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CCM Verslag - TIO HEM2 (8,1!)
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Verslag CCM - TIO HEM2. Met dit verslag heb ik een 8,1 behaald.
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, McDonald’sCCM (MICHEL FAIJDHERBE) – HEM2 – TIO UTRECHT
CHAYENNE ALTHOF & CAMIEL HEMMINGA
1
Camiel Hemminga & Chayenne Althof – CCM – HEM2
,Voorwoord
Wij zijn Camiel Hemminga en Chayenne Althof en studeren Hotel- en Eventmanagement aan
Hogeschool TIO in Utrecht. Voor het vak Corporate Communicatie Management (CCM) hebben wij
deze Corporate Communicatie analyse ontwikkeld. Wij willen onze docent, Michel Faijdherbe
bedanken voor alle uitleg over deze analyse.
Inleiding
Wij hebben gekozen om de Corporate Communicatie analyse te maken voor de McDonald’s. Iedereen
kent dit bedrijf en daarom waren wij erg benieuwd wat er allemaal achter deze organisatie schuilt.
McDonald’s is de grootste fastfoodketen van de wereld. Een McDonald’s restaurant wordt beheerd
door een franchisenemer, een filiaal, of het bedrijf zelf. McDonald’s verkoopt hamburgers,
cheeseburgers, friet, ontbijtproducten, frisdranken, milkshakes en diverse nagerechten. Aangezien de
McDonald’s veel kritiek kreeg op het menu hebben zij ervoor gekozen om ook salades, garnalen,
wraps en fruit te verkopen.
In deze analyse is de gewenste bedrijfsidentiteit (SOLL) en het huidige imago (IST) van de
McDonald’s beschreven. Ook hebben wij een GAP-analyse (verschil SOLL & IST) ontwikkeld. Aan de
hand van deze GAP-analyse hebben wij de belangrijkste publieksgroepen benoemd en belangrijke
communicatievraagstukken opgesteld.
Veel leesplezier,
Camiel Hemminga en Chayenne Althof
Studenten Hotel- en Eventmanagement
Hogeschool TIO Utrecht
2
Camiel Hemminga & Chayenne Althof – CCM – HEM2
, Inhoudsopgave
Voorwoord.................................................................................................................................................... 2
Inleiding........................................................................................................................................................ 2
1. SOLL........................................................................................................................................................... 3
1.1 Persoonlijkheid...............................................................................................................................................4
Missie...............................................................................................................................................................4
Visie..................................................................................................................................................................4
Doelen en ambitie............................................................................................................................................4
Kernwaarden...................................................................................................................................................4
1.2 Gedrag............................................................................................................................................................5
Public Affairs....................................................................................................................................................5
Crisis Communicatie........................................................................................................................................5
Financiële Communicatie................................................................................................................................6
Arbeidsmarktcommunicatie............................................................................................................................6
1.3 Symboliek.......................................................................................................................................................6
Identiteitsstructuur..........................................................................................................................................6
Visuele identiteit..............................................................................................................................................7
1.4 Communicatie................................................................................................................................................8
Concern communicatie....................................................................................................................................8
Marketingcommunicatie...............................................................................................................................10
2. IST........................................................................................................................................................... 11
2.1 Social Media Analyse....................................................................................................................................11
Facebook........................................................................................................................................................12
Twitter............................................................................................................................................................13
Instagram.......................................................................................................................................................14
Analyse...........................................................................................................................................................16
2.2 Artikelen uit de pers.....................................................................................................................................16
2.3 Ranglijsten....................................................................................................................................................20
2.4 Totale imago................................................................................................................................................21
3. Analyse hoofdstuk 2................................................................................................................................. 23
Belangrijkste onderwerpen in de pers en sociale media....................................................................................23
Verschil tussen onderwerpen sociale media en pers.........................................................................................24
Relatie tussen de onderwerpen en de ranking...................................................................................................24
Relatie tussen onderwerpen, ranking en het overall imago..............................................................................24
4. GAP Analyse............................................................................................................................................. 25
5. Beschrijving belangrijkste publieksgroepen.............................................................................................. 26
6. Belangrijkste communicatievraagstukken.................................................................................................28
Literatuurlijst............................................................................................................................................... 28
1. SOLL
3
Camiel Hemminga & Chayenne Althof – CCM – HEM2
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