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Samenvatting Werkstukbranche AH
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Verkoopspecialst werkstukbranche leerjaar 2. Ook voor manager retail Eindcijfer: 7,9
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Werkstuk BrancheDanisha Maessen (509286)
BRC3.02B
5 september 2022
Albert Heijn
1
,Inhoudsopgave
INLEIDING..................................................................................................................................................................3
HOOFDSTUK 1 KENNISMAKING MET DE BRANCHE..................................................................................................4
1.1 TRENDS..........................................................................................................................................................4
1.2 PRODUCTONTWIKKELINGEN................................................................................................................................4
1.3 WETTELIJKE EISEN.............................................................................................................................................5
1.4 MILIEUMAATREGELEN........................................................................................................................................5
1.5 DRIE KEURMERKEN MET FOTO EN DOEL.................................................................................................................6
1.6 TWEE BELANGRIJKE MERKEN...............................................................................................................................7
HOOFDSTUK 2...........................................................................................................................................................8
2.1 VERKOOPKANALEN............................................................................................................................................8
2.2 WEBSITES....................................................................................................................................................... 8
2.3 CONSUMENTENMARKETING.................................................................................................................................9
2.4 E-MAIL.........................................................................................................................................................10
2.5 SOCIAL MEDIA................................................................................................................................................10
2.6 VLOGGERS EN BLOGGERS.................................................................................................................................11
2.7 MEDIAVORMEN..............................................................................................................................................12
HOOFDSTUK 3: MARKETINGMIX VOOR HET BEDRIJF.............................................................................................13
3.1 PROMOTIE.....................................................................................................................................................13
3.2 PRESENTATIE................................................................................................................................................. 13
3.3 PLAATS......................................................................................................................................................... 13
3.4 PERSONEEL....................................................................................................................................................13
3.5 PRIJS............................................................................................................................................................13
3.6 PRODUCT......................................................................................................................................................14
HOOFDSTUK 4.........................................................................................................................................................15
4.1 ASSORTIMENTSOPBOUW...................................................................................................................................15
4.2 SEIZOENARTIKELEN EN/OF TRENDARTIKELEN.........................................................................................................15
4.3 ARTIKELGROEP 1.............................................................................................................................................15
4.3.1 Ingrediënten.........................................................................................................................................15
4.3.2 producteigenschappen.........................................................................................................................16
4.3.3 prijs/kwaliteitverhouding.....................................................................................................................16
4.3.4 koopmotief...........................................................................................................................................16
4.3.5 bijverkoop.............................................................................................................................................16
4.3.6 gebruik..................................................................................................................................................16
4.3.7 specifieke informatie voor de consument...........................................................................................17
4.4 ARTIKELGROEP 2.............................................................................................................................................17
4.4.1 ingrediënten.........................................................................................................................................17
4.4.2 producteigenschappen.........................................................................................................................17
4.4.3 prijs/kwaliteit verhouding....................................................................................................................17
4.4.4 koopmotief...........................................................................................................................................18
4.4.5 Bijverkoop.............................................................................................................................................18
4.4.6 Gebruik.................................................................................................................................................18
4.4.7 specifieke informatie voor de consument...........................................................................................18
CONCLUSIE..............................................................................................................................................................19
2
, Inleiding
Mijn werkstuk gaat over Albert Heijn. Ik heb hiervoor gekozen omdat ik hier dit jaar stage ga
lopen. Ook is dit mijn bijbaantje en weet er al wat dingen over.
Het is van belang om kennis te hebben over de branche, marketingmix en het assortiment.
Waarom het belangrijk is, heeft verschillende redenen. Zo speelt veiligheid voor zowel klant
als jezelf. Ook is het belangrijk om je eigen rechten en plichten te weten.
3
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