at 43.4%. In terms of devices used, use of landlines has
declined over the years (28.65% of the population) as compared to mobile cellular phones
(124.8% of population). As of 2023, KPN and Vodafone which have a market share of 27%
as well as T-Mobile (which has a market share of around 22%) are the three major
telephone providers in the country.
Digital Media
The Digital 2022 Report by we are social and Kepios estimates that the Netherlands
has 16.5 million internet users or roughly 96% of its population. As a developed nation,
these statistics are not surprising given that roughly 89.6% of the population owns a
mobile phone and uses this to browse the internet and on the average the Dutch spend 5
 8
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
hours and 11 minutes using the internet per day. The purpose of accessing the internet
would be for finding information, keeping up with the latest news and current events,
researching brands, communicating with family and friends, and browsing during their free
time. As finding information and research seem to be at the top of the purpose of using the
internet, market share of search engines must be given importance:
Search Engine % Market Share

Google 93.8%

Bing 3.4%

Duckduckgo 1%

Yahoo! 0.9%
Aside from gathering information online, the Dutch population also keep themselves
busy with various activities available online such as video streaming, audio streaming, and
playing video games. Additionally, the number of Dutch social media users is growing with
approximately 15.6 million users in 2022. These users spend roughly an hour and 21
minutes on social media. Below are the most used social media platforms:
Platform % used in the past Estimated Reach Reach as % of
month Population

Whatsapp 88.6% - -

Facebook 71.5% 8.5 million 49.4%

Instagram 58.9% 8.5 million 49.4%

Facebook Messenger 45.3% 4.8 million 27.9%

Linkedin 33.8% 9.7 million 56.4%

Pinterest 32.7% 4.36 million 25.4%

Snapchat 28.3% 6.10 million 35.5%

TikTok 27.2% 4.8 million 27.9%

Twitter 25.5% 4.2 million 24.4%

YouTube - 15.6 million 90.7%

Another activity of interest online would be e-commerce. (Online, 2021). According
to a 2020 report by Eurostat, online shopping continued to grow in the EU where
Netherlands emerged as one of the top countries where internet users had bought an item
online in the past year. 9 out of 10 internet users have said that they bought something
online. Most common purchases were clothes/shoes/accessories, online downloads, food
deliveries, and furniture.
 9
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Media and Print (News)
Changing consumer media habits, from traditional to digital, have affected the media
landscape within the country. According to Media Landscapes (a joint partnership between
the European Journalism Centre and the Dutch Ministry and Education, Culture, and
Science), declining revenues and readership have affected players in the Dutch media
landscape and have become concentrated into few players. An example would be its print
media which has 80% of its total population controlled by only two Belgian publishers.
Below are the top brands with % of weekly usage in 2021 and brand trust scores as
provided by The Reuters Institute Digital News Report:

Top Media News Brands (Top 6 in terms of Reach)

Brand Medium % Weekly Reach Brand Trust

Scores

NOS News (public Traditional, Online 61% 80%

broadcast)

RTL Traditional, Online 29% 74%

SBS News Traditional, Online 22% -

Regional or local Traditional, Online 18% 75%

newspaper

Algemeen Dagblad Traditional, Online 17% 72%

De Telegraaf Traditional, Online 15% 58%

Above data shows that news brands have adapted to the changing media habits and
have ensured to have digital presence. Moreover, it can be observed that trust in news in
the Netherlands is high most especially for NOS News which is the most trusted news
source of the Dutch. Regardless of decline in pluralism of the media, it still is important to
emphasize that existing media infrastructure in the Netherlands is stable and well-
established. Overall, given its current infrastructure and tech-savviness of its citizens, we
can say that The Netherlands is a technologically advanced country. There are multiple
channels where potential consumers may be reached as telecommunications is widely used
as well as social media.
 10
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

Competition
The market of tea in the Netherlands is expected to grow annually by 2.55%
annually. The increase in interest and in tea consumption has been making the tea industry
very much lucrative in the drinks and beverages market. The top competitors that
DavidsTea will face in the tea market in the Netherlands would be: Pickwick, Dilmah,
Lipton, and T’s Teabar.

Brand Shares of Tea (% Retail Value)

Brand 2019 2020 2021 2022

Pickwick 37.3 37.1 36.9 37.8

Lipton 8.5 8.0 8.2 8.3

Clipper 6.3 7.4 8.1 8.1

Zonnatura 5.8 5.7 5.7 5.4

Piramide 4.6 4.7 4.9 4.8

Source: Brand Shares of Tea: % Retail Value 2019-2022 from Euromonitor International

Pickwick
Pickwick is a homegrown tea brand in The Netherlands and has been around since
1937. They import the tea leaves from India, Sri Lanka, Indonesia, China, Malawi and South
Africa. It is the largest tea brand in the Netherlands. Pickwick tea offers different varieties
of teas, such as traditional tea, fruit tea, herbal blend tea, green tea, and rooibos, black tea.
The wide assortment of tea caters to all the different types of tea drinkers. The teas are
packed in tea bags, The price of pickwick teas is lower than David’s tea and it can be bought
on supermarkets and grocery store shelves.
Clipper Tea
Clipper tea was founded by husband and wife Michael and Lorrain Brehme in 1984
in Beaminster, Dorsett. Clipper teas are produced with 100% natural ingredients with no
artificial flavors. They were the first tea company to use plant-based and biodegradable
teabags. After ten years, in 1994 Clipper tea became the UK’s first fairtrade tea company.
Clipper tea takes pride in their black tea, which was imported from East Africa and India. It
has won many taste awards and they claim that it is the best tasting product that they have.
The company was first sold to Fleming Family and partners in 2007 and was eventually
sold to Royal Wessanen in 2012. Clipper teas can be bought in supermarkets and online.
Lipton Tea
Lipton tea was founded by Sir Thomas Lipton. He started his grocery business in
Glassglow and sells tea. He saw the potential of the tea market, so he decided to buy a tea
plantation in Sri Lanka. He innovated ways in transporting leaves efficiently thru cable cars.
Tea was then a luxury in Britain, yet Sir Thomas believed that tea should be enjoyed by
everyone. Soon after he started packing the teas in silk bags to be dipped in water. It was
one of the first teas that was sold in tea bags. Lipton now offers a great selection of tea from
 11
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
green tea to fruit flavoured teas. Lipton teas can be bought in boxes with individually
packaged tea bags inside.
Zonnatura
Zonnatura have been producing their product since 1954. All the products are made
from 100% natural and organic raw materials. Zonnatura guarantees that their products
are made without any artificial additives and are free of generally modified organisms.
They make their product with very minimal processing to maintain its deliciously natural
taste and retain all the nutrients from its fresh ingredients. They have herbal teas, 100%
pure herbal tea, green tea and instant tea.

Positioning Map
Looking at the tea landscape in the country, each competitors’ positioning can be
separated by their cost positioning and taste. Cost positioning refers to whether or not the
brand possesses premium or economy pricing. Taste, on the other hand, refers not only to
the richly earthy taste and flavor of the tea but also includes the aroma of the beverage as
the user consumes it.

Based on the positioning map, DAVIDsTEA and T’s tea bar tea are high in terms of
pricing and taste. Pickwick, Clipper Tea, Zonnatura and Lipton taste plain and more earthy,
DAVIDsTEA taste is more flavorful because of its tea infusions. T’s tea bar loose leaves tea
tastes close to DAVIDsTEA and it also gives the relaxing vibe that DAVIDsTEA has at a little
bit higher price. Given the premium pricing of DAVIDsTEA as compared to the other brands
in the market, the team anticipates possible difficulties in its initial entry. Yet, this is
justified by the more rich, flavorful, and modern taste that DAVIDsTEA offers which can be
seen as a white space or opportunity in the market.
 12
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

References
Baack, D. W., Czarnecka, B., & Baack, D. E. (2018). International Marketing (2nd ed.).
Thousand Oaks, CA: SAGE Publications.
Telecommunications in the Netherlands. (2022, December). World Data Info.
https://www.google.com/url?q=https://www.worlddata.info/europe/netherlands/
telecommunication.php
Euromonitor International. (n.d.). Market sizes: Brand Shares of Tea: % Retail Value 2019-
2022 [Data set]. Passport. Retrieved March 9, 2023 from
https://www.portal.euromonitor.com/portal/analysis/tab
O’Leary, S. (2022, January 13). Mobile phones and SIM cards in the Netherlands: the ultimate
guide. Dutch Review. https://dutchreview.com/expat/mobile-phones-netherlands

Kemp, S. (2022, February 15). Digital 2022: The Netherlands. Datareportal.

https://datareportal.com/reports/digital-2022-netherlands

Online shopping ever more popular in 2020. (2021, February 2). Eurostat.
https://ec.europa.eu/eurostat/web/products-eurostat-news/-/ddn-20210217-1
Bakker, P. Netherlands. Media Landscapes.
https://medialandscapes.org/country/netherlands/media/print
Newman, N., Fletcher, R., Schulz, A., Andi, S., Robertson, C., Neilsen, R.K. Digital News
Report 2021. (10th ed.) Reuters Institute.
https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2021-06/
Digital_News_Report_2021_FINAL.pdf

The 5 largest airports and airlines in the Netherlands. World Data info,
https://www.worlddata.info/europe/netherlands/airports.php

Hillz, P. (2022). Nederland Trading Country Export, Import & Investigation. Statistical
Netherlands. https://longreads.cbs.nl/nederland-handelsland-2022/

OEC. (2022, June). Latest Trends of Netherlands. The Observatory of Economic Complexity.
https://oec.world/en/profile/country/nld

Annual Exchange rates. Bank of Canada. (n.d.).

https://www.bankofcanada.ca/rates/exchange/annual-average-exchange-rates/

World Bank. (n.d.). Gross domestic product 2021 - World Bank. Worldbank.org.
https://databankfiles.worldbank.org/public/ddpext_download/GDP.pdf

Europe’s Leading Logistics Location. Invest in Holland. https://investinholland.com/doing-

business-here/business-operations/smart-logistics/

Economic forecast for Netherlands. (Last Update 2023, February 13.). European
Commission. Economy - Finance.ec.eu.
https://economy-finance.ec.europa.eu/economic-surveillance-eu-economies/
netherlands/economic-forecast-netherlands_en
 13
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
OEC. (2022, June). Latest Trends of Netherlands. The Observatory of Economic Complexity.
https://oec.world/en/profile/country/nld

Government of the Netherlands,

https://www.government.nl/topics/freight-transportation/inland-shipping

PricewaterhouseCoopers. (n.d.). Legal system. PwC.

https://www.pwc.nl/en/insights-and-publications/services-and-industries/tax/
doing-business-in-the-netherlands/legal-system.html

2022 Corruption Perceptions Index - Explore Netherlandsâs results. (2023, January

31). Transparency.org. https://www.transparency.org/en/cpi/2022/index/nld
Foreign investment in the Netherlands stabilized in 2021. (2022, Feb 17). Canada
NewsWire https://www.proquest.com/wire-feeds/foreign-investment-netherlands-
stabilized-2021/docview/2629304589/se-2
NFIA, part of Invest in Holland, assists foreign companies in Holland. (2022, March 30). NFIA.
https://investinholland.com/
Ministerie van Algemene Zaken. (2022, January 11). The Netherlands and EU policy
areas. European Union | Government.nl.
https://www.government.nl/topics/european-union/the-netherlands-and-the-eu-
policy-areas
IHS Markit: Country/Territory report: Netherlands. (2022) Netherlands Country
Monitor (pp.1-41)

PR Newswire. (2021, May 4). A Life Devoted to Tea & Kindness: Sri Lanka’s “Mr. Dilmah”
Celebrates 71 Years of Brewing Cups of Kindness. PR Newswire US.

Clipper Goes Dutch in £50M Sale. (2012, March 6). Daily Mail, 67.

Lipton. (n.d.). Our History. Lipton. https://www.lipton.com/ca/en/our-purpose/lipton-tea-

history/

Consumer Market Insights. Hot Drinks Tea-Netherlands. Statista.

https://www.statista.com/outlook/cmo/hot-drinks/tea/netherlands

BBC News. (2022, December 13). Netherlands country profile. BBC.

https://www.bbc.com/news/world-europe-17740800
DAVIDsTEA. (n.d.). Our Story. Our Story | About Us | DAVIDsTea CA.
https://www.davidstea.com/ca_en/about-us/our-story/
DAVIDsTEA Inc. (2022, August 10). DAVIDsTEA Annual Report. Sedar.com.
https://sedar.com/GetFile.do?
lang=EN&docClass=2&issuerNo=00037014&issuerType=03&projectNo=03214844
&docId=4949868
Clipper Tea. (n.d.). Our Story. https://www.clipper-teas.com/about/our-story/
Zonnatura. (n.d.). About us. Our Story. https://www.zonnatura.nl/ons-verhaal/over-ons
Hofstede Insights. (n.d.). What about The Netherlands? Hofstede Insights.
https://www.hofstede-insights.com/country/the-netherlands/
 14
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Peeters, B. (2020). Gezellig: A Dutch cultural keyword unpacked. (H. Bromhead & Z.
Ye, Eds.; 1st ed., Vol. pp.61-84). ANU Press. 10.2307
Pradhan, R. (1990). Much Ado about Food and Drinks: Notes Towards an
Ethnography of Social Exchange in The Netherlands.
https://www.jstor.org/stable/25757722?seq=4
Solar, P. M. (2013). Opening to the East: Shipping Between Europe and Asia, 1770–
1830 (3rd ed., Vol. 73). The Journal of Economic History.
http://www.jstor.org/stable/24550626
Coello, L. (2018, 05 29). The new diversity: Increased ethnic heterogeneity in the
Netherlands. European Commission. Retrieved March 8, 2023, from
https://ec.europa.eu/migrant-integration/library-document/new-diversity-
increased-ethnic-heterogeneity-netherlands_en
The World Factbook. (2023, 02 27). Netherlands- People and Society. The World
Factbook. Retrieved March 7, 2023, from https://www.cia.gov/the-world-
OECD Org. (2013). NETHERLANDS- Country Note- Survey of Adult Skills. OECD Org.
Retrieved March 8, 2023, from https://www.oecd.org/skills/piaac/Country
%20note%20-%20Netherlands.pdf
Friedmann, E. (2008). Netherlands. The American Jewish Yearbook, 108, 412-428.
https://www.jstor.org/stable/23605487
 15
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION

Appendices
Appendix 1

Source: OECD Org. (2013) https://www.oecd.org/skills/piaac/Country%20note%20-%20Netherlands.pdf

 16
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Appendix 1a

For reference: Higher level indicates high literacy.

Source: OECD Org (2013) https://www.oecd.org/skills/piaac/Country%20note%20-%20Netherlands.pdf
 17
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Appendix 2
 18
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
Grading Rubric – International Marketing Project Article Presentation (Worth 10% of Course Grade)

Potential Actual
EXPECTATIONS marks marks
Exceeds Meets Below Unacceptable
Introduction
● Brief introduction mentioning the main parts 5 5 4 2-3 0-1
(headings) of this report
Company Overview
● Brief and informative company overview
● Includes company name, size (number of
10 10 6-9 3-5 0-2
employees), location(s), industry, brief history,
mission statement, and what products will be sold
in or to the foreign country selected.
Market Audit – Culture & Social
● Country’s relevant historical events described and
evaluation of how they might impact a Canadian
business wanting to enter the local market
● Informative description of population size, age
structure, languages spoken, religion(s), ethnic
makeup, and literacy and education levels
● Hofstede’s dimensions (power distance,
individualism, uncertainty avoidance, and
femininity) appropriately applied to explain target
15 15 10-14 7-9 0-6
customers’ values and beliefs
● Differences in scores on each dimension explained
(Canada vs. selected country) regarding what it
means for you as a Canadian marketer
● Hofstede comparison chart/graph of your selected
country and Canada included and of high quality
(readable, labels and scores included)
● Description of cultural imperatives, electives, and
exclusives and how knowing about them will help
you as a Canadian marketer
Market Audit - Economy
● Brief description of current GDP, GDP per capita,
inflation rate, currency exchange rate (re Canadian
$), unemployment rate, major imports/exports,
principal industries, trade restrictions and trade
agreements (if any with Canada) 15 15 10-14 7-9 0-6
● Description of existing infrastructure
(roads/highways, airports, railways, ports, channels
of distribution)
● Evaluation of how infrastructure helps or hinders
market entry
Market Audit – Political and Legal 15 15 10-14 7-9 0-6
● Description of current political system & views of
foreign businesses by the government (open for FDI
or not)
● Evaluation and explanation of political stability
● Description of any special taxes, monetary policy &
financial stability
● Informative description of legal system
● Explanation of level of corruption
● All findings related back to their impact on an
 19
Running Head: TERM PROJECT PART 1 - ARTICLE PRESENTATION
International Marketer
Market Audit – Technological
● Description of media and technology use (radio, TV,
computer, mobile phones, landlines, number of
15 15 10-14 7-9 0-6
Internet users and types of media available)
● Findings related back to their impact on an
International Marketer
Market Audit – Competition
● Detailed description of 3 main competitors (direct)
● Positioning regarding competitors is appropriate
and well explained
● Correct use of a positioning map (labels, positioning 15 15 10-14 7-9 0-6
of 3 competitors and company)
● Discussion of any competition concerns
● Findings related back to their impact on an
International Marketer
References
● At least 10 references used (in-text and list of
references) 5 5 4 2-3 0-1
● References are from credible and reliable sources
● References are current and appropriate
Correctness Level
● Effective writing style
● Demonstrate overall logic and flow between the
5 5 4 2-3 0-1
main parts of the report
● No grammatical, spelling or punctuation errors
● Within the 15 pages page limit
TOTAL: 100