Other

Strategisch Marketingplan ''Wildlands Adventure Zoo''

264 views 3 purchases

Course
Strategisch marketingplan

Institution
Hanzehogeschool Groningen (Hanze)

Book
Strategische en operationele marketingplanning- Kernstof B

Dit strategisch marketingplan is geschreven als opdracht voor de minor NIMA A . Dit plan was onderdeel van NIMA B1. Voor dit plan heb ik gekozen voor de dierentuin / themapark Wildlands in Emmen. Het plan is compleet en beschikt over alle onderdelen die erin horen. Cijfer 8,5.

[Show more]

Preview 4 out of 40 pages

View example

Uploaded on June 12, 2019
Number of pages 40
Written in 2018/2019
Type Other
Person Unknown

strategisch marketingplan
wildlands
marketing
externe analyse
interne analyse
swot analyse
nima
operationeel marketingplan

Book Title:Strategische en operationele marketingplanning- Kernstof B

Author(s):Ton de Gouw, Allert de Geus

Edition:juli 2015
ISBN:9789001853150
Edition:6

Institution
Hanzehogeschool Groningen (Hanze)
Education
NIMA B
Course
Strategisch marketingplan

$8.99

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Strat
mark

WILDLANDS ´´Adventure Zoo Emmen´´

Bouwman
Minor NIM
Docent: M

, 1

Voorwoord

Dit strategische marketingplan is tot stand gekomen tijdens de minor NIMA A+. Deze minor volg ik
aan de Hanzehogeschool in Groningen. Het strategisch marketingplan is gebaseerd op Adventure Zoo
Wildlands in Emmen. Ik heb hiervoor gekozen omdat Wildlands de laatste tijd erg veel in het nieuws
komt, hierdoor vind ik het erg toepasselijk om op onderzoek uit te gaan.

Door middel van het bestuderen van de literatuur ‘’Kernstof B’’ en het volgen van de hoor- en
werkcolleges heb ik de kennis vergaard die ik verwerkt heb in het plan.

Bij deze wil ik Marian Huizinga bedanken voor haar begeleiding tijdens het schrijven van dit
strategisch marketingplan.

Veel leesplezier!

Strategisch Marketingplan | Tim Bouwman | 360876

, 2

Inhoud
Voorwoord.............................................................................................................................................1
1. Inleiding..............................................................................................................................................4
1.1 Geschiedenis Wildlands................................................................................................................4
1.2 Missie en Visie..............................................................................................................................4
1.3 Business definition........................................................................................................................5
1.4 Voorlopig centraal probleem........................................................................................................6
2. Externe analyse..................................................................................................................................7
2.1 Afnemersanalyse..........................................................................................................................7
2.2 Concurrentieanalyse.....................................................................................................................8
2.2.1. Identificatie belangrijkste concurrenten..............................................................................8
2.2.2. Competitieve benchmark....................................................................................................11
2.3 Marktanalyse..............................................................................................................................11
2.3.1. Vijfkrachtenmodel..............................................................................................................12
2.3.2. Relevante trends en ontwikkelingen..................................................................................13
2.3.3. Relevante DESTEP-analyse..................................................................................................14
2.4. Kansen en bedreigingen............................................................................................................16
3. Interne analyse.................................................................................................................................16
3.1 Marketingstrategie.....................................................................................................................16
3.1.1. Marktbewerkingsstrategie van Porter................................................................................16
3.1.2. Klantwaardenstrategie van Treacy en Wiersma.................................................................16
3.1.3. Marketingdoelstelling.........................................................................................................17
3.1.4. Huidige marketingmix.........................................................................................................17
3.2 Positionering...............................................................................................................................19
3.2.1. Positioneringsgrafiek..........................................................................................................19
3.2.2. Klantgroepenanalyse..........................................................................................................20
3.3 Organisatieanalyse......................................................................................................................20
3.3.1. 7s Model.............................................................................................................................21
3.3.2. Core competence................................................................................................................22
3.4 Financiële analyse.......................................................................................................................22
3.5 Sterkten en zwakten...................................................................................................................23
4. SWOT-analyse...................................................................................................................................23
4.1 Ingevulde SWOT-analyse............................................................................................................23
4.2 Confrontatiematrix.....................................................................................................................24

Strategisch Marketingplan | Tim Bouwman | 360876

, 3

4.3 Centrale probleem......................................................................................................................26
5. Strategische keuze en doelstelling....................................................................................................26
5.1 Strategische keuzes....................................................................................................................27
6. Strategisch plan................................................................................................................................30
6.1 Concurrentiestrategie.................................................................................................................30
6.2 Groeistrategie.............................................................................................................................31
6.3 Klantwaardenstrategie...............................................................................................................31
6.4 Positionering...............................................................................................................................31
7. Operationeel marketingplan.............................................................................................................32
7.1 Marketingmix..............................................................................................................................32
7.1.1. Product...............................................................................................................................32
7.1.2. Prijs.....................................................................................................................................33
7.1.3. Plaats..................................................................................................................................33
7.1.4. Promotie.............................................................................................................................33
7.2 Operationele doelstellingen.......................................................................................................34
7.3 Financiële prognose....................................................................................................................34
7.4 Evaluatie en bijsturing................................................................................................................35
8. Conclusie..........................................................................................................................................36
Bijlagen.................................................................................................................................................37
Bibliografie...........................................................................................................................................38

Strategisch Marketingplan | Tim Bouwman | 360876

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 sportkundehanze. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $8.99. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

48298 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Popular Universities in the United States

Popular books

Find notes and summaries for these qualifications

Seller