Thesis
Bonus marketingplan
- Course
- Institution
Bonus marketingplan
[Show more]
3 reviews
By: EsSo • 4 year ago
By: nkenepa • 5 year ago
By: priszziee • 6 year ago
Substantially good elements
Seller
Follow
KingJero
Reviews received
Content preview
15/01/2016Strategisch marketingplan
Bevat ook: Onderzoeksrapport en implementatieplan
‘Hoe kan de sportschool het klantenbestand met 300 leden
vergroten in het jaar 2017?
Hogeschool van Amsterdam
Klas: CE4A 0
Student:
Anoniem
,Opdrachtgever: Fresh Fitness
Opdracht: Strategisch marketingplan met onderzoeksrapport en implementatieplan
Hogeschool van Amsterdam
Commerciële Economie
Docent: Cees van den Berg
Klas: CE4E2
Uitgevoerd door:
Anoniem
Amsterdam, januari 2016
1
,Inhoudsopgave
Voorwoord .............................................................................................................................................. 4
Managementsamenvatting ..................................................................................................................... 4
Inleiding .................................................................................................................................................. 6
1. Onderzoeksopzet ......................................................................................................................... 7
2. Theoretisch kader ............................................................................................................................... 8
2.1 klanttevredenheid ......................................................................................................................... 8
2.3 Groeistrategieën van Ansoff ....................................................................................................... 10
2.4 Waarde strategieën Treacy & Wiersema .................................................................................... 11
2.5 Zoekmachine marketing .............................................................................................................. 12
2.6 Effectief marketing – en salesbeleid ........................................................................................... 12
2.7 Premium sportschool .................................................................................................................. 13
3. Interne analyse.................................................................................................................................. 14
3.1 Beschrijving van het bedrijf ......................................................................................................... 14
3.2 7s model ...................................................................................................................................... 15
3.3 Het model van Abell .................................................................................................................... 18
3.4 Huidige doelgroep Sportclub ...................................................................................................... 19
3.5 Huidige promotieactiviteiten ...................................................................................................... 20
3.6 Conclusie ..................................................................................................................................... 21
4.Externe analyse .................................................................................................................................. 22
4.1 Brancheomschrijving ................................................................................................................... 22
4.2 DESTEP Model ............................................................................................................................. 23
4.3 Concurrentie op de markt (a.d.h.v. vijfkrachten model Porter).................................................. 26
4.4 Enquête analyse .......................................................................................................................... 30
4.5 Conclusie ..................................................................................................................................... 31
5. SWOT Analyse ................................................................................................................................... 32
5.1 Conclusie ..................................................................................................................................... 32
6. Confrontatiematrix............................................................................................................................ 33
6.1 Conclusie van de confrontatiematrix .......................................................................................... 34
7. Strategie ............................................................................................................................................ 35
7.1 Strategische opties ...................................................................................................................... 35
7.2 Toetsing strategische opties ....................................................................................................... 36
2
, 7.3 Conclusie ..................................................................................................................................... 37
8. Conclusie .......................................................................................................................................... 38
9. Aanbevelingen .................................................................................................................................. 40
10. Implementatieplan .................................................................................................................. 42
10.1 SDP model ................................................................................................................................. 42
10.2 Marketingmix ............................................................................................................................ 44
10.3 Kosten ....................................................................................................................................... 46
10.3.1 Tijdsplanning ...................................................................................................................... 47
11. Bronnenlijst ..................................................................................................................................... 48
12. Bijlage .............................................................................................................................................. 50
12.2 Enquêteresultaten .................................................................................................................... 53
3
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 $3.78. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
77858 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now