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OE33b: Internationale Strategische Marketing
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OE33b Internationale MarketingKlas:
Inleverdatum: 05-06-2023
Versienummer: 1e
, Hogeschool Inholland Haarlem
Opleiding Business Studies Logistiek
Rapport: OE33b Internationale Marketing
Auteur(s):
Vak: OE33b Internationale Marketing
Begeleidende docent: Roderick Balk
Klas: HABSLOVT3S
Versie: 1e
Opleiding: Business Studies Logistiek
Jaar: 3
Onderwijseenheid: Hogeschool Inholland Haarlem
Datum: 05-06-2023
,Inhoudsopgave
HOOFDSTUK 1: INLEIDING ............................................................................................................................... 5
HOOFDSTUK 2: PRODUCT ............................................................................................................................... 5
2.1 PRODUCTBESLISSINGEN ....................................................................................................................................... 5
2.2 AANPASSINGEN BUITENLANDSE MARKT .................................................................................................................. 7
2.3 PRODUCT LIFE CYCLE .......................................................................................................................................... 8
HOOFDSTUK 3: PRIJS ....................................................................................................................................... 9
3.1 PRIJSSTRATEGIE HUIDIGE MARKT ........................................................................................................................... 9
3.2 PRIJSSTRATEGIE EXPORTMARKT............................................................................................................................. 9
3.3 PRIJS VAN PRODUCT ......................................................................................................................................... 10
HOOFDSTUK 4: PLAATS ................................................................................................................................. 11
4.1 ENTRY MODES TOT BUITENLANDSE MARKT ............................................................................................................ 11
4.2 KANAALBESLISSINGEN BUITENLANDSE MARKT ........................................................................................................ 11
4.3 DISTRIBUTIESTRATEGIE...................................................................................................................................... 12
4.4 DIRECTE OF INDIRECTE DISTRIBUTIE ..................................................................................................................... 12
4.5 ONLINE DISTRIBUTIE ......................................................................................................................................... 12
HOOFDSTUK 5: PROMOTIE ............................................................................................................................ 13
5.1 ONLINE CUSTOMER JOURNEY ............................................................................................................................. 13
5.2 VERBETERVOORSTELLEN .................................................................................................................................... 16
MT ADVIES.................................................................................................................................................... 17
BIBLIOGRAFIE ............................................................................................................................................... 18
,Figurenlijst
Figuur 1: Three levels of a product, (Eelants, 2023) ................................................................. 5
Figuur 2: EUV-machine van ASML ........................................................................................... 10
Figuur 3: See-Think-Do-Care model ........................................................................................ 13
Figuur 4: Homepagina ASML, (ASML, 2023) ........................................................................... 14
Figuur 5: ASML-productpagina, (ASML, 2022a) ...................................................................... 14
Figuur 6: Contact Sales, (ASML, 2022a) .................................................................................. 15
Figuur 7: Related content, Social Media & Contact information, (ASML, 2022a) ................... 15
4
, Hoofdstuk 1: Inleiding
Dit rapport gaat over het bedrijf ASML. ASML is in Nederland gevestigd en is gespecialiseerd
in de productie van geavanceerde machines voor de semiconductor industrie. ASML heeft
meer dan 60 kantoren in 14 landen over de hele wereld. Zij leveren hun producten aan
klanten wereldwijd. ASML ontwerpt en produceert machines voor de productie van
microchips die worden gebruikt in telefoons en computers. Grote chipmakers zoals Samsung
en Intel behoren tot de afnemers van ASML haar machines. (ASML, 2022b)
Canada is gekozen als markt vanwege de sterke economische groei en stabiliteit in het land.
Daarnaast beschikt Canada over goede logistieke- en infrastructuurfaciliteiten wat de
distributie van de producten vereenvoudigd. ASML kan zich in Canada richten op
middelgrote en grote chipproducenten die behoefte hebben aan geavanceerde chips voor
toepassingen zoals datacenters en computers. (Atradius, 2021)
Hoofdstuk 2: Product
In dit hoofdstuk staat het product van ASML centraal.
2.1 Productbeslissingen
"The Three levels of a product" is een marketingconcept dat beschrijft welke verschillende
lagen of niveaus een product kan hebben in de ogen van consumenten. Het concept is
geïntroduceerd door Philip Kotler, een gerenommeerde marketingprofessor en wordt veel
gebruikt in marketingtheorie en -praktijk. (Eelants, 2023)
Zie figuur 1 voor de drie productniveaus.
Figuur 1: Three levels of a product, (Eelants, 2023)
5
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