Essay
Dutch Project | Action in Turkije | Cijfer 7
- Course
- Institution
- Book
Uitgewerkt marketingcommunicatieplan. Verdieping fase en campagnestrategie samengevoegd. Cijfer 7 gehaald.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Seller
Follow
melisazk
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller melisazk. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.40. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
78075 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now