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College aantekeningen Marketing SEM 6
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College aantekeningen Marketing SEM 6
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Aantekeningen Marketing SEM 6Max van der Steenhoven
Inhoudsopgave
Blue Ocean / Red Ocean.......................................................................................................................................2
Feasibility.........................................................................................................................................................2
Acceptibility.....................................................................................................................................................2
EasyJet (zie ppt magister)....................................................................................................................................3
OGSM businessplan op 1 A4.................................................................................................................................3
Aandachtspunten uitwerking businessplan op 1 A4.......................................................................................3
Porter (Digitaal)....................................................................................................................................................4
Mass Customization.........................................................................................................................................4
Ansoff (online)......................................................................................................................................................5
Fase 1: Massa media fase....................................................................................................................................7
Digitale transformatie 1.0....................................................................................................................................7
Digitale transformatie 2.0....................................................................................................................................7
Digitale transformatie 3.0....................................................................................................................................7
Digitale transformatie 4.0....................................................................................................................................7
Winner takes all model........................................................................................................................................7
Good service makes the difference.................................................................................................................7
Minimum Viabale Products..................................................................................................................................8
Concept ontwikkelen Winner Takes All model.....................................................................................................8
Fase 1: Onderscheidende daden voor een select gezelschap.........................................................................8
Fase 2: De kleine groep werft de grote...........................................................................................................8
Fase 3: Uitbreiding van dienstverlening..........................................................................................................9
Leerdoelen ROPO-effect..................................................................................................................................9
3 reden waarom het ROPO-effect voor een organisatie belangrijk is:............................................................9
Campagne flow..............................................................................................................................................10
Het ROPO-effect............................................................................................................................................10
Bron medium pad..........................................................................................................................................11
Content strategie...............................................................................................................................................12
Voorbeeld vraag tentamen................................................................................................................................13
Look a like audiences..........................................................................................................................................13
.......................................................................................................................................................................14
Digitaal deel 3....................................................................................................................................................15
Opbouw tentamen.............................................................................................................................................15
Tweede blok...................................................................................................................................................15
Derde blok......................................................................................................................................................15
Overig.............................................................................................................................................................15
Marketingfunnel.................................................................................................................................................15
1
, Blue Ocean / Red Ocean
Waarde innovatie doe je door:
Kosten verlagen
Klantwaarde verhogen
Blue Ocean is geen verkooptechniek maar een situatie waarin je je als bedrijf in bevindt.
Met het 5-krachtenmodel van Porter wordt duidelijk of je in Blue Ocean of Red Ocean zit (en
wat je eventuele structurele rentabiliteit is.
Met een strategisch plaatje wordt de Value Curve genoemd.
Een goede strategie wijkt af van de sectorstandaard.
Strategische opties (ppt EasyJet voor voorbeeld):
Treacy en Wiersema
Concurrentiestrategieën van Porter
Blue Ocean
Bewegingen binnen de bedrijfskolom (differentiatie, specialisatie, parallellisatie)
Strategische opties (op basis van punten in SWOT) altijd testen aan het SFA-model
SFA-model (Johnson en Scholes artikel magister)
Suitability
Oplossen strategisch probleem
Voldoet aan de doelstellingen (figuur 2.1 boek)
7S model
Moet passen binnen SWOT
Wegingsfactoren in Excel (zie magister)
Feasibility
Financieel haalbaar? (Foetsje analyse)
Wordt voldaan aan de KSF’s, porter of treacy & wiersema
Acceptibility
Wat levert het op voor de stakeholders? (dus ook medewerkers)
Op basis van SFA moet strategische optie concreet dit bevatten:
Strategisch verantwoord
Defensieve optie ligt niet ver van huidige positive
Snelheid (snelle time to market)
Niet te veel investering (customer life time value is wel belangrijk)
Kijk goed naar de positie in de keten, samenwerkingen in de waardeketen worden
steeds belangrijker. Monitoren richting Model van Abell
Stappenplan strategische optie uitwerken:
2
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