Dit verslag is geschreven voor de onderwijseenheid OE103 Omnichannel Marketing van Business Studies Marketing jaar 3. Het behaalde cijfer is een 7. Ideaal om te gebruiken als voorbeeld!
The last couple of months we worked really hard on this Omnichannel project. We have developed a
good improvement plan for our company Swiss Sense. With a sense of pride and a lot of new
experiences we completed this project. We want to thank Mr. Visser for his educational lectures and
his support. Furthermore we want to thank Swiss Sense for offering a great assignment.
Good luck with reading and checking the report!
, Inhoud
Chapter 1. Introduction.................................................................................................................................................................... 5
Chapter 2. Problem analysis........................................................................................................................................................... 7
2.1 Company information........................................................................................................................................................... 7
2.2 Current Trends........................................................................................................................................................................ 9
2.3 Competition........................................................................................................................................................................... 10
2.4 Reason for the topic............................................................................................................................................................ 10
2.5 Objective.................................................................................................................................................................................. 10
2.6 Main and sub questions..................................................................................................................................................... 10
2.7 Delineation............................................................................................................................................................................. 11
2.8 Customer Journey................................................................................................................................................................ 11
2.9 Buying persona’s.................................................................................................................................................................. 12
2.9 Segment I: Retired Couple........................................................................................................................................... 13
2.9 Segment II: Family......................................................................................................................................................... 16
2.9 Segment III: Young Coup............................................................................................................................................. 19
Chapter 3. Theoretical framework............................................................................................................................................ 23
3.1 Omnichannel marketing in general.............................................................................................................................. 23
3.2 The current (omnichannel) situation of Swiss Sense............................................................................................ 24
3.3 Bitsing...................................................................................................................................................................................... 26
3.3.1 Bitsing introduction................................................................................................................................................... 26
3.3.2 Strategic focus.............................................................................................................................................................. 27
3.3.3 Golden Egg what makes Swiss Sense Unique.................................................................................................. 28
3.3.4 Bitser roadmap............................................................................................................................................................ 28
3.4 BITSER content............................................................................................................................................................... 29
3.5 Predictions of the results.................................................................................................................................................. 33
Chapter 4. Methodology................................................................................................................................................................. 36
4.1 Research design.................................................................................................................................................................... 36
4.2 ELABORATION PER SUB-QUESTIOn............................................................................................................................ 36
4.3 Further information per sub-question........................................................................................................................ 37
4.4 Planning................................................................................................................................................................................... 37
Chapter 5. Research results.......................................................................................................................................................... 38
5.1 Bitser........................................................................................................................................................................................ 38
5.2 Marketing................................................................................................................................................................................ 39
5.3 Conlusion................................................................................................................................................................................ 40
Chapter 6. Conclusion..................................................................................................................................................................... 41
6.1 Which omnichannel strategies are important according to the literature?................................................41
6.2 What do consumers think of the current omnichannel strategy of Swiss Sense?......................................41
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