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Hierbij mijn Bedrijfsplan waarmee ik het heb afgesloten met een 7-8
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Proeve vanbekwaamheid
Opstellen van: een bedrijfs- en activiteitenplan, verbeterplan lokale-
marktpositie, een adviesplan voor personeels- en opleidingsbehoefte en een
plan voor werving en selectie
Gemaakt door: Daniel Kniaziew
Klas – HD202B
Docent(en) : N. van der Wees
Leerjaar: 3
Brasserskade 1 t. 088-6663635 info@rocmondriaan.nl
2612 CA Delft www.rocmondriaan.nl
Mei 2019
,Inhoudsopgave
SAMENVATTING ................................................................................................................................................ 4
BELANGRIJKSTE PUNTEN.................................................................................................................................... 5
RESULTAAT ....................................................................................................................................................... 5
VOORWAARDEN VOOR BEOORDELING ................................................................................................................. 5
DEEL 1: BEDRIJFSPLAN .................................................................................................................................. 6
HOOFDSTUK 1: OMSCHRIJVING VAN JEZELF EN DE ORGANISATIE ....................................................... 6
WIE BEN JIJ? ..................................................................................................................................................... 7
Sterke en ontwikkelpunten ........................................................................................................................ 7
Persoonlijke doel(en) ................................................................................................................................. 7
DE ORGANISATIE ................................................................................................................................................ 8
Organisatiestructuur .................................................................................................................................. 8
Missie en visie ............................................................................................................................................ 8
Duurzaam ondernemen ............................................................................................................................. 9
HET BEDRIJF .................................................................................................................................................... 10
De branche ................................................................................................................................................ 10
Winkelformule ........................................................................................................................................... 14
De doelgroep............................................................................................................................................. 14
De marktpositie......................................................................................................................................... 15
De marketingmix ...................................................................................................................................... 15
Productbeleid .................................................................................................................................... 16
Personeelsbeleid ............................................................................................................................... 17
Plaatsbeleid ............................................................................................. Error! Bookmark not defined.
Prijsbeleid .......................................................................................................................................... 19
Presentatiebeleid .............................................................................................................................. 20
Promotiebeleid .................................................................................................................................. 22
Lokale situatie........................................................................................................................................... 24
Lokale marketing ...................................................................................................................................... 24
HOOFDSTUK 2: IMAGO-ONDERZOEK ................................................ ERROR! BOOKMARK NOT DEFINED.
HET IMAGO ...................................................................................................................................................... 25
Imago doelgroep....................................................................................................................................... 26
Imago concurrent(en) .............................................................................................................................. 26
Aansluiting assortiment op doelgroep .................................................................................................. 26
HET ONDERZOEK .............................................................................................................................................. 26
DE RESULTATEN .............................................................................................................................................. 28
,HOOFDSTUK 3: ANALYSE VAN DE OMGEVING EN CONCURRENTIE (EXTERNE ANALYSE) ............... 30
DE OMGEVING EN CONCURRENTIE ...................................................................... ERROR! BOOKMARK NOT DEFINED.
Destep analyse ......................................................................................................................................... 31
CONCURRENTIE ONDERZOEK ............................................................................................................................ 33
Directe concurrenten ............................................................................................................................... 33
Indirecte concurrenten ............................................................................................................................ 35
ANALYSE ......................................................................................................................................................... 35
HOOFDSTUK 4: ANALYSE VAN COMMERCIEEL EN FINANCIEEL BELEID (INTERNE ANALYSE) ........ 36
COMMERCIEEL BELEID...................................................................................................................................... 36
Assortimentsanalyse ............................................................................................................................... 37
Klantenanalyse ......................................................................................................................................... 37
Retailmix.................................................................................................................................................... 38
Commerciële kengetallen ........................................................................................................................ 38
HET FINANCIËLE BELEID ................................................................................................................................... 40
Omzet en kosten overzicht ............................................................................ Error! Bookmark not defined.
Analyse verkoopcijfers .................................................................................. Error! Bookmark not defined.
Cijfers en kengetallen .................................................................................... Error! Bookmark not defined.
HOOFDSTUK 5: SWOT-ANALYSE ................................................................................................................. 41
SWOT-ANALYSE ............................................................................................................................................. 41
CONFRONTATIEMATRIX ..................................................................................................................................... 42
DEEL 2: ACTIVITEITENPLAN ......................................................................................................................... 44
HOOFDSTUK 6: OPSTELLEN ACTIVITEITENPLAN ..................................................................................... 44
ACTIVITEIT(EN)................................................................................................................................................. 44
Doel ............................................................................................................................................................ 45
SMART Lange termijn & korte termijn ................................................................................................... 45
(Commerciële) activiteiten....................................................................................................................... 45
Onderzoeksgebied(en) ............................................................................................................................. 46
Middelen .................................................................................................................................................... 46
Planning .................................................................................................................................................... 47
Resultaten ................................................................................................................................................. 47
Samenhang ..................................................................................................... Error! Bookmark not defined.
Omzet en kosten activiteit ....................................................................................................................... 48
Exploitatiebegroting activiteit ................................................................................................................. 50
Haalbaarheid ............................................................................................................................................. 50
HOOFDSTUK 7: EVALUATIE .......................................................................................................................... 51
EVALUATIE BEDRIJFS- EN ACTIVITEITENPLAN ..................................................................................................... 52
HAALBAARHEID ............................................................................................................................................... 52
INZICHTEN ........................................................................................................................................................ 52
LEERPUNTEN ................................................................................................................................................... 52
CONCLUSIES .................................................................................................................................................... 52
, DEEL 3: VERBETERPLAN .............................................................................................................................. 53
HOOFDSTUK 8: VERBETERPLAN VAN DE LOKALE-MARKTPOSITIE ...................................................... 53
DE HUIDIGE SITUATIE ........................................................................................................................................ 53
Vestigingsplaats ....................................................................................................................................... 54
Lokale ontwikkelingen ............................................................................................................................. 54
Samenwerking .......................................................................................................................................... 55
Social media.............................................................................................................................................. 55
VOORSTEL(LEN) ............................................................................................................................................... 55
Het idee ...................................................................................................................................................... 56
Invloed op omgeving ............................................................................................................................... 56
Trends en ontwikkelingen ....................................................................................................................... 56
Social media.............................................................................................................................................. 57
Resultaat ................................................................................................................................................... 57
UITVOERING VAN DE VOORSTELLEN ................................................................... ERROR! BOOKMARK NOT DEFINED.
Kosten ............................................................................................................. Error! Bookmark not defined.
Tijdsplanning ............................................................................................................................................ 58
Betrokkenheid derden ............................................................................................................................. 58
DEEL 4: PERSONEEL, WERVING EN SELECTIE ................................ ERROR! BOOKMARK NOT DEFINED.
HOOFDSTUK 9: PERSONEELSPLAN ............................................................................................................ 59
ADVIES PERSONEELS- EN OPLEIDINGSBEHOEFTE ............................................................................................... 60
Huidige personeelsformatie .................................................................................................................... 60
Kwantitatief en kwalitatief onderzoek .................................................................................................... 61
Advies ........................................................................................................................................................ 61
HOOFDSTUK 10: WERVING EN SELECTIEPLAN ......................................................................................... 62
PLAN VOOR WERVING- EN SELECTIE .................................................................................................................. 63
Eisen .......................................................................................................................................................... 63
Wervingsmogelijkheden .......................................................................................................................... 63
Vacatures .................................................................................................................................................. 64
Beoordelingscriteria ................................................................................................................................ 64
Onderwerpen sollicitatiegesprek ............................................................................................................ 65
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