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Marketingplan (Sportmarketing)
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Martketingplan voor het vak Sportmarketing. Beoordeeld met een 7. Handig voorbeeld!
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Followncchagri
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MarketingplanTurnvereniging “de Leleaart”
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Klas: SKN VA-13
1
,Samenvatting
Uit dit onderzoek zijn er verschillende dingen opgemerkt. Er is een interne en externe
analyse gedaan van de Leleaart. Het belangrijkste uit de interne analyse is dat de klantrelatie
goed is, de leden zijn over het algemeen erg tevreden over de vereniging. Ook een sterk
punt van de Leleaart is dat ze voor elke leeftijden lessen hebben. Door de vergrijzing in
Nederland die is gebleken uit de externe analyse kan de Leleaart hier nog verder in groeien.
Ze kunnen zich meer gaan richten op de ouderengroep en zo meer leden in deze groep
krijgen. Dit is dan ook meteen de HAP die uit de SWOT-analyse is gekomen en gekozen. De
marketingdoelstellingen van de Leleaart zijn:
Het aantal leden in de categroei 65+ verhogen met 20%.
Een sponsortour organiseren met een groot binnenlands A-merk vóór 2019
20% meer volgers verkrijgen op het Facebook account vóór 2019.
2
, Inhoudsopgave
H1 Inleiding............................................................................................................................................4
H2 Interne analyse .................................................................................................................................4
2.1 Business Model Canvas.................................................................................................................4
2.2 Customer Journey.........................................................................................................................5
2.3 Marketingmix................................................................................................................................5
2.4 Sterkten & zwakten......................................................................................................................7
H3 Externe analyse.................................................................................................................................7
3.1 Concurrentieanalyse.....................................................................................................................7
3.2 Afnemersanalyse .........................................................................................................................8
3.3 Vijfkrachtenmodel van Porter.......................................................................................................8
3.4 DESTEP..........................................................................................................................................9
Trends en ontwikkelingen in de branche..........................................................................................10
3.5 Kansen + bedreigingen...............................................................................................................10
H4 SWOT analyse .................................................................................................................................10
H5 SWOT-matrix...................................................................................................................................12
H6 Confrontatiematrix .........................................................................................................................12
H7 Groeistrategie van Ansoff................................................................................................................13
H8 Strategische optie...........................................................................................................................13
H9 Segmenteren...................................................................................................................................14
H10 Doelgroep bepaling ......................................................................................................................15
H11 Positioneren..................................................................................................................................15
H12 Marketingmix...............................................................................................................................15
H13 Marketingdoelstellingen...............................................................................................................16
H14 Marketingcommunicatie ..............................................................................................................16
H15 Online marketing ..........................................................................................................................17
H16 Creatief concept marketingcampagne .........................................................................................17
Bibliografie...........................................................................................................................................18
Bijlagen.................................................................................................................................................19
Bijlage 1: Interview...........................................................................................................................19
3
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