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Appendix 05-Business Research Project Description Geno Genov

The student is conducting a research project for the Lectoraat Cross-Border Business Development to understand how apparel and fashion retailers in The Designer Outlet Center in Roermond can increase economic development in Limburg by increasing retention of cross-border shoppers from Germany and Belgium. The student will analyze secondary data through tools like SWOT analysis and develop marketing strategies to increase the financial contribution of cross-border customers to the region. The goal is to conclude ways for retailers to improve the economic impact of the outlet center on Limburg.

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40 views3 pages

Appendix 05-Business Research Project Description Geno Genov

The student is conducting a research project for the Lectoraat Cross-Border Business Development to understand how apparel and fashion retailers in The Designer Outlet Center in Roermond can increase economic development in Limburg by increasing retention of cross-border shoppers from Germany and Belgium. The student will analyze secondary data through tools like SWOT analysis and develop marketing strategies to increase the financial contribution of cross-border customers to the region. The goal is to conclude ways for retailers to improve the economic impact of the outlet center on Limburg.

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APPENDIX 5: MWP BUSINESS RESEARCH PROJECT DESCRIPTION

Student must fill in document (see important dates in Appendix 1). The document should
cover a maximum of 3 pages.

Student Name: Geno I. Genov Student Number: 3947076

Company Name: Lectoraat Cross-Border Business Development

Company Supervisor Name: Assoc. Prof. Dr. Patrick Szillat

Department : FIBS

Course Code: IFC O IB O MM O IFBM O

1) Company problem definition and research question (define the problem


that has to be solved within the project):

As a part of Fontys International Campus Venlo,the Lectoraat Cross-Border Business


Development aims to strenghten the participation of cross-border business
figures within the Euregio Rhine-Meuse North.
The regio includes 31 municipalities in the area of 3,400 square kilometers and it is
the most populous Euregio on the Dutch-German border with about 1.8 million
inhabitants. Some of the largest cities in the Euregio Rhine-Meuse North from
the Dutch side are Venlo with approximately 101,000 inhabitants and Roermond
with approximately 57,000 which are part of the province Limburg. On another
hand, in the German part some of the largest cities are Düsseldorf with about
617,000 inhabitants, Mönchengladbach with 260,000, and Krefeld with about
235,000 people(Vision Visie 2030, euregio Rheine-Maas-Nord,2020)
Based on survey published by BRO(2019) for the Limburg purchasing flow, the retail
sector in the province of Limburg accounts for 3 billion consumer spendings for
more than 7€ and stable employment with 50 000 jobs.Therefore,the Limburg
retail sector in an important socio-economic sector. As a whole, the street scene
consists of approximately 5,960 stores covering approximately 1,997,000 m2.
Often, these are part of various types of shopping areas, including city centers,
neighborhood centers, and district centers. Shopping areas play an important
role in the liveability of cities and villages. People can get food (the necessities
of life) and have fun at a meeting place.
Furtheremore, retail trade in Limburg relies heavily on consumers from neighboring
countries such as Germany and Belgium.The center of Venlo fulfils an
important position in the Limburg retail structure,with a value of almost 300 €
million.More than half of the spendings come from Germany.Moreover,another
location which attract foreigner spendings is The Designer Outlet in
Roermond,with more than 60% comming from Germany.The table below
published by BRO(2019) provides detailed information regarding the influx in
Limburg.
Therefore, it is important for the economic development of Limburg to keep the
foreign customers and increase the frequency of their visitation in the future.
In terms of this goal being achieved is necessary for the needs and expectations of the
customers to be understood. Thereby, a higher percentage of cross-border shoppers
could be satisfied after their visit to Limburg and continue visiting it.
Respectively,the research question of this project is:
• How can apparel and fashion retailers in The Designer Outlet Center in
Roermond increase the economic development of Limburg?
As follows the sub-questions are:
• What are the threats and opportunities for Retail Apparel and Fashion
industry?
• What is the strategic position of The Designer Outlet Center in Roermond?
• Which are the different target groups of cross-border shoppers in The
Designer Outlet Center in Roermond?
• What is the financial contribution of the cross-border shoppers in Limburg?

2) Student assignment (scope):


The goal of this project is to provide potential ways of increasing the retention rate of
cross-border customers in The Designer Outlet Center in Roermond by
answering the main research question.
Furthermore, the results must be presented by the 10th of January 2023. In terms of
the achievement of the goal, the scope of the project is based on personal
observations and desk research over existing secondary data on the academic
level. Moreover, the sub-questions of the research will be analyzed over a period
of 11 weeks via SWOT analysis, Competitor Analyse, and McCarthy’s 7P
model. The project will be implemented at its own expense.
Overall, the results will contribute a direction for apparel and fashion retailers in The
Designer Outlet Center in Roermond, which could increase the financial
contribution of cross-border shoppers. On another hand, the conclusion might be
taken in mind for another apparel and fashion retail in Limburg. Therefore, this
result could affect the economical development of the Euregio Rhine-Meuse
North, whereby the general goal of the Lectoraat Cross-Border Business
Development could be also achieved.

1
3) Project aim:
The focus of this research is to describe the effect of The Designer Outlet Center
in Roermond on the economic development of Limburg and conclude a
marketing strategy for apparel fashion retailers that could increase the financial
contribution and retention of cross-border customers in the region.

4) Research approach:
The main research question will be taken into consideration while conducting desk
research on secondary data, which is relevant to the main research question. The
information sources which will be used are topic-related publications, reports,
and published surveys.
Moreover, in order to answer the research main and sub-questions using the collected
data, tools such as SWOT analysis, Competitor analysis, and McCarthy's 7P
model will be utilized. The purpose of this study is to describe how The
Designer Outlet Center in Roermond is positioned in the market today and what
its impact on Limburg's economy is.
Therefore, the conclusion will present potential marketing strategies for apparel and
fashion retailers. In general, these strategies aim to increase the financial
contribution of customers in the region and to improve the economic
development of Limburg.

The above mentioned definition, assignment, aims and research approach have
been discussed and approved by student, company supervisor and Business
Research supervisor.

Name
University Supervisor : Ms. Marushka Andrews

Date : _______________________________________________________________

Signature
University
Supervisor : __________________________________________________________

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