5.4.2 DIFFERENTIATION
IN LOGO
The logo will be differentiated for the benefit of the different
divisions as mentionned at the end of this business plan.
The house colour is purple, code 512 from
the Pantone Matching System (as the Princess Diana-stamp).
a. Spanish in
Spain
Concerning the offer of Spanish in Spain don
Quijote has a monopoly position in the Netherlands.
With the support of the Asociación
de Escuelas de español para extranjeros en Andalucía,
Study Travel, the Malaca
Instituto and the Spanish Tourist Boards in The Hague and
BRUSSELS Instituto
Cervantes Holding Ltd will extend the offer of Spanish in
Spain with Spanish in Andalusia.
b. No undesired
market penetration of foreign competitors
Instituto Cervantes
Holding Ltd considers it undesirable that the Spanish organization
Instituto Cervantes, established
in Alcalá
de Henares, will develop educational activities in the British,
Dutch, Belgian and Luxemburg market before long term agreements
have been made for cooperation. Furthermore it is forbidden by
law. The Spanish institute in Utrecht
operates under the jurisdiction of Instituto
Cervantes Benelux in order to create a good structure of deliberation.
The responsibility concerning the negotiations about this issue
have been delegated to Her
Royal Majesty the Queen of the Netherlands en His
Royal Majesty the King of Spain.
c. Promotion
Spanish for business
In order to reach the top of the market in collaboration with
the institute CERYSE and the Spanish employers organization Confederación
Española de Organizaciones Empresariales (CEOE)
in Madrid a programa
de promoción will be developed for high company executives.
Therefore the owner of Instituto
Cervantes Netherlands, Belgium, Luxemburg, England and Wales has
created an important
responsibility for the Dutch Management
Centre of the employers organization VNO/NCW de
Baak in NOORDWIJK
and DRIEBERGEN in the
Netherlands. Consideration has taken place about a cruise on behalf
of captains of industry. Starting point is a programme of the
utmost quality with the objective to create a maximum of PR-effect
and spin off. The aim is the creation of a Cervantes
Circle, analogue to the Baak-kring.
d. Collaboration
with the Dutch-Spanish Chamber of Commerce
In 1992 an agreement was made with the Dutch-Spanish Chamber of
Commerce. This Chamber went bankrupt in 1993. The interest of
the Dutch companies in Spain nowadays are looked after by the
recently founded Dutch-Spanish Centre for Trade Promotion. MR. J.L. VAN DER HEYDEN has contacted
this NSHC a time ago in order to continue the former settlement
within these new developments. In a joint effort Instituto
Cervantes Holding Ltd
can carry out the in 1992 given advice
of the Dutch Spanish Chamber of Commerce to execute or having
executed a market research with personnel officers of Akzo, KLM,
Heineken, Philips, Mudanzas De Haan, Océ Van der Grinten,
Bührmann-Tetterode, Nationale Nederlanden, AEGON, ABN-AMRO,
ING, Rabobank, Nedlloyd, DSM and PTT-Telecom. The 2nd
of December 1996 he has requested the cooperation in obtaining
information about future needs of recruitment, selection, education
and training to the Presidents of the Board of Directors of 32
multinationals that are active in the Dutch-Spanish speaking market.
This information is to be found on page 34 of Letters
to Diana, Princess of Wales. The article 'Geen financiële
reserves bij veel scholingsfondsen' in 'De Telegraaf' of the 4th
of December 1996 mentions the disposition of 650 million Dutch
guilders for employability improvement in the Building Industry
section. For this reason he also started a market research in
this market section the 6th of December 1996.
e. Other forms
of collaboration
Instituto Cervantes
Holding Ltd will cooperate with interested hispanists with
the promotion of the need of knowledge of Spanish. Instituto
Cervantes Holding Ltd
requires high demands on the continuity
of the new organization. Division managers will take care for
the progress of the existing activities. The management direction
- consisting of one or more managers - will take the responsibility
for permanent search of new markets and the development of new
products in consideration with the division managers. By means
of collaboration with business consultants oriented on Spain and
Latin America Instituto Cervantes Holding
Ltd will offer tailor made trainings, educational programmes
and seminars. A selection of possible participants in Cervantes
Centres of Study
can be made from the guide Spaans
in Nederland.