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Uitwerking taak concurrentie-analyse
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Concurrentie-analyse ChapolinoB2B
Sustainable business project
Team 9
Berre Brosens - Idse Schuurmans - Lennert Leemans - Lucas Speeleveld - Soumia El
Bousaksaki
KMO 202B
Coach: Christophe Stuyts
Opdrachtgever: Jens Holbrechts
Academiejaar 2022-2023
,
, Inhoudsopgave
Afbeeldingenlijst...............................................................................................4
Inleiding...........................................................................................................5
1 Interne analyse..............................................................................................6
1.1 Bedrijfsstrategie......................................................................................6
1.1.1 Bedrijfsdoelstellingen..............................................................................6
1.1.2 Projectdoelstellingen...............................................................................6
1.1.3 Organisatie van Chapolino.......................................................................6
1.1.4 Financiële situatie Chapolino....................................................................7
1.1.5 Marketingsituatie Chapolino.....................................................................7
1.2 Marketingstrategie...................................................................................8
1.2.1 Marktsegmentatie..................................................................................8
1.2.2 Doelgroepbepaling.................................................................................8
1.2.3 Positionering..........................................................................................8
1.3 Marketingmix...........................................................................................8
2 Externe analyse...........................................................................................10
2.1 Macro-omgeving....................................................................................10
2.1.1 Destep-analyse....................................................................................10
2.2 Meso-omgeving......................................................................................11
2.2.1 Marktanalyse.......................................................................................11
2.2.1.1 De markt op kwalitatief vlak........................................................11
2.2.1.2 De markt op kwantitatief vlak.....................................................12
2.2.2 Vijfkrachtenmodel van Porter.................................................................13
3 SWOT-analyse..............................................................................................14
4 Concurrentieanalyse....................................................................................15
4.1 Directe concurrenten..............................................................................15
4.1.1 Mobiele cocktailbars..............................................................................15
4.2 indirecte concurrenten...........................................................................17
4.2.1 Groep 1: Arancello................................................................................17
4.2.2 Groep 2: limoncello..............................................................................18
4.2.3 Groep 3: foodtrucks..............................................................................19
4.2.4 Groep 4: mobiele mocktailbars...............................................................20
5 Conclusie.....................................................................................................21
6 Bijlage.........................................................................................................22
7 Bronnenlijst.................................................................................................28
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