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Dutch Project | Action in Turkije | Cijfer 7
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Uitgewerkt marketingcommunicatieplan. Verdieping fase en campagnestrategie samengevoegd. Cijfer 7 gehaald.
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VERDIEPING FASE 21
,Inhoudsopgave
Inhoudsopgave ................................................................................................................................................ 2
1. Situatie .................................................................................................................................................. 4
1.1. Inleiding en probleemstelling ................................................................................................................ 4
1.2. Onderzoek............................................................................................................................................. 4
2. Interne analyse....................................................................................................................................... 5
2.1. Organisatie ........................................................................................................................................... 5
2.2. Geschiedenis ......................................................................................................................................... 5
2.3. Missie en visie ....................................................................................................................................... 5
2.4. Waarden ............................................................................................................................................... 6
2.5. 4P’s ....................................................................................................................................................... 6
3. Externe analyse ...................................................................................................................................... 8
3.1. DESTEP-analyse .................................................................................................................................... 8
3.2. Afnemersanalyse ................................................................................................................................ 11
3.3. Concurrentieanalyse ........................................................................................................................... 12
3.3.1. Conclusie ....................................................................................................................................... 13
4. Strategische analyse ............................................................................................................................. 13
4.1. SWOT-analyse..................................................................................................................................... 13
4.2. Conclusie SWOT-analyse ..................................................................................................................... 13
5. Marketingstrategie ............................................................................................................................... 14
5.1. Penetratie-, frequentie- en consumptiestragetie ................................................................................ 14
6. Marketingdoelgroep ............................................................................................................................. 14
7. Marketingcommunicatiedoelgroep ....................................................................................................... 14
8. Persona................................................................................................................................................ 15
9. Merkidentiteit en positionering ............................................................................................................. 15
9.1. Positionering ....................................................................................................................................... 15
9.2. Merkimago ......................................................................................................................................... 15
9.3. Merkidentiteit ..................................................................................................................................... 15
10. Marketingcommunicatiebarriere ...................................................................................................... 16
11. Consumer insights............................................................................................................................ 16
12. Budgetteringsmethode .................................................................................................................... 16
13. Marketingcommunicatiedoelstellingen ............................................................................................. 17
13.1. Merkbekendheid ................................................................................................................................. 17
13.2. Merkassociaties .................................................................................................................................. 17
2
, 13.3. Koopintentie ....................................................................................................................................... 17
14. Lokale campagnes ............................................................................................................................ 18
14.1. Campagne 1: Carrefour ...................................................................................................................... 18
14.2. Campagne 2: Hepsiburada.................................................................................................................. 19
14.3. Conclusie campagnes.......................................................................................................................... 19
15. Reclame-/medialandschap van het land ............................................................................................ 20
16. De cultuur van het land .................................................................................................................... 22
17. Marketingcommunicatiestrategie ..................................................................................................... 23
17.1. Propositie ............................................................................................................................................ 23
17.2. Marketingcommunicatievormen......................................................................................................... 23
18. Centraal creatief concept ................................................................................................................. 23
19. Marketingcommunicatie middelen ................................................................................................... 24
19.1. Medialandschap Turkije ...................................................................................................................... 24
19.1. Middelenplan ...................................................................................................................................... 27
19.2. Paid/owned/earned reach .................................................................................................................. 27
19.3. Effectiviteit .......................................................................................................................................... 28
20. Planning .......................................................................................................................................... 28
Bronnenlijst................................................................................................................................................... 29
3
, 1. Situatie
1.1. Inleiding en probleemstelling
Al sinds 2017 gaat het niet zo goed met de economie in Turkije. De consumentenprijzen zijn
met dubbele cijfers gestegen. Hierdoor zijn Turken gedwongen om bewuster om te gaan met
hun inkomen. Ongeveer 40 procent van de bewolking leeft namelijk op een minimumloon, wat
€270 euro per maand is. Dat is niet haalbaar en daardoor komen veel mensen niet meer rond
(Willems, 2022).
Door deze economische crisis, gaan Turken voordeliger en bewuster om met hetgeen wat zij
kopen. Dat is precies waar de Action op zijn plaats komt. De Action heeft namelijk kwalitatief
goede producten, een breed assortiment, leuke acties en de scherpste prijzen. Het assortiment
bestaat uit 14 verschillende categorieën.
1.2. Onderzoek
In deze fase van Dutch Project wordt antwoord gegeven op de volgende deelvragen:
- Wat is het koopgedrag van de Turkse consument?
- Wat zijn de sterktes, zwaktes, kansen en bedreigingen van de Action in Turkije?
- Hoe onderscheidt de Action zich van de concurrenten?
- Wat is het medialandschap van het land?
- Wat zijn de ontwikkelingen in het land?
4
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