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EXAMEN | Ondernemingsplan Commerciële Economie | Manager Retail niv. 4 Versneld
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Gordijn Er BijWoontextiel
Bedrijfsplan Commerciële Economie
Maya de Keijzer | ROC van Twente | 2021-2022 | CO3HY
,Inhoudsopgave
Hoofdstuk 1: omschrijving van de organisatie...................................................................................................... 3
1.1 Jezelf als manager Retail ............................................................................................................................ 3
1.1.1 Jouw sterkste punten................................................................................................................................ 3
1.1.2 Jouw keuzes; branche en plaats ........................................................................................................... 6
1.2 Organisatieonderdelen ............................................................................................................................ 10
1.2.1 Organisatiecultuur.................................................................................................................................. 10
1.2.2 Doel, Missie en Visie ................................................................................................................................ 11
1.2.3 Duurzaam ondernemen ........................................................................................................................ 12
1.3 Idee Bedrijfsplan......................................................................................................................................... 13
1.3.1 Branche bedrijf ......................................................................................................................................... 13
1.3.2 Specialisatie bedrijf (USP) ................................................................................................................... 17
1.3.4 Winkelformule .......................................................................................................................................... 18
1.3.4.1 Assortiment........................................................................................................................................... 18
1.3.4.2 Doelgroep .............................................................................................................................................. 21
1.3.4.3 Marktpositie ......................................................................................................................................... 21
1.3.5 Naam en logo ............................................................................................................................................ 22
1.3.6 Lokale marketing ........................................................................................................................................ 23
1.3.6.1 Ondernemingsverenigingen ........................................................................................................... 23
1.3.6.2 Lokale activiteiten ............................................................................................................................. 23
1.3.6.3 Trends en ontwikkelingen op lokaal niveau ............................................................................ 24
1.3.6.4 Social media ......................................................................................................................................... 24
Hoofdstuk 2: Analyse van de omgeving en concurrentie .............................................................................. 25
2.1 DESTEP-analyse .......................................................................................................................................... 25
2.1.1 Demografisch factoren in DESTEP-analyse .................................................................................. 25
2.1.2 Economisch factoren in DESTEP-analyse ...................................................................................... 27
2.1.3 Sociaal-culturele factoren in DESTEP-analyse ............................................................................ 28
2.1.4 Technologisch factoren DESTEP-analyse....................................................................................... 29
2.1.5 Ecologisch factoren in DESTEP-analyse ......................................................................................... 30
2.1.6 Politieke factoren in DESTEP-analyse ............................................................................................. 30
2.2 Concurrenten ............................................................................................................................................... 38
2.2.1 Concurrentiekracht ................................................................................................................................ 40
2.2.2 Positioneringsmatrix.............................................................................................................................. 41
Hoofdstuk 3: Imago-onderzoek ................................................................................................................................ 41
3.1 Onderzoeksvraag ........................................................................................................................................ 41
3.2 Uitvoering onderzoek ............................................................................................................................... 41
Maya de Keijzer
0296422 PAGINA 1
, 3.3 Resultaten onderzoek ............................................................................................................................... 43
3.4 Conclusie onderzoek ................................................................................................................................. 48
Hoofdstuk 4: Analyse van commercieel beleid (interne analyse) ............................................................. 49
4.1 Plaats................................................................................................................................................................ 49
4.1.1 Verzorgingsgebied .................................................................................................................................. 49
4.1.2 Vestegingsplaats ...................................................................................................................................... 49
4.1.3 Winkelpand................................................................................................................................................ 50
4.2 Product............................................................................................................................................................ 51
4.2.1 Assortimentsopbouw.............................................................................................................................. 51
4.2.2 Merkbeleid ................................................................................................................................................. 52
4.2.3 Inkoopbeleid .............................................................................................................................................. 53
4.3 Personeel ....................................................................................................................................................... 53
4.4 Prijs................................................................................................................................................................... 53
4.4.1 Prijsstellingsmethoden .......................................................................................................................... 53
4.4.2 Prijsrange ................................................................................................................................................... 54
4.5 Promotie ......................................................................................................................................................... 55
4.5.1 Advertenties............................................................................................................................................... 55
4.5.2 Promotieplan ............................................................................................................................................ 56
4.6 Presentatie .................................................................................................................................................... 57
4.6.1............................................................................................................................................................................... 57
4.6.2............................................................................................................................................................................... 58
Woodstock 5: SWOT-analyse ..................................................................................................................................... 59
5.1 Strengths ........................................................................................................................................................ 59
5.2 Weaknesses................................................................................................................................................... 59
5.3 Opportunity’s ............................................................................................................................................... 59
5.4 Threats ............................................................................................................................................................ 59
5.5 Confrontatie matrix ................................................................................................................................... 59
Conclusie ............................................................................................................................................................................ 60
Bijlagen................................................................................................................................................................................ 61
Maya de Keijzer
0296422 PAGINA 2
, Hoofdstuk 1: omschrijving van de organisatie
1.1 Jezelf als manager Retail
1.1.1 Jouw sterkste punten
4 oktober 2021 heb ik en mijn klas een gastles gekregen van Martine Siemerink “inzicht in
gedragsstijlen”. Martine heeft uitleg gegeven over de DISC gedragsstijlen/STARR methode en
kernkwadraten.
Hieronder kun je zien wat van gedragsstijlen er zijn, iedereen heeft wel een beetje van iets. En
soms kan het wat meer dominant zijn of stabiel. Ook in het verloop der jaren kan dit veranderen.
• Dominante stijl; hoe iemand problemen oplost of resultaten bereikt. Komt over als:
zelfverzekerd en inspannend.
• Beïnvloedende stijl; Hoe iemand omgaat met andere mensen en emoties toont. Komt over
als: zelfverzekerd en ontspannend.
• Stabiele stijl; hoe iemand reageert op veranderingen en tempowisselingen. Komt over als:
terughoudend en ontspannend.
• Consciëntieuze stijl; hoe iemand omgaat met procedures en protocollen. Komt over als:
terughoudend en inspannend.
Maya de Keijzer
0296422 PAGINA 3
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