Thesis
Bonus marketingplan
- Course
- Institution
Bonus marketingplan
[Show more]
Seller
Follow
KingJero
Reviews received
Content preview
Strategisch marketingplanBevat ook: onderzoeksrapport en implementatieplan
Naam student: anoniem
Eindscriptie Commerciële Economie
Hogeschool van Amsterdam
1
,Opdrachtgever: Second Medium
Opdracht: Strategisch marketingplan met onderzoeksrapport en implementatieplan
Hogeschool van Amsterdam
Commerciële Economie
Docent: Jan van Hees
Bedrijfsbegeleider: Anoniem
Uitgevoerd door:
Anoniem
Amsterdam, januari
2
, Inhoudsopgave
Voorwoord ................................................................................................................................ 5
Managementsamenvatting…. .................................................................................................. 6
1. Inleiding............................................................................................................................... 7
2. Onderzoeksmethode ....................................................................................................... 8-9
3. Theoretisch kader ....................................................................................................... 10-14
3.1 Marktbewerking ........................................................................................................... 10
3.2 Een effectieef marketing- en salesbeleid .................................................................... 11
3.3 Methoden van klantbenadering ................................................................................... 12
3.4 Het creëren van een onderscheidend vermogen ........................................................ 13
3.5 Modellen tijdens mijn onderzoek ................................................................................. 14
4. Interne analyse ............................................................................................................ 15-24
4.1 Beschrijving van het bedrijf ......................................................................................... 15
4.2 Het 7S model.......................................................................................................... 16-19
4.3 Marktafbakening a.d.h.v. het Abell-model ................................................................... 20
4.4 Huidige doelgroepomschrijving a.d.h.v. het SDP-model ........................................ 21-22
4.5 Huidige marketingstrategie .................................................................................... 23-24
4.6 Conclusie..................................................................................................................... 25
5. Externe analyse ........................................................................................................... 25-38
5.1 Brancheomschrijving .............................................................................................. 25-27
5.2 DESTEP-model ...................................................................................................... 28-29
5.3 Concurrentie op de markt a.d.h.v. vijfkrachten model van Porter ............................... 30
5.4 Concurrentieanalyse .............................................................................................. 31-35
5.5 Enquête analyse .................................................................................................... 36-37
5.6 Conclusie..................................................................................................................... 38
6. SWOT-analyse .................................................................................................................. 39
6.1 Conclusie..................................................................................................................... 39
7. Confrontatiematrix ...................................................................................................... 40-41
4.1 Conclusie van de confrontatiematrix ........................................................................... 41
8. Strategie ....................................................................................................................... 42-43
8.1 Strategische opties ...................................................................................................... 42
8.2 Toetsing van de strategische opties ............................................................................ 43
8.3 Conclusie..................................................................................................................... 43
9. Conclusie .......................................................................................................................... 44
10. Aanbevelingen ........................................................................................................... 45-46
11. Implementatieplan ..................................................................................................... 47-60
11.1 Doelgroepomschrijving a.d.h.v. het SDP-model .................................................. 47-48
11.2 Marketingmix ........................................................................................................ 49-50
11.3 Kosten- en batenanalyse ..................................................................................... 51-59
11.4 Tijdsplanning ............................................................................................................. 60
3
, 12. Bijlage......................................................................................................................... 61-96
12.1 Toelichting op de confrontatiematrix .................................................................... 61-67
12.2 Toelichting op het SFA model .............................................................................. 68-72
12.3 Interviews ............................................................................................................. 73-78
12.4 Branche informatie ............................................................................................... 79-82
12.5 Enquêteresultaten ................................................................................................ 83-90
12.2 Kritische reflectie .................................................................................................. 91-92
12.3 Literatuurlijst ......................................................................................................... 93-96
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 KingJero. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.73. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now