Summary
Samenvatting Marktanalyse
- Course
- Institution
Dit is een samenvatting van Marktanalyse van Tio HEM1
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noavanderhoeven2002
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4 delen van marketing:1. Analyse
- Macro
(maatschappij)
- Meso (branche,
concurrentie)
- Bedrijfsanalyse
(intern)
- SWOT
2. Strategie
- Marktstrategie
- Klantstrategie
3. Tactiek
- Marketing mix (4 p’s)
4. Implementatie en evaluatie
Marketingproces:
1. Analyse (behoeften, wensen klant)
2. Strategie (welke doelgroep, segment, land en welk concept)
Managementconcepten:
- Productieconcept (Product en distributie, lage prijs, veel productie)
- Productconcept (Kwaliteit, meer keuze)
- Verkoopconcept (Verkoopgericht)
- Marketingconcept (Behoeften, wensen consument, klantgerichte filosofie,
meer keuze)
- Maatschappelijk (MVO)
o Onzekere economische omgeving
o Elektronische markt
o Snelle mondialisering
o Duurzaamheid
o Not for profit marketing (goede doelen, overheid)
3. Marketingprogramma
4 p’s:
- Product -> customer value
- Prijs -> cost
- Promotie -> convenience
- Plaats -> communication
4. Klantrelaties opbouwen
5. Levenslange relaties
, o Duurzaamheid
o Not for profit marketing (goede doelen, overheid)
Strategische planning:
Voordelen:
- Stimuleert vooruitdenken
- Dwingt doelstellingen, beleid toe te spitsen
- Leidt tot betere coördinatie
- Levert duidelijkere resultaatsnormen
- Houvast voor controle
3 niveaus:
- Visie en missie
o Visie = beeld van de toekomst
o Missie = taak en rol binnen de wereld, waarom bestaan wij
SMOR specifiek, motiverend, onderscheidende
competenties, realistisch
Waarom, Hoe, Wat
o Doelstelling = wat wil je bereiken
SMART specifiek, meetbaar, ambitieus, realistisch,
tijdgebonden
o Strategie = hoe ga ik dingen bereiken
o Tactiek = hoe vul je dat in
- Strategic business unit
- Plan
SWOT analyse:
- Extern
o Kansen
o Bedreigingen
- Intern
o Sterktes
o Zwaktes
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