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Marketing plan van Tony's Chocolonely
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Tony’s ChocolonelyMARKETINGPLAN
1
,Voorwoord
Voor u ligt het door ons geschreven marketingplan van het merk Tony’s Chocolonely. Dit onderzoek
hoort bij het vak Marketing & Strategie van het eerste jaar Bedrijfskunde aan de Hogeschool van
Amsterdam. Het schrijven van dit marketingplan was een uitdagend en zeer leerzaam proces, waarbij
wij vaardigheden en kennis hebben toegepast die zijn opgedaan in de lessen van Marketing & Strategie.
Graag willen wij meneer De Bekker bedanken voor alle heldere uitleg en begeleiding tijdens het
schrijven van dit plan.
Wij wensen u veel leesplezier toe.
2
,Inhoudsopgave
Voorwoord ............................................................................................................................................... 2
1 Analyse van de interne en externe omgeving ............................................................................................. 5
1.1 Micro analyse ...................................................................................................................................................... 5
1.1.1 Positie van de onderneming in de markt ..................................................................................................... 5
1.1.2 Afnemers ...................................................................................................................................................... 5
1.1.3 Productaanbod ............................................................................................................................................ 5
1.1.4 Prijsbeleid.................................................................................................................................................... 6
1.1.5 Communicatiebeleid ................................................................................................................................... 6
1.1.6 Distributiebeleid ......................................................................................................................................... 6
1.1.7 Personeel/ organisatie ................................................................................................................................. 7
1.1.8 Financiële performance ............................................................................................................................... 7
1.1.9 Bedrijfscultuur.............................................................................................................................................. 7
1.1.10 Maatschappelijke verantwoordelijkheid ................................................................................................... 7
1.2 Meso analyse ...................................................................................................................................................... 8
1.2.1 Afnemers ..................................................................................................................................................... 8
1.2.2 Bedrijfstak ................................................................................................................................................... 8
1.2.3 Concurrentie ............................................................................................................................................... 9
1.2.4 Distributie ................................................................................................................................................... 9
1.3 Macro analyse .................................................................................................................................................... 9
1.3.1 Demografisch ............................................................................................................................................. 10
1.3.2 Economisch ................................................................................................................................................ 10
1.3.3 Sociaal-cultureel......................................................................................................................................... 10
2 SWOT en Confrontatiematrix .................................................................................................................. 11
2.1 SWOT .................................................................................................................................................................. 11
2.2 Confrontatiematrix ............................................................................................................................................. 11
3 Marketingbeleidsvorming ....................................................................................................................... 12
3.1 BCG Portfolio analyse .........................................................................................................................................12
3.2 Generieke concurrentiestrategieën van Porter ..................................................................................................13
3.2.1 Bron van concurrentievoordeel ..................................................................................................................13
3.2.2 Marktbenadering ........................................................................................................................................13
3.2.3 Differentiatie .............................................................................................................................................. 14
3.3 Groeistrategieën van Ansoff .............................................................................................................................. 14
3.3.1 Marktpenetratie......................................................................................................................................... 14
3.3.2 Marktontwikkeling ..................................................................................................................................... 14
3.3.3 Productontwikkeling .................................................................................................................................. 14
3.3.4 Diversificatie .............................................................................................................................................. 15
4 Marktsegmentatie en Positionering ......................................................................................................... 15
3
, 4.1 Positionering & 4P’s ...........................................................................................................................................15
4.1.1 Product....................................................................................................................................................... 15
4.1.2 Prijs ............................................................................................................................................................ 15
4.1.3 Plaats .......................................................................................................................................................... 15
4.1.4 Promotie .................................................................................................................................................... 16
4.1.5 Positionering .............................................................................................................................................. 16
4.2 Doelgroepbepaling ............................................................................................................................................ 16
4.3 Segmentatiecriteria ........................................................................................................................................... 17
4.3.1 Geografische segmentatie ......................................................................................................................... 17
4.3.2 Psychografische segmentatie..................................................................................................................... 18
4.3.3 Demografische segmentatie ...................................................................................................................... 18
5 Implementatie ....................................................................................................................................... 18
5.1 Productmanagement......................................................................................................................................... 18
5.1.1 Kernproduct ............................................................................................................................................... 18
5.1.2 Tastbaar product ........................................................................................................................................ 19
5.1.3 Uitgebreid product ..................................................................................................................................... 19
5.1.4 Assortiment dimensies...............................................................................................................................20
5.2 Prijsbeleid .......................................................................................................................................................... 20
5.3 Distributiebeleid ................................................................................................................................................ 22
5.3.1 Distributiekanalen ...................................................................................................................................... 22
5.3.2 Distributie intensief ................................................................................................................................... 22
5.4 Marketingcommunicatie ................................................................................................................................... 22
5.4.1 Communicatiedoelgroep ........................................................................................................................... 22
5.4.2 Communicatiemix ...................................................................................................................................... 23
6 Bronnenlijst ..........................................................................................................................................25
4
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