The research findings from educational questionnaires

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There are totally more than 200 questionnaires were send out, the valid is 150 pieces. From questionnaire 19-21, we aware that among these participates, 43% percent are female and 57% are male. The age between 18-30 years old are majority which occupied 64%, 19% are 30-50 and 14% are 50-60. Re the occupation, 41% come from education field, such as teachers and students, business field about 34% and government stuff about 7%.

Totally 7 language training schools participate our interview which are located in Rotterdam, Amsterdam and Den Hague. 3 schools offer Mandarin courses already and organized by Chinese people. 3 schools do not offer Mandarin and organized by Non-Chinese people. The other 1 offers Mandarin but organized by Chinese government.

Due to the limitation of participator's amount and location, this profile is only a very small part of the whole population of the Netherlands, so the result may not shows the real market situation accurately, we would explain this point in research question one in detail later.

4.1 Result of questionnaires

Summary of 150 responses

1. What is your relationship with China?

2. Do you communicate with China? If yes, how?

3. If you have communication with China, what is your current Chinese level?

4. Are you interested in learning Chinese?

5. If yes, why?

6. Do you have any plans to learn Chinese within the next three years?

7. If no, why not?

8. Which aspect in Chinese you are expecting to achieve?

9. How much time are you prefer to spend on Chinese every week?

10. How much money would you be prepared to spend on Chinese learning?

11. By whom will the tuition fee be paid?

12. In which media do you prefer to see the promotion information?

13. Which newspaper do you always read?

14. Which language do you prefer to see in the promotion media?

15. Which language training model do you prefer?

16. In which language would you prefer to be taught?

17. When you prefer to have the language training class?

18. What kind of Chinese you would like to learn?

19. What is your gender?

20. What is your age?

21. What is your occupation?

4.2 Outcome of interviews

Summary of 7 interviews

I¼šChinese school Netherlands

Chinese School Nederland

Jodenbreestraat 138 A

1011 NS Amsterdam

Tel: +31 (0)20 420 88 53

Fax: +31 (0)84 835 63 94

Director: Robert van Deijck

[email protected]

Would you please give a general introduction about your school? (like history, business scope, city location)

Chinese School Nederland started in 2004. It is founded by a Dutch and a Singaporean. Our classes are in Amsterdam (where we started), Rotterdam and Den Haag. Our goal is to teach Chinese from a very practical perspective, having the Western background of our students in mind. We want to train our students in using the language, not just offer some knowledge. And we only offer Mandarin course in our school.

Please give a detail presentation about your Mandarin course. (such as price, time, course design)

Courses are given from absolute beginner to advanced (some study for more than 5 years). Prices for regular (classroom) classes range from Eur214 to Eur300 for 36 hours (12 times 3 hours, once a week). These regular courses are given in the working evenings or Saturday mornings, so classes can be attended after work. Besides regular courses, we also offer short courses like holiday Chinese (two mornings) or made-to-measure courses for individuals or groups any time of the day. We make use of the books "A Key to Chinese Speech and Writing" and "New Practical Chinese Reader 2 to 5". We also produce a lot of material ourselves. See also our (English) website under Courses.

What are the drivers & barriers for you to offer Mandarin service?


From my own experience, Chinese is not always taught with the challenge of the (Western) student in mind. Other schools put a lot of emphasis on knowledge. However, knowledge is not a problem and if it is a problem it can easily solved by the student. The biggest challenge is to try to remember and to use what you have learnt. With all due respect, Chinese sounds very strange to Western ears and in the beginning it will not "stick" in the mind. To solve this, you need practice, and the classroom is the ideal place to practice. So for me personal, the driver is to listen better to the needs of the Western student, compared to other schools.


Although it is easy to find people who happen to speak Chinese, it is difficult to find good teachers who understand the challenges of our students. Because the different education system between western and eastern, the qualified Chinese teacher is difficult to find.

Who is your target customer? From gender, age or occupation aspect to give some idea.

Anybody who wants to learn Chinese is welcome, although we do not teach small children. We noticed there are 8 Dutch middle schools have organized Mandarin course already. All our students have different nationalities and backgrounds, but a lot of them are Dutch. I mean the local Dutch people, not the 2nd generation of Chinese immigration. Age ranges from 14 - 84. It appears that we have more in the 30+ range: finished school 10 years ago and now ready for a new challenge. Many of them have the ambition to stay in China for a while to do some business. Sometimes send by the company, sometimes they plan to do this on their own. The background varies a lot. There also people looking for their roots, family related (mother-in-law, adopted children) or an appetite for languages. The teaching languages are both in Dutch and English.

From a language training school's perspective what's the market size for you to offer Mandarin training service? Potential, profitable?

It's a difficult question. I don't know what the total market is. If I remember well, somebody from Tilburg University did this research (KUB).

How you attractive people's attention to Mandarin? Any special marketing strategy or promotion approach? How about your competitor's situation?

We have no special marketing strategy. We distribute some cards here and there in libraries or special events. Lot of people find us through the internet.

Mr. Robert van Deijck, the president of Chinese School Nederland expressed: I have not the idea that the interest is growing. Students are less than a few years ago. I heard the same from Leiden University. Now every season we receive 150-180 students, however two years ago, we got 200-250 students per season.

This is a unique voice, when we ask Mr. Robert van Deijck why is like this, he said: I am not really sure the reason, maybe Dutch people were pretty international before, but now they are more care about themselves, care the things happened in their daily life, not the other countries. He also mentioned more Chinese schools in the market now, so that's might be another reason.

II¼šStichting Chinees Cultuur

Stichting Chinese Cultuur

Address: City College.ST.Francisus.

Beukelsdijk 91 3021 AE Rotterdam

President: Xiong Guoxiu

Tel/Fax: 010 4512993

Mob: 06 44026739

E-mail: [email protected]

Would you please give a general introduction about your school? (like history, business scope, city location)

Our school was established in August, 2004 and supporting by Netherlands and Chinese Embassy. We mainly offer Chinese language, but also Chinese Kong Fu and Chinese dance courses. The objective of our school is to promoting Chinese language & culture. Currently there are about 120 students and 12 teachers.

Please give a detail presentation about your Mandarin course. (such as price, time, course design)

The Mandarin courses were given on Saturday 11:00 - 15:00. We rent classrooms in Weena, Rotterdam. First is three hours language course. Then one hour Kong Fu class for boys and one hour dancing class for girls. We also have computer rooms which use special software to correct student's pronunciation and writing automatically. The textbook "Contemporary Chinese" was import from China

We divide the classes based on the student level of Mandarin. Usually one class is no more than 35 students (similar with Dutch school). The tuition fee is Eur25 /month/person plus 15 Euros textbook fee. There also has an academic office and talent agency office in the campus in order to manage the school better and develop student's talents. The school is paying more attention on the communication of children's parents, which based on phone call, interview, and every half year's parents meeting.

What are the drivers & barriers for you to offer Mandarin service?

The headmaster Xiong Guoxiu said: I came to Holland 20 years ago, I love my motherland, I want do something for my country. Organize Chinese school is a good way to spread Chinese language and culture. I am happy to help people learn China, learn Chinese. However the finical is always a problem, we are more like a charity organization, deduct the classroom's rent fee and teacher's salary, most time we are face deficit spending, so we have to looking for sponsors all the time.

Who is your target customer? From ender, age or occupation aspect to give some idea.

Most of our students are small children age from 4-12. They are the descendant of Chinese immigration and the mixed blood. And a very small part is Dutch adult, but this part is not stable due to their time problem.

From a language training school's perspective what's the market size for you to offer Mandarin training service? Potential, profitable?

We are not sure due to we are not doing business, and I am not a business person. For our school profitable is definitely not the right word.

How you attractive people's attention to Mandarin? Any special marketing strategy or promotion approach? How about your competitor's situation?

Frankly speaking we didn't do any promotion, no marketing strategy at all. The school didn't do any commercial promotion, it mainly by people's world of mouth.

In the Netherlands, there are more than 40 Chinese language schools similar like us, and in Rotterdam, there are 5 Chinese schools. The most famous and qualified Chinese schools are Leiden University and Confusions Institute.

III¼šChristelijkechin School

Christelijkechin School

Westersingel 10,

3014 GM, Rotterdam

Tel: 010-4369901

Headmaster: Madam Lin

Would you please give a general introduction about your school? (like history, business scope, city location)

We are a Christian school, found in 1996. Now have about 100 students and 10 teachers. We have 2 classes which offer traditional Chinese character and 3 classes which offer simple Chinese character (Traditional Chinese character is used in Taiwan and Hong Kong, simple Chinese character is used in China mainland). The main students are small children. And 1 adult class most comes from children's parents.

Our school's principle is help children to better understand the multi-culture between Netherlands and China. As they living Holland, they can speak very good Dutch, well know the Dutch society. However they are very lack of Chinese culture and Chinese language education, that's why we are here. Due to the big difference between western and eastern, like life value, philosophy which can be conflict between parents and children. We aim to help the young generation to grow up healthy, better communication with their parents, better understanding of their country.

Please give a detail presentation about your Mandarin course. (such as price, course design)

We have class at every Saturday 10:30-12:30. It includes two parts, language & culture. We collect Eur18/month/student. The financial is support by our church totally.

What are the drivers & barriers for you to offer Mandarin service?

I came to the Netherlands 24 years ago; I was a member of this Christina church. My husband was nominated as the school director by the church at that time. And at the same time, my children also need Chinese education, so I began to work in this school.

In 1996, we are the first Chinese school in Rotterdam who offer Mandarin, because the other schools only offer Cantonese (Mandarin was China's official language, Cantonese is a dialect which spoke in south China).

One of the most important things for our abroad Chinese people is the sustainability of your own language. No matter how fluent Dutch you speak, you yellow skin, you dark eyes would never Change. These signs show you are Chinese. It would be very embarrassment when Dutch people ask you: you are Chinese, why you can't speak Chinese.

Barriers: no big problems, only one point-teachers. As all of our teachers are volunteers to teaching here, they have their own work from Monday to Friday, and they devote their resting time to spending with these lovely children. Once they sick or occupied, it would be difficult to find some one to replace. In addition, you can see our classroom is a big hall, and we divide it into several parts, it's a sort of "opening classroom", some parents may don't like this style.

Who is your target customer? From gender, age or occupation aspect to give some idea.

At the very beginning, the students come from a lot of countries, like South American, South-east Asian, Hong Kong, Taiwan. But now mainly are Chinese children.

From a language training school's perspective what's the market size for you to offer Mandarin training service? Potential, profitable?

No idea, we are a church school, we don't care about profit.

How you attractive people's attention to Mandarin? Any special marketing strategy or promotion approach? How about your competitor's situation?

We didn't do any promotion or advertisement, mainly depends on people mouth to mouth.



Keizersgracht 8

1015 CN Amsterdam , Netherlands

CC: Albert Both

+ 31 (0) 20 6253231

[email protected]

The Talencoach programs are unique programs. They give great supports for people who want to learn Dutch fast. They are very effective for people that have been struggling with the language for a couple of years. Therefore Talencoach can offer you a jump start and it will help you to get rid of many uncertainties and doubts that you may have about your ability to learn Dutch.

Albert Both: I don't know much about Mandarin. I never get the question for Chinese. On top of that I just work for myself, so I have no intentions adding other languages. My only business is Dutch course.

I have no plan to add Mandarin course in the future. The reason is simple. I do not speak it and I have my own language (Dutch) methods for teaching and learning languages. I might have time and inspiration within 10 years or so, but once again, I would only offer it once if I can speak Mandarin as well.

â…¤¼šMarcus Evans Linguarama

Marcus Evans Linguarama

Arlandaweg 16

1043 EW Amsterdam

CC: Annemarie Mol

Centre Manager Amsterdam

Tel: 020-4280528

Fax: 020-4250628

Email: [email protected]


Linguarama has been providing professional language training for business and people for over thirty years and Marcus Evans Linguarama is part of the Marcus Evans group. Our courses are entirely focused on the student's individual needs. Have practical relevance to business and professional life. Use constantly updated training materials. We offered in a European network of over 20 countries. Each year we train people from over 60 countries in more than 25 languages. Provide over 1,000 companies and organizations with total training solutions.

Thank you for your interview. However, because we hardly ever do Mandarin courses and we don't have the intention to develop Mandarin courses. Our biggest languages are English, Dutch and French. Those are the languages we focus on most. Only occasionally do we have a Mandarin course (perhaps once every two/three years). So I am sorry I don't have much to say.

â…¦¼šConfucius Institute in The Hague

Confucius Institute in The Hague

Addres¼šLange Voorhout 44 2514EG Den Haag

Telephone¼š+31¼ˆ070¼‰310 86 00

Fax¼š +31¼ˆ070¼‰310 86 07

Email : [email protected]

Confucius Institutes is a non profit education organization which owned by the Chinese government. Up to October 2009, a total of 523 Confucius Institutes and Confucius Classrooms have been established in 87 countries and regions over the world.

The goal of Confucius Institutes is as below:

A: To satisfying the demands of people from different countries and regions in the world who prefer to learn the Chinese language.

B: To enhancing understanding of the Chinese language and culture for non Chinese people.

C: To strengthening educational and cultural exchange and cooperation between China and other countries.

D: To deepening friendly relationships with other nations, to promoting the development of multicultural.

The services offered by Confucius Institute include:

A: Chinese language teaching, training Chinese language instructors and providing Chinese language teaching resources.

B: Organize the HSK (Hanyu Shuiping Kaoshi) examination (Chinese Proficiency Test) and tests for the Certification of the Chinese Language Teachers;

C: Providing information and consultative services concerning China's education, culture, and so on.

The Confucius Institute at The Hague, the Netherlands locates in the Campus Den Haag of Leiden University and city center in The Hague, and only takes 10 to 15 minutes to walk from the Central Station.

4.3 Research question one

What is the market size?

From questionnaire 1-7, we can see that 69% of Dutch people have connection with China no matter work related or personal hobby. What's more 53% participates already communicated with China in English, Dutch or Chinese; however communicated by Chinese language only occupied 13%. Further more, the majority of those people who communicate with China still haven't enough knowledge on Mandarin, 68% are totally beginner. And 62% express they are interested in learn Chinese, 22% is job requirement which means mandatory. Moreover 48% plan to learn Mandarin within the next three years. The main reasons for those who can't join the Mandarin course are lack of time, so they still can be the Mandarin course potential consumers in the future when they are available.

According to the Netherlands Statistic Bureau, till February 23, 2009 Holland has a population of 16,499,084. And the ages between 15-64 years old occupied 67.8%. The data of OECD(organization for economic co-operation and development) shows students which enrolled in the Netherlands in 2007 are 3,746,572. From, we can see the employment in the public sector is about 904,000 on 2009. And business people occupied almost 1/3 of the whole population, which includes freelancers, SMEs and MNEs.

So the roughly figure for learn Chinese people would be:

Education field: 3,746,572 X 48% =1,798,354

Government field: 904,000X 48% =433,920

Business filed: 16,499,084 X 67.8% X30 %X 48% =1,610,838

Totally: 1,798,354+433,920+1,610,838=3,843,112

However when we see the figure, we begin to doubt ourselves, 3,843,112 compare to 16,499,084, almost 25%, this is to say 1 of 4 Dutch people want to learn Chinese. Is this true? This No is totally depend on the questionnaire result. Then what's going wrong with the questionnaire, let's have a deep analysis.

Narrow research cities

The questionnaire was done mainly in city--Rotterdam. However Rotterdam can not representatives the whole Netherlands. Different cities have different characters.

Rotterdam is famous for harbor; a lot of logistics business exists here. And it's a quite new city with a population of 603,425 as of March 2010. A lot of international students choose to study at Rotterdam. Many business people and students express they are willing to learn Chinese here.

Amsterdam is the capital and largest city of Netherlands. The city also is the financial and cultural center of the Netherlands. The city had a population of 1.36 million on 1 January 2008. Many large Dutch organizations have their headquarters there, and 7 of the world's top 500 companies, including Philips and ING. So the city's international level would much high, in another worlds, people are more open to accept new things, such as Mandarin.

There are lots of Chinese people live in Den Hague and Delft, which also would encourages Chinese language's development in that area. Leiden and Groningen were called "University city", teachers and students always enthusiastic on language learning. This means there are more Mandarin learners in these areas.

The top 12 cities ranking by population in the Netherlands are: Amsterdam, Rotterdam, The Hague, Utrecht, Eindhoven, Tiburg, Almere, Groningen, Breda, Nijmegen, Enschede and Apeldoorn. Except we mentioned above several cities, we have no idea about the other city's interest on Mandarin. So we'd better narrow our research area, which means only focus on Rotterdam area.











North Holland








South Holland







The Hague

South Holland




North Brabant












North Brabant








North Brabant






4.3.1 Netherlands cities by population

Lessen occupations

From the questionnaire, we can notice our research were limited on three occupations: education, government and business fields, the same reason as before, these three segmentations can not representative the whole occupations in the Netherlands. The figures show nearly half participates are teachers and students. So we'd like to take education occupation as our main research occupation.

Secondary research to complement

The primary data here means the figures came out from the questionnaires and interviews, however these are not really reflect the market size due to the limitation of research location and population. So it's necessary to do more secondary research.

The statistics Netherlands shows Rotterdam population: 603,425

The website of Rotterdam education indicates Rotterdam University students:

around 50,000

The Erasmus University Rotterdam: No of students 2009: 19,440, No of stuff: 2,136

Hogeschool Rotterdam: No of students 2008: 27,637, teaching stuff: 1,740

Hogeschool Inholland: about 5,000 students

Hogeschool voor Muziek en Dans: around 3,000 students

Rotterdam Immigration:

In the Netherlands, the nationality distribution is as below:

Major ethnic:

Dutch 79.71%

Minor ethnic:

Turkish 2.31%

Indonesian 2.3%

German 2.28%

Moroccan 2.1%

Surinamese 2.06%

Netherlands Antilles/Aruba 0.83%

Other 8.36%

4.3.2 Dutch nationality

Rotterdam is the highest percentage of foreigner's city. Nearly 50% of the population are of non Dutch origins or have at least one parent born outside the country. The Asian immigration mainly comes from Indonesian and China, Indonesian has a very close relationship with China due to historical reasons, and most Indonesians have connection with Chinese blood. Totally around 10% immigration in Rotterdam is Asian orientated. Which are about 60,342 people, suppose half of them married already and have one child, then the No of second Asian immigration generation were estimated about 30,171. Of course this calculation is very conservative.

According to our research, the students who are interested in Mandarin are university students and primary students. The No of University students in Rotterdam is 50,000, the No of second generation of Asian immigration is 301,171. As we mentioned before people who are interested in learning Mandarin were 48% of this segmentation. So the figure should be (50,000+30,171) X 48%=38,482

Now the conclusion comes out, the market size for Mandarin course in Rotterdam in education field is about 40,000. This is an optimistic figure, very potential market. Suppose CBE receive 200 students per year, it takes 200 years.

4.4 Research question two

Who are our target customers?

From the interviews with those language training schools, the following 3 segmentations were defined as our main customer:

·Small children: The age of these small children are between 6-12 years old. Most of them are the second or third generation of Chinese immigration and mix blood children. Their parents require them to continue their mother language-Mandarin. This part is about 15-20% percent of the target customers. This was cleared showed from the language school's expression.

·Business people: As we mentioned before, communication between the Netherlands and China are getting more and more due to economic cooperation enhancement. In the center of Rotterdam city are the Unilever offices, but also Robeco, Fortis, ABN AMRO, ING, the Rotterdam WTC, and the Maersk Line, not only MNEs but also SMEs, they need their stuff to know Chinese, to know China. All these can guide them behavior properly during social life; definitely it would help their business as well. So business people can be one of our major consumers. This segmentation occupied about 25-30%.

·Normal people who have personal interest: Obviously half of our surveyed people show they learn Mandarin just because of personal interest. This part includes university students, retired people or housewives, etc. Some students prefer to look for career in China after graduation. Some are planning to travel in China. CBE can make more efforts to attractive this segmentation. This is our majority customers. It possess around 50%。

4.5 Research question three

What kind of market strategy should be developed?

What is market? Market is to let you customer know your product or service and persuading them to purchase it.

What is market strategy? Market strategy is the result of decision being made about how a particular product or service will be promoted to its target customer.

Here we are going to use Porter generic strategies, Porter five force models and SWOT analysis to explain the market strategy for CBE to develop Mandarin course.

·Porter generic strategies

4.5.1 Porter generic strategies

The marketing mix which also well known as 7Ps have discussed already in Chapter 2. Product here means Mandarin language training service. Price is the tuition fee, which is around Eur300. Place not only means CBE's location but also the distribution channel. Promotion refers all the advertisements to attractive customer. People in CBE not only mean students but also mean teachers. Process is how teacher transfer knowledge to students. Physical environment is the teaching atmosphere in the language center.

From the above chart of Porter generic strategies, we can see three generic strategies are defined along two dimensions: market scope and strategic strength. Market scope is a demand-side dimension and looks at the size and composition of the market you plan to enter in. Strategic strength is a supply-side dimension and looks at the strength or core competency of the firm.

For CBE, it's wise to choose segmentation strategy. Focus on a few target markets, to adopt a narrow market. As explanations on research question 2, our target customers are small children, business people and street people with personal interesting on Mandarin. Obviously small children are not our objective, because the competition is relatively high and some Dutch middle school already organized Mandarin course, which means they don't need CBE's service. So business people and street people are CBE's target group. This strategy provides the company's possibility to charge a premium price for superior quality (differentiation focus) or by offering a low price to a small and specialized group of buyers (cost focus).

·Porter's five forces model

4.5.2 Porter's five forces model

1. Barriers to entry

·Time and cost of entry: According to research question 4 & 5, the initial investment

is about Eur57,500. And the break-even point is 221 students, which means at least 1 year.

·Knowledge: This is the biggest barrier because organize Mandarin course needs

special knowledge. It would be very difficult for those people without Chinese background

·Economies of scale: As what we offer is language training service, economies of scale would change due to student quantity change. If we obtain more students, the fixed costs would less.

·Cost advantages: CBE has already managed business more than ten years on language training, especially success on English and Dutch courses, also with good revenue. So CBE can deal with Mandarin course well both from financial perspective and skills perspective.

·Technology: No special technology needed.

·Barriers: It impossible for potential entrants to compete on price, as the more mature firm can further lower prices without comprising its profitability. This may happen to CBE. On the other hand high customer loyalty can play a virtual role in discouraging potential entrants. CBE has a thorough understanding of their customer's needs over 10 year's experience, which is a very difficult task for a potential entrant. CBE's segmentation strategy can act as an entry barrier also.

2. Suppliers/Teachers

·Number of suppliers: For a language school what we use is our knowledge, the supplier is teacher. It's very difficult to find qualified Chinese teacher in the Netherlands market.

·Size of suppliers: Small

·Switching costs: No

·Unique service/products: Yes

·Ability to substitute: Weak

3. Substitutes

·Substitute performance: If people are interesting in Chinese, they would learn Chinese, can't use any other language to instead. But they may choose different methods to learn, such as online course. In this point we would suggest CBE also offer online course.

·Cost of switching: Not very big, lose about Eur300 tuition fee.

·Buyer willingness: It's difficult to compare because E-learning are also very popular. E-learning and school classroom learning both have advantages and disadvantages.

4. Competitive rivalry

· Number of competitors: Seldom, there are about 5 Chinese schools in Rotterdam, but they are kind of charity organization, not totally business model.

·Niche, quality: Those competitors teaching quality are quite good. It would be hard for competitors to cope with the specialized needs of customers who are part of a niche segment in the market.

·Differentiation: The competitors are mainly focus on children. CBE would take business people and regular people with personal interesting as their main customers.

·Switching costs: According to research question five, the investment is about

Eur57, 500.

·Industry concentration: No. Mandarin language training service definitely is not a high intensity competitive rivalry industry because language training is a special industry and needs special skills. It would be very challenge for Non-Chinese people to organize Chinese course.

·Diversity competitors: No

5. Buyers

·Number of customers: As research question 1, it's large, the No of Rotterdam education field is around 38,482.

·Buying volumes: It can be once, twice or three times due to CBE have different levels, such as beginner, intermediate and advance.

·Differentiation: As research question 2, there are 3 segmentations: children, business people and regular people who have personal interesting. CBE would works on business people and regular people.

·Price elasticity: According to our questionnaire, the price acceptable areas are Eur200-500. The final price would around Eur300.

·Incentives: One hand China's rapid development caused the whole world's attention. On the other hand Chinese gorgers culture attractive millions of Non-Chinese people. Also under segmentation strategy, buyer would have less power as there are few alternatives available to them.

·Brand identity: No brand awareness at this moment

·Switching costs: No

·SWOT analysis of CBE:

4.5.3 SWOT analysis of CBE

Please see attached 4.5.4 as CBE SWOT analysis.

4.6 Research question four

What is the finance budget needed to execute this strategy?

Please see attached excel form 4.6.1 of financial budget.

CBE's balance sheet was attached on 4.6.2

CBE's profit & loss statement was attached on 4.6.3

4.7 Research question five

How long will it take to reach break-even point in this market?

Breakeven Point = Fixed Costs/(Unit Selling Price - Unit Variable Costs)

= Eur57,500 /(280-20)


Units break even: 221 units

Sales break even: Eur57,500

Chapter review

This chapter has showed the research findings. The research which has been done in order to get more insight in the thoughts and the vision of the most important people: customer and market player. Figures and diagrams help to visualize the results of the research and also provide a quick overview of these results. The next chapter will deal with the conclusions and recommendations based on the research conducted.