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Samenvatting Exportmarketingplan Laserforum
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- Institution
Exportmarketingplan Laserforum in het 3de jaar van mijn opleiding gemaakt en behaald. Eindcijfer 6,9
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Exportmarketingplan LaserforumGemaakt door: Younes El Abdellaoui
Docent: Mevrouw Mighorst
Opleiding: Assistent-Manager Internationale Handel
Inleverdatum: 26-10-2022
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Younes El Abdellaoui Laserforum
,Inhoudsopgave
Inleiding..................................................................................................................................................4
1. Exportdoelstelling...............................................................................................................................5
1.1 Welke markt en waarom?............................................................................................................5
1.2 Exportmarketingdoelstelling SMART............................................................................................5
1.3 Probleemstelling...........................................................................................................................5
2. Interne analyse...................................................................................................................................6
2.1 Bedrijfsgegevens...........................................................................................................................6
2.2 Geschiedenis.................................................................................................................................7
2.3 Bedrijfsactiviteiten........................................................................................................................8
2.4 Structuur.......................................................................................................................................9
2.5 Stijl..............................................................................................................................................10
2.6 Ondernemingsdoelstelling..........................................................................................................10
2.7 Financiële situatie van de onderneming in het algemeen..........................................................11
3. Doelland...........................................................................................................................................11
4. Externe analyse................................................................................................................................12
4.1 DESTEP........................................................................................................................................12
4.2 Afnemersanalyse........................................................................................................................14
4.3 Aanwezige concurrenten............................................................................................................16
4.4 Distributieanalyse.......................................................................................................................19
5. SWOT-Analyse..................................................................................................................................21
5.2 Confrontatiematrix.........................................................................................................................22
6. Marketingstrategie...........................................................................................................................23
6.1 Doelstelling SMART.....................................................................................................................23
6.2 Langetermijndoelstelling............................................................................................................24
6.3 Keuze segmentatiestrategie.......................................................................................................24
6.4 Bepalen exportdoelgroep...........................................................................................................25
6.5 Concurrentievoordeel.................................................................................................................25
6.6 Positionering van het bedrijf.......................................................................................................26
6.7 Keuze strategie...........................................................................................................................26
7. Marketingentreestrategie.............................................................................................................27
7.1 Gekozen strategie.......................................................................................................................27
7.2 Omschrijven verkoopkanalen.....................................................................................................27
7.4 Omschrijven van eisen voor tussenpersonen.............................................................................27
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Younes El Abdellaoui Laserforum
, 7.5 Mogelijke tussenpersonen..........................................................................................................27
7.6 Voorselectie tussenpersonen.....................................................................................................27
7.7 Overige samenwerkingsverbanden............................................................................................28
7.8 Omschrijven en analyseren incoterms........................................................................................29
7.9 Omschrijven en analyseren exportdocumenten.........................................................................30
8. Exportmarketingmix.........................................................................................................................31
8.1 Het Internationale productbeleid...............................................................................................32
8.2 Het Internationale prijsbeleid.....................................................................................................32
8.3 Het Internationale plaatsbeleid..................................................................................................33
8.4 Het Internationale personeelsbeleid..........................................................................................34
8.5 Het Internationale promotiebeleid.............................................................................................35
8.6 Bepaling exportverkoopprijs.......................................................................................................36
9. Financiële haalbaarheid....................................................................................................................37
9.1 Exploitatieoverzicht jaar 1..........................................................................................................37
9.2 Exploitatieoverzicht jaar 2..........................................................................................................38
9.3 Exploitatieoverzicht jaar 3..........................................................................................................38
9.4 Conclusie & aanbeveling.............................................................................................................39
Bronnenlijst..........................................................................................................................................41
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Younes El Abdellaoui Laserforum
, Inleiding
Voor de eindstage in het 3de jaar moeten wij een exportmarketingplan schrijven voor het bedrijf waar
je stage loopt. Ik ga hierbij de markt voor België onderzoeken. Zo moet ik gaan kijken naar beurzen
en evenementen die passen bij Laserforum. Dit moet ik zo goed en uitgebreid mogelijk uitvoeren.
Hierbij help ik Fons van het Laserforum en hoeft hij dit niet te doen, omdat hij andere zaken heeft
waar hij zijn ogen op heeft.
Verder bedank ik bij voorbaat Fons voor het beschikbaar stellen van een stageplek bij Laserforum
voor mij.
4
Younes El Abdellaoui Laserforum
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