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OE153 Innovation & Sales Beroepsproduct (Cijfer 8,8!)
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Dit document bevat het rapport en beroepsproduct wat is gemaakt voor het vak OE153 Innovation & Sales. Het behaalde cijfer hiervoor is een 8,8.
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Innovation & Sales beroepsproductOE 153
Michael Franken (649894)
Dario Mulder (650868)
1
,Titelpagina
Student 1: Dario Mulder, 650868
Student 2: Michael Franken, 649894
Vak: Innovation & Sales beroepsproduct, OE 153
School: Inholland University of Applied Sciences
Locatie: Rotterdam
Beoordelaar: R, Arends
Bedrijf: Fortune Coffee
Deadline: 23-12-2022
2
,Voorwoord
Dit onderzoek is met veel toewijding gemaakt om Fortune Coffee te helpen bij het
internationaliseren van haar producten en diensten in België. Dit onderzoek is in
opdracht van de directie van Fortune Coffee tot stand gekomen om het marketing-
en salesteam te ondersteunen bij de wensen op het gebied van internationalisering.
Dit is een belangrijke topic binnen de organisatie en daarom is het zeer waardevol
om dit uiteen te zetten.
Wij, Dario Mulder en Michael Franken, willen bij deze iedereen van de directie van
Fortune Coffee bedanken voor hun vertrouwen. Daarnaast zijn wij altijd bereikbaar
om onze bevindingen toe te lichten, via:
Michael Franken: 649894@student.inholland.nl
Dario Mulder: 650868@student.inholland.nl
3
, Inhoudsopgave
Hoofdstuk 1 Inleiding ........................................................................................................................................................... 6
Hoofdstuk 2: Probleemanalyse .......................................................................................................................................... 8
Hoofdstuk 3 Theoretisch kader ................................................................................................................................... 12
3.1 Hoe werkt de zakelijke koffiebranche waarin Fortune Coffee actief is in Nederland in
vergelijking met België? (theoretisch).................................................................................................................................. 12
3.1.1 Hoe gaat Fortune Coffee te werk in Nederland. ...........................................................................................12
3.1.2 Koffiecultuur (ook zakelijk) in België ...............................................................................................................12
3.1.3 Zakelijke koffiebranche in België ........................................................................................................................13
3.1.4 Vergelijking Nederlandse en Belgische markt .............................................................................................13
3.2 Hoe ziet het ondernemerslandschap eruit in België?........................................................................................... 14
3.3 Conclusie ......................................................................................................................................................................................... 15
Hoofdstuk 4 Methodologie ................................................................................................................................................ 16
4.1 Introductie ..................................................................................................................................................................................... 16
4.2 Onderzoeksopzet ....................................................................................................................................................................... 16
4.3 Uitwerking per deelvraag .................................................................................................................................................... 16
4.4 Topiclijst expert interview ................................................................................................................................................... 19
Hoofdstuk 5 Huidige sales benadering .......................................................................................................................... 20
5.1 Unique selling point (USP) ................................................................................................................................................... 20
5.2 Potentiële klanten ..................................................................................................................................................................... 20
5.3 Sales Benadering ....................................................................................................................................................................... 21
5.4 Retention and advocacy......................................................................................................................................................... 21
5.5 Conclusie ......................................................................................................................................................................................... 21
Hoofdstuk 6 Conclusie........................................................................................................................................................ 22
6.1 Deelvraag 1 ................................................................................................................................................................................... 22
6.2 Deelvraag 2 ................................................................................................................................................................................... 22
6.3 Deelvraag 3 ................................................................................................................................................................................... 22
6.4 Eindconclusie ............................................................................................................................................................................... 22
Hoofdstuk 7 Sales Forecast en Accountplan ................................................................................................................ 24
7.1 Prospect omschrijving ............................................................................................................................................................ 24
7.2 Forecast ........................................................................................................................................................................................... 24
7.3 Accountplan .................................................................................................................................................................................. 25
Bibliografie ............................................................................................................................................................................ 27
Bijlagen ................................................................................................................................................................................... 29
4
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