Dit is een eenvoudig strategisch marketingplan uit 2017 van een van mijn studenten die ik begeleidde. Onderwerpen: Doelgroep- en marktpositionering. Probleemvraag: ‘Hoe kan het management ervoor zorgen dat het merk X opnieuw kan worden gepositioneerd als een kwaliteitsmerk in beddenland voor de p...
Dit is een goedgekeurde, eenvoudige instap-marketingscriptie uit 2017 van een van mijn studenten.
Hij is minder geschikt voor doorgewinterde marketingstudenten.
Deze scriptie kan je helpen om zelf snel in te zien hoe een strategische marketingscriptie ontworpen
kan worden. De taal is eenvoudig te begrijpen en alle onderdelen voor een marketingscriptie zijn
aanwezig. In de literatuurlijst heb ik ieder hoofdstuk en paragraaf apart aangegeven.
Onderwerpen: Doelgroep- en marktpositionering.
Probleem: een beddenbedrijf weet niet wie haar klanten zijn.
Probleemvraag: ‘Hoe kan het management ervoor zorgen dat het merk X opnieuw kan worden
gepositioneerd als een kwaliteitsmerk in beddenland voor de premium doelgroep?’
Afbeeldingen zijn met bronvermelding aanwezig. Foto voorblad is aangekocht op Shutterstock.
Aankoopbewijs op verzoek leverbaar. Alle personalia, merken en bedrijfsnamen zijn verwijderd.
,Inhoud
Management Summary..........................................................................................................................5
Hoofdstuk 1 – Inleiding...........................................................................................................................6
1.1 Organisatie...................................................................................................................................6
1.2 De opdracht..................................................................................................................................6
1.3 Probleemformulering...................................................................................................................7
1.4 Aanleiding.....................................................................................................................................7
1.5 Doelstelling...................................................................................................................................7
1.6 Probleemstelling...........................................................................................................................7
Hoofdstuk 2 - Theoretisch kader............................................................................................................9
2.1 Productniveaus van Kotler............................................................................................................9
2.2 DESTEP..........................................................................................................................................9
2.3 MDC-Model..................................................................................................................................9
2.4 Treacy en Wiersema.....................................................................................................................9
2.5 6 w’s van Ferrel...........................................................................................................................10
Hoofdstuk 3 - Huidige propositie..........................................................................................................11
3.1 Huidige merkidentiteit................................................................................................................11
3.2 Treacy en Wiersema...................................................................................................................11
3.2.1 Customer intimicy................................................................................................................11
3.2.2 Product leadership...............................................................................................................12
3.2.3 Operational excellence........................................................................................................12
3.3 Huidige marketingmix.................................................................................................................12
3.3.1 Product................................................................................................................................12
3.3.2 Prijs......................................................................................................................................13
3.3.3 Plaats...................................................................................................................................13
3.3.4 Promotie..............................................................................................................................14
Hoofdstuk 4 - Afnemersanalyse............................................................................................................15
4.1 Segmentatie................................................................................................................................15
4.1.1 Wie is de doelgroep?...........................................................................................................15
4.1.2 Wat gaan de potentiele afnemers doen met onze producten?...........................................15
4.1.3 Waar kopen onze potentiele afnemers onze producten?....................................................15
4.1.4 Wanneer wordt ons product gekocht?................................................................................16
4.1.5 Waarom wordt ons product wel gekocht?..........................................................................16
, 4.1.6 Waarom wordt ons product niet gekocht?..........................................................................16
4.2 Premium doelgroep....................................................................................................................16
Hoofdstuk 5 – Bedrijfstak-analyse........................................................................................................18
5.1 Omschrijving Branche.................................................................................................................18
5.2 DESTEP........................................................................................................................................18
5.2.1 Demografisch.......................................................................................................................18
5.3 Economisch.................................................................................................................................19
5.3.1 Sociaal cultureel...................................................................................................................20
5.3.2 Technologisch......................................................................................................................21
5.3.3 Ecologisch............................................................................................................................21
5.3.4 Politiek.................................................................................................................................21
Hoofdstuk 6 - Concurrentieanalyse......................................................................................................23
6.1 Huidige concurrenten.................................................................................................................23
6.2 Doelstelling en strategie van de concurrenten...........................................................................26
6.3 Doelstelling en strategie van X....................................................................................................28
6.4 Sterktes en zwaktes concurrent..................................................................................................28
Hoofdstuk 7 - SWOT- analyse en strategische keuzes..........................................................................29
7.1 SWOT- analyse............................................................................................................................29
7.2 Confrontatiematrix.....................................................................................................................31
7.3 Strategische keuzes....................................................................................................................32
Hoofdstuk 8 - Conclusies en aanbeveling.............................................................................................35
8.1 De probleemstelling....................................................................................................................35
8.2 Propositie....................................................................................................................................35
8.3 Positionering...............................................................................................................................35
8.4 Conclusies...................................................................................................................................35
8.5 Aanbevelingen............................................................................................................................36
Hoofdstuk 9 - Implementatieplan.........................................................................................................37
9.1 Doelen........................................................................................................................................37
9.2 Online vindbaarheid verhogen...................................................................................................37
9.3 Multi-channel marketing introduceren.......................................................................................39
9.4 Instore beleving creëren.............................................................................................................40
Hoofdstuk 10 - Verantwoording...........................................................................................................42
10.1 Deskresearch............................................................................................................................42
10.2 Kwantitatief onderzoek............................................................................................................42
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