,Doelstelling............................................................................................................................. 5
1. Het strategische framework: het speelveld.........................................................................5
1.1 wat is strategische marketing?.....................................................................................5
1.1.1 Wat is strategische marketing?.............................................................................5
a. Strategisch............................................................................................................5
b. Marketing..............................................................................................................6
c. Strategische vs. tactische vs. operationele marketing...........................................6
d. doelstelling van strategische marketing is creëren van duurzaam concurrentieel
voordeel.................................................................................................................... 6
1.1.2 Wat is strategische marketing niet?......................................................................7
1.1.3 5 pijlers van marketing..........................................................................................7
a. doelstellingen........................................................................................................7
b. doelgroepen.......................................................................................................... 7
c. product/dienst.......................................................................................................7
d. klantwaarde..........................................................................................................8
1.1.4 Waarom gebruiken we modellen?........................................................................8
1.1.5 Wat is marketingbeleid?.......................................................................................8
1.2 structuur van het strategische planningsproces...........................................................9
1.3 strategische framework: het speelveld.........................................................................9
1.3.1 Het speelveld -in welke markt zijn we actief?.......................................................9
a. probleem: Marketing myopia.................................................................................9
b. business scope.....................................................................................................9
c. business domain.................................................................................................11
d. het volledige speelveld........................................................................................11
1.3.2 missie en visie....................................................................................................11
a. missie................................................................................................................. 11
b. visie.................................................................................................................... 11
1.3.3 purpose.............................................................................................................. 12
1.3.4 voorlopige nieuwe strategische groeirichtingen..................................................12
a. duidelijke bepaling huidige ondernemingsdoelstellingen.....................................12
b. extra groeirichtingen die voortvloeien uit probleemstelling..................................12
2. externe analyse: op zoek naar kansen en bedreigingen...................................................12
2.1 relevante analyses maken.........................................................................................13
2.1.1 8 criteria voor relevante analyses.......................................................................13
2.1.2 toegepast op een strategisch onderzoek voor een organisatie...........................13
2.2 externe analyse: kansen en bedreigingen (outside in)...............................................13
2.3 marktdynamiek: de markt, de bedrijfstak....................................................................14
2.3.1 marktdynamiek: beperkte definitie......................................................................14
2.3.2 marktdynamiek toegepast..................................................................................14
2.3.3 marktdynamiek: Michael Porter 5 krachtenmodel...............................................14
a. onderlinge concurrentie......................................................................................15
b. kracht van de klant (buyer power).......................................................................17
c. kracht van de leveranciers..................................................................................20
d. nieuwe toetreders...............................................................................................20
e. dreiging van substituten......................................................................................21
2.3.4 marktdynamiek: vraaganalyse............................................................................21
a. productlevenscyclus/marktgroei..........................................................................21
= PLC..................................................................................................................... 21
2
, b. causale modellen................................................................................................22
c. tijdreeksanalyse..................................................................................................22
d. extrapolatie......................................................................................................... 22
2.4 omgevingsdynamiek..................................................................................................23
2.4.1 technologie......................................................................................................... 23
2.4.2 economie............................................................................................................ 23
2.4.3 demografie......................................................................................................... 23
2.4.4 ecologie.............................................................................................................. 23
2.4.5 sociaal-cultureel.................................................................................................23
2.4.6 politiek................................................................................................................ 23
2.5 conclusie.................................................................................................................... 24
3. interne analyse: op zoek naar sterktes en zwaktes..........................................................24
inleiding........................................................................................................................... 24
3.1 definities..................................................................................................................... 24
3.1.1 definitie sterkte en zwakte..................................................................................24
a. alternatief A: tov bestaande kansen en bedreigingen (inside-out).......................25
b. alternatief B: tov klantwaarde (KSF)...................................................................25
3.1.2 mogelijke valkuilen binnen interne analyse.........................................................25
3.2 modellen interne analyse...........................................................................................25
3.3 analyse organisatie/processen...................................................................................26
3.3.1 7s model van McKinsey......................................................................................26
a. strategy/strategie................................................................................................26
b. structure/structuur...............................................................................................26
c. systems/systemen..............................................................................................26
d. staff..................................................................................................................... 30
e. skills.................................................................................................................... 30
f. style/stijl (van leidinggeven).................................................................................30
g. shared values/waarde.........................................................................................30
3.3.2 organisatie - audit: de processen........................................................................31
a. input-output-throughput.......................................................................................31
b. waardeketen van Porter......................................................................................31
3.3.3 organisatie - audit: agile/scrum...........................................................................32
a. behendig en lenig...............................................................................................32
b. agile in de praktijk...............................................................................................32
c. relevantie van Agile voor interne analyse................................................................32
3.4 financiële analyse......................................................................................................32
a. rendabiliteit......................................................................................................... 32
b. solvabiliteit.......................................................................................................... 32
c. liquiditeit.............................................................................................................. 33
3.4.3 analyse kosten-en margestructuur.....................................................................33
3.5 marketingaudit........................................................................................................... 33
3.5.1 marketingeffectiviteit...........................................................................................33
a. marketingprocessen............................................................................................33
b. analyse marketingcomponenten.........................................................................34
3.5.2 marketingorganisatie en interfaces met andere functies.....................................34
3.6 spiegelen................................................................................................................... 35
3.7 conclusie interne analyse...........................................................................................35
4. de swot-analyse: conclusie van de analyse......................................................................35
3
, 4.1 wegen van kansen en bedreigingen volgens impact en moment...............................36
4.1.1 waarom worden kansen en bedreigingen gewogen?..........................................36
4.1.2 hoe worden K en B gewogen?............................................................................36
a. moment van impact/effect...................................................................................36
b. mate van impact/effect........................................................................................36
4.2 wegen van sterktes en zwaktes volgens impact en moment......................................36
a. moment van impact/effect...................................................................................36
b. mate van impact.................................................................................................37
4.3 SWOT wegingsmatrix................................................................................................37
4.4 confrontatiematrix......................................................................................................37
4.4.1 opmaak van de confrontatiematrix......................................................................37
4.4.2 de 4 kwadranten van de SWOT..........................................................................38
4.4.3 toepassen confrontatiematrix..............................................................................39
4.5 strategische issues....................................................................................................39
4.5.1 definitie............................................................................................................... 39
4.5.2 hoe stel je strategische issues samen?..............................................................40
4.5.3 standpuntenmodel..............................................................................................40
4.6 praktische bedenkingen.............................................................................................40
4.7 conclusie: waar staan we nu?....................................................................................41
5. strategische opties............................................................................................................ 41
5.1 genereren van strategische opties via 3-luik van Johnson & Scholes........................41
5.1.1 luik 1: de basis: generieke waardestrategieën....................................................41
a. product leadership..............................................................................................42
b. operational excellence........................................................................................42
c. customer intimacy...............................................................................................43
d. van generieke naar gedifferentieerde waardestrategieën...................................43
e. en nu? kiezen!....................................................................................................44
5.1.2 luik 2: richting van de groei.................................................................................44
a. positieve groei.....................................................................................................44
b. neutrale groei......................................................................................................45
c. negatieve groei...................................................................................................46
d. ethische bezwaren rond groei.............................................................................46
5.1.3 luik 3: wijze van de groei: autonoom of samenwerking.......................................47
a. autonome groei...................................................................................................48
b. groei via strategische samenwerking - cooperation/project.................................49
c. groei via strategische samenwerking - alliance...................................................49
d. groei via strategische samenwerking - joint ventures..........................................49
e. groei via strategische samenwerking - acquisition/overname.............................49
f. groei via strategische samenwerking - acquisition/overname - specificatie van de
groeirichting............................................................................................................ 49
5.1.4 combinaties van basis, wijze en richting.............................................................51
5.1.5 slim overzicht van strategische opties:alles start met nuloptie............................51
5.1.6 van strategische issues naar strategische opties................................................51
5.2 genereren van opties via 3i model.............................................................................52
5.3 creatie van een duurzaam concurrentieel voordeel volgens Chernev........................53
5.4 kwalitatieve keuze uit strategische opties via SFA-scoringmodel...............................56
5.4.1 criteria................................................................................................................ 56
a. suitability............................................................................................................. 56
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller lienbollanse. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $16.85. You're not tied to anything after your purchase.