Marketing Management Case – Organic Hops expands to Germany
Lecturers
F. Mattison Thompson – Lecturer and course coordinator
H. de With – Lecturer
Marketing Management Group 2.5
Word count: 5341
Fabian Becker – 14656930
Martine Bolten - 14674866
Jord van Hulten - 14169002
Stijn Stormink – 14705036
Janno Westdorp – 12883085
1
,2
, List of Content
1. Business overview .......................................................................................................................... 4
2. Market analysis ............................................................................................................................... 5
3. External analysis ............................................................................................................................. 6
3.1. DESTEP-analysis Germany (Macro) ...................................................................................... 6
3.2. ABCD-analysis (Meso) ........................................................................................................... 7
3.2.1. Customer Analysis .......................................................................................................... 7
3.2.2. Industry Analysis ............................................................................................................ 7
3.2.3. Competitor Analysis ....................................................................................................... 7
3.2.4. Distribution Analysis ...................................................................................................... 8
3.3. SWOT-analysis ....................................................................................................................... 9
4. Segmentation & Targeting ............................................................................................................ 10
5. Marketing Strategy........................................................................................................................ 12
6. Marketing mix and implementation .............................................................................................. 13
6.1. Product .............................................................................................................................. 13
6.2. Price .................................................................................................................................. 14
6.3. Place .................................................................................................................................. 15
6.4. Promotion .......................................................................................................................... 15
7. Financial plan ................................................................................................................................ 17
8. Feedback & Control ...................................................................................................................... 20
List of References ................................................................................................................................. 21
9. Appendices.................................................................................................................................... 25
9.1. DESTEP Analysis Netherlands ............................................................................................. 25
9.2. DESTEP Analysis Germany ................................................................................................. 27
3
Lecturers
F. Mattison Thompson – Lecturer and course coordinator
H. de With – Lecturer
Marketing Management Group 2.5
Word count: 5341
Fabian Becker – 14656930
Martine Bolten - 14674866
Jord van Hulten - 14169002
Stijn Stormink – 14705036
Janno Westdorp – 12883085
1
,2
, List of Content
1. Business overview .......................................................................................................................... 4
2. Market analysis ............................................................................................................................... 5
3. External analysis ............................................................................................................................. 6
3.1. DESTEP-analysis Germany (Macro) ...................................................................................... 6
3.2. ABCD-analysis (Meso) ........................................................................................................... 7
3.2.1. Customer Analysis .......................................................................................................... 7
3.2.2. Industry Analysis ............................................................................................................ 7
3.2.3. Competitor Analysis ....................................................................................................... 7
3.2.4. Distribution Analysis ...................................................................................................... 8
3.3. SWOT-analysis ....................................................................................................................... 9
4. Segmentation & Targeting ............................................................................................................ 10
5. Marketing Strategy........................................................................................................................ 12
6. Marketing mix and implementation .............................................................................................. 13
6.1. Product .............................................................................................................................. 13
6.2. Price .................................................................................................................................. 14
6.3. Place .................................................................................................................................. 15
6.4. Promotion .......................................................................................................................... 15
7. Financial plan ................................................................................................................................ 17
8. Feedback & Control ...................................................................................................................... 20
List of References ................................................................................................................................. 21
9. Appendices.................................................................................................................................... 25
9.1. DESTEP Analysis Netherlands ............................................................................................. 25
9.2. DESTEP Analysis Germany ................................................................................................. 27
3
