Xxxxx Xxxxxxx
oktober 2017 – februari 2018
Xxxxxxxx
Studentnummer: xxxxx
Naam: Xxxxx Xxxxxxx
Naam opleiding: Bedrijfskunde MER
Opleidingscode: 7941
Modulenummer: 1763
Modulenaam: Portfolio-opdracht 2.1 BK MER
Versie: 1
Herkansing?: ja/nee Nee
Titel literatuur 1: Modern Marketingmanagement
Druk: 1e druk
Titel literatuur 2: Informatiemanagement
Druk: 1e druk
Titel literatuur 3: Retailmarketing
Druk: 5e druk
In de opdracht zijn de APA normen toegepast: Ja
In de opdracht zijn de verslagtechnieken toegepast:
Ja
De bouwmarkt vanuit
Bedrijfskundig
perspectief.
Welke toegevoegde
waarde hebben
retailmarketing en
informatiemanagement
voor de bouwmarkt 2.0?
0
,Inhoud
Marketing en Informatiemanagement.................................................................................................... 3
Inleiding ............................................................................................................................................... 3
1.0 Keuze en beschrijving assortiment .................................................................................................... 4
1.1 Beschrijving organisatie................................................................................................................. 4
1.2 Assortimentscategorieën .............................................................................................................. 4
1.3 Sharing ........................................................................................................................................... 4
2.0 Trends en ontwikkelingen in retailmarketing ................................................................................... 6
2.1 Het DESTEP model ......................................................................................................................... 6
2.2 Trends vanuit Retailmarketing ...................................................................................................... 7
3.0 Trends en ontwikkelingen in informatiemanagement ...................................................................... 9
3.1 Informatisering van de retail ......................................................................................................... 9
3.1.1 Digital signage......................................................................................................................... 9
3.1.2 Agile commerce ...................................................................................................................... 9
3.1.3 Mobiel afrekenen ................................................................................................................... 9
3.1.4 Social Media ......................................................................................................................... 10
3.1.5 End-to-end ontzorging.......................................................................................................... 10
3.1.6 Buy-online-pickup-in-store ................................................................................................... 10
3.2 Trends met impact voor de bouwmarkt ..................................................................................... 11
3.2.1 Van singlechannelaanpak naar omnichannelaanpak ........................................................... 11
3.2.2 Gastbloggers ........................................................................................................................ 11
4.0 Sterkten en zwakten ........................................................................................................................ 11
4.1 Kwalitatief onderzoek.................................................................................................................. 11
4.2 Trends en ontwikkelingen die passen bij Praxis .......................................................................... 12
4.3 Trends en ontwikkelingen waar Praxis (nog) niet in mee gaat ................................................... 13
5.0 De bouwmarkt zonder personeel .................................................................................................... 14
5.1 Inzet marketingkanalen ............................................................................................................... 14
5.2 Integratie van de huidige bedrijfsprocessen ............................................................................... 14
5.3 Integratie van de toekomstige bedrijfsprocessen ....................................................................... 15
6.0 Conclusies en aanbevelingen ......................................................................................................... 16
6.1 Conclusies .................................................................................................................................... 16
6.1.1 Conclusie 1............................................................................................................................ 16
6.1.2 Conclusie 2............................................................................................................................ 16
6.1.3 Conclusie 3............................................................................................................................ 16
1
, 6.2 Aanbevelingen ............................................................................................................................. 17
6.2.1 Aanbeveling 1 ....................................................................................................................... 17
6.2.2 Aanbeveling 2 ....................................................................................................................... 17
6.2.3 Aanbeveling 3 ....................................................................................................................... 17
7.0 Management Summary ................................................................................................................... 18
Literatuurlijst ......................................................................................................................................... 19
A................................................................................................................................................................ I
Bijlage 1 ................................................................................................................................................ I
1.0 Kwalitatief onderzoek Praxis Bouwmarkten ...................................................................................... I
1.1 Belang van het onderzoek .............................................................................................................. I
1.2 Doelstelling ........................................................................................................................... I
1.3 Probleemstelling ................................................................................................................... I
1.4 Deelvragen............................................................................................................................ I
2.0 Methode van onderzoek ............................................................................................................... II
2.1 De geïnterviewden .............................................................................................................. II
2.2 Het interview ....................................................................................................................... II
3.0 Betrouwbaarheid & validiteit ....................................................................................................... III
3.1 Betrouwbaarheid................................................................................................................ III
3.2 Validiteit ............................................................................................................................. III
B. ............................................................................................................................................................. IV
Bijlage 2 .............................................................................................................................................. IV
Interviewgids .......................................................................................................................................... IV
Introductie; ......................................................................................................................................... IV
Vragen; ................................................................................................................................................ V
C. ....................................................................................................... Fout! Bladwijzer niet gedefinieerd.
Bijlage 3 ........................................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxx Xxxxxx ............................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxx Xxx ................................................................................. Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxxxxxxxxx............................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxx Xxxxxxxx .......................................................................... Fout! Bladwijzer niet gedefinieerd.
D. .......................................................................................................................................................... VIII
Bijlage 4 ............................................................................................................................................ VIII
2
oktober 2017 – februari 2018
Xxxxxxxx
Studentnummer: xxxxx
Naam: Xxxxx Xxxxxxx
Naam opleiding: Bedrijfskunde MER
Opleidingscode: 7941
Modulenummer: 1763
Modulenaam: Portfolio-opdracht 2.1 BK MER
Versie: 1
Herkansing?: ja/nee Nee
Titel literatuur 1: Modern Marketingmanagement
Druk: 1e druk
Titel literatuur 2: Informatiemanagement
Druk: 1e druk
Titel literatuur 3: Retailmarketing
Druk: 5e druk
In de opdracht zijn de APA normen toegepast: Ja
In de opdracht zijn de verslagtechnieken toegepast:
Ja
De bouwmarkt vanuit
Bedrijfskundig
perspectief.
Welke toegevoegde
waarde hebben
retailmarketing en
informatiemanagement
voor de bouwmarkt 2.0?
0
,Inhoud
Marketing en Informatiemanagement.................................................................................................... 3
Inleiding ............................................................................................................................................... 3
1.0 Keuze en beschrijving assortiment .................................................................................................... 4
1.1 Beschrijving organisatie................................................................................................................. 4
1.2 Assortimentscategorieën .............................................................................................................. 4
1.3 Sharing ........................................................................................................................................... 4
2.0 Trends en ontwikkelingen in retailmarketing ................................................................................... 6
2.1 Het DESTEP model ......................................................................................................................... 6
2.2 Trends vanuit Retailmarketing ...................................................................................................... 7
3.0 Trends en ontwikkelingen in informatiemanagement ...................................................................... 9
3.1 Informatisering van de retail ......................................................................................................... 9
3.1.1 Digital signage......................................................................................................................... 9
3.1.2 Agile commerce ...................................................................................................................... 9
3.1.3 Mobiel afrekenen ................................................................................................................... 9
3.1.4 Social Media ......................................................................................................................... 10
3.1.5 End-to-end ontzorging.......................................................................................................... 10
3.1.6 Buy-online-pickup-in-store ................................................................................................... 10
3.2 Trends met impact voor de bouwmarkt ..................................................................................... 11
3.2.1 Van singlechannelaanpak naar omnichannelaanpak ........................................................... 11
3.2.2 Gastbloggers ........................................................................................................................ 11
4.0 Sterkten en zwakten ........................................................................................................................ 11
4.1 Kwalitatief onderzoek.................................................................................................................. 11
4.2 Trends en ontwikkelingen die passen bij Praxis .......................................................................... 12
4.3 Trends en ontwikkelingen waar Praxis (nog) niet in mee gaat ................................................... 13
5.0 De bouwmarkt zonder personeel .................................................................................................... 14
5.1 Inzet marketingkanalen ............................................................................................................... 14
5.2 Integratie van de huidige bedrijfsprocessen ............................................................................... 14
5.3 Integratie van de toekomstige bedrijfsprocessen ....................................................................... 15
6.0 Conclusies en aanbevelingen ......................................................................................................... 16
6.1 Conclusies .................................................................................................................................... 16
6.1.1 Conclusie 1............................................................................................................................ 16
6.1.2 Conclusie 2............................................................................................................................ 16
6.1.3 Conclusie 3............................................................................................................................ 16
1
, 6.2 Aanbevelingen ............................................................................................................................. 17
6.2.1 Aanbeveling 1 ....................................................................................................................... 17
6.2.2 Aanbeveling 2 ....................................................................................................................... 17
6.2.3 Aanbeveling 3 ....................................................................................................................... 17
7.0 Management Summary ................................................................................................................... 18
Literatuurlijst ......................................................................................................................................... 19
A................................................................................................................................................................ I
Bijlage 1 ................................................................................................................................................ I
1.0 Kwalitatief onderzoek Praxis Bouwmarkten ...................................................................................... I
1.1 Belang van het onderzoek .............................................................................................................. I
1.2 Doelstelling ........................................................................................................................... I
1.3 Probleemstelling ................................................................................................................... I
1.4 Deelvragen............................................................................................................................ I
2.0 Methode van onderzoek ............................................................................................................... II
2.1 De geïnterviewden .............................................................................................................. II
2.2 Het interview ....................................................................................................................... II
3.0 Betrouwbaarheid & validiteit ....................................................................................................... III
3.1 Betrouwbaarheid................................................................................................................ III
3.2 Validiteit ............................................................................................................................. III
B. ............................................................................................................................................................. IV
Bijlage 2 .............................................................................................................................................. IV
Interviewgids .......................................................................................................................................... IV
Introductie; ......................................................................................................................................... IV
Vragen; ................................................................................................................................................ V
C. ....................................................................................................... Fout! Bladwijzer niet gedefinieerd.
Bijlage 3 ........................................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxx Xxxxxx ............................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxx Xxx ................................................................................. Fout! Bladwijzer niet gedefinieerd.
Xxxxxxxxxxxxxxx............................................................................ Fout! Bladwijzer niet gedefinieerd.
Xxxxxxx Xxxxxxxx .......................................................................... Fout! Bladwijzer niet gedefinieerd.
D. .......................................................................................................................................................... VIII
Bijlage 4 ............................................................................................................................................ VIII
2
