Geslaagde moduleopdracht sales- en accountmanagement NCOI 2022. Probleem: Nationale Nederlanden wil meer klanten aantrekken en bestaande klanten behouden. Hiervoor wordt een compleet plan geschreven. Inclusief alle bijlagen! Geslaagd begin 2022.
1.1 Beschrijving van de organisatie...................................................................................................................5
1.2 Aanleiding en doel van het operationeel salesplan.....................................................................................5
1.3 Missie en Visie.............................................................................................................................................5
1.4 Strategie......................................................................................................................................................5
1.5 Marketingbeleid..........................................................................................................................................5
1.6 Interne analyse...........................................................................................................................................6
1.7 Externe analyse (macro- en meso-omgeving).............................................................................................6
2. SWOT-analyse...................................................................................................................................................6
4.1 Strategische opties......................................................................................................................................8
4.2 Salesstrategie..............................................................................................................................................8
5 Inrichting van de salesorganisatie......................................................................................................................8
5.1 Korte beschrijving van inrichting salesorganisatie bij NN Leven.................................................................8
5.2 Conclusie.....................................................................................................................................................9
6. Sales Tactiek.....................................................................................................................................................9
6.1 Bepaling van de salestactiek.......................................................................................................................9
6.2 Bepaling van de salesmethoden.................................................................................................................9
6.3 Analyse klantenbestand..............................................................................................................................9
6.4 Opstellen klantprofiel per klantgroep.......................................................................................................10
7. Management van Salesorganisatie.................................................................................................................10
7.1 Managementtaken....................................................................................................................................10
7.2 Rollen van de manager.............................................................................................................................10
7.3 Motivatie...................................................................................................................................................11
8. Sales-actieplan................................................................................................................................................11
8.1 Actieplan, timing en marktbewerking.......................................................................................................11
8.2 Taakverdeling en verantwoordelijkheid....................................................................................................12
9. Financiële onderbouwing / budgettering.......................................................................................................13
Bijlage A : De waardestrategieën van Treacy en Wiersema................................................................................15
Bijlage B : Het 7S model van McKinsey (interne analyse)...................................................................................16
Bijlage C : DESTEP analyse (externe analyse macro-omgevind)..........................................................................18
Bijlage D : Vijfkrachtenmodel Porter (externe analyse meso-omgeving)............................................................19
Bijlage E : Model groeistrategien van Ansoff (1957)...........................................................................................20
Bijlage F : Klantenpyramide (Curry e.a. 1998).....................................................................................................21
Bijlage G : Sales-actieplan NN Leven (schematisch)............................................................................................22
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