Samenvatting Strategische marketing 2e jaar 2e semester marketing aan de UCLL.
Ik heb dit vak van Greta Van De Boer (die mij een PTSD gaf).
Heb met deze samenvatting een 14/20 gehaald.
Voor de prijs van een broodje is hij voor jou.
,Inhoud
H1: Inleiding...........................................................................................................................................4
H2: Het strategische marketingplanning proces.....................................................................................5
H3 Missie & Visie marktafbakening........................................................................................................7
1. Missie & visie..................................................................................................................................7
2. Waardestrategieën.........................................................................................................................8
3. Marktafbakening.............................................................................................................................9
H4: Interne analyse...............................................................................................................................11
1. Interne analyse op ondernemingsniveau......................................................................................11
Oordeel management over functionele gebieden (checklist).......................................................11
2. Interne analyse op merkniveau....................................................................................................12
a) functionele merkeigenschappen (marketingmix).....................................................................13
b) Middel-doelketen van betekenissen (merkwaarden)...............................................................13
H5 externe analyse: afnemersanalyse..................................................................................................13
1. Doel & gebruik van de afnemersanalyse.......................................................................................13
2. Segmentatieonderzoek.................................................................................................................14
Fasen van het segmentatieonderzoek..........................................................................................14
3. Klantenwensen en klantpercepties...............................................................................................17
Opzet voor onderzoek naar klantwaarden....................................................................................18
4. Meten van merksterkte................................................................................................................19
5. individuele klantgegevens.............................................................................................................20
H6: Externe analyse: Bedrijfstak...........................................................................................................21
1. Doel..............................................................................................................................................22
2. Opbouw........................................................................................................................................22
A. Macro-omgevingsanalyse (DESTEP)..........................................................................................22
B. Geaggregeerde marktfactoren..................................................................................................22
C. Bedrijfstakstructuurfactoren (5-krachten)................................................................................23
D. Bepaling van de marktaantrekkelijkheid.......................................................................................25
H7: Externe analyse: concurrenten.......................................................................................................26
1. Identificatie en keuze van de concurrenten..................................................................................26
Keuze van het concurrentieniveau................................................................................................26
Methoden om concurrent te identificeren...................................................................................27
Keuze van de concurrenten..........................................................................................................27
2. doelstellingen...............................................................................................................................27
3. huidige strategieën.......................................................................................................................28
Simon Crivellari
, 4. Succesfactoren, sterktes & zwaktes..............................................................................................28
5. Verwachte strategieën..................................................................................................................29
H8: Externe analyse: Distributie en leveranciers...................................................................................29
1. Doel & opzet van een distributie analyse......................................................................................29
2. distributieanalyse op macroniveau...............................................................................................30
3. Distributieanalyse op mesoniveau................................................................................................31
4. Distributieanalyse op microniveau................................................................................................31
5. Analyse van leveranciers...............................................................................................................31
H9a: SWOT: Situatieanalyse..................................................................................................................32
1. Samenvatting van de situatieanalyse in een SWOT matrix............................................................32
2. Formuleren van het kernprobleem...............................................................................................33
3. Identificeren van strategische opties............................................................................................33
H10 ondernemingsstrategieën.............................................................................................................33
1. Waardestrategie...........................................................................................................................34
1. Treacy & Wieresma...................................................................................................................34
2. Brand Benefitting Model...........................................................................................................34
2. portfolioanalyse: BCG Matrix........................................................................................................35
Problem child................................................................................................................................36
Stars..............................................................................................................................................36
Cash cows.....................................................................................................................................36
Dogs..............................................................................................................................................36
3. Groeirichtingen: Ansoff Matrix.....................................................................................................37
4. Interne versus externe groei.........................................................................................................39
H11: Marketingstrategieën...................................................................................................................39
1. Segmentatie & doelgroepkeuze....................................................................................................39
2. Positionering ¨: Het bouwen van merkwaarde (Keller).................................................................40
3. Positionering: De positioneringsdriehoek (3C model)..................................................................41
4. Positionering: Positioneringsstatement (Brand Key Model)..........................................................41
H9b: SWOT: Strategische opties formuleren & selecteren....................................................................41
3. Formuleren van marketingstrategische opties (vervolg op H9a)...................................................41
Selectie van een marketingstrategie.................................................................................................43
Simon Crivellari
, Simon Crivellari
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