Snoezelen expansion to Germany

Altuntas, Baytu; Grammatikaki, Lida Maria; Rall, Alexander

Snoezelen expansion to Germany

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Citation

Altuntas, B, Grammatikaki, L, Rall, A. Snoezelen expansion to Germany. 2020. handle: http://hdl.handle.net/10230/45369

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Abstract

This Master Thesis develops a plan for the Snoezelen company to expand its business to Germany. Thereby a two-dimensional expansion is conducted: First a new geographic area, second a new scope of application: Workplace productivity and wellbeing. The marketing activities place a high focus on digital marketing, brand building and customer education. The market will be entered without direct collaborations, but to scale the business, a franchise model will be applied later on. As data is crucial for this expansion, another focus is drawn on legal issues. We will start with a tight HR planning and gradually increase the workforce to cope with an increasing amount of clients. The financial plan shows that operating costs increase significantly during the first 5 years due to an increasing amount of clients. A 50 % equity, 50 % loan model is proposed, resulting from a financing need of about 600.000 EUROS