SPORTMANAGEMENT
SAMENVATTING 2021-2022
MARIE VAN PELT
SPORT EN BEWEGEN
Howest Brugge
,
,DEEL 1: BEGINSELEN VAN BEDRIJFSBEHEER.......................................................................................1
1. INLEIDING.......................................................................................................................................1
1.1. WAAROM DEZE CURSUS?.......................................................................................................................1
1.2. WAT ZIJN DE BEGINSELEN VAN BEDRIJFSBEHEER?........................................................................................1
2. BESPREKING BOVENSTAANDE TABEL......................................................................................................3
2.1. MARKETING MANAGEMENT – ANALYSE....................................................................................................3
2.2. MARKETING MANAGEMENT – MARKETINGSTRATEGIE..................................................................................4
2.3. MARKETING MANAGEMENT – MARKETINGMIX..........................................................................................4
2.4. HUMAN RESOURCES MANAGEMENT........................................................................................................5
2.5. ANDERE MANAGEMENTDOMEINEN..........................................................................................................5
DEEL 2: CONSUMENTENANALYSE......................................................................................................6
1. WAT IS MARKETING?........................................................................................................................6
2. BELANG VAN MARKTANALYSE.............................................................................................................7
2.1. CONSUMELEON....................................................................................................................................7
2.2. CONSUMOEHEID..................................................................................................................................7
2.3. CONSULER..........................................................................................................................................7
2.4. CONSUMPLEXITEIT................................................................................................................................7
3. CONSUMENTENANALYSE....................................................................................................................8
3.1. DE CONSUMENT: EEN ONDOORGRONDELIJKE BLACK BOX, OF TOCH NIET?........................................................8
3.2. KOOP(BESLISSINGS)PROCES VAN PARTICULIEREN.........................................................................................8
3.3. KOOPPROCES VAN BEDRIJVEN...............................................................................................................13
3.4. KOOPPROCES VAN OVERHEDEN.............................................................................................................13
DEEL 3: CONCURRENTIEANALYSE EN ANALYSE VAN MARKTOMGEVINGSFACTOREN.......................14
1. CONCURRENTIEANALYSE..................................................................................................................14
1.1. SOORTEN CONCURRENTIE.....................................................................................................................14
1.2. VIJFKRACHTENMODEL VAN PORTER........................................................................................................14
2. OMGEVINGSANALYSE (DESTEP).......................................................................................................14
2.1. DESTEP-ANALYSE..............................................................................................................................14
DEEL 4: ORGANISATIEANALYSE EN MARKTONDERZOEK(STECHNIEKEN) ..........................................20
1. ORGANISATIEANALYSE.....................................................................................................................20
1.1. MISSIE EN VISIE..................................................................................................................................20
1.2. STRATEGISCH VS TACTISCH EN OPERATIONEEL..........................................................................................21
1.3. ORGANISATIESCHEMA..........................................................................................................................21
1.4. PORTFOLIO-ANALYSE M.B.V. BOSTON-MATRIX.........................................................................................21
2. MARKTONDERZOEK........................................................................................................................23
2.1. SECUNDAIRE GEGEVENS.......................................................................................................................23
, 2.2. PRIMAIRE GEGEVENS...........................................................................................................................23
2.3. KWANTITATIEF VS KWALITATIEF ONDERZOEK............................................................................................24
2.4. TOEPASSINGSGEBIEDEN VAN MARKTONDERZOEK.......................................................................................25
DEEL 5: SWOT-ANALYSE EN CONFRONTATIEMATRIX.......................................................................26
1. SWOT-ANALYSE............................................................................................................................26
2. CONFRONTATIEMATRIX....................................................................................................................26
2.1. HOE MAAK JE EEN CONFRONTATIEMATRIX OP?.........................................................................................27
DEEL 6: SEGMENTATIE EN POSITIONERING......................................................................................28
1. SEGMENTATIE................................................................................................................................28
1.1. AFBAKENEN VAN ONZE MARKT..............................................................................................................28
1.2. MOGELIJKE MARKTBENADERINGEN.........................................................................................................28
1.3. BASIS VOOR MARKTSEGMENTATIE..........................................................................................................29
1.4. VOORWAARDEN VOOR MARKTSEGMENTATIE............................................................................................29
1.5. DOELGROEPBEPALING..........................................................................................................................30
1.6. MARKTPOTENTIEEL EN PENETRATIEGRAAD...............................................................................................30
1.7. VERKOOPPOTENTIEEL EN MARKTAANDEEL................................................................................................31
1.8. PROGNOSE........................................................................................................................................33
1.9. DOELGROEPOMSCHRIJVING (PERSONA)...................................................................................................33
2. POSITIONERING.............................................................................................................................34
2.1. UNIQUE SELLING PROPOSITION (USP)...................................................................................................34
2.2. SERVICE EXCELLENCE...........................................................................................................................34
DEEL 7: VERKOOPDOELSTELLINGEN EN MARKETINGSTRATEGIE......................................................38
1. VERKOOPDOELSTELLINGEN................................................................................................................38
1.1. SMART.............................................................................................................................................38
1.2. EXTRAPOLATIE...................................................................................................................................38
1.3. SALES FUNNEL...................................................................................................................................38
1.4. CUSTOMER RELATIONSCHIP MANAGEMENT (CRM)..................................................................................39
2. STRATEGIEBEPALING........................................................................................................................40
2.1. WAARDESTRATEGIEËN VAN TREACY & WIERSEMA....................................................................................40
2.2. GROEISTRATEGIEËN VAN ANSOFF...........................................................................................................41
2.3. AFWEGING VAN STRATEGISCHE OPTIES....................................................................................................41
DEEL 8: PRODUCT............................................................................................................................43
1. WAT IS EEN PRODUCT?....................................................................................................................43
1.1. PRODUCTLEVENSCYCLUS.......................................................................................................................43
2. MERK..........................................................................................................................................48
2.1. MERKENSTRATEGIE OF MERKENARCHITECTUUR.........................................................................................48
SAMENVATTING 2021-2022
MARIE VAN PELT
SPORT EN BEWEGEN
Howest Brugge
,
,DEEL 1: BEGINSELEN VAN BEDRIJFSBEHEER.......................................................................................1
1. INLEIDING.......................................................................................................................................1
1.1. WAAROM DEZE CURSUS?.......................................................................................................................1
1.2. WAT ZIJN DE BEGINSELEN VAN BEDRIJFSBEHEER?........................................................................................1
2. BESPREKING BOVENSTAANDE TABEL......................................................................................................3
2.1. MARKETING MANAGEMENT – ANALYSE....................................................................................................3
2.2. MARKETING MANAGEMENT – MARKETINGSTRATEGIE..................................................................................4
2.3. MARKETING MANAGEMENT – MARKETINGMIX..........................................................................................4
2.4. HUMAN RESOURCES MANAGEMENT........................................................................................................5
2.5. ANDERE MANAGEMENTDOMEINEN..........................................................................................................5
DEEL 2: CONSUMENTENANALYSE......................................................................................................6
1. WAT IS MARKETING?........................................................................................................................6
2. BELANG VAN MARKTANALYSE.............................................................................................................7
2.1. CONSUMELEON....................................................................................................................................7
2.2. CONSUMOEHEID..................................................................................................................................7
2.3. CONSULER..........................................................................................................................................7
2.4. CONSUMPLEXITEIT................................................................................................................................7
3. CONSUMENTENANALYSE....................................................................................................................8
3.1. DE CONSUMENT: EEN ONDOORGRONDELIJKE BLACK BOX, OF TOCH NIET?........................................................8
3.2. KOOP(BESLISSINGS)PROCES VAN PARTICULIEREN.........................................................................................8
3.3. KOOPPROCES VAN BEDRIJVEN...............................................................................................................13
3.4. KOOPPROCES VAN OVERHEDEN.............................................................................................................13
DEEL 3: CONCURRENTIEANALYSE EN ANALYSE VAN MARKTOMGEVINGSFACTOREN.......................14
1. CONCURRENTIEANALYSE..................................................................................................................14
1.1. SOORTEN CONCURRENTIE.....................................................................................................................14
1.2. VIJFKRACHTENMODEL VAN PORTER........................................................................................................14
2. OMGEVINGSANALYSE (DESTEP).......................................................................................................14
2.1. DESTEP-ANALYSE..............................................................................................................................14
DEEL 4: ORGANISATIEANALYSE EN MARKTONDERZOEK(STECHNIEKEN) ..........................................20
1. ORGANISATIEANALYSE.....................................................................................................................20
1.1. MISSIE EN VISIE..................................................................................................................................20
1.2. STRATEGISCH VS TACTISCH EN OPERATIONEEL..........................................................................................21
1.3. ORGANISATIESCHEMA..........................................................................................................................21
1.4. PORTFOLIO-ANALYSE M.B.V. BOSTON-MATRIX.........................................................................................21
2. MARKTONDERZOEK........................................................................................................................23
2.1. SECUNDAIRE GEGEVENS.......................................................................................................................23
, 2.2. PRIMAIRE GEGEVENS...........................................................................................................................23
2.3. KWANTITATIEF VS KWALITATIEF ONDERZOEK............................................................................................24
2.4. TOEPASSINGSGEBIEDEN VAN MARKTONDERZOEK.......................................................................................25
DEEL 5: SWOT-ANALYSE EN CONFRONTATIEMATRIX.......................................................................26
1. SWOT-ANALYSE............................................................................................................................26
2. CONFRONTATIEMATRIX....................................................................................................................26
2.1. HOE MAAK JE EEN CONFRONTATIEMATRIX OP?.........................................................................................27
DEEL 6: SEGMENTATIE EN POSITIONERING......................................................................................28
1. SEGMENTATIE................................................................................................................................28
1.1. AFBAKENEN VAN ONZE MARKT..............................................................................................................28
1.2. MOGELIJKE MARKTBENADERINGEN.........................................................................................................28
1.3. BASIS VOOR MARKTSEGMENTATIE..........................................................................................................29
1.4. VOORWAARDEN VOOR MARKTSEGMENTATIE............................................................................................29
1.5. DOELGROEPBEPALING..........................................................................................................................30
1.6. MARKTPOTENTIEEL EN PENETRATIEGRAAD...............................................................................................30
1.7. VERKOOPPOTENTIEEL EN MARKTAANDEEL................................................................................................31
1.8. PROGNOSE........................................................................................................................................33
1.9. DOELGROEPOMSCHRIJVING (PERSONA)...................................................................................................33
2. POSITIONERING.............................................................................................................................34
2.1. UNIQUE SELLING PROPOSITION (USP)...................................................................................................34
2.2. SERVICE EXCELLENCE...........................................................................................................................34
DEEL 7: VERKOOPDOELSTELLINGEN EN MARKETINGSTRATEGIE......................................................38
1. VERKOOPDOELSTELLINGEN................................................................................................................38
1.1. SMART.............................................................................................................................................38
1.2. EXTRAPOLATIE...................................................................................................................................38
1.3. SALES FUNNEL...................................................................................................................................38
1.4. CUSTOMER RELATIONSCHIP MANAGEMENT (CRM)..................................................................................39
2. STRATEGIEBEPALING........................................................................................................................40
2.1. WAARDESTRATEGIEËN VAN TREACY & WIERSEMA....................................................................................40
2.2. GROEISTRATEGIEËN VAN ANSOFF...........................................................................................................41
2.3. AFWEGING VAN STRATEGISCHE OPTIES....................................................................................................41
DEEL 8: PRODUCT............................................................................................................................43
1. WAT IS EEN PRODUCT?....................................................................................................................43
1.1. PRODUCTLEVENSCYCLUS.......................................................................................................................43
2. MERK..........................................................................................................................................48
2.1. MERKENSTRATEGIE OF MERKENARCHITECTUUR.........................................................................................48
