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ACADEMIC ORIENTATION 2PORTFOLIO
Naam: Bram de Bruin
Studentnummer: s1123117
Datum: 15-01-2024
Vak: Academic Orientation 2
Module: CE4.2AO-19
Docent: René Jaspers
Opleiding: Commerciële Economie
Instelling: Hogeschool Leiden
Aantal woorden: 13.893
,Inhoudsopgave
Hoofdstuk 1. Beroepsproduct................................................................................................................3
Uitwerkingen opdracht 1A:.................................................................................................................3
Talkphone.......................................................................................................................................3
Packaging........................................................................................................................................4
Evaluatie:............................................................................................................................................6
Bronnen:.............................................................................................................................................6
H2. Outside the box................................................................................................................................7
Uitwerkingen opdracht 1B:.................................................................................................................8
Wanda: Nieuw aanbod voor WOWeffect.......................................................................................8
Dersim: online shop voor GUP Kantoorapparatuur .......................................................................9
Juul: GROOS meubels gaat online.................................................................................................10
Evaluatie:..........................................................................................................................................11
Bronnen:...........................................................................................................................................11
Hoofdstuk 3. Brand paradigma.............................................................................................................13
Leerdoelen: ......................................................................................................................................13
Uitwerkingen opdracht 2A:...............................................................................................................13
Evaluatie:..........................................................................................................................................15
Bronnen:...........................................................................................................................................15
Hoofdstuk 4. What’s new?...................................................................................................................16
Leerdoelen 3A:.................................................................................................................................16
Uitwerkingen opdracht 3A:...............................................................................................................16
Evaluatie:..........................................................................................................................................17
Bronnen:...........................................................................................................................................17
Hoofdstuk 5: Trends.............................................................................................................................18
Leerdoelen:.......................................................................................................................................18
Uitwerkingen opdracht 3B:...............................................................................................................18
Evaluatie:..........................................................................................................................................20
Bronnen:...........................................................................................................................................21
Hoofdstuk 6. Strategieformulering.......................................................................................................22
Leerdoelen:.......................................................................................................................................22
Uitwerkingen opdracht 4A:...............................................................................................................22
Evaluatie:..........................................................................................................................................23
Bronnen:...........................................................................................................................................24
Hoofdstuk 7. Implementatie.................................................................................................................25
1
, Leerdoelen:.......................................................................................................................................25
Uitwerkingen opdracht 5A:...............................................................................................................25
Evaluatie:..........................................................................................................................................27
Bronnen:...........................................................................................................................................27
Hoofdstuk 8. Missers............................................................................................................................28
Leerdoelen:.......................................................................................................................................28
Uitwerkingen opdracht 5B:...............................................................................................................28
Evaluatie:..........................................................................................................................................30
Bronnen:...........................................................................................................................................30
Hoofdstuk 9: Financiële plannen..........................................................................................................31
Leerdoelen:.......................................................................................................................................31
Uitwerkingen opdracht 6A:...............................................................................................................31
Evaluatie:..........................................................................................................................................35
Bronnen:...........................................................................................................................................35
Hoofdstuk 10. Betekenisvol ondernemen............................................................................................36
Leerdoelen:.......................................................................................................................................36
Uitwerkingen opdracht 6B:...............................................................................................................36
Unilever........................................................................................................................................36
Snackbedrijf Mora........................................................................................................................38
Conclusie:.....................................................................................................................................38
Evaluatie:..........................................................................................................................................39
Bronnen:...........................................................................................................................................39
Hoofdstuk 11. European Union............................................................................................................41
Leerdoelen:.......................................................................................................................................41
Uitwerkingen opdracht 7A:...............................................................................................................41
Evaluatie:..........................................................................................................................................42
Bronnen:...........................................................................................................................................43
Leerverslag...........................................................................................................................................44
2
, Hoofdstuk 1. Beroepsproduct
In dit hoofdstuk wordt stilgestaan bij de bedrijven Talkphone en Packaging. Voor deze bedrijven is
een beroepsproduct gekozen en een inhoudsopgave opgesteld die past bij het soort beroepsproduct.
Uitwerkingen opdracht 1A:
Talkphone
Het bedrijf Talkphone wil graag toetreden tot de Nederlandse telecommunicatiemarkt, maar weet
niet hoe dat het best gedaan kan worden. Talkphone wil graag inzichten verkrijgen in de markt, of de
markt groeit, waar kansen liggen en hoe de markt het best betreden kan worden en met welke
diensten/propositie en welke segmenten via welke kanalen aangeboden moeten worden. Op basis
van deze aspecten kan Talkphone het beste kiezen voor een strategisch marketingplan, omdat in dit
plan rekening wordt gehouden met diverse strategieën om de telecommunicatiemarkt te kunnen
betreden. Belangrijke onderdelen in dit beroepsproduct zijn: interne- en externe analyse, SWOT-
analyse en confrontatiematrix, maar ook de marketingstrategie en het actieplan komt aan bod.
Een mogelijke inhoudsopgave voor Talkphone kan er als volgt uit komen te zien:
H1. Interne analyse
1.1.4P’s van McCarthy
1.2.Sterkten en zwakten analyse
H2. Externe analyse
2.1 DESTEP-analyse
2.2 5 krachten model van Porter
2.3 Concurrentieanalyse
2.4 BCG-Matrix
H3. SWOT-analyse
3.1 Confrontatiematrix
H4. Marketingstrategie
4.1 Product market fit
4.2 Abell- model
4.3 Ansoff-model groeistrategieën
H5. Actieplan/ implementatieplan
5.1 Doelen
5.2 Planning (Wie, Wat, Waar, Wanneer?)
H6. Kostenoverzicht
6.1 Baten en lasten
H7. Aanbevelingen
H8. Literatuurlijst
H9. Bijlagen
3
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