2022/2023
OE101- Marketing Context
Name : Lindsey Timmermans
Study : Business Studies
Date : 10-03-2023
0
, Title page
Inholland Haarlem
OE101 – Marketing Context
Name Lindsey Timmermans
Student number 672964
Graduation track Marketing
Module OE101
Date 10-03-2023
Teacher Erno Pickee
Course Marketing Context
Summery
1
, Sportvisserij MidWest has noticed that a big part of the teenagers between the ages of 14 and 18 are
quitting with fishing. Most of them quit and never start fishing again, only a small part returns
eventually. Sportvisserij thinks this is such a shame and lose a lot of customers because of this. They
have tried to keep the teenagers interested in fishing in a lot of multiple ways, but none of them
seem working.
To be able to answer the question two types of research has been done. Desk research and field
research. In the first part of the research there has been done desk research about different topics.
This were topics like, trends & developments, SGDs, Business models, business processes and
marketing & branding. From the information that has been obtained from the desk research, there
has been made a kay factor list for the audit. This key factor list has been used a guidance for making
the survey questions. This survey was filled out by multiple different teenager to really get to know
their point of view. When the results of the theoretical framework and the survey were put side,
there could been seen a lot of similarities. This made it easy to make a good and sustained conclusion
for this research.
There have also been given a view recommendations to Sportvisserij MidWest. The first
recommendation that has been given is about the social media use. Teenagers use a lot of social
media and Sportvisserij Midwest should really do something with this. I could be a good idea to do a
campaign on TikTok or to use this app to interact with these teenagers. An other recommendation
was that Sportvisserij MidWest should start to rent or lend fishing rods. Teenagers don’t have a lot of
money and don’t want to spend the money that they have on expensive fishing supplies. If teenagers
could lend a rod, it would be much easier for them to go fishing sometimes.
An other problem that teenagers are having is with their free time. Because of school, homework,
side-jobs and friends they don’t have a lot of time left for hobby’s. It could be a great wat for these
teenagers to start fishing by organizing a fishing competition. This way all their friend could come
too. Some teenagers also said that they don’t fish that often because their friends are not fishing and
they don’t want to do it alone. A fishing competition would also be a great solution for this. This way
the teenagers can’t only go to the competition with their friends, but also make new friends who do
like to fish.
An other thing that came to light during the surveys, was that a lot of teenagers who do fish
sometimes, don’t have a fishing pass. This isn’t legal but is also very bad for the fish and the
environment. Because many of these teenagers don’t know how to properly fish. A great way to give
these teens some knowledge about the importance of a fishing pass and the way you fish, would be a
fishing class. This doesn’t have to be an really extensive fishing class, but maybe just someone who
gives a short presentation at schools with a little information about this subject.
Foreword
This report is about the research that has been done for the company Sportvisserij MidWest. This
research report was written for the module OE101 – Marketing context on behalf of the of University
of Applied Sciences Inholland. During the research I have gained a lot of new knowledge which I am
2
OE101- Marketing Context
Name : Lindsey Timmermans
Study : Business Studies
Date : 10-03-2023
0
, Title page
Inholland Haarlem
OE101 – Marketing Context
Name Lindsey Timmermans
Student number 672964
Graduation track Marketing
Module OE101
Date 10-03-2023
Teacher Erno Pickee
Course Marketing Context
Summery
1
, Sportvisserij MidWest has noticed that a big part of the teenagers between the ages of 14 and 18 are
quitting with fishing. Most of them quit and never start fishing again, only a small part returns
eventually. Sportvisserij thinks this is such a shame and lose a lot of customers because of this. They
have tried to keep the teenagers interested in fishing in a lot of multiple ways, but none of them
seem working.
To be able to answer the question two types of research has been done. Desk research and field
research. In the first part of the research there has been done desk research about different topics.
This were topics like, trends & developments, SGDs, Business models, business processes and
marketing & branding. From the information that has been obtained from the desk research, there
has been made a kay factor list for the audit. This key factor list has been used a guidance for making
the survey questions. This survey was filled out by multiple different teenager to really get to know
their point of view. When the results of the theoretical framework and the survey were put side,
there could been seen a lot of similarities. This made it easy to make a good and sustained conclusion
for this research.
There have also been given a view recommendations to Sportvisserij MidWest. The first
recommendation that has been given is about the social media use. Teenagers use a lot of social
media and Sportvisserij Midwest should really do something with this. I could be a good idea to do a
campaign on TikTok or to use this app to interact with these teenagers. An other recommendation
was that Sportvisserij MidWest should start to rent or lend fishing rods. Teenagers don’t have a lot of
money and don’t want to spend the money that they have on expensive fishing supplies. If teenagers
could lend a rod, it would be much easier for them to go fishing sometimes.
An other problem that teenagers are having is with their free time. Because of school, homework,
side-jobs and friends they don’t have a lot of time left for hobby’s. It could be a great wat for these
teenagers to start fishing by organizing a fishing competition. This way all their friend could come
too. Some teenagers also said that they don’t fish that often because their friends are not fishing and
they don’t want to do it alone. A fishing competition would also be a great solution for this. This way
the teenagers can’t only go to the competition with their friends, but also make new friends who do
like to fish.
An other thing that came to light during the surveys, was that a lot of teenagers who do fish
sometimes, don’t have a fishing pass. This isn’t legal but is also very bad for the fish and the
environment. Because many of these teenagers don’t know how to properly fish. A great way to give
these teens some knowledge about the importance of a fishing pass and the way you fish, would be a
fishing class. This doesn’t have to be an really extensive fishing class, but maybe just someone who
gives a short presentation at schools with a little information about this subject.
Foreword
This report is about the research that has been done for the company Sportvisserij MidWest. This
research report was written for the module OE101 – Marketing context on behalf of the of University
of Applied Sciences Inholland. During the research I have gained a lot of new knowledge which I am
2
