1.1 The company
H. Oude Hengel GmbH is a timber company with its own sawmill and drying plant. The company exist over 100 years now and it is led by the fourth generation of the family Oude Hengel. Oude Hengel is proudly owner of a wide range of wood products. All these products are supplied to several target groups. Oude Hengel GmbH supplies timber for different applications in various industries. With a lot of knowledge, a wide range of products and respect for nature, advises the company his customers.
On the company terrain in Gildehaus (Germany) there are a lot of facilities where the timber can be dried, stored, processed and cut. All the wood is stored under a roof or in a conditioned hall. At the 22,000 square meters company terrain can the wood be completely modified to suit to the wish of the customer. Oude Hengel is a business to business company located in Germany. Originally it is a Dutch Company. About 5 years ago Oude Hengel moved to Gildehaus. Previously the company was located in Ootmarsum in Holland. The company wanted expand of their terrain in Ootmarsum but the land prices were very high. The company continued look at other pieces of land and ended up in Gildehaus. In Gildehaus the prices for land were many times cheaper. The new terrain is centrally located, the company is very close to the highway A1 nearby Oldenzaal.
1.2 The product
The product which Oude Hengel sells, is wood but in the widest sense of the word. There are a lot of different types of wood, all the different types are used for other end-products. Oude Hengel supplies for a lot of different companies for example: ship-building companies, furniture makers and music instrument makers. Every single task requires another sort of expertise and ...
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...expand, it is possible.
5. Time bound
The target is to get a turnover of €400.000 out of Germany at the end of the year 2015. This research will be supplied around May, so Oude Hengel has enough time to consider how they can get this turnover.
These brings the following target:
The goal of this research is to supply a market analysis for wood trade and sawmill H. Oude Hengel GmbH on 12 May 2014. In this research is described how H. Oude Hengel can increase his German wood sales. The leading question in this story is: Can the profit from the potential German customers up against the cost of a German representative and other steps to reach this potential customers?
3. Central research question
The following research question contains the total problem within the company Oude Hengel:
‘’How can H. Oude Hengel GmbH expanding his position on the German wood market?’’
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