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Beroepsproduct marktonderzoek koopproces
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  • Course
  • OE4a Marktonderz.Koopproces (OE4A)
  • Institution
  • Hogeschool InHolland (InHolland)

Beroepsproduct marktonderzoek koopproces uit jaar 1 van Business studies. Hierin een marketingplan opgesteld voor OV-pay. Het idee was om je OV chipkaart in je wallet te kunnen stoppen zelfde als bankpas.

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Document information

  • May 19, 2022
  • 45
  • 2019/2020
  • Essay
  • Unknown
  • 8-9

Subjects

  • marketing
  • marketingplan
  • marktonderzoek
  • interne analyse
  • externe analyse
  • 4ps

Written for

  • Hogeschool InHolland (InHolland)
  • Business Studies
  • OE4a Marktonderz.Koopproces (OE4A)
All documents for this subject (9)

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larshulsebosch

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Content preview

Beroepsproduct OV-chipkaart

,OV-Pay

Inhoudsopgave
1. Inleiding...................................................................................................................................................... 5

2 Interne analyse ............................................................................................................................................ 6
2.1 Segmentatie .................................................................................................................................................. 6
2.1.1 Geografische segmentatie ..................................................................................................................... 6
2.1.2 Demografische segmentatie .................................................................................................................. 6
2.1.3 Sociaal-economische segmentatie ........................................................................................................ 6
2.1.4 Psychografische segmentatie ................................................................................................................ 6
2.1.5 Gedragssegmentatie .............................................................................................................................. 6
2.2 Doelgroep ...................................................................................................................................................... 6
2.3 Positionering ................................................................................................................................................. 7
2.4 Marketingmix ................................................................................................................................................ 8
2.4.1 Product .................................................................................................................................................. 8
2.4.2 Prijs ........................................................................................................................................................ 8
2.4.3 Promotie ................................................................................................................................................ 8
2.4.4 Plaats ..................................................................................................................................................... 8
2.4.5 Personeel ............................................................................................................................................... 8
2.5 Business Model Canvas ................................................................................................................................. 9

3 Externe analyse ......................................................................................................................................... 10
3.1 Vijfkrachtenmodel van Porter ..................................................................................................................... 10
3.1.1 Bedreiging van nieuwe toetreders ...................................................................................................... 10
3.1.2 Bedreiging van substituten .................................................................................................................. 10
3.1.3 Macht afnemers .................................................................................................................................. 10
3.1.4 Machtspositie leveranciers .................................................................................................................. 11
3.1.5 Concurrenten ....................................................................................................................................... 11
3.1.6 Conclusie.............................................................................................................................................. 11
3.2 ABCD-analyse .............................................................................................................................................. 12
3.2.1 Afnemers ............................................................................................................................................. 12
3.2.2 Bedrijfstak ............................................................................................................................................ 12
3.2.3 Concurrentie ........................................................................................................................................ 12
3.2.4 Distributie ............................................................................................................................................ 12
3.3 DESTEP ........................................................................................................................................................ 13
3.3.1 Demografisch ....................................................................................................................................... 13
3.3.2 Economisch .......................................................................................................................................... 14
3.3.3 Sociaal-cultureel .................................................................................................................................. 14
3.3.4 Technologisch ...................................................................................................................................... 15
3.3.5 Ecologisch ............................................................................................................................................ 15
3.3.6 Politiek-juridisch .................................................................................................................................. 15
3.4 SWOT-analyse ............................................................................................................................................. 16
3.4.1 Sterktes ................................................................................................................................................ 16
3.4.2 Zwaktes ................................................................................................................................................ 16
3.4.3 Kansen ................................................................................................................................................. 16
3.4.4 Bedreigingen ........................................................................................................................................ 17
3.5 confrontatie matrix ..................................................................................................................................... 18
3.5.1 matrix................................................................................................................................................... 18



2

,OV-Pay
3.5.2 Conclusie.............................................................................................................................................. 19

4 Innovatief concept ..................................................................................................................................... 20

5 Enquête analyse ........................................................................................................................................ 21

6 Deelvraag 1................................................................................................................................................ 22
6.1 Product ........................................................................................................................................................ 22
6.1.1 Kernproduct ......................................................................................................................................... 22
6.1.2 Tastbaar Product ................................................................................................................................. 22
6.1.3 Uitgebreid Product .............................................................................................................................. 22
6.2 Prijs.............................................................................................................................................................. 22
6.2.1 Kosten gebaseerd op prijsstelling ........................................................................................................ 22
6.2.2 Concurrentie gebaseerde prijsstelling ................................................................................................. 22
6.2.3 Waarde gebaseerde prijsstelling ......................................................................................................... 23
6.2.4 Prijs tactieken ...................................................................................................................................... 23
6.2.5 Het effect van context op prijs ............................................................................................................ 23
6.3 Promotie...................................................................................................................................................... 23
6.4 Plaats .......................................................................................................................................................... 23
6.5 conclusie ...................................................................................................................................................... 24

7 Deelvraag 2................................................................................................................................................ 25
7.1 Product ........................................................................................................................................................ 25
7.2 Prijs.............................................................................................................................................................. 25
7.3 Plaats .......................................................................................................................................................... 26
7.4 Promotie...................................................................................................................................................... 26
7.5 Conclusie ..................................................................................................................................................... 26

8 Deelvraag 3................................................................................................................................................ 27
8.1 Onderzoeksresultaten ................................................................................................................................. 27
8.2 Conclusie ..................................................................................................................................................... 28

9 Deelvraag 4................................................................................................................................................ 29
9.1 Informatieplichten voor webshops .............................................................................................................. 29
9.1.1 Informatiepagina ................................................................................................................................. 29
9.1.2 Bestelproces ........................................................................................................................................ 29
9.1.3 Aanbod ................................................................................................................................................ 29
9.1.4 Prijzen en bezorgkosten ...................................................................................................................... 30
9.1.5 Archiveren van de overeenkomst ........................................................................................................ 30
9.2 Garanties ..................................................................................................................................................... 30
9.3 Algemene voorwaarden .............................................................................................................................. 30
9.4 Levertijden................................................................................................................................................... 31
9.5 Vervoer ........................................................................................................................................................ 31
9.6 Privacy en cookies ....................................................................................................................................... 31
9.6.1 Privacy ................................................................................................................................................. 31



3

, OV-Pay
9.6.2 Cookies ................................................................................................................................................ 31
9.7 Retourrecht ................................................................................................................................................. 31
9.8 Betaling via webshop .................................................................................................................................. 32
9.9 Conclusie ..................................................................................................................................................... 32

10 Methodologie .......................................................................................................................................... 33
10.1 Wijze van onderzoek per deelvraag .......................................................................................................... 33
10.2 De uitwerking per deelvraag ..................................................................................................................... 34
10.2.1 Uitwerking deelvraag 1 ...................................................................................................................... 34
10.2.2 Uitwerking deelvraag 2 ...................................................................................................................... 34
10.2.3 Uitwerking deelvraag 3 ...................................................................................................................... 34
10.2.4 Uitwerking deelvraag 4 ...................................................................................................................... 34
10.3 Betrouwbaarheid en validiteit................................................................................................................... 35

11 Conclusie ................................................................................................................................................. 36
11.1 Beantwoording hoofdvraag ...................................................................................................................... 36
11.2 aanbevelingen ........................................................................................................................................... 36

Bibliografie ................................................................................................................................................... 37

Bijlage 1........................................................................................................................................................ 39
Enquête ............................................................................................................................................................. 39
Antwoorden ...................................................................................................................................................... 41




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