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OE101 Marketing Context verslag
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OE101 marketing contexts16-05-2022
, Hogeschool Inholland Alkmaar
Bachelor Business studies
OE101 Marketing Contexts
Date: 16-05-2022
Teacher: Astrid de Jong
Subject: OE101 Marketing Contexts
Students:
Student Numbers:
2
,Foreword
This report was written for OE101 Marketing Contexts for Fuji Packaging and Hogeschool
Inholland Alkmaar. The subjects that were used for this assignment are Organizational
Structure/Change and Business Processes. These subjects were in the line of the problems
that occurred at Fuji Packaging which was fascinating for our research.
First of all we would like to thank Fuji Packaging for giving us an insight into how their
company operates and help us provide information for our research. We would also like to
thank Astrid de Jong for her lectures which provided our main subjects and her guidance
whenever necessary. At last we would like to thank our family, friends and classmates who
supported us along the way of making this project for Fuji Packaging. We wish you a
pleasant reading.
3
,Table of content
Foreword................................................................................................................................ 3
Table of content...................................................................................................................... 4
Chapter 1: Overall analysis Fuji Packaging Benelux..............................................................5
Chapter 1.1 Introduction of the company............................................................................5
Chapter 1.2 Internal analysis..............................................................................................5
Chapter 1.2.1 Marketing mix...........................................................................................5
Chapter 1.2.2 Organization structure...............................................................................6
Chapter 1.3 External analysis.............................................................................................7
Chapter 1.3.1 Trends and developments in the packaging branch..................................7
Chapter 1.3.2 Market analysis.........................................................................................9
Chapter 1.3.3 Competitor analysis..................................................................................9
Chapter 1.3.4 Impact off Covid-19 on Fuji Packaging Benelux......................................10
Chapter 1.4 SWOT-analysis.............................................................................................10
Chapter 1.5 Field research done at Fuji Packaging Benelux.............................................11
Chapter 1.6 Conclusion of the overall analysis.................................................................11
Conclusion of the internal analysis................................................................................11
Conclusion of the external analysis...............................................................................11
Conclusion of the SWOT-situation.................................................................................12
Chapter 2 Main- and sub Questions.....................................................................................13
Chapter 3 Theoretical framework.........................................................................................14
Organizational change......................................................................................................14
Organizational structure....................................................................................................17
Types of organizational structures....................................................................................18
Organizational culture.......................................................................................................19
Business processes.......................................................................................................... 20
Organizational readiness for change.................................................................................20
Chapter 4 Methodology........................................................................................................ 21
Chapter 5 Topic list & Interview questions............................................................................23
Chapter 6 Conclusion & Recommendations.........................................................................24
Conclusion........................................................................................................................ 24
Recommendations............................................................................................................ 25
Bibliography.......................................................................................................................... 26
Appendix.............................................................................................................................. 27
4
, Appendix 1 - Interview with Name Name of Fuji Packaging..............................................27
Chapter 1: Overall analysis Fuji Packaging
Benelux
In the first chapter of this paper the concerning company, Fuji packaging Benelux, will be
explained and analysed. First there will be a further explanation of the company, then there
will be an internal and external analysis. Followed by a SWOT analysis and the conclusion of
overall analysis.
Chapter 1.1 Introduction of the company
Fuji Packaging Benelux is a company that specializes in the sales of packaging machines,
mainly in the food industry. First Fuji was a company with a different name, Dijkstra
Vereenigde. But because they wanted to grow the brand on an international level they
changed it to a more international Fuji Packaging. With almost 40 years of experience in the
packaging branche Fuji offers a lot of possibilities when selling their products. Through the
long standing business relationships with Fuji machinery and T. Freemantle there has been
a lot of optimization in the machines, taking into account the technology from the future. At
Fuji they find it crucial that they assist their customefrs throughout the whole process. From
development, building of the machines, installation to service and maintenance on location.
Chapter 1.2 Internal analysis
The internal analysis focuses on the internal components of the company. This will give a
clear view of the potential prospects and weak points from inside the company. The internal
analysis will be done by doing a marketing mix and looking at the organizational structure.
Chapter 1.2.1 Marketing mix
Product: Fuji Packaging is making packaging machines for companies to be used mostly in
the food industry. Besides building these machines for companies to be used, they also
deliver a service to them in the form of developing, placement, maintenance as well as
service on location. By developing new machines for customers that have special needs,
they show great innovation and that the customer is the first priority in the process of
creating the perfect packaging machine.
Price: The price of Fuji Packaging is relatively high because of their custom machinery.
These machines have to be custom built for the customer to be satisfied and these special
customizations are going to cost more money than a packaging machine that can be used in
various ways. However, these special needs do create happy (returning) customers and a
good customer satisfaction which could be important for more business.
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