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OE101: Marketing Context (Business Studies jaar 3 Marketing)
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- Hogeschool InHolland (InHolland)
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OE101 Marketing ContextsResearch report
Names: /616676
/615317
Class: ROBSMAVT3A
Study: Business Studies (VT)
Study unit: OE101 Marketing Contexts
Lecturer: R. Arends
Date: 17-5-2020
Table of contents
1: Introduction........................................................................................................................................2
1.1 Reason of research.......................................................................................................................2
1.2 Company introduction..................................................................................................................3
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, 1.3 Context.........................................................................................................................................3
1.4 Research method..........................................................................................................................4
1.5 Business Model Canvas.................................................................................................................4
2: Contexts..............................................................................................................................................5
2.1 Trends & Developments...............................................................................................................6
2.2 Corporate Social Responsibility & Ethics.......................................................................................7
2.3 Business Models...........................................................................................................................8
2.4 Organizational Structure and Culture...........................................................................................9
2.5 Business Process.........................................................................................................................12
2.6 Branding and Marketing Communications.................................................................................14
3: Audit.................................................................................................................................................15
3.1 Trends and developments..........................................................................................................15
3.2 Corporate Social Responsibility & Ethics.....................................................................................16
3.3 Business Models.........................................................................................................................16
3.4 Organizational Structure and Culture.........................................................................................17
3.5 Business Process.........................................................................................................................17
3.6 Branding and Marketing Communications.................................................................................17
4: Conclusion........................................................................................................................................18
5: Recommendations............................................................................................................................20
Bibliography..........................................................................................................................................21
1: Introduction
1.1 Reason of research
We will establish an in-dept research on several marketing aspects for the company Kookpunt,
located in Rotterdam. The goal is to analyse marketing aspects that are relevant for the chosen
context, which is family entrepreneurship. In order to conduct and deliver a useful report, the
current situation of Kookpunt will be analysed and compared to future developments in the branch.
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, We provide Kookpunt with an audit based on the research, the insights can be used to improve the
current approach to marketing and possibly their strategy.
1.2 Company introduction
Kookpunt is a family business that has been around for over 60 years and is located in Rotterdam.
They have grown considerably over the years, they went from almost 20 m² to a total of 9000 m² in
2017. Kookpunt has a very extensive range of kitchen appliances, knives, stoves, espresso machines
and crockery which gives them just about everything that the hobby and professional chef dreams of.
Kookpunt believes in service, each department has its own specialist who is ready to share their
knowledge and to answer all questions. They also provide online service to help every customer,
including social media and WhatsApp. Besides their cookshop on the Noordplein in Rotterdam, they
also have an extensive web shop. They even have a Google Maps integration which allows consumers
to take an online tour trough the store.
The customer reviews are very positive in general, they score 9.5 out of 10 based on almost 15.000
reviews. Due to these reviews Kookpunt has been awarded by eKomi.
1.3 Context
Before looking at future trends and developments that are relevant for Kookpunt it is important to
understand and define the context. As showed in the company introduction, Kookpunt is active in
the retail branch with a physical store and a web shop.
Kookpunt is a family business and in this context a family business is seen as a commercial
organization whereby the decision-making is influenced by family members (and generations). Not
only family by blood, but also by marriage or adaptation is seen as part of the family and therefore
can be part of the family business. In the Netherlands family businesses are a huge part of the
economy. According to FBNed there are 4,3 million active employees in family businesses and
together, they provide 49% of employment and 53% of GDP. (FBNed, n.d.)
Retail sector
The Netherlands has a reputation for its stable economy, industrial relations and their big
transportation hub. The country has the 7th largest economy in Europe and the 5 th in the euro zone.
The retail sector is strong and well-organized, the most retail activities turns around food.
The consumer confidence will be increased when economic conditions are improved, this especially
applies to the retail industry. Retail sales in the Netherlands have reached 120.2 billion in 2017 and
forecasts are predicting that the industry will grow to an estimated amount of 139.1 billion of sales
by the end of 2022. (Wood, 2019)
Due to technological trends and improvements there has been a shift in the expectations of
consumers, they expect more service and a better (online) experience. The expectations of
consumers are now influenced by factors outside of the business itself and it is up to the companies
to live up to these expectations. To stay ahead of the competition, retailers are standing for difficult
decisions on what to offer and in what way. It is important to gain insights in what the consumers
really want, campaigns and advertisements should also be based on these insights.
‘What many people are looking for is something that simplifies life while delivering a positive
experience. People want to “outsource” the work of getting products. Instead of focusing on the act of
purchasing products, they want to focus on the act of using them. That is what appears to really
matter.’ (Sides, 2020)
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