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Accountplan gebaseerd op een multinational bedrijf. Het document behandelt heel het vak sales- en accountmanagement en de bijbehorende opdrachten zijn toegevoegd.
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CE2-GVL3Accountplan
Accountnaam: Sermeta
Bedrijf: Bekaert
Student: Bram de Bruin
Studentnummer: s1123117
Bedrijfsnaam: Bekaert
Datum: 16-04-2021
Vak: sales & accountmanagement
Docent: Patrick van Thiel
Opleiding: Commerciële Economie
,Inhoud
1. Inleiding en Account beschrijving............................................4
1.1 Algemene gegevens account.............................................................................................4
1.2 Organogram account.........................................................................................................5
1.3 DMU.................................................................................................................................5
1.4 Visie & Missie account.....................................................................................................7
1.5 Strategie account...............................................................................................................7
1.6 Doelstellingen van het account.........................................................................................7
1.7 Markt-omgevingsanalyse per activiteit.............................................................................8
1.8 Marktpositie van het account............................................................................................8
1.9 Distributiekanalen.............................................................................................................9
2. Koopproces van het Account...................................................9
2.1 Inkoopstrategie van het account........................................................................................9
2.2 Inkoopbeleid......................................................................................................................9
2.3 Inkoopvoorwaarden........................................................................................................10
2.4 Inkoopmethode................................................................................................................10
2.5 INCO terms.....................................................................................................................10
2.6 Inkoopprocescriteria bij account.....................................................................................10
2.7 Wat is de inkoopreis van het account?............................................................................11
3. Accountanalyse in verhouding tot het bedrijf.........................12
3.1 Huidige producten welke wij leveren.............................................................................12
3.2 Specifieke wensen account.............................................................................................12
3.3 Omzet..............................................................................................................................12
3.4 Contracten.......................................................................................................................13
3.5 Concurrentieanalyse........................................................................................................13
3.6 Conclusie uit de concurrentieanalyse..............................................................................15
3.7 Conclusie uit de accountanalyse.....................................................................................15
3.8 Kansen bij het account....................................................................................................15
3.9 SWOT analyses...............................................................................................................16
SWOT SERMETA:...................................................................................16
SWOT BEKAERT:...................................................................................17
3.10 SWOT Conclusies.........................................................................................................17
4. Accountstrategie..................................................................18
4.1 Salesstrategiebepaling.....................................................................................................18
4.2 Bepaling doelstellingen voor het account.......................................................................18
4.2.1 KWALITATIEVE DOELSTELLINGEN..............................................19
4.2.2. KWANTITATIEVE DOELSTELLINGEN...........................................19
5. Het operationeel plan...........................................................19
5.1 Accountteam...................................................................................................................19
5.2 Afspraken accountteam...................................................................................................20
5.3 Actieplan.........................................................................................................................20
5.4 Verkoopmethoden...........................................................................................................21
5.5 Conclusie.........................................................................................................................22
Bronnenlijst:............................................................................ 23
Bijlage 1: Algemene verkoopvoorwaarden Bekaert....................25
Bijlage 2: verplichte opdrachten...............................................28
Opdracht 1: klantsegmentatie op potentie.............................................................................28
Opdracht 2: Klantenpiramide Curry......................................................................................29
Opdracht 3: CRM- systeem...................................................................................................29
2
, Account Sermeta
Accountmanag Robert jan Hoytink
er
Leden Robert jan Hoytink
accountteam Bram de Bruin
Versie 1
Laatste update 16-4-2021
3
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