GEA Farm Technologies

Birkman.NL: Crafting The Future

  • Case study on Bachelor level
  • Reference No. ECASA_2020_3 EN

Abstract

Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl.  In an increasingly overcrowded and fragmented assessment market. Despite this challenge, Birkman.nl has maintained a stable competitive position. However, the competition coming from the consulting and software industries has created new entrants and substitutes for Birkman in the European market. Meanwhile, the lack of marketing strategy and budget does not help to address the large heterogeneity in different European countries. The CEO of Birkman.nl Mr. van der Loo is actively searching for new customers in the Dutch and surrounding markets, and, if possible, is looking to enter the Eastern European market. 

Author

Helen de Haan (Rotterdam Business School, Rotterdam University of Applied Sciences)

Keywords

marketing and communication, sales, digital marketing, generation Z, strategic management.

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