15/01/2016
Strategisch marketingplan
Bevat ook: Onderzoeksrapport en implementatieplan
‘Hoe kan de sportschool het klantenbestand met 300 leden
vergroten in het jaar 2017?
Hogeschool van Amsterdam
Klas: CE4A 0
Student:
Anoniem
,Opdrachtgever: Fresh Fitness
Opdracht: Strategisch marketingplan met onderzoeksrapport en implementatieplan
Hogeschool van Amsterdam
Commerciële Economie
Docent: Cees van den Berg
Klas: CE4E2
Uitgevoerd door:
Anoniem
Amsterdam, januari 2016
1
,Inhoudsopgave
Voorwoord .............................................................................................................................................. 4
Managementsamenvatting ..................................................................................................................... 4
Inleiding .................................................................................................................................................. 6
1. Onderzoeksopzet ......................................................................................................................... 7
2. Theoretisch kader ............................................................................................................................... 8
2.1 klanttevredenheid ......................................................................................................................... 8
2.3 Groeistrategieën van Ansoff ....................................................................................................... 10
2.4 Waarde strategieën Treacy & Wiersema .................................................................................... 11
2.5 Zoekmachine marketing .............................................................................................................. 12
2.6 Effectief marketing – en salesbeleid ........................................................................................... 12
2.7 Premium sportschool .................................................................................................................. 13
3. Interne analyse.................................................................................................................................. 14
3.1 Beschrijving van het bedrijf ......................................................................................................... 14
3.2 7s model ...................................................................................................................................... 15
3.3 Het model van Abell .................................................................................................................... 18
3.4 Huidige doelgroep Sportclub ...................................................................................................... 19
3.5 Huidige promotieactiviteiten ...................................................................................................... 20
3.6 Conclusie ..................................................................................................................................... 21
4.Externe analyse .................................................................................................................................. 22
4.1 Brancheomschrijving ................................................................................................................... 22
4.2 DESTEP Model ............................................................................................................................. 23
4.3 Concurrentie op de markt (a.d.h.v. vijfkrachten model Porter).................................................. 26
4.4 Enquête analyse .......................................................................................................................... 30
4.5 Conclusie ..................................................................................................................................... 31
5. SWOT Analyse ................................................................................................................................... 32
5.1 Conclusie ..................................................................................................................................... 32
6. Confrontatiematrix............................................................................................................................ 33
6.1 Conclusie van de confrontatiematrix .......................................................................................... 34
7. Strategie ............................................................................................................................................ 35
7.1 Strategische opties ...................................................................................................................... 35
7.2 Toetsing strategische opties ....................................................................................................... 36
2
, 7.3 Conclusie ..................................................................................................................................... 37
8. Conclusie .......................................................................................................................................... 38
9. Aanbevelingen .................................................................................................................................. 40
10. Implementatieplan .................................................................................................................. 42
10.1 SDP model ................................................................................................................................. 42
10.2 Marketingmix ............................................................................................................................ 44
10.3 Kosten ....................................................................................................................................... 46
10.3.1 Tijdsplanning ...................................................................................................................... 47
11. Bronnenlijst ..................................................................................................................................... 48
12. Bijlage .............................................................................................................................................. 50
12.2 Enquêteresultaten .................................................................................................................... 53
3
Strategisch marketingplan
Bevat ook: Onderzoeksrapport en implementatieplan
‘Hoe kan de sportschool het klantenbestand met 300 leden
vergroten in het jaar 2017?
Hogeschool van Amsterdam
Klas: CE4A 0
Student:
Anoniem
,Opdrachtgever: Fresh Fitness
Opdracht: Strategisch marketingplan met onderzoeksrapport en implementatieplan
Hogeschool van Amsterdam
Commerciële Economie
Docent: Cees van den Berg
Klas: CE4E2
Uitgevoerd door:
Anoniem
Amsterdam, januari 2016
1
,Inhoudsopgave
Voorwoord .............................................................................................................................................. 4
Managementsamenvatting ..................................................................................................................... 4
Inleiding .................................................................................................................................................. 6
1. Onderzoeksopzet ......................................................................................................................... 7
2. Theoretisch kader ............................................................................................................................... 8
2.1 klanttevredenheid ......................................................................................................................... 8
2.3 Groeistrategieën van Ansoff ....................................................................................................... 10
2.4 Waarde strategieën Treacy & Wiersema .................................................................................... 11
2.5 Zoekmachine marketing .............................................................................................................. 12
2.6 Effectief marketing – en salesbeleid ........................................................................................... 12
2.7 Premium sportschool .................................................................................................................. 13
3. Interne analyse.................................................................................................................................. 14
3.1 Beschrijving van het bedrijf ......................................................................................................... 14
3.2 7s model ...................................................................................................................................... 15
3.3 Het model van Abell .................................................................................................................... 18
3.4 Huidige doelgroep Sportclub ...................................................................................................... 19
3.5 Huidige promotieactiviteiten ...................................................................................................... 20
3.6 Conclusie ..................................................................................................................................... 21
4.Externe analyse .................................................................................................................................. 22
4.1 Brancheomschrijving ................................................................................................................... 22
4.2 DESTEP Model ............................................................................................................................. 23
4.3 Concurrentie op de markt (a.d.h.v. vijfkrachten model Porter).................................................. 26
4.4 Enquête analyse .......................................................................................................................... 30
4.5 Conclusie ..................................................................................................................................... 31
5. SWOT Analyse ................................................................................................................................... 32
5.1 Conclusie ..................................................................................................................................... 32
6. Confrontatiematrix............................................................................................................................ 33
6.1 Conclusie van de confrontatiematrix .......................................................................................... 34
7. Strategie ............................................................................................................................................ 35
7.1 Strategische opties ...................................................................................................................... 35
7.2 Toetsing strategische opties ....................................................................................................... 36
2
, 7.3 Conclusie ..................................................................................................................................... 37
8. Conclusie .......................................................................................................................................... 38
9. Aanbevelingen .................................................................................................................................. 40
10. Implementatieplan .................................................................................................................. 42
10.1 SDP model ................................................................................................................................. 42
10.2 Marketingmix ............................................................................................................................ 44
10.3 Kosten ....................................................................................................................................... 46
10.3.1 Tijdsplanning ...................................................................................................................... 47
11. Bronnenlijst ..................................................................................................................................... 48
12. Bijlage .............................................................................................................................................. 50
12.2 Enquêteresultaten .................................................................................................................... 53
3
