The Netherlands Country Audit


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Global Marketing Country Audit for The Netherlands

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The Netherlands Country Audit

  1. 1. THE NETHERLANDS 1. Demographics A. Total population=16,381,000, annual growth rate=.3%, A. Population-Actual 482.9 people/sq km Growth Rate B. Population Rank= 61st B. Population rank C. Fertility Rate= 1.7/ woman, 79% of female contraceptive use C. Fertility Rate % Contraceptive Use % D. Median Age =39.04 D. Age Population under 14 Yrs=18.2% Median Age Population between 15-64=67.7& % of population < 15 % of population > 65 Population 65yrs + = 14.1% E. Life Expectancy E. 79.7 - Males 77.6; Females 81.9 Male/female (All of the above obtained from Europa World Plus) Quality of Life Index Ranked # 16 with an index of 7.433 (Wikipedia) (NY = 100) • Education Levels % of Males and Females adult literacy is even, almost universal % adult literacy Gender Related Development Index (GID) rank= 12 out of 144 • M countries (Country Watch) F Education level (Encyclopedia Britanica Inc.) • % enrollment Primary -Primary=15,992,000 Secondary -Secondary=9,379,000 Tertiary -Higher Vocational=3,46,0200 -Universities=199,400,00 Health Health as GDP=9.2% (Encyclopedia Britanica Inc.) • Health as % of GDP • Doctors p/1000=3.2, Hospital beds/100=5 Doctors per 1,000 • Major Cause of Death 1.) Ischaemic Heart Disease 2.)Cardiovascular Major cause of death Disease #1, 2, 3 3.)Trachea, Bronchitis, Lung Cancer (World Health Organization) Social Stats Number of Households ~7.2M (Euromonitor International) # of households Average # people per Household= 2.4 (World Bank) average # people per Marriage p/100=4.4 (World Bank) household Page1 marriage rate per 1,000 Divorce rate= 38.3% (World Bank) Karina Sanchez October-08-02008 THE NETHERLANDS
  2. 2. THE NETHERLANDS divorce rate per 1,000 2. Geography A. Total=41,528 sq. km (Country Watch) A. Size of Country and rank if in top twenty B. Climate The climate is temperate: the average temperature in January is 0°C DESCRIBE the climate (32°F), and the summer average is 21°C (70°F). Rainfall is evenly and its effect on people, distributed throughout the year, however the spring months tend to be culture and behavior drier than at other times of the year. Most areas of the country have more than 600 mm (24 ins) of rain each year, on average. In general, the climate is temperate, maritime and damp, with mild winters and warm, but rarely hot, summers. (Europa World Plus) The mild, damp climate serves for dairying and livestock rising, but because of the limited sunshine, the growing of food crops is restricted. (Advameg Inc) “Dutch people have a saying about their culture which reflects a unique environmental need they have which goes something like 'whether you are rich or poor, black or white, man or woman, we all live together, in the same polder – below sea level' (Blakester).” This quote describes perfectly how climate has shaped culture and behavior. The Dutch are experts at Hydrology. They have acquired mastery in the controlling of water by building dikes in order to protect their entity. This has created a sense of unity and “teamwork” as they know that they all must cooperate in order to make things work. Also, because The Netherlands is extremely susceptible to climate changes it has created a culture of environmentalism. However, with the recent global climate change The Netherlands is experiencing direct effects, mostly as the land is mostly below sea level and the sea level is growing by 20 cm/year. Also, the country is experiencing a rise in temperatures at a higher rate than the rest of the world, experiencing warmer summers which may help create more tourism (Netherlands Enviromental Assesment Agency). Currently the country is looking for ways to better deal with these climate changes. C. Terrain C. Land=33,873 = 81.5% (Europa World Plus) Page1 % country in mountains Karina Sanchez October-08-02008 THE NETHERLANDS
  3. 3. THE NETHERLANDS % country as desert Inland Waters=3,479 = 8.5% (Europa World Plus) % near sea level Coastal Waters= 4,175 = 10% (Europa World Plus) DESCRIBE the land and its effect on people, Most of the Land of the Netherlands is below sea level. The lowest point is culture and behavior. 23ft below sea level and its highest point is at 1053ft above sea level (Wikipedia). Because many of the land have been re-claimed from the sea (about 33% of its current size) they live in constant danger of flooding near coast and river areas. Moreover, because they have been able to reclaim arable land they have grown a culture of achievement and mentality that everything is possible. Also, this has created an effect on that culture that about prevention as they know that a flooding can occur at any moment they have learned to be precocious, and has further developed their interest and overachievement in the area of engineering. D. Major Rivers and D. The Rhine (Rijn) flows across the southern Netherlands. Other principal Lakes rivers are the Maas, the Waal and the Ijssel, which form arms of the Rhine delta. (Europa World Plus) E. Number of ports E. The Netherlands has over 10 ports, including Rotterdam with the Quality of port facility rivers Meuse and Rhine providing great access to the neighboring upstream reaching to Basel, Switzerland and into France (Encyclopedia Britanica Inc.). F. Shape and Location The shape of the country is very fragmented. It shares borders with of Country Germany and Belgium. The Netherlands is a coastal country, located the western side of Europe bordering the North Sea. Because of its DESCRIBE effect on accessibility to water has allowed for some its ports to be among the most people, culture and important in all of Europe. Moreover, its shape comes from the initial behavior fragmentation of its occupants before the country became unified. The Netherlands was composed by 17 different provinces before it came together in 1579 with the Union of Utrecht. This is also an explanation for the diversity of backgrounds and its high tolerance as they all learned to work together to overcome great obstacles such as war and now a days, its fight with the sea and rivers (Wikipedia). As of 2007, €mn (Euromonitor International) 3. Economics GDP in aggregate: €560,877 A. GDP in aggregate -Agriculture=€10,150.5 Origins of GDP -Industry=€63,855.2 Agriculture -Manufacturing=€62,257.4 Industry Services Rank in world Economy= 16 as of 2007 (Wikipedia) Rank in world economy Page1 Karina Sanchez October-08-02008 THE NETHERLANDS
  4. 4. THE NETHERLANDS B. GDP per capita GDP per capita=€29,858.1 (Euromonitor International) Growth rate in GDP pc* Real GDP growth (2007): 3.5% (Euromonitor International) C. GDP w/PPP @ pc .87 (Euromonitor International) D. Econ. Freedom Score D. The Netherlands is one of the most open economies in the world, it ranked number 13 out of 157 countries who participated in survey. Explain where that (Wikipedia) places the country relative to other countries in the world E. Trade Measurements E. Biggest Export Target: Germany, Belgium, United Kingdom (Europa Biggest Export Target World Plus) 1st, 2cd. 3rd Biggest Import Target: Germany, Belgium, PRC (Europa World Plus) Biggest Import Source 74.2% of its GDP in exports of goods and services and 66.5% of GDP in 1st, 2cd. 3rd imports (Europa World Plus) % of GDP in foreign trade The Dutch were founding members of the Organization for Economic Balance of Payments Co-operation and Development (OECD), the General Agreement on Membership in Regional Tariffs and Trade (GATT, succeeded in 1995 by the World Trade Trading Organizations Organization—WTO), the Benelux Economic Union and both the European Coal and Steel Community and the European Economic Community (EEC), forerunners of the European Union (EU). (Europa World Plus) F. Financial Inflation for upcoming years expected to stay between 1.3-1.5% (Country Inflation rate 10 years Watch) Savings Rates Saving Rate per household (2008)= 12.1% (Country Watch) DESCRIBE the country’s Because inflation is low and the saving rate is pretty high, as well as the attitude about money, standard of living, the Dutch enjoy a comfortable life, where money is spending and saving there to be spent but they strongly encourage to save in order to maintain financial stability. Also there has been an increase in disposable income G. Unemployment rate G. Unemployment by labor rate=4.0%, Unemployment by Eurostats Major Sources of standards= 1.9% being the lowest in all Europe (Eurostats Unemployment employment – Rates) agricultural, Employment= 79.5% in service sector, 17.4% in industry, 3.1% in manufacturing, services agriculture (Europa World Plus). H. Income Distribution Gini Coefficient=.326 (Encyclopedia Britanica Inc.) Gini coefficient The mean annual income is €25,000-€28,000 (Euromonitor International) Page1 average income Karina Sanchez October-08-02008 THE NETHERLANDS
  5. 5. THE NETHERLANDS Middle Class Only 2.8% in poverty (Encyclopedia Britanica Inc.) % in poverty This country is at a stage 5 in the economic development as it meets the Brief Description of standards of the E.U. what stage of economic development the country is I Penetration rate of More than 95% of population has a TV set (Euromonitor International) TVs, internet, and Internet Users=9,025,400 (Euromonitor International) personal vehicles, Personal Vehicles (estimated)=13,009,800 (Euromonitor International) J. Infrastructure The Amsterdam Airport is one of the fourth largest airports in Europe. Road Network Infrastructure is very important for The Netherlands as it connects all Length cities and many towns. There are special trains for the country, and Crowding- veh /sq. km separate ones for the major cities. The ones in the cities may circulate up Railways and Airlines to 8 times p/hr. The Railroad Network consists of 6505 track-kilometers. passenger and freight. Other forms of public transportation include bus and metro. There are Describe the night services available. The Netherlands has some of the densest highway infrastructure not networks in the world. There are many traffic jams as the Dutch only use simply stats 2x2 lanes (Wikipedia). 4. Political Factors A. Duration of The Netherlands’ type of government is “based on the principles of government ministerial responsibility and parliamentary government. The national Type of government government constitutes three main institutions: The Monarch, The Council Enfranchisement Rates of Ministers, and the Sates General” (U.S. Departmant of State). How long has this been The Constitution has been in place since 1848, and several amendments government FORM have been added (Wikipedia). been ruling the country, This type of government is very stable and it has been rated by The how stable is it? Economist as the third most democratic country in the world out of 167 countries (Wikipedia). Page1 B. Government The government regulates almost every aspect that concerns to any Karina Sanchez October-08-02008 THE NETHERLANDS
  6. 6. THE NETHERLANDS interaction economic activity. In addition it regulates permit requirements. “The How Involved is the government combines a rigorous and stable microeconomic policy with government in the wide-ranging structural and regulatory reforms.”However, since the economy 1980’s the government is gradually reducing its role in the economy, and Is there a Punative privatization and deregulation continue still as forceful. (U.S. Departmant element to the gov’t of State) Does a Shadow Gov’t Government seeks to help its citizens and law enforcement is non- exist- if so what? confrontational (Ashkanasy, Wilderom and Peterson) There is no Shadow Government C. Corruption Index The Netherlands ranks number 9 out of 163 countries in regards to Political Transparency. (Heritage Foundation & Wall Stree Journal) D. Risk Factors According to Country watch Political Risk index (where a 0 marks the most Political risk and a 10 marks the lowest political risk) the Netherlands ranks at a Financial 9.5, meaning there is strong stability, high democratic accountability, and low economic risk, as well as a low degree of corruption. (Country Watch) Is this a risky market? E. Defense Spending= 32,382.6 = 4.3% GDP (Europa World Plus) Spending as % of GDP Armed Forces=45,608 individuals (Europa World Plus) Armed Forces 5. Historical Factors FIVE Events or trends -The formation of the country began in 1579, when the Northern Provinces, of the 17 Provinces which included Belgium, Luxemburg, and parts of France and Germany. These Provinces created Union of Utrecht to support one another against Spain. -In 1582 they became the Republic of Seven United Netherlands by the 17th century they had become one of the major economic powers. In 1815 the United Kingdom of the Netherlands was created. Later Belgium rebelled and gained independence. -During WWII The Netherlands suffered greatly with the occupation of the Nazis and suffered an incredible amount of lives and power as they lost the Netherlands East Indies which came to be the new republic of Indonesia. Page1 -After the major flood in 1953, authorities created the “Delta Works,” Karina Sanchez October-08-02008 THE NETHERLANDS
  7. 7. THE NETHERLANDS which were programs to protect the country from future flooding. The project took 30 years to complete and it is now the best in its kind. Other countries like the U.S. are trying to emulate the Dutch technology in order to prevent catastrophes like in the events of Katrina Hurricane. - In 1993, the Netherlands was one of the founding countries in the European Nation. The Netherlands has been able to position it self as a strong economy and it has gain recognition for its liberal thinking. (Euromonitor International) (Wikipedia) (Europa World Plus) 6. Cultural Effects Language The official language of the Netherlands is Dutch, although there is a primary, secondary %’s Frisian-speaking minority of about 400,000 (Europa World Plus). tolerance and latitude Religion Roman Catholic Church=32.0% of the population (Europa World Plus) primary, secondary %’s Protestants=25% (Europa World Plus) tolerance and latitude Islam=5.8% of the total population (Europa World Plus) Unaffiliated= 36% (Country Watch) Page1 Karina Sanchez October-08-02008 THE NETHERLANDS
  8. 8. THE NETHERLANDS Cultural Perspective The Dutch tradition of social tolerance is readily encountered .Activities Primary Values such as prostitution, “soft-drug” use, which is marijuana and hashish, and Dealing with euthanasia are all legal but carefully regulated. The Netherlands was the foreigners first country to legalize same-sex marriage. (Encyclopedia Britanica Inc.) Cultures The Dutch take great pride in their cultural heritage as some of the greatest painters are from the Netherlands. The Dutch maintain a strong relationship with the arts and the government is heavily involved in subsidizing the arts. For the Dutch, their glorious freedom of speech has long been reflected in their love for the arts. (Encyclopedia Britanica Inc.) Because of their location, the Dutch enjoy outside activities such as cycling and sailing, they also enjoy traveling within the country and many times will visit areas of high tourism. The Dutch enjoy foreigners because since the beginning they learned to host many individuals who would stop at their numerous ports. (Encyclopedia Britanica Inc.) As many foreigners come into the Netherlands, the Dutch are trying to maintain and centralize their culture. They have began a movement in order to bring back attention to their many traditions. “For the Dutch situation we can say that the important turning point was the memorandum Pantser of Ruggengraat (Armour of Backbone), which the government propounded in regards to the culture in the period of 1997-2000, and which proposed that the everyday culture should be given a central role as a medium for central cohesion.” (Rodemburg 59) The Netherlands has taken into initiative to create more programs that invite visitors to come and experience the Dutch culture and all it has to offer. Programs have been put in place to attract more visitors to the country such as the creation of art education scholarships for foreign students. Also there is assistance for well-known Dutch festivals to invite foreign journalists and coordinate promotional campaigns to raise their international profile. Artist-in-residence programs were created to allow leading foreign artists to live and work in the Netherlands for lengthy periods, in addition to visiting programs for intermediaries, policy makers and programmers to find out about the culture. (Bina and Smithuijsen) Personal Hygiene has observed an ongoing development. The grooming Page1 sector has observed a “moderate growth”, especially in the male customers. “A strong growth in men’s shaving products” in addition this Karina Sanchez October-08-02008 THE NETHERLANDS
  9. 9. THE NETHERLANDS Favorite Pastime Cycling is a popular activity—for commuting, recreation, and sport— involving at least half the population. Other favorite sports include tennis, field hockey, and ice skating. They practice the Elfstedentocht, which is a popular ice-skating race that passes through 11 cities in the province of Friesland, and it is only held during winters with heavy ice. Football (soccer) is one of the favorite sports among fans and club teams including the Dutch national team have experienced much international success. (Encyclopedia Britanica Inc.) Also many Dutch, like tourist enjoy boating along the canals. (Euromonitor International) Favorite Beverage Beer is the drink of choice, but many of the older population prefer a drink called “Jenever” which is a type of Dutch gin (Euromonitor International). Page1 Karina Sanchez October-08-02008 THE NETHERLANDS
  10. 10. THE NETHERLANDS Bibliography Advameg Inc. Nations Encyclopedia. 2007-2008. 01 October 2008 <>. Ashkanasy, Neal M., Celeste P.M Wilderom and Mark F. Peterson. The Handbook of Organizational Culture and Climate. Thousand Oaks: Sage Publications, 2004. Bina, Vladimir and Cas Smithuijsen. Compendium Cultural Policies and Trends in Europe. Novermber 2006. 05 October 2008 <>. Blakester, Adam. Changing Climate, Changing Needs, Changing Society. 2004. 30 September 2008 <>. Country Watch. Country Watch. 2008. 01 10 2008 < type=text&vcountry=124&topic=POGEF&GLOBAL=true>. Encyclopedia Britanica Inc. Encyclopedia Britannica. 2008. 06 October 2008 <>. Euromonitor International. Euromonitor International. 2008. 01 October 2008 <>. Europa World Plus. Ed. Routledge. 2003-2008. Taylor & Francis Group. 28 09 2008 <>. Eurostats Unemployment Rates. Wikipedia. 06 October 2008. 06 October 2008 <>. Heritage Foundation & Wall Stree Journal. Index Of Economic Freedom. 2008. 01 October 2008 <>. Netherlands Enviromental Assesment Agency. Effects of Climate Change in he Netherlands. December 2005. Rodemburg, Peter Jan Margry & Herman. Reframing Dutch Culture. Hampshire: Ashgate Publishing Limited, 2007. U.S. Departmant of State. U.S Department of State. 2008. 05 October 2008 <>. Wikipedia. 06 October 2008. 06 October 2008 <>. World Bank. World Bank- Data & Statistics. 10 September 2008. 06 October 2008 <>. World Health Organization. World Health Organization. 2008. 02 10 2008 <>. Page1 Karina Sanchez October-08-02008 THE NETHERLANDS