Case

Marketingplan nieuw geneesmiddel

0 view 0 purchase

Course
Bedrijfsvoering 2 (GFA2.BV217)

Institution
Hogeschool Utrecht (HU)

Het managementteam heeft ons de opdracht gegeven om binnen tien weken een marketingplan op te stellen voor het geneesmiddel Collax Nevel. Het marketingplan wordt gemaakt, omdat de huidige marktpositie van Collax Nevel zich bevindt in de question mark. Dit houdt in dat er interesse is in de markt va...

[Show more]

Preview 4 out of 35 pages

View example

Uploaded on November 28, 2024
Number of pages 35
Written in 2021/2022
Type Case
Professor(s) Geert
Grade 8-9

marketingmix
interne analyse
externe analyse
afnemersanalyse
bedrijfstakanalyse
concurrentieanalyse
distrubitie analyse
swot analyse
confrontatiemix
overall strategie
opties issues
bibliografie

Institution
Hogeschool Utrecht (HU)
Education
Farmakunde
Course
Bedrijfsvoering 2 (GFA2.BV217)

masrsara

Member since 1 month 2 documents sold

$16.41

Added

Add to cart

Add to wishlist

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

Inhoudsopgave
Inleiding........................................................................................................................................................ 3

MARKETINGPLAN
INTERNE EN EXTERNE ANALYSE

NAAM: SARA MANSOUR
TOETSCODE:
TOETSNAAM:
STUDENTNUMMER:

, Sara Mansour

Doel............................................................................................................................................................... 4

Interne analyse.............................................................................................................................................. 5

Marktpositie.........................................................................................................................................................5

Model van Leeflang..............................................................................................................................................6

Sterktes en zwaktes..............................................................................................................................................6

Externe analyse............................................................................................................................................. 7

Marktdefinitie.......................................................................................................................................................7

Marktpotentieel....................................................................................................................................................7

Marktomvang.......................................................................................................................................................8

Afnemersanalyse........................................................................................................................................... 9

Potentiële afnemers segmenteren:..................................................................................................................9
Decision Making Unit (DMU):...........................................................................................................................9
Behoeftes van Decision Making Unit:...............................................................................................................9
Kenmerken van afnemers:...............................................................................................................................9

Bedrijfstak-analyse...................................................................................................................................... 11

Demografisch..................................................................................................................................................11
Economisch.....................................................................................................................................................11
Sociaal/maatschappelijk.................................................................................................................................12
Technologisch.................................................................................................................................................12
Politiek............................................................................................................................................................13

Concurrentieanalyse.................................................................................................................................... 14

Distributieanalyse........................................................................................................................................ 18

Distributiewijze...............................................................................................................................................18
Distributievormen..........................................................................................................................................19

Kansen en bedreigingen.....................................................................................................................................19

SWOT-analyse.............................................................................................................................................. 20

Confrontatiematrix...................................................................................................................................... 21

Strategische opties/issues............................................................................................................................ 22

Strategische opties.........................................................................................................................................22
Strategische issues..........................................................................................................................................22

Overall strategie.......................................................................................................................................... 23

Doelmarkt.......................................................................................................................................................23
Doelgroep:......................................................................................................................................................23
Missie:.............................................................................................................................................................23
Visie:...............................................................................................................................................................23
Strategische doelstellingen:...........................................................................................................................23

1

, Sara Mansour

Propositie........................................................................................................................................................24
Strategie.........................................................................................................................................................25

Marketingmix.............................................................................................................................................. 27

Product...............................................................................................................................................................27
Doelstelling/doelgroep:..................................................................................................................................27
Strategie:........................................................................................................................................................27
Planning:.........................................................................................................................................................27
Middelen:.......................................................................................................................................................27
Evaluatie:........................................................................................................................................................27

Product...............................................................................................................................................................27
Doelstelling/doelgroep:..................................................................................................................................27
Strategie:........................................................................................................................................................27
Planning:.........................................................................................................................................................27
Middelen:.......................................................................................................................................................27
Evaluatie:........................................................................................................................................................27

Plaats..................................................................................................................................................................28
Doelstelling/doelgroep:..................................................................................................................................28
Strategie:........................................................................................................................................................28
Planning:.........................................................................................................................................................28
Middelen:.......................................................................................................................................................28
Evaluatie:........................................................................................................................................................28

Plaats..................................................................................................................................................................28
Doelstelling/doelgroep:..................................................................................................................................28
Strategie:........................................................................................................................................................28
Planning:.........................................................................................................................................................28
Middelen:.......................................................................................................................................................29
Evaluatie:........................................................................................................................................................29

Prijs.....................................................................................................................................................................29
Doelstelling/doelgroep:..................................................................................................................................29
Strategie:........................................................................................................................................................29
Planning..........................................................................................................................................................29
Middelen.........................................................................................................................................................30
Evaluatie.........................................................................................................................................................30
Promotie.............................................................................................................................................................30
Doelstelling/doelgroep...................................................................................................................................30
Strategie.........................................................................................................................................................30
Planning..........................................................................................................................................................30
Middelen.........................................................................................................................................................30
Evaluatie.........................................................................................................................................................30

Promotie.............................................................................................................................................................31
Doelstelling/doelgroep...................................................................................................................................31
Strategie.........................................................................................................................................................31
Planning..........................................................................................................................................................31
Middelen.........................................................................................................................................................31
Evaluatie.........................................................................................................................................................31

2

, Sara Mansour

Promotie.............................................................................................................................................................31
Doelstelling/doelgroep...................................................................................................................................31
Strategie.........................................................................................................................................................31
Planning..........................................................................................................................................................32
Middelen.........................................................................................................................................................32
Evaluatie.........................................................................................................................................................32

Bibliografie.................................................................................................................................................. 32

Inleiding
Het managementteam heeft ons de opdracht gegeven om binnen tien weken een
marketingplan op te stellen voor het geneesmiddel Collax Nevel. Het
marketingplan wordt gemaakt, omdat de huidige marktpositie van Collax Nevel
zich bevindt in de question mark. Dit houdt in dat er interesse is in de markt van
allergologie, hierdoor is het gunstig om Collax Nevel op de markt te brengen. Het
marketingplan wordt opgesteld op basis van de interne analyse, externe analyse,
marketingstrategie en marketingmix voor de lancering van Collax nevel op de

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 masrsara. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $16.41. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

62890 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling

Popular Universities in the United States

Popular books

Find notes and summaries for these qualifications

Seller