Executive Summary The XYZ Company will start and operate a business in the Netherlands in order to create a market for selling camel milk. The company hopes to set up the production facilities close to the retail outlets in the country so that the distribution channels work efficiently. Owing to the fact that camel milk is not quite popular in the Netherlands, the company wants to spend a considerable amount from the budget in integrated marketing communications and other promotional activities in order to create public awareness about the highly nutritious features of the drink. Total cost of the start-up is estimated to be $452,000, and the bank and the owners are going to invest 60% and 40% respectively. In addition, according to sales projections, the company will be able to reach the break-even point within one year because of accurate marketing strategies and high-level of expertise of the owners. Product Initially, the main product of the XYZ Company would be camel milk because it is a highly nutritious drink with amazing health benefits. Moreover, in a European country like the Netherlands, the availability of packaged camel milk is a relatively new concept, which means that using this, the company would be able to capture high market share. Background Camel milk is so nourishing that in ancient times, Bedouins and other tribes depended merely on it during lengthy and strenuous journeys in desert because they had very limited access to water or other food sources; in fact, this traditional scenario is still present today in rural areas of countries like Kenya, Mali, Saudi Arabia, Somalia, Sudan, and the UAE. General Description It is important to note that according to a report of the Organic Information Services (2016), camel milk contains good amount of insulin, which keeps diabetes under control, while its protein, organic elements, and antibacterial ingredients enhance metabolism, boost growth, prevent calcium and iron deficiencies, cure neurological illnesses like autism, and remove harmful cholesterol. Target Country The entrepreneurs of this company have decided to start the business in the Netherlands because according to the reports of The World Bank (2016), it possesses an amazing business environment, vibrant workforce, stable economy, good weather conditions, and flexible tax regulations, which makes it one of the best markets in Europe. On the other hand, the political scenario of the country is also quite peaceful, and throughout the last few decades, there has been no incidence of any violent clashes. In addition, it is notable that the country has secured one of the best positions in the global ranking in terms of business friendliness, and this has been demonstrated in the figure below: Figure 1: The Netherlands in the global ranking. Situational Analysis Macro-Environment in the Netherlands In order to operate successfully in the Netherlands, it is quite essential for the company to conduct a thorough analysis of the macro-environment of the country because it has no earlier experience of running a business in this market. In addition, as a new market player, the business is expected to face many adverse external issues that can cause potential damage to its revenues. Cultural It is essential for the owners of the XYZ Co