INDUSTRY DYNAMICS
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Table of Contents
AMSTERDAM
Introduction ..................................................................................................................................................................................................... 3
ASSIGNMENT 1 ............................................................................................................................................................................................... 5
Assignment 1. A. ..................................................................................................................................................................................... 5
Amsterdam Centrum ...................................................................................................................................5
Amsterdam South........................................................................................................................................8
Amsterdam East ....................................................................................................................................... 11
Amsterdam West ...................................................................................................................................... 16
Leisure visitors in Amsterdam ................................................................................................................. 19
ASSIGNMENT 1.B................................................................................................................................................................................... 19
COMPANIES ............................................................................................................................................... 19
VISITORS IN AMSTERDAM PER YEAR FOR BUSINESS ................................................................................ 20
ASSIGNMENT 1.C. ................................................................................................................................................................................. 20
ASSIGNMENT 1.D. ................................................................................................................................................................................. 21
Leisure ...................................................................................................................................................... 21
Business .................................................................................................................................................... 21
ASSIGNMENT 1.E. .................................................................................................................................................................................. 22
Explain your selection of target groups ................................................................................................................................ 22
Leisure ...................................................................................................................................................... 22
Business .................................................................................................................................................... 22
ASSIGNENT 2. MARKET POSITIONING ........................................................................................................................................... 23
ASSIGNMENT 2.A. ................................................................................................................................................................................. 23
ASSIGNMENT 2.B................................................................................................................................................................................... 23
ASSIGNMENT 2.C. ................................................................................................................................................................................. 25
ASSIGNMENT 2. D................................................................................................................................................................................. 25
ASSIGNMENT 2. E ................................................................................................................................................................................. 26
ASSINGMENT 2. F .................................................................................................................................................................................. 31
ASSIGNMENT 2. G ................................................................................................................................................................................. 32
ASSIGNMENT 2. H ................................................................................................................................................................................. 32
ASSIGNMENT 3 ............................................................................................................................................................................................ 33
ASSIGNMENT 3. A. Box of building blocks ............................................................................................................................ 33
ASSIGNMETN 3. A. Amsterdam .................................................................................................................................................... 39
ASSIGNMENT 3.B ................................................................................................................................................................................... 45
ASSIGNMENT 3.C .................................................................................................................................................................................. 45
ASSIGMENT 4 ................................................................................................................................................................................................ 46
ROTTERDAM
ASSIGNMENT 1 ............................................................................................................................................................................................ 50
ASSIGNMENT 1. A ................................................................................................................................................................................. 50
ROTTERDAM CENTER ............................................................................................................................... 50
ROTTERDAM DELFSHAVEN ....................................................................................................................... 54
ROTTERDAM FEIJENOORD ........................................................................................................................ 58
ROTTERDAM KRALINGEN – OOST ............................................................................................................ 61
TOURISTS IN ROTTERDAM FOR LEISURE .................................................................................................. 65
ASSIGNMENT 1. B ................................................................................................................................................................................. 66
Guests that come to Rotterdam for business ......................................................................................... 68
ASSIGNMENT 1.C .................................................................................................................................................................................. 68
ASSIGNMENT 1.D .................................................................................................................................................................................. 69
Leisure ...................................................................................................................................................... 69
Business .................................................................................................................................................... 69
Persona of both target group .................................................................................................................. 70
Assignment 1. E .................................................................................................................................................................................... 70
Business .................................................................................................................................................... 71
Assignment 2 ............................................................................................................................................................................................... 72
ASSIGNMETN 2. A ................................................................................................................................................................................. 72
ASSIGNMENT 2.B ................................................................................................................................................................................... 73
ASSIGNMENT 2. C ................................................................................................................................................................................. 74
ASSIGNMENT 2. D................................................................................................................................................................................. 77
ASSIGNMENT 2. E ................................................................................................................................................................................. 77
5 COMPETITORS ....................................................................................................................................... 77
FIVE FORCES MODULE .............................................................................................................................. 78
ASSIGNMENT 2. F.................................................................................................................................................................................. 79
INDUSTRY DYNAMICS, MARKETING A, 10-04-2017,
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ASSIGNMENT 2. G ................................................................................................................................................................................. 79
ASSIGNMENT 2. H ................................................................................................................................................................................. 79
ASSIGNMENT 3 ............................................................................................................................................................................................ 80
ASSIGNMENT 3. A ................................................................................................................................................................................. 80
ASSIGNMENT 3. C ................................................................................................................................................................................. 86
ASSIGNMENT 3. D................................................................................................................................................................................. 86
ASSIGNMENT 4 ............................................................................................................................................................................................ 87
3 goals ........................................................................................................................................................................................................ 87
Media selection ..................................................................................................................................................................................... 87
Designing ................................................................................................................................................................................................. 88
Executing .................................................................................................................................................................................................. 88
INDUSTRY DYNAMICS, MARKETING A, 10-04-2017,
16 - 17
,
,1
Table of Contents
AMSTERDAM
Introduction ..................................................................................................................................................................................................... 3
ASSIGNMENT 1 ............................................................................................................................................................................................... 5
Assignment 1. A. ..................................................................................................................................................................................... 5
Amsterdam Centrum ...................................................................................................................................5
Amsterdam South........................................................................................................................................8
Amsterdam East ....................................................................................................................................... 11
Amsterdam West ...................................................................................................................................... 16
Leisure visitors in Amsterdam ................................................................................................................. 19
ASSIGNMENT 1.B................................................................................................................................................................................... 19
COMPANIES ............................................................................................................................................... 19
VISITORS IN AMSTERDAM PER YEAR FOR BUSINESS ................................................................................ 20
ASSIGNMENT 1.C. ................................................................................................................................................................................. 20
ASSIGNMENT 1.D. ................................................................................................................................................................................. 21
Leisure ...................................................................................................................................................... 21
Business .................................................................................................................................................... 21
ASSIGNMENT 1.E. .................................................................................................................................................................................. 22
Explain your selection of target groups ................................................................................................................................ 22
Leisure ...................................................................................................................................................... 22
Business .................................................................................................................................................... 22
ASSIGNENT 2. MARKET POSITIONING ........................................................................................................................................... 23
ASSIGNMENT 2.A. ................................................................................................................................................................................. 23
ASSIGNMENT 2.B................................................................................................................................................................................... 23
ASSIGNMENT 2.C. ................................................................................................................................................................................. 25
ASSIGNMENT 2. D................................................................................................................................................................................. 25
ASSIGNMENT 2. E ................................................................................................................................................................................. 26
ASSINGMENT 2. F .................................................................................................................................................................................. 31
ASSIGNMENT 2. G ................................................................................................................................................................................. 32
ASSIGNMENT 2. H ................................................................................................................................................................................. 32
ASSIGNMENT 3 ............................................................................................................................................................................................ 33
ASSIGNMENT 3. A. Box of building blocks ............................................................................................................................ 33
ASSIGNMETN 3. A. Amsterdam .................................................................................................................................................... 39
ASSIGNMENT 3.B ................................................................................................................................................................................... 45
ASSIGNMENT 3.C .................................................................................................................................................................................. 45
ASSIGMENT 4 ................................................................................................................................................................................................ 46
ROTTERDAM
ASSIGNMENT 1 ............................................................................................................................................................................................ 50
ASSIGNMENT 1. A ................................................................................................................................................................................. 50
ROTTERDAM CENTER ............................................................................................................................... 50
ROTTERDAM DELFSHAVEN ....................................................................................................................... 54
ROTTERDAM FEIJENOORD ........................................................................................................................ 58
ROTTERDAM KRALINGEN – OOST ............................................................................................................ 61
TOURISTS IN ROTTERDAM FOR LEISURE .................................................................................................. 65
ASSIGNMENT 1. B ................................................................................................................................................................................. 66
Guests that come to Rotterdam for business ......................................................................................... 68
ASSIGNMENT 1.C .................................................................................................................................................................................. 68
ASSIGNMENT 1.D .................................................................................................................................................................................. 69
Leisure ...................................................................................................................................................... 69
Business .................................................................................................................................................... 69
Persona of both target group .................................................................................................................. 70
Assignment 1. E .................................................................................................................................................................................... 70
Business .................................................................................................................................................... 71
Assignment 2 ............................................................................................................................................................................................... 72
ASSIGNMETN 2. A ................................................................................................................................................................................. 72
ASSIGNMENT 2.B ................................................................................................................................................................................... 73
ASSIGNMENT 2. C ................................................................................................................................................................................. 74
ASSIGNMENT 2. D................................................................................................................................................................................. 77
ASSIGNMENT 2. E ................................................................................................................................................................................. 77
5 COMPETITORS ....................................................................................................................................... 77
FIVE FORCES MODULE .............................................................................................................................. 78
ASSIGNMENT 2. F.................................................................................................................................................................................. 79
INDUSTRY DYNAMICS, MARKETING A, 10-04-2017,
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ASSIGNMENT 2. G ................................................................................................................................................................................. 79
ASSIGNMENT 2. H ................................................................................................................................................................................. 79
ASSIGNMENT 3 ............................................................................................................................................................................................ 80
ASSIGNMENT 3. A ................................................................................................................................................................................. 80
ASSIGNMENT 3. C ................................................................................................................................................................................. 86
ASSIGNMENT 3. D................................................................................................................................................................................. 86
ASSIGNMENT 4 ............................................................................................................................................................................................ 87
3 goals ........................................................................................................................................................................................................ 87
Media selection ..................................................................................................................................................................................... 87
Designing ................................................................................................................................................................................................. 88
Executing .................................................................................................................................................................................................. 88
INDUSTRY DYNAMICS, MARKETING A, 10-04-2017,
