INTRODUCTION BUSINESS PLAN CERVANTES HOLDING

Español Nederlands

Management and International Communication

Social developments: Europe 1996

From 1992 Spain participates in free circulation of persons. Members of the European Community have the possibility to obtain a residence permit for five years. As from the 1st of January 1993 air travelling has become considerably cheaper. Mobility in the European Union is considerably increasing. As expected the Netherlands as first investor in Spain will develop a great number of business activities I expect an increasing necessity of courses and trainings that contribute to the gap that separates Spanish and non Spanish employers. This gap consists merely of a cultural, linguistic and managerial component. In relation to this issue I took the initiative to the foundation of the Instituto de Comunicación Internacional y Gestión de Empresas Cervantes. This institution will contribute by means of the realisation of her objectives to the bridging of this gap in order to give profit to Spanish and non Spanish interested parties of a synergy effect of joined learning and doing business. In December 1996 I also founded Instituto Cervantes Limited England and Wales, established in Folkestone, Kent and to be established in Stratford-upon-Avon. Practice has shown that Dutch companies on an average fail four times before booking a success. Instituto Cervantes Netherlands, Belgium, Luxemburg, England and Wales sets itself the objective to help companies intenting to establish in Spain in this process by means of a goal oriented package of services. This Business Plan of the company is a Business Process Redesign of a policy plan already developed in 1992 but in the course of time considerably changed influenced by changes in the market. I have informed the Royal Houses of the Benelux and Spain of the motives of the foundation of the Instituto Cervantes Benelux and expect the support of the Dutch, Belgian, Luxemburg, British and Spanish Governments as well of the European Commission. The British participation would have been realized in 1997. From there on an expansion into the United States will be considered. This Business Plan was born on de Baak, the Management Study Centre of the Federation of Dutch Employers Associations. I herewith thank the management of de Baak for the support I received for the benefit of the vision development as the basis of this plan. In this aspect I also expect to count on the support of the Dutch employers. Besides information about the present position of Instituto Cervantes Netherlands, Belgium, Luxemburg, England and Wales I herewith try to provide insight in the formulated objectives and the way in which these objectives can be realized in the near and further future.

Instituto Cervantes Netherlands, Belgium, Luxemburg, England and Wales

J.L. VAN DER HEYDEN

CONTENTS

1 PERSONAL DATES FOUNDER

2.1 Name of the Organization
2.2 Legal Construction

2.3.1 European Cervantes Foundation
2.3.2 Government
2.3.3 Advisory Board
2.3.4 Method of working
2.3.5 Diversified Organization

2.3.6.1 Policymaking
2.3.6.2 Support
2.3.6.3 Collaboration with Spanish Instituto Cervantes
2.3.6.4 Research and Development
2.3.6.5 Administration and Management
2.3.6.6 Remaining activities

2.4 Personnel
2.5 Requiered Papers
2.6 Administration
2.7 Annual Report
2.8 Fiscal Matters
2.9 Corporate Governance

3. POSITION OF INSTITUTO CERVANTES
Netherlands, Belgium, Luxemburg, England and Wales

3.1 Nature of the activities
3.2 Needs
3.3 Management Structure

4. COMMERCIAL APPROACH

4.1 Organizational Objectives
4.2 Primary Process
4.3 Position of Companies
4.4 Risk limitation
4.5 Description of the product

4.5.1 Spanish and Management
4.5.2 Educational Projects
4.5.3 Spanish and Management in Spain and Latin America
4.5.4 Seminars and workshops
4.5.5 Consultancy
4.5.6 Dutch-Spanish Collaboration
4.5.7 Nuclear Product

4.7 Target Groups
4.8 Field of activity
4.9 Residence
4.10 Access
4.11 Business Accommodation

5. MARKETING

5.1 Customers analysis
5.2 Market analysis
5.3 Distinguishing Character
5.4 Marketing Strategy

5.4.1 Power of the Organization
5.4.2 Differentiation in logo

5.5 Market communication and Public Relations

6.1. Commission Corporate Governance.

7.1 Organizational Profile

7.1.1 European Cervantes Foundation

7.1.2 Instituto Cervantes Holding Limited
7.1.2.1 Government
7.1.2.2 Objectives

7.1.3 Cervantes Centres of Study
7.1.3.1 Management
7.1.3.2 Objectives
7.1.3.3 Shareholders
7.1.3.4 Finished actions
7.1.3.5 Actions to be taken

7.1.4 Cervantes Empleo
7.1.4.1 Management
7.1.4.2 Objectives
7.1.4.3 Shareholders
7.1.4.4 Finished actions
7.1.4.5 Actions to be taken

7.1.5 Cervantes Management Group
7.1.5.1 Management
7.1.5.2 Objectives
7.1.5.3 Shareholders
7.1.5.4 Finished actions
7.1.5.5 Actions to be taken

7.1.6 Cervantes Business Consultancy
7.1.6.1 Management
7.1.6.2 Objectives
7.1.6.3 Shareholders
7.1.6.4 Finished actions
7.1.6.5 Actions to be taken

7.1.7 Cervantes Travels
7.1.7.1 Management
7.1.7.2 Objectives
7.1.7.3 Shareholders
7.1.7.4 Finished actions
7.1.7.5 Actions to be taken

7.1.8 Cervantes Translation Services
7.1.8.1 Management
7.1.8.2 Objectives
7.1.8.3 Shareholders
7.1.8.4 Finished actions
7.1.8.5 Actions to be taken

7.1.9 Cervantes Interpret Services
7.1.9.1 Management
7.1.9.2 Objectives
7.1.9.3 Shareholders
7.1.9.4 Finished actions
7.1.9.5 Actions to be taken

7.1.10 Cervantes Public Relations
7.1.10.1 Management
7.1.10.2 Objectives
7.1.10.3 Shareholders
7.1.10.4 Finished actions
7.1.10.5 Actions to be taken

7.1.11 Cervantes Communications/Comunicaciones Cervantes
7.1.11.1 Management
7.1.11.2 Objectives
7.1.11.3 Shareholders
7.1.11.4 Finished actions
7.1.11.5 Actions to be taken

7.1.12 Cervantes Editions
7.1.12.1 Management
7.1.12.2 Objectives
7.1.12.3 Shareholders
7.1.12.4 Finished actions
7.1.12.5 Actions to be taken

7.1.13 Cervantes Spanish in Spain and Latin America
7.1.13.1 Management
7.1.13.2 Objectives
7.1.13.3 Shareholders
7.1.13.4 Finished actions
7.1.13.5 Actions to be taken

7.1.14 Cervantes USA
7.1.14.1 Management
7.1.14.2 Objectives
7.1.14.3 Shareholders
7.1.14.4 Finished actions
7.1.14.5 Actions to be taken

7.1.15 Cervantes Enterprises
7.1.15.1 Management
7.1.15.2 Objectives
7.1.15.3 Shareholders
7.1.15.4 Finished actions
7.1.15.5 Actions to be taken

7.1.16 Royal Cervantes Airlines
7.1.16.1 Management
7.1.16.2 Objectives
7.1.16.3 Shareholders
7.1.16.4 Finished actions
7.1.16.5 Actions to be taken

7.1.17 Cervantes Technologies
7.1.17.1 Management
7.1.17.2 Objectives
7.1.17.3 Shareholders
7.1.17.4 Finished actions
7.1.17.5 Actions to be taken

7.1.18 Cervantesonline
7.1.18.1 Management
7.1.18.2 Objectives
7.1.18.3 Shareholders
7.1.18.4 Finished actions
7.1.18.5 Actions to be taken

7.1.19 Cervantes Productions
7.1.19.1 Management
7.1.19.2 Objectives
7.1.19.3 Shareholders
7.1.19.4 Finished actions
7.1.19.5 Actions to be taken

7.1.20 Cervantes Insurances
7.1.20.1 Management
7.1.20.2 Objectives
7.1.20.3 Shareholders
7.1.20.4 Finished actions
7.1.20.5 Actions to be taken

7.1.21 Hotels Cervantes
7.1.21.1 Management
7.1.21.2 Objectives
7.1.21.3 Shareholders
7.1.21.4 Finished actions
7.1.21.5 Actions to be taken

7.1.23 Football Club FC Cervantes
7.1.23.1 Management
7.1.23.2 Objectives
7.1.23.3 Shareholders
7.1.23.4 Finished actions
7.1.23.5 Actions to be taken

7.1.24 Prinses Diana Stadium
7.1.24.1 Management
7.1.24.2 Objectives
7.1.24.3 Shareholders
7.1.24.4 Finished actions
7.1.24.5 Actions to be taken

7.1.25 Cervantes Television
7.1.25.1 Management
7.1.25.2 Objectives
7.1.25.3 Shareholders
7.1.25.4 Finished actions
7.1.25.5 Actions to be taken

7.1.26 Cervantes Real estates
7.1.26.1 Management
7.1.26.2 Objectives
7.1.26.3 Shareholders
7.1.26.4 Finished actions
7.1.26.5 Actions to be taken

The first PURPLE GOVERNMENT of THE KINGDOM OF THE NETHERLANDS. First row from left to right Minister of Education, Culture and Sciences JO RITZEN, Minister of Foreign Affairs HANS VAN MIERLO, Prime Minister WIM KOK, Founder Instituto Cervantes JOHN VAN DER HEYDEN, Home Secrtetary and Vice Prime Minister HANS DIJKSTAL, Minister of Justice WINNIE SORGDRAGER, Minister van Finance GERRIT ZALM. Back row from left to right Minister of Public Health and Sport ELS BORST, Minister of Agriculture, Nature and Fishing JOZIAS VAN AARTSEN, Minister of Traffic and Water Management ANNEMARIE JORRITSMA, Minister of Defense JORIS VOORHOEVE, Minister of Economical Affairs HANS WIJERS, Minister of Social Affairs and Labour AD MELKERT and Minister of Development JAN PRONK.

PERSONAL DATES FOUNDER

Instituto Cervantes is legally registered at the Benelux Trade Registrar under deposit numbers 0508277 and 843323 in class 41: education, trainings and courses and is a tradename of the Foundation Cervantes Benelux in Utrecht, registered under number 41211928 of the Chamber of Commerce of Amsterdam (IBAN: NL91INGB0004729266 BIC: INGBNL2A). Instituto Cervantes Limited is registered for England and Wales under Company No. 3300636 at Companies House, Cardiff. Cervantes Holding is a member of the Baak-kring Management Centre VNO-NCW. Photograph ENGELENBURG CASTLE, KINGDOM OF THE NETHERLANDS.

Instituto Cervantes está legalmente depositado como marca comercial en el registro de marcas del Benelux-Bureau voor de Intellectuele Eigendom bajo los números de depósito 0508277 y 843323 en clase 41: educación, enseñanza y cursos y es un nombre comercial de la Fundación Stichting Cervantes Benelux en Utrecht, inscrito bajo número 41211928 de la Cámara de Comercios en Amsterdam (IBAN: NL91INGB0004729266 BIC: INGBNL2A). Instituto Cervantes Limited is registered for England and Wales under Company No. 3300636 at Companies House Cardiff. Cervantes Holding es miembro del Baak-kring Centro de Gestión Empresarial del Patronal del Reino de los Países Bajos VNO-NCW. Foto arriba CASTILLO ENGELENBURG EN BRUMMEN.

Instituto Cervantes is als handelsmerk wettig gedeponeerd bij het Benelux Bureau voor de Intellectuele Eigendom onder depotnummers 0508277 en 843323 in klasse 41: onderwijs, opleidingen en cursussen en is een handelsnaam van de Stichting Cervantes Benelux te Nijmegen, ingeschreven onder nummer 41211928 van de Kamer van Koophandel te Amsterdam (IBAN: NL91INGB0004729266 BIC: INGBNL2A). Instituto Cervantes Limited is registered for England and Wales under Company No. 3300636 at Companies House, Cardiff. Cervantes Holding is lid van de Baak-kring, Management Centre VNO-NCW.

La Corona de la Casa Real Española sirve de símbolo de unidad de nuestros países y muestra la Lealtad Histórica como expresada en el himno nacional de los Países Bajos.

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VANAF 16 OKTOBER 2004 HEEFT DE OPRICHTER VAN DE STICHTING CERVANTES BENELUX, EIGENAAR VAN HET HANDELSMERK INSTITUTO CERVANTES IN DE BENELUX EN DE LIMITED COMPANY INSTITUTO CERVANTES ENGLAND AND WALES - OP STRAFFE VAN EEN DWANGSOM - EENIEDER WAAR OOK TER WERELD - VERBODEN GEBRUIK TE MAKEN VAN DE BEELTENIS VAN ZIJN OP 31 AUGUSTUS 1997 TIJDENS EEN ONTVOERINGSPOGING OM HET LEVEN GEKOMEN PARTNER, TENZIJ DIT BINNEN HET KADER VAN DE DOOR HEM VERSTREKTE VOLMACHTEN NADRUKKELIJK IS OVEREENGEKOMEN.

THE WORK CONTINUES