Summary
Samenvatting OE41 Consultancy project
- Course
- Institution
Het verslag bevat alle onderdelen dat het beoordelingsformulier vraagt. Het verslag is met een 7,3 afgerond.
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23-05-2021 ConsultancyProject OE41
Britt Smit
Danny Flens
Kars Mönch
Tobias Bosch
ALBSVT2B / BUSINESS STUDIES / OE41
,Voorwoord
Wij zijn trots dat wij hebben mogen meewerken aan het adviesrapport voor KAM-Interactive. Dit rapport bevat alle
onderdelen ter afronden van het vak Consultancy. Het rapport is geschreven door Britt Smit, Kars Mönch, Tobias van
den Bosch en Danny Flens. Als studenten van Business Studies aan de Hogeschool van Inholland Alkmaar, hebben
wij dit rapport met veel plezier in elkaar gezet. Hierbij willen wij de Heer Tromp en meneer Kwakernaat bedanken
voor hun steun en hulp voor het afronden van dit project.
Het rapport bestaat uit een adviesplan over een praktijkprobleem. Het praktijkprobleem bestaat uit acht
onderdelen: De inleiding, hoofd- en deelvragen, theoretisch kader, methodologie, een plan van aanpak, de
onderzoeksresultaten en het advies voor KAM-Interactive.
Veel lees plezier toegewenst.
,Inhoudsopgave
Voorwoord......................................................................................................................................................................2
Hoofdstuk 1. De inleiding................................................................................................................................................5
1.1 De organisatie........................................................................................................................................................5
1.2 De opdracht...........................................................................................................................................................5
1.3 De probleemstelling..............................................................................................................................................5
1.4 De leeswijzer.........................................................................................................................................................5
Hoofdstuk 2 De probleemanalyse...................................................................................................................................6
2.1 Probleemstelling....................................................................................................................................................6
2.2 Swot analyse..........................................................................................................................................................6
2.3 Hoofd en deelvragen.............................................................................................................................................7
Hoofdstuk 3 Theoretisch kader:......................................................................................................................................8
3.1 Wat zegt de theorie over het optimaal positioneren op de B2B markt?...............................................................8
3.1.1 Positioneren...................................................................................................................................................8
3.1.2 Positioneringsmodellen..................................................................................................................................9
3.1.3 Vormen van positioneren.............................................................................................................................10
3.1.4 Stappenplan positioneren.............................................................................................................................11
3.1.5 B2B markt.....................................................................................................................................................11
Hoofdstuk 4. Methodologie...........................................................................................................................................13
4.1 Onderzoeksopzet.................................................................................................................................................13
4.2 Onderzoeksmethode...........................................................................................................................................13
4.3 Dataverzameling..................................................................................................................................................13
Hoofdstuk 5: Wat is de huidige situatie van KAM-Interactive?.....................................................................................15
Situatie KAM..............................................................................................................................................................15
Product KAM vergeleken met concurrerende bedrijven...........................................................................................15
Marketing KAM.........................................................................................................................................................16
conclusie.................................................................................................................................................................... 16
Hoofdstuk 6 Hoe ziet het customer journey van KAM-Interactive eruit?......................................................................17
6.1 Wat is een customer journey?.............................................................................................................................17
Hoofdstuk 7 Waar liggen de meeste kansen ten opzichte van concurrenten?..............................................................20
7.1 Softwareprogramma Kam- Interactive................................................................................................................20
7.2 De concurrenten..................................................................................................................................................20
7.3 De kansen van Kam-Interactive...........................................................................................................................21
Hoofdstuk 8 Wat moet KAM-Interactive veranderen om zich beter te positioneren?..................................................22
8.1 Inleiding...............................................................................................................................................................22
8.1 De enquête..........................................................................................................................................................22
, 8.2 conclusie..............................................................................................................................................................23
Hoofdstuk 9 Het Advies.................................................................................................................................................24
SWOTT-Analyse.........................................................................................................................................................24
Demo......................................................................................................................................................................... 24
Bibliografie.................................................................................................................................................................... 26
Bijlagen.......................................................................................................................................................................... 27
Bijlage 1. Enquête......................................................................................................................................................27
1.1 De enquête vragen..........................................................................................................................................27
1.2 De resultaten...................................................................................................................................................27
Bijlage 2. Feedback....................................................................................................................................................28
2.1 Beoordelingsformulier: ingevuld door Danny Flens. Klas 2b...........................................................................28
2.2 Beoordelingsformulier: ingevuld door Britt Smit Klas 2b.................................................................................30
2.3 Beoordelingsformulier: ingevuld door Kars Mönch. Klas 2b............................................................................32
2.4 Beoordelingsformulier: ingevuld door Tobias van den Bosch. Klas 2b............................................................34
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