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Scriptie marketing communicatie adviesrapport Makelaardij

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  • Course
  • Afstudeeronderzoek
  • Institution
  • Hogeschool Van Amsterdam (HvA)

Scriptie geschreven voor een makelaar die zich in meerdere steden bevindt. Marketing communicatie/strategisch rapport over hoe een makelaar die zich in het reguliere huizensegment bevindt het beste toe kan treden tot het hogere huizensegment ( woningen). Onderzoeks- en adviesrapport. Cijfer: 8.

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Document information

  • March 21, 2020
  • 60
  • 2017/2018
  • Thesis
  • Unknown
  • Unknown

Subjects

  • afstuderen
  • marketing
  • communicatie
  • strategie
  • strategisch
  • onderzoek
  • advies
  • adviesrapport
  • scriptie
  • afstudeeropdracht
  • makelaar
  • makelaardij
  • commercial economie
  • commercieel
  • economie

Written for

  • Hogeschool van Amsterdam (HvA)
  • Commerciële Economie
  • Afstudeeronderzoek
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Content preview

Student HvA
Afstudeeronderzoek




ADVIESRAPPORT
Makelaar X

,Persoonlijke gegevens




Naam: Student HvA

Adres:

Telefoonnummer:

E-mail adres:

Bedrijfsgegevens

Bedrijfsnaam: Makelaar X Makelaars & Hypotheken

Adres:

Telefoonnummer:

Studie gegevens Bedrijfsbegeleider: Makelaar X

Instelling: Hogeschool van Amsterdam E-mail adres:

Studie: Commerciële economie

Klas:

Studentnummer:

Begeleider:




1

,Inhoud 6.3.1. Strategische optie 1: Positioneren als de beste doelgroep
kenner................................................................................................. 26
Samenvatting ............................................................................................... 4
6.3.2. Strategische optie 2: Positioneren als de meest exclusieve
Inleiding ........................................................................................................ 5
makelaar ............................................................................................. 27
1.1. Makelaar X......................................................................................... 7
6.3.3. Strategische optie 3: Positioneren als de meest
1.2. Probleemstelling ............................................................................... 7 gepersonaliseerde makelaar .............................................................. 28
1.3. Adviesvraag ....................................................................................... 7 6.4 Optiekeuze........................................................................................ 31
1.4. Onderzoeksdoel ................................................................................ 7 6. Implementatieplan ................................................................................. 32
1.5. Deelvragen ........................................................................................ 7 6.1. Doelstelling van de strategische optie ............................................ 33
1.6. Leeswijzer .......................................................................................... 8 6.2. Strategische impact ......................................................................... 33
2. Theoretisch kader ..................................................................................... 9 6.2.1. Aanpassen missie en visie ........................................................ 33
2.1 Inleiding positionering...................................................................... 10 6.2.2. Aanpassen business scope ....................................................... 33
2.2 Positioneringsmodellen.................................................................... 10 6.2.3. Aanpassen organisatie ............................................................. 34
2.3 Kerncompetenties van Hamel en Prahalad...................................... 12 6.3. SDP-model ....................................................................................... 34
3.2. Betrouwbaarheid en validiteit ........................................................ 15 6.4. Marketingmix .................................................................................. 37
4. Analyse van het vraagstuk...................................................................... 16 6.4.1. Product/dienst .......................................................................... 37
4.1. Conclusies deskresearch ................................................................. 17 6.4.2. Prijs ........................................................................................... 38
4.2. Conclusies Fieldresearch ................................................................. 19 6.4.3. Plaats ........................................................................................ 38
4.3. SWOT ............................................................................................... 21 6.4.4. Promotie ................................................................................... 39
4.4. Confrontatiematrix .......................................................................... 22 6.5. Kosten van de implementatie jaar één ........................................... 41
5. Herziene strategie .................................................................................. 25 6.6. Planning ........................................................................................... 42
6.1. Definitieve probleemstelling ........................................................... 26 7. Kosten-baten analyse van het implementatieplan ................................ 43
6.2. Definitieve adviesvraag ................................................................... 26 8. Kritische reflectie .................................................................................... 45
6.3. Strategische opties .......................................................................... 26 8.1. Het werkproces ............................................................................... 46

2

, 8.2. De resultaten ................................................................................... 46
8.3. Leeropbrengsten ............................................................................. 47
8.4. Conclusie ......................................................................................... 48
9. Literatuurlijst .......................................................................................... 49
Literatuur.................................................................................................... 50
10. Bijlagen ................................................................................................. 52
Bijlage 1: CBS tabel ................................................................................. 53
Bijlage 2: Vergelijking bekende interieur fotografen ............................. 55
Bijlage 3: Vergelijking interieur stylisten................................................ 56
Bijlage 4: Voorbeeld website.................................................................. 57
Bijlage 5: Uitwerking Kosten en Baten analyse ...................................... 58
Bijlage 6: Beoordelingsformulier ............................................................ 59




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