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In mijn scriptie heb ik onderzoek gedaan en advies gegeven over het betreden van een nieuwe markt voor een bestaand bedrijf.
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I, II
Auteur afstudeerscriptie: Yoni van Ginkel
Studentnummer: 3038726
Opleidingsinstituut: Fontys Hogescholen Economie en Communicatie
Rachelsmolen 1
Eindhoven
Opleiding: Ondernemerschap en Retail Management
Onderzoeksopdracht: “Het creëren van een onderscheidende
positie voor Dwars Makelaars in Eindhoven”
Stage organisatie: Dwars Makelaars B.V.
Bedrijfsbegeleider: Dhr. Maarten van Laer
Opleidingsbegeleider: Mevr. Monique Zwaan – Van der Loo
Periode: 1 februari 2021 t/m 31 mei 2021
Wordcount scriptie (vanaf inleiding): 11.181
Datum: 31-05-2021
Versie: 1.0
, III
Voorwoord
Met veel genoegen presenteer ik u mijn afstudeerscriptie voor Dwars Makelaars waar ik de afgelopen 17
weken mijn afstudeerstage heb mogen voldoen. Per 1 februari 2021 ben ik begonnen met mijn
afstudeeronderzoek naar de woningmarkt in Eindhoven in opdracht van Dwars Makelaars. Dit onderzoek
is uitgevoerd in het kader van de opleiding Ondernemerschap en Retail Management aan Fontys
Hogescholen in Eindhoven.
Tijdens mijn meewerkstage in het tweede jaar ben ik geïnteresseerd geraakt in de makelaardij. Vastgoed
en het proces van aan- en verkoop, maar ook huur en verhuur vind ik erg boeiend.
Ik hoop dat de resultaten van dit onderzoek inzichten biedt welke kunnen bijdragen aan de groei van
Dwars Makelaars in Eindhoven.
Een aantal personen hebben een positieve bijdrage geleverd aan de totstandkoming van dit onderzoek. Ik
heb veel steun gehad aan kennis en inzicht van hen. Mijn dank gaat speciaal uit naar mijn
afstudeerbegeleider M. Zwaan – van der Loo voor haar kritische blik, feedback en tijd die ze in mijn
begeleiding heeft gestoken om dit onderzoek tot een goed einde te brengen. Tijdens de intervisie sessies
heb ik ook veel gehad aan mijn collega medestudenten die een frisse blik wierpen op mijn werk.
Ook de heer Van Laer en de heer Konings hebben mij uitstekend geholpen en begeleid binnen Dwars
Makelaars, net als andere medewerkers bij wie ik altijd bij terecht kon voor vragen.
Tot slot wil ik ook externe partijen bedanken zoals familie en vrienden voor de betrokkenheid en het
geven van concreet, duidelijk advies en uiteraard alle respondenten die hebben bijgedragen aan het
onderzoek.
Eindhoven, 31-05-2021
Yoni van Ginkel
, IV
Management Summary (English)
Dwars Makelaars is an NVM real estate agency that offers various services as a real estate broker. The company
has a Qualis label that is only awarded to brokers who are active in the exclusive segment. Although Dwars
Makelaars specializes in the exclusive segment, they do not exclude the lower segment.
The company is headquartered in Weert and has opened a new office in Eindhoven since the beginning of
2019. This advisory plan will be a tool for realizing growth in the Eindhoven market.
The main question of the research is as follows:
"How can Dwars Makelaars, as a new real estate agency in Eindhoven, increase the number of transactions by
200% from 18 to 54 within 1 year and occupy a significant position to gain market share?"
To answer this question, both qualitative and quantitative research was carried out, for which interviews were
conducted with employees and a survey was conducted with (potential) customers.
The main strengths and weaknesses have been identified from the internal analysis:
Strengths Weaknesses
Lots of experience and expertise Internal communication
Full-service real estate agency Low brand awareness outside Weert
Specialist in the exclusive segment Process services are not efficient yet
There are 139 real estate agencies active in Eindhoven. There are three big agencies who together already own
almost a quarter of the market share in Eindhoven. Internet brokers as substitutes are also an emerging hype
in the market due to the low costs and the possibility for the seller to sell a home without the intervention of a
broker. Dwars Makelaars is currently in the 30th position in the ranking of largest NVM brokers in Eindhoven
on Funda. Dwars Makelaars Weert is alternately with competitor Saelmans at number one as biggest agency.
Since customers can easily switch to the competitor for a lower price, the real estate agencies in the higher
segment are forced to lower the price. The market is only attractive to enter if Dwars Makelaars can distinguish
itself and build up brand awareness.
The most important opportunities and threats have been identified from the external analysis:
Opportunities Threats
Increase in marketing and communication Saturated market
through social media
Technological developments Falling behind on digitization and automation
Moving customers between Weert en Eindhoven High pressure on brokerage due to low supply of
homes on the market
Current customers are generally very satisfied and would certainly recommend Dwars Makelaars to others.
This is apparent from the NPS score of +17, which is far above the average in the Netherlands.
The results of the confrontation matrix have shown that Dwars Makelaars can best defend itself in the market
using distinguishing factors concerning the threats.
Dwars Makelaars posts content once a week on average, but this is not enough to stand out. It is therefore
recommended to be more active on social media channels and to post content on Facebook, Instagram, and
LinkedIn at least 3 times a week. These activities could be planned in a content calendar. The use of Google My
Business could also optimize visibility.
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