The Evaluation of Market Potential in The Fields of Holistic Therapies in the Netherlands: A Case of Miranda Bens, Natuurlijk in Verbinding

TARA PUTRI PRADITA V, P. J. M. Bergmans, M.Sc. Msc ; Kees Tesselhof, M.Sc. Msc

2022 | Skripsi | S1 AKUNTANSI

As a start-up company, it is necessary for Miranda Bens, Natuurlijk in Verbinding to estimate the market potential of the companies which is in the fields of holistic therapies in the Netherlands, especially considering that customer base is still below average hence undergo an unfavorable financial performance. To solve this concern, this paper aims to examine the market potential by measuring the market size of Miranda Bens, Natuurlijk in Verbinding in the Netherlands by means of customer prospecting, weighing the number of competitors Ms. Bens are facing, and to recommend the best and acceptable price strategies suitable to the company’s condition. Complement to the primary information obtained from Ms. Bens, questionnaires were distributed in order to gather data regarding interests and expectations regarding holistic therapy services each for both Miranda Bens, Natuurlijk in Verbinding, and its niche, Miranda Bens, De Kinderwens Trauma Healer, which focuses on involuntarily childless women. In addition, desk research will be conducted specifically for identifying competitors, as well as literature review to support analysis. Findings to the methodologies confirms that there is tolerable market potential (more on female) with fairly high expectations on the outcome from the service and the market has abundant competitors. There is still lack of awareness about holistic therapies and what it brings. With price-sensitive customers and other conditions, it is then suggested for Ms. Bens to implement penetration pricing. It is then recommended for Ms. Bens to adjust her services based on what customers interests the most, to increase the exposure of holistic therapies, and to concentrate more on female target acquisition.

As a start-up company, it is necessary for Miranda Bens, Natuurlijk in Verbinding to estimate the market potential of the companies which is in the fields of holistic therapies in the Netherlands, especially considering that customer base is still below average hence undergo an unfavorable financial performance. To solve this concern, this paper aims to examine the market potential by measuring the market size of Miranda Bens, Natuurlijk in Verbinding in the Netherlands by means of customer prospecting, weighing the number of competitors Ms. Bens are facing, and to recommend the best and acceptable price strategies suitable to the company’s condition. Complement to the primary information obtained from Ms. Bens, questionnaires were distributed in order to gather data regarding interests and expectations regarding holistic therapy services each for both Miranda Bens, Natuurlijk in Verbinding, and its niche, Miranda Bens, De Kinderwens Trauma Healer, which focuses on involuntarily childless women. In addition, desk research will be conducted specifically for identifying competitors, as well as literature review to support analysis. Findings to the methodologies confirms that there is tolerable market potential (more on female) with fairly high expectations on the outcome from the service and the market has abundant competitors. There is still lack of awareness about holistic therapies and what it brings. With price-sensitive customers and other conditions, it is then suggested for Ms. Bens to implement penetration pricing. It is then recommended for Ms. Bens to adjust her services based on what customers interests the most, to increase the exposure of holistic therapies, and to concentrate more on female target acquisition.

Kata Kunci : Market Potential, Market Sizes, Niche Market, Holistic Therapies, Customer Prospecting, Competitors, Pricing Strategies, Netherlands