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Case uitwerking Consumer marketing
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CASECONSUMER
MARKETING
Koen Wilna
17 mei 2023
Consumer Marketing
Fleur Brulez
en Lotte Van Caeneghem
2MAR01
Groep 11
,Woord vooraf
Wij, Fleur en Lotte, zijn twee studenten uit de richting Bachelor in Bedrijfsmanagement in de
specialisatie marketing aan Arteveldehogeschool te Gent. We hebben bloed, zweet en tranen in het
rapport gestoken, maar ondanks dat zijn we trots om u het rapport te tonen.
Wij hebben de komende weken veel van de lessen van het vak “Consumer marketing” geleerd.
Daarbij willen we als eerste onze docent Koen Wilna bedanken. Dankzij zijn leerrijke en actieve
lessen, waardoor we de leerstof grondig hebben kunnen verwerken in dit rapport.
Daarnaast willen we ook onze familieleden en vrienden bedanken voor de steun en liefde doorheen
het maken van dit rapport. Dit heeft ons meer gemotiveerd om de beste versie van dit rapport te
maken.
2
, Inhoudsopgave
WOORD VOORAF..............................................................................................................................2
INLEIDING..........................................................................................................................................4
HUIDIGE SITUATIE.............................................................................................................................5
SITUERING VAN HET BEDRIJF...................................................................................................................5
SWOT-ANALYSE.................................................................................................................................6
STERKTES...................................................................................................................................................6
ZWAKTES...................................................................................................................................................6
KANSEN.....................................................................................................................................................7
BEDREIGINGEN............................................................................................................................................7
VISUAL MAPPING.................................................................................................................................8
CONCURRENTEN..........................................................................................................................................8
PLC..................................................................................................................................................9
DOELGROEP......................................................................................................................................10
TOEKOMSTIGE SITUATIE..................................................................................................................13
NIET BEREIKTE DOELGROEP...................................................................................................................13
LINK TUSSEN BESLISSINGEN IN COMMUNICATIEPLAN EN PERSONA..................................................................14
COMMUNICATIEDOEL 1..............................................................................................................................15
COMMUNICATIEDOEL 2..............................................................................................................................16
SALESDOEL 3............................................................................................................................................17
PERSOONLIJKE VISIE........................................................................................................................18
FLEUR.............................................................................................................................................18
LOTTE.............................................................................................................................................18
BIBLIOGRAFIE..................................................................................................................................19
3
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