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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
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, 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
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