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Strategisch marketingplan
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Strategisch marketingplan voor Budweiser
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De Haagse HogeschoolCommerciële Economie
Marketingplan
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,Inhoud
Management samenvatting ......................................................................................................... 6
Inleiding ..................................................................................................................................... 8
Achtergrond ................................................................................................................................ 8
Supermarktoriëntatie Budweiser ................................................................................................ 9
Inleiding ................................................................................................................................. 9
Merken ................................................................................................................................... 9
Assortiment ............................................................................................................................ 9
Verpakkingen ......................................................................................................................... 9
Doelgroepen ........................................................................................................................... 9
Promotie ................................................................................................................................. 9
Concurrenten .......................................................................................................................... 9
Overeenkomsten en verschillen ........................................................................................... 10
Verkochte producten ............................................................................................................ 10
Conclusie .............................................................................................................................. 10
Missie en marktdefinitie ........................................................................................................... 11
Inleiding ............................................................................................................................... 11
Missie ................................................................................................................................... 11
De afbakening van de markt en definiëring van de huidige activiteiten .............................. 11
Conclusie .............................................................................................................................. 12
Interne analyse.......................................................................................................................... 13
Inleiding ............................................................................................................................... 13
Sterktes van Budweiser ........................................................................................................ 13
Zwaktes van Budweiser ....................................................................................................... 13
Conclusie .............................................................................................................................. 14
Afnemersanalyse ...................................................................................................................... 15
Inleiding ............................................................................................................................... 15
De 6 W’s van Ferrel ............................................................................................................. 15
Conclusie .............................................................................................................................. 16
Bedrijfstakanalyse .................................................................................................................... 17
Inleiding ............................................................................................................................... 17
Macro-omgevingsfactoren – DESTEP ................................................................................. 17
Demografische factoren ....................................................................................................... 17
Economische factoren .......................................................................................................... 18
Sociaal-culturele factoren ..................................................................................................... 18
Technologische factoren ...................................................................................................... 19
2
, Ecologische factoren ............................................................................................................ 19
Politiek-juridische factoren .................................................................................................. 19
Geaggregeerde marktfactoren .............................................................................................. 20
Marktomvang bedrijfstak ..................................................................................................... 20
Productlevenscyclus bier ...................................................................................................... 20
Conjunctuur- en seizoensgevoeligheid bier ......................................................................... 20
Bedrijfstakstructuur factoren .................................................................................................... 21
Vijf krachtenmodel van Porter ............................................................................................. 21
Macht van de leveranciers .................................................................................................... 22
Conclusie .............................................................................................................................. 22
Concurrentenanalyse ................................................................................................................ 23
Inleiding ............................................................................................................................... 23
Amstel .................................................................................................................................. 23
Doelstellingen....................................................................................................................... 23
Huidige strategieën ............................................................................................................... 23
Sterktes en zwaktes .............................................................................................................. 24
Grolsch ................................................................................................................................. 24
Doelstellingen....................................................................................................................... 24
Huidige strategieën ............................................................................................................... 24
Sterktes en zwaktes .............................................................................................................. 25
Heineken............................................................................................................................... 25
Doelstellingen....................................................................................................................... 25
Huidige strategieën ............................................................................................................... 25
Sterktes en zwaktes .............................................................................................................. 26
Conclusie .............................................................................................................................. 26
Distributieanalyse ..................................................................................................................... 27
Inleiding ............................................................................................................................... 27
Macroniveau ......................................................................................................................... 27
Mesoniveau .......................................................................................................................... 28
Leveranciers van grondstoffen - producent van bier ........................................................ 28
Producent van bier – tussenhandel ................................................................................... 28
Tussenhandel - detailhandel en horeca............................................................................. 28
Detailhandel en horeca - eindgebruiker van bier.............................................................. 28
Microniveau ......................................................................................................................... 28
Conclusie .............................................................................................................................. 29
SWOT-analyse ......................................................................................................................... 30
Inleiding ............................................................................................................................... 30
3
, Sterktes ................................................................................................................................. 30
Zwaktes ................................................................................................................................ 30
Kansen .................................................................................................................................. 30
Bedreigingen ........................................................................................................................ 31
Confrontatiematrix ................................................................................................................... 31
Inleiding ............................................................................................................................... 31
Conclusie .............................................................................................................................. 32
Strategieën ................................................................................................................................ 32
Inleiding ............................................................................................................................... 32
Strategische opties ................................................................................................................ 32
Waarde strategieën ............................................................................................................... 33
FOETSJE- analyse ............................................................................................................... 33
Inleiding ............................................................................................................................... 33
Analyse ................................................................................................................................. 33
Conclusie .............................................................................................................................. 34
Strategische analyse ................................................................................................................. 35
Inleiding ............................................................................................................................... 35
Geschiktheid ......................................................................................................................... 35
Haalbaarheid......................................................................................................................... 35
Acceptatie ............................................................................................................................. 35
Conclusie .............................................................................................................................. 35
Marketingdoelstellingen ........................................................................................................... 36
Inleiding ............................................................................................................................... 36
Segmenteren ......................................................................................................................... 36
Targeten ................................................................................................................................ 36
Positioneren .......................................................................................................................... 36
Doelstellingen....................................................................................................................... 37
Conclusie .............................................................................................................................. 37
Instrumentdoelstellingen .......................................................................................................... 38
Inleiding ............................................................................................................................... 38
Conclusie .............................................................................................................................. 38
Marketingactieplan ................................................................................................................... 39
Inleiding ............................................................................................................................... 39
mediummiddelen .................................................................................................................. 39
Conclusie .............................................................................................................................. 40
Financiële indicatoren en budgetten ......................................................................................... 41
Inleiding ............................................................................................................................... 41
4
, Activiteiten biermarkt .......................................................................................................... 41
Bestedingen concurrenten Budweiser .................................................................................. 41
Kosten................................................................................................................................... 43
Conclusie .............................................................................................................................. 44
Evaluatiemaatstaven ................................................................................................................. 45
Bijlage 1: Nielen AdFinders ..................................................................................................... 46
Bijlage 2: Plan van aanpak Budweiser ..................................................................................... 48
Bijlage 3: Samenwerkingscontract ........................................................................................... 49
Bijlage 4: Supermarktoriëntatie foto’s en het schappenplan .................................................... 50
5
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