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Hogeschool InhollandIntegrale bedrijfsanalyse
Max, Rowan en Sven
Datum 21-1-2021
,Algemene informatie
OE10a Financiële rapportages
Onderzoek in het kader van beroepsproduct thema 2, Business Economics, propedeuse.
Hogeschool Inholland Plaats Rotterdam
Opleiding: Bachelor Business Studies
Opdrachtgever: KPN
Datum: januari 2021
1
,Executive summary
This report was drawn up on behalf of KPN, which describes an integral business analysis of KPN.
There are many aspects discussed. Many of these are analyzed by graphs, and figures from annual
reports from previous years. Here is a summary about the content.
First, there is a profile of the company outlined for the company analysis, which contains the mission
and strategy of KPN. This is important to know, to gain insight in where KPN stands for, what they
want as company, and what they strive for. There are goals that need to be realized. To achieve that,
a formulated realistic mission must be made, which is supported by the company’s strategy. It is
possible that the current situation will be changed, after reading this report.
In this company analysis, there will also be looked into cases like solvency, liquidity, and profitability
of KPN. Those figures will give a good impression of the current financial situation of KPN. These
figures have been analyzed after which it has been established, that there is room for improvement.
The Dupon-Charts models of 2014 and 2015 have been used, to take a look into the revenue and
costs of different years.
KPN works together with different small businesses, and therefore consists of several business units.
Per business unit is determined where they are located in the industry analysis, which is divided in
four phases. Also, there has been mapped out a portfolio analysis, where the business units are
located.
On the basis of a SWOT-analysis, the strengths and weaknesses are shown. The opportunities and
threats where KPN has to deal with, are also determined in the SWOT-analysis. These points will be
analyzed, to see if KPN can do something to make their company more successful, by for example: to
combine the strengths with new opportunities.
At last, there will be made use of Forecasting ( Top down & Fine Tuning ), to take a look into the
future, and predict and explain the following annual accounts.
Lastly, conclusions will be made out of the research, and our findings are described in the
recommendations.
2
, Inhoud
Inleiding..................................................................................................................................................5
1. Profiel van de onderneming...............................................................................................................7
1.1 Inleiding........................................................................................................................................7
1.2 Ashridge mission model................................................................................................................7
1.3 Stakeholders analyse......................................................................................................................10
1.4 Krachtenveld analyse......................................................................................................................10
1.5 Conclusie....................................................................................................................................11
2. Bedrijfsanalyse..................................................................................................................................13
2.1 Fundamentele analyse................................................................................................................13
2.1.1 Solvabiliteit..........................................................................................................................14
2.1.2 Liquiditeit.............................................................................................................................14
2.1.3 Rentabiliteit.........................................................................................................................16
2.1.4 Activiteitskengetallen..........................................................................................................17
2.1.5 Werknemerskengetallen......................................................................................................19
2.1.6 Omgevingsanalyse...............................................................................................................20
2.1.7 Dupont Chart.......................................................................................................................21
2.1.8 Beleggingskengetallen.........................................................................................................22
..........................................................................................................................................................22
..........................................................................................................................................................23
2.2. Omzet- en winstanalyse.............................................................................................................23
2.2.1 Geografische spreiding........................................................................................................23
2.2.2 Verdeling naar activiteiten...................................................................................................23
2.2.3 Verdeling naar distributiekanalen........................................................................................24
2.2.4 Portfolio-analyse..................................................................................................................25
2.3 Bedrijfstaklevenscyclus...............................................................................................................26
3. SWOT analysis..................................................................................................................................28
3.1 Huidige strategie.........................................................................................................................28
3.2 Externe issues.............................................................................................................................28
3.3 Sterktes en zwaktes....................................................................................................................28
3.4 Confrontatiematrix.........................................................................................................................30
3.5 Kansen en bedreigingen.............................................................................................................31
3.6 Strategische opties.....................................................................................................................32
3
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