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OE10a: Financiele rapportages PostNL
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PostNLIntegrale bedrijfsanalyse
07-03-2022
,PostNL
Integrale bedrijfsanalyse
Auters: E-mail:
Klas:
Begeleider: E-mail:
Opleiding: Business studies, Hogeschool InHolland Rotterdam
Semester: Business economics
Datum: 7 maart 2022
1
,Executive summary
PostNL has been analyzed in this report. PostNL is the largest postal company in the Benelux.
PostNL's vision is that they want to deliver more than just the package at the door, they want to
make this a beautiful and special moment. In addition, their goal is to deliver all parcels and letters in
the Benelux emission-free by 2030 at the latest.
PostNL is mainly concerned with Decent Work and economic growth, Industry, innovation and
infrastructure, Responsible consumption and production & Climate action. these goals ensure that
postnl will make the world a better, more sustainable place. There are five strategic objectives with
which PostNL is of value to their shareholders and stakeholders; First and foremost, assisting
customers in growing their businesses, ensuring a sustainable and solid postal service, attracting and
retaining motivated staff, reducing environmental impact and generating profitable and sustainable
cash flows. There are 3 core values that guide PostNL staff's work, these values are also called the
orange compass within the company. The first values are 'We keep it simple', which means that they
are always available for their employees, keep agreements and keep these agreements simple. In
addition, there is the 'We make it smart' values, which indicate that they think ahead and are
creative in finding solutions. They strive for a better and sustainable outcome. Finally, we have the
values 'We do it together', with all colleagues who work for, at and with PostNL you are one team
and you make a difference.
Due to the growth in the e-commerce market, it can be seen that competition is increasing. PostNL is
currently one of the market leaders in the postal market, this is because they continuously improve
themselves through innovation and digitization. There is a lot of competition between them because
the demand from customers for the ideal services is very high. PostNL works closely with its suppliers
and sets clear requirements that the suppliers must meet. The power of the suppliers is therefore
quite limited. On the other hand, the power of the buyers is very high, and PostNL does everything it
can to meet the demand of the buyers.
Based on the business analysis, it can be said that PostNL is growing rapidly.
PostNL uses the following SDGs: SDG 8 Decent word and economic growth, SDG 9 Industry,
innovation and infrastructure, SDG 12 responsible consumption and production and SDG 13 Climate
action.
PostNL is the largest in the Netherlands for sending parcels and letters. PostNL's strategy is to add
value in the long and short term, for their customers, their staff, their investors, society and the
company itself. They link the impact they make with the Sustainable Development Goals (SDGs) of
the United Nations. This makes it measurable and clear.
The trend of negative returns appears to be improving in a positive direction, but remains negative. It
is expected that a dividend can be paid. For that reason, our advice in the short term is to put the
stock aside for a while. At the moment there are no direct developments or points on the agenda
that will change the price, if you describe that in investor terms, the share is on hold. The investor
who would like to buy these stocks does so with the aim of keeping them in the portfolio for a long
time.
2
, Inhoudsopgave
Inleiding..................................................................................................................................................5
Hoofdstuk 1. Profiel van de onderneming..............................................................................................6
1.1 Inleiding........................................................................................................................................6
1.2 Ashridge mission model................................................................................................................6
1.3 Stakeholders analyse....................................................................................................................7
1.4 Krachtenveld analyse..................................................................................................................10
1.4.1 Toelichting krachtenveldanalyse..........................................................................................11
1.5 7S Model.....................................................................................................................................11
Hoofdstuk 2. Externe analyse...............................................................................................................14
2.1 Inleiding......................................................................................................................................14
2.2. Macro-economische omgeving..................................................................................................14
2.2.1 Conjunctuur.........................................................................................................................14
2.2.2 Koopkracht..........................................................................................................................15
2.2.3 Rente...................................................................................................................................17
2.2.4 Inflatie..................................................................................................................................18
2.2.5 Arbeidsmarkten...................................................................................................................18
2.2.6 Werkloosheid.......................................................................................................................19
2.2.7 Wisselkoersen......................................................................................................................19
2.2.8 Internationale handel..........................................................................................................20
2.3 Meso-omgevingsanalyse............................................................................................................20
2.3.1 Leveranciers.........................................................................................................................21
2.3.2 Potentiële toetreders...........................................................................................................21
2.3.3 Afnemers.............................................................................................................................21
2.3.4 Substituten..........................................................................................................................21
2.3.5 Interne marktconcurrentie..................................................................................................22
2.3.6 Conclusie..............................................................................................................................22
Hoofdstuk 3. Bedrijfsanalyse................................................................................................................23
3.1 Fundamentele analyse................................................................................................................23
3.1.1 Solvabiliteit..........................................................................................................................23
3.1.2 Liquiditeit.............................................................................................................................24
3.1.3 Rentabiliteit.........................................................................................................................25
3.1.4 Werknemerskengetallen......................................................................................................28
3
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