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Samenvatting SV sportmanagement
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VSPORTMANAGEMENT
Samenvatting 2023-2024
Ciara Germis
1
,INHOUD
DEEL 1: INLEIDING ............................................................................................................................................................... 9
1. waarom deze cursus? waarom geven we jou de beginselen van bedrijfsbeheer mee ................................................. 9
2. wat zijn de beginselen van bedrijfsbeheer ................................................................................................................... 9
3. pijlers van bedrijfsbeheer ............................................................................................................................................. 9
3.1. WAT? ....................................................................................................................................................................... 9
3.2. WIE?......................................................................................................................................................................... 9
3.3. HOE? ........................................................................................................................................................................ 9
4. Marketing management ............................................................................................................................................ 10
DEEL 2: CONSUMENTENANALYSE ...................................................................................................................................... 10
1. Situering van dit deel + de inhoud .............................................................................................................................. 10
2. Wat is marketing........................................................................................................................................................ 10
2.1. Op de markt afgestemd ......................................................................................................................................... 11
2.2. Ontwikkeling, prijsbepaling, promotie en distributie ............................................................................................ 11
2.3. Producten, diensten of ideeën .............................................................................................................................. 11
2.4. Planmatig ............................................................................................................................................................... 11
2.5. Reputatie te vestigen............................................................................................................................................. 11
2.6. Transactie te bevorderen ...................................................................................................................................... 11
2.7. Duurzame relaties te creëren ................................................................................................................................ 11
2.8. Relaties .................................................................................................................................................................. 11
2.9. Doelstellingen verwezenlijken ............................................................................................................................... 11
3. Belang van marktanalyse ........................................................................................................................................... 12
3.1. Consumeleon ......................................................................................................................................................... 12
3.2. Consumoeheid ....................................................................................................................................................... 12
3.3. Consuler ................................................................................................................................................................. 12
3.4. Consumplexiteit ..................................................................................................................................................... 12
4. Consumentenanalyse ................................................................................................................................................. 13
4.1. De consument: een ondoorgrondelijke black box, of toch niet ............................................................................ 13
4.2. Koop(beslissings)proces ........................................................................................................................................ 13
4.3. Stappen in het koopproces .................................................................................................................................... 13
4.3.1. consumentenbehoeftes (stap 1) ................................................................................................................... 14
4.3.2. Mediaconsumptie (stap 2) ............................................................................................................................ 14
DEEL 3: CONCURRENTIEANALYSE, ANALYSE VAN MARKTOMGEVINGSFACTOREN, MARKTONDERZOEKSTECHNIEKEN........ 19
1. Situering + inhoud van dit deel................................................................................................................................... 19
2. Concurrentieanalyse .................................................................................................................................................. 19
2.1. soorten concurrentie ............................................................................................................................................. 19
2
, 2.2. Concurrentieanalyse .............................................................................................................................................. 19
3. omgevingsanalyse (DESTEP) ...................................................................................................................................... 20
3.1. DeSTEP-analyse ..................................................................................................................................................... 20
3.1.1. demografische evoluties ............................................................................................................................... 20
3.1.2. generaties ..................................................................................................................................................... 21
3.1.3. economische factoren .................................................................................................................................. 23
3.1.4. sociale factoren ............................................................................................................................................. 23
3.1.5. technologische factoren ............................................................................................................................... 23
3.1.6. ecologische factoren ..................................................................................................................................... 23
3.1.7. politiek – juridische factoren ........................................................................................................................ 23
3.1.8. wetgeving...................................................................................................................................................... 23
DEEL 4: ORGANISATIEANALYSE, (MARKT)ONDERZOEKSTECHNIEKEN ................................................................................. 26
1. Situering van dit deel + de inhoud .............................................................................................................................. 26
2. organisatieanalyse ..................................................................................................................................................... 26
2.1. 7s- organisatiemodel ............................................................................................................................................. 26
2.2. missie en visie ........................................................................................................................................................ 27
2.3. Gouden cirkel van sinek ......................................................................................................................................... 27
2.4. strategisch vs. tactisch en operationeel ................................................................................................................ 27
2.5. organisatieschema ................................................................................................................................................. 27
2.6. portfolio – analyse m.b.v. Boston-matrix .............................................................................................................. 28
3. marktonderzoek ......................................................................................................................................................... 28
3.1. secundaire gegevens ............................................................................................................................................. 28
3.2. primaire gegevens ................................................................................................................................................. 29
3.3. Enquête ................................................................................................................................................................. 29
3.4. kwantitatief vs. kwalitatief onderzoek .................................................................................................................. 29
3.5. toepassingensgebieden van marktonderzoek ....................................................................................................... 30
3.6. bijzondere onderzoeken ........................................................................................................................................ 30
DEEL 5: SWOT – ANALYSE, CONFRONTATIEMATRIX ........................................................................................................... 31
1. situering + inhoud van dit deel ................................................................................................................................... 31
2. swot – analyse............................................................................................................................................................ 31
3. confrontatiematrix ..................................................................................................................................................... 32
DEEL 6: SEGMENTATIE, POSITIONERING ............................................................................................................................ 33
6.1. Situering + inhoud van dit deel ......................................................................................................................................... 33
6.2. segmentatie ...................................................................................................................................................................... 33
6.2.1. afbakenen van onze markt ........................................................................................................................................ 33
6.2.2. mogelijke marktbenaderingen .................................................................................................................................. 33
6.2.3. stappen in een gesegmenteerde marktbenadering .................................................................................................. 34
3
, 6.2.4. bases voor marktsegmentatie ................................................................................................................................... 34
6.2.5. Voorwaarden voor marktsegmentatie ...................................................................................................................... 34
6.2.6. doelgroepbepaling..................................................................................................................................................... 34
6.2.7. marktpotentieel en penetratiegraad ......................................................................................................................... 35
6.2.8. verkooppotentieel en marktaandeel ......................................................................................................................... 36
6.2.9. prognose .................................................................................................................................................................... 36
6.2.10. doelgroepomschrijving ............................................................................................................................................ 37
6.3. positionering ..................................................................................................................................................................... 37
6.3.1. unique selling proposition (ups) ................................................................................................................................ 37
6.3.2. service excellence ...................................................................................................................................................... 37
6.3.3. customer journey ...................................................................................................................................................... 38
DEEL 7: VERKOOPDOELSTELLINGEN + MARKETINGSTRATEGIE ........................................................................................... 41
7.1. situering + inhoud van dit deel ......................................................................................................................................... 41
7.2. verkoopdoelstellingen....................................................................................................................................................... 41
7.2.1. extrapolatie ............................................................................................................................................................... 41
7.2.2. sales funnel ................................................................................................................................................................ 42
7.2.3. customer relationship management (crm) ................................................................................................................ 43
7.3. strategiebepaling.............................................................................................................................................................. 43
7.3.1. waardestrategieën van treacy & wiersema ............................................................................................................... 43
7.3.2. groeistrategieën van ansoff ....................................................................................................................................... 44
7.3.3. AFweging van strategische opties ............................................................................................................................. 44
DEEL 8: PRODUCT .............................................................................................................................................................. 46
8.1. situering + inhoud van dit deel ......................................................................................................................................... 46
8.1.1. wat is een product ..................................................................................................................................................... 46
8.1.2. productlevenscyclus .................................................................................................................................................. 47
8.1.3. merk........................................................................................................................................................................... 48
8.1.4. verpakking ................................................................................................................................................................. 48
8.1.5. productontwikkeling.................................................................................................................................................. 49
DEEL 9: PRIJS ..................................................................................................................................................................... 50
9.1. situering + inhoud van het deel ........................................................................................................................................ 50
9.1.1. wat is prijs? ................................................................................................................................................................ 50
9.1.2. belang van prijs.......................................................................................................................................................... 51
9.1.3. prijsbepalende factoren ............................................................................................................................................ 51
9.1.4. kostengeoriënteerde prijszetting .............................................................................................................................. 51
9.1.5. concurrentiegeoriënteerde prijszetting .................................................................................................................... 53
9.1.6. prijswetgeving ........................................................................................................................................................... 53
9.1.7. mogelijke prijsstrategieën voor nieuwe produdten .................................................................................................. 54
4
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