Malika De Ridder & Zoë Nicasie – 2024-2025
Samenvatting Strategische Marketing
Inhoudsopgave
1 Strategische marketing: introductie _____________________________________________________________________ 5
1.1 Inleiding_________________________________________________________________________________________________________ 5
1.2 Wat is marketing? ________________________________________________________________________________________________ 5
1.2.1 Marketing ≠ marketingmix ____________________________________________________________________________________ 5
1.2.2 Marketing ≠ sales ____________________________________________________________________________________________ 6
1.2.3 Marketing ≠ advertising _______________________________________________________________________________________ 6
1.2.4 Marketing ≠ alleen voor profit _________________________________________________________________________________ 6
1.3 Wat is strategie? _________________________________________________________________________________________________ 6
1.4 Wat is strategische marketing? ____________________________________________________________________________________ 6
1.4.1 Toegevoegde waarde ________________________________________________________________________________________ 7
1.4.2 5 belangrijke managementtaken ______________________________________________________________________________ 7
1.4.2.1 Strategische analyse ____________________________________________________________________________________ 7
1.4.2.2 Innovatie _______________________________________________________________________________________________ 7
1.4.2.3 Meerdere bedrijven (Beheert meerdere merken)____________________________________________________________ 7
1.4.2.4 Het creëren van duurzame concurrentievoordelen _________________________________________________________ 8
1.4.2.5 Groeiplatforms ontwikkelen ______________________________________________________________________________ 8
1.5 Wat is een business strategie? ____________________________________________________________________________________ 8
1.5.1 Waar ga ik concurreren? _____________________________________________________________________________________ 8
1.5.2 Hoe ga ik concurreren?______________________________________________________________________________________10
1.6 Samenvatting ___________________________________________________________________________________________________10
1.6.1 Enkele vragen ______________________________________________________________________________________________10
2 Externe & klantenanalyse ______________________________________________________________________________ 12
2.1 Inleiding________________________________________________________________________________________________________12
2.2 Externe analyse _________________________________________________________________________________________________12
2.2.1 Wat is externe analyse? _____________________________________________________________________________________12
2.2.2 Identificeren van strategische onzekerheden __________________________________________________________________12
2.2.3 Omgaan met strategische onzekerheden _____________________________________________________________________13
2.3 Klantenanalyse _________________________________________________________________________________________________13
2.3.1 Segmentering ______________________________________________________________________________________________14
2.3.1.1 Geografisch ___________________________________________________________________________________________15
2.3.1.2 Demografisch __________________________________________________________________________________________15
2.3.1.3 Psychografisch_________________________________________________________________________________________15
2.3.1.4 Gedrag ________________________________________________________________________________________________15
2.3.1.5 Motivatie ______________________________________________________________________________________________16
2.3.1.6 Segmentering voor B2B _________________________________________________________________________________17
2.3.2 Targeting ___________________________________________________________________________________________________17
2.3.3 Positionering _______________________________________________________________________________________________18
2.3.3.1 Onvervulde behoeften __________________________________________________________________________________19
2.4 Samenvatting ___________________________________________________________________________________________________20
2.4.1 Enkele vragen ______________________________________________________________________________________________20
3 Concurrentieanalyse___________________________________________________________________________________ 21
3.1 Inleiding________________________________________________________________________________________________________21
3.2 Huidige concurrenten te identificeren _____________________________________________________________________________21
3.2.1 Klantgebaseerde benadering ________________________________________________________________________________21
3.2.2 Strategische groepen _______________________________________________________________________________________22
3.3 Potentiële concurrenten identificeren_____________________________________________________________________________22
3.4 Concurrenten begrijpen _________________________________________________________________________________________22
3.5 Jezelf of relevante concurrenten schalen __________________________________________________________________________23
3.5.1 Absolute IP-chart ___________________________________________________________________________________________23
3.5.2 Relatieve IP-chart ___________________________________________________________________________________________24
3.6 Typologieën van concurrentiestrategieën _________________________________________________________________________25
3.6.1 Typologie 1: Porter (1996) ___________________________________________________________________________________25
3.6.2 Typologie 2: Treacy & Wiersema (1993) _______________________________________________________________________25
3.6.3 Typologie 3: Kim & Mauborgne (2005) _________________________________________________________________________25
3.7 Samenvatting ___________________________________________________________________________________________________26
3.7.1 Enkele vragen ______________________________________________________________________________________________26
4 (Sub)marktanalyse _____________________________________________________________________________________ 28
4.1 Inleiding________________________________________________________________________________________________________28
4.2 Aantrekkelijkheid van de huidige markt ___________________________________________________________________________28
4.2.1 Opkomende submarkten ____________________________________________________________________________________28
, 4.2.2 Werkelijke/potentiële (sub)marktomvang _____________________________________________________________________28
4.2.3 (Sub)marktgroei ____________________________________________________________________________________________28
4.2.3.1 Productlevenscyclus (PLC) ______________________________________________________________________________29
4.2.3.2 Gartner Hype Cycle_____________________________________________________________________________________30
4.2.3.3 BCG matrix ____________________________________________________________________________________________30
4.2.4 (Sub)marktwinstgevendheid _________________________________________________________________________________30
4.2.4.1 Intensiteit van concurrentie tussen bestaande bedrijven ___________________________________________________31
4.2.4.2 Dreiging potentiële nieuwe toetreders ____________________________________________________________________31
4.2.4.3 Substituten ____________________________________________________________________________________________31
4.2.4.4 Onderhandelingsmacht van klanten _____________________________________________________________________31
4.2.4.5 Onderhandelingsmacht van leveranciers _________________________________________________________________31
4.2.5 Kostenstructuur ____________________________________________________________________________________________32
4.2.6 Distributiesystemen ________________________________________________________________________________________32
4.2.7 Trends en ontwikkelingen ___________________________________________________________________________________32
4.2.8 Belangrijkste succesfactoren ________________________________________________________________________________33
4.3 Risico’s van sterk groeiende markten _____________________________________________________________________________33
4.4 Samenvatting ___________________________________________________________________________________________________34
4.4.1 Enkele vragen ______________________________________________________________________________________________34
5 Omgevingsanalyse _____________________________________________________________________________________ 35
5.1 Inleiding________________________________________________________________________________________________________35
5.2 Trends in de macro-omgeving ____________________________________________________________________________________35
5.2.1 Technologische trend _______________________________________________________________________________________35
5.2.2 Consumententrends ________________________________________________________________________________________36
5.2.3 Natuurlijke omgevingstrends ________________________________________________________________________________36
5.2.4 Demografische trends ______________________________________________________________________________________37
5.2.5 Economische trends ________________________________________________________________________________________37
5.2.6 Overheids-/wetgevende trends ______________________________________________________________________________38
5.2.7 Politieke en culturele trends _________________________________________________________________________________38
5.3 Omgaan met strategische onzekerheid ___________________________________________________________________________38
5.3.1 Impactanalyse _____________________________________________________________________________________________38
5.3.2 Scenario analyse ___________________________________________________________________________________________39
5.4 Samenvatting ___________________________________________________________________________________________________39
5.4.1 Enkele vragen ______________________________________________________________________________________________39
6 Interne analyse ________________________________________________________________________________________ 40
6.1 Financiële performantie _________________________________________________________________________________________40
6.1.1 Contributie-analyse_________________________________________________________________________________________40
6.1.1.1 Break-even analyse_____________________________________________________________________________________40
6.1.1.2 Sensitivity analyse______________________________________________________________________________________41
6.1.1.3 Profit impact analyse ___________________________________________________________________________________41
6.1.2 Waarop moet je steeds letten ________________________________________________________________________________42
6.1.2.1 Marktgrootte ___________________________________________________________________________________________42
6.1.2.2 Kannibalisatie__________________________________________________________________________________________42
6.2 Niet-financiële performantie _____________________________________________________________________________________42
6.2.1 Klantentevredenheid ________________________________________________________________________________________42
6.2.2 Merktrouw _________________________________________________________________________________________________43
6.2.3 Klanttevredenheid tracken __________________________________________________________________________________43
6.3 Conclusie ______________________________________________________________________________________________________44
6.4 Samenvatting ___________________________________________________________________________________________________45
6.4.1 Enkele vragen ______________________________________________________________________________________________45
7 Sustainable competitive advantage (SCA) en strategische managementfilosofieën _______________________ 46
7.1 Inleiding________________________________________________________________________________________________________46
7.2 SCA en KSF _____________________________________________________________________________________________________46
7.3 The sustainable competitive adventage ___________________________________________________________________________47
7.3.1 Basis van concurrentie: Assets & competenties _______________________________________________________________47
7.3.2 Value proposition ___________________________________________________________________________________________47
7.3.3 De SCA’s volgens bedrijfsmanagers __________________________________________________________________________47
7.4 Synergieën _____________________________________________________________________________________________________47
7.5 Kern assets & competenties _____________________________________________________________________________________48
7.6 Drie filosofieën om succesvolle strategieën en SCA’s te ontwikkelen ________________________________________________48
7.6.1 Strategic commitment ______________________________________________________________________________________48
7.6.1.1 Risico: Strategic stubbornness __________________________________________________________________________48
7.6.2 Strategic opportunism ______________________________________________________________________________________48
7.6.2.1 Risico: Strategic drift ___________________________________________________________________________________48
7.6.3 Strategic adaptability _______________________________________________________________________________________49
7.6.3.1 Risico: Strategische blunders à misreading trends________________________________________________________49
2
, 7.7 Samenvatting ___________________________________________________________________________________________________49
7.7.1 Enkele vragen ______________________________________________________________________________________________49
8 Waardeproposities ____________________________________________________________________________________ 50
8.1 Inleiding________________________________________________________________________________________________________50
8.2 Business strategy challenges ____________________________________________________________________________________50
8.3 Alternatieve waardeproposities __________________________________________________________________________________51
8.3.1 Waarde (value) en kwaliteit (quality) __________________________________________________________________________51
8.3.2 Superieur attribuut/voordeel_________________________________________________________________________________51
8.3.3 Branding en zelf-uitdrukkende voordelen (self-expressive benefits) _____________________________________________51
8.3.4 Design _____________________________________________________________________________________________________52
8.3.5 Systeemoplossingen ________________________________________________________________________________________52
8.3.6 Corporate social programs __________________________________________________________________________________52
8.3.7 Superior customer relationship ______________________________________________________________________________52
8.3.8 Niche specialist ____________________________________________________________________________________________52
8.4 Diepgaandere focus op kwaliteit en waarde _______________________________________________________________________52
8.4.1 Superieure kwaliteit_________________________________________________________________________________________52
8.4.2 Value ______________________________________________________________________________________________________53
8.5 Samenvatting ___________________________________________________________________________________________________54
8.5.1 Enkele vragen ______________________________________________________________________________________________54
9 Brand Equity (Merkwaarde) _____________________________________________________________________________ 55
9.1 Inleiding________________________________________________________________________________________________________55
9.2 Een merk _______________________________________________________________________________________________________55
9.2.1 Intrinsieke vs. extrinsieke merkattributen _____________________________________________________________________55
9.2.2 Waarom een merk? _________________________________________________________________________________________55
9.3 Merkwaarde creëren ____________________________________________________________________________________________56
9.3.1 Brand awareness ___________________________________________________________________________________________56
9.3.2 Brand loyalty _______________________________________________________________________________________________57
9.3.3 Brand associations _________________________________________________________________________________________57
9.3.3.1 Doctoraatstudie VUB ___________________________________________________________________________________59
9.4 Brand strategies ________________________________________________________________________________________________59
9.4.1 Brand extension strategies __________________________________________________________________________________59
9.5 Brand identity __________________________________________________________________________________________________59
9.5.1 Brand identity ≠ brand image ________________________________________________________________________________60
9.5.1.1 Kapferer’s brand identitiy prism __________________________________________________________________________60
9.6 Merkwaarde meten: brand ranking________________________________________________________________________________60
9.6.1 Financial brand equity ______________________________________________________________________________________61
9.6.2 Customer-based brand equity _______________________________________________________________________________61
9.6.3 Social brand equity _________________________________________________________________________________________62
9.7 Samenvatting ___________________________________________________________________________________________________62
9.7.1 Enkele vragen ______________________________________________________________________________________________62
10 Energizing the business ______________________________________________________________________________ 63
10.1 Inleiding _____________________________________________________________________________________________________63
10.2 Marktpenetratie: het bedrijf energie geven ______________________________________________________________________63
10.2.1 Het aanbod innoveren ____________________________________________________________________________________63
10.2.2 Het merk en de marketing energie geven ____________________________________________________________________64
10.2.3 Het gebruik van bestaande klanten verhogen _______________________________________________________________65
10.3 Samenvatting ________________________________________________________________________________________________65
10.3.1 Enkele vragen ____________________________________________________________________________________________65
11 Leveraging the business ______________________________________________________________________________ 66
11.1 Inleiding _____________________________________________________________________________________________________66
11.2 Product & marktontwikkeling: het bedrijf optimaal benutten ______________________________________________________66
11.2.1 Welke activa en competenties kunnen worden benut? _______________________________________________________66
11.2.2 Merkuitbreidingen ________________________________________________________________________________________66
11.2.2.1 Is er een fit tussen het merk en de nieuwe productcontext? ________________________________________________67
11.2.2.2 Voegt het merk waarde toe aan het aanbod in een nieuwe productklasse?___________________________________67
11.2.2.3 Zal de extensie de merknaam en het imago versterken?____________________________________________________67
11.2.3 Nieuwe markten __________________________________________________________________________________________67
11.2.4 Bedrijfsbenuttingsopties evalueren ________________________________________________________________________67
11.3 Samenvatting ________________________________________________________________________________________________68
11.3.1 Enkele vragen ____________________________________________________________________________________________68
12 Nieuwe business creëren ____________________________________________________________________________ 69
12.1 Inleiding _____________________________________________________________________________________________________69
12.2 Diversificatie: nieuwe business creëren _________________________________________________________________________69
12.2.1 ‘New’ business? __________________________________________________________________________________________69
3
, 12.2.2 Voordeel van de innovator _________________________________________________________________________________70
12.2.2.1 Prijsstrategieën ________________________________________________________________________________________70
12.2.2.2 Prijszetting van nieuwe aanbiedingen ____________________________________________________________________70
12.2.3 Beheren van categoriepercepties __________________________________________________________________________72
12.2.4 Creëren van nieuwe business arena’s ______________________________________________________________________72
12.2.5 Van ideeën naar de markt _________________________________________________________________________________72
13 Globale strategieën __________________________________________________________________________________ 74
13.1 Inleiding _____________________________________________________________________________________________________74
13.2 Globaal vs multinationaal _____________________________________________________________________________________74
13.3 Motivaties voor globale strategieën _____________________________________________________________________________74
13.4 Standaardisatie vs. customizatie _______________________________________________________________________________74
13.5 Uitbreiden van de globale voetafdruk ___________________________________________________________________________75
13.6 Strategische allianties_________________________________________________________________________________________76
14 Prioritiseren van businesses & brand _________________________________________________________________ 77
14.1 Inleiding _____________________________________________________________________________________________________77
14.2 The business portfolio _________________________________________________________________________________________77
14.3 Divestment of liquidatie _______________________________________________________________________________________77
14.4 De melkstrategie _____________________________________________________________________________________________78
14.5 Prioritiseren en trimmen van de brand portfolio __________________________________________________________________79
15 Gastcollege: The House of Marketing _________________________________________________________________ 80
15.1 Inleiding _____________________________________________________________________________________________________80
15.2 The House of Marketing _______________________________________________________________________________________80
15.3 Marketing strategie – casus Seepje _____________________________________________________________________________80
15.3.1 Brand strategy framework _________________________________________________________________________________80
15.3.2 De opdracht _____________________________________________________________________________________________80
15.3.3 Wie? Target groep ________________________________________________________________________________________81
15.3.4 Wat? Product ____________________________________________________________________________________________81
15.3.5 Waar? Plaats _____________________________________________________________________________________________82
15.3.6 Hoe? Communicatie ______________________________________________________________________________________82
15.4 Key conclusions ______________________________________________________________________________________________83
16 Artikel 1: Marketing Myopia (Levitt, 2004) ______________________________________________________________ 84
16.1 Inleiding _____________________________________________________________________________________________________84
16.2 Oorzaken van stagnatie _______________________________________________________________________________________84
16.2.1 Populatiemythe __________________________________________________________________________________________84
16.2.2 Het idee van onmisbaarheid _______________________________________________________________________________84
16.2.3 Massaproductie __________________________________________________________________________________________84
16.2.4 De gevaren van R&D ______________________________________________________________________________________84
16.3 Samengevat __________________________________________________________________________________________________85
17 Artikel 2: IP analysis (Martilla & James, 1977) __________________________________________________________ 86
18 Artikel 3: Influencer marketing (Haenlein et al., 2020) __________________________________________________ 87
18.1 Inleiding _____________________________________________________________________________________________________87
18.2 Social media platforms voor Influencer Marketing _______________________________________________________________87
18.3 Vier adviezen _________________________________________________________________________________________________87
18.4 Vier vragen bij het kiezen van de juiste influencer ________________________________________________________________88
18.5 Wat brengt de toekomst? ______________________________________________________________________________________89
4
Samenvatting Strategische Marketing
Inhoudsopgave
1 Strategische marketing: introductie _____________________________________________________________________ 5
1.1 Inleiding_________________________________________________________________________________________________________ 5
1.2 Wat is marketing? ________________________________________________________________________________________________ 5
1.2.1 Marketing ≠ marketingmix ____________________________________________________________________________________ 5
1.2.2 Marketing ≠ sales ____________________________________________________________________________________________ 6
1.2.3 Marketing ≠ advertising _______________________________________________________________________________________ 6
1.2.4 Marketing ≠ alleen voor profit _________________________________________________________________________________ 6
1.3 Wat is strategie? _________________________________________________________________________________________________ 6
1.4 Wat is strategische marketing? ____________________________________________________________________________________ 6
1.4.1 Toegevoegde waarde ________________________________________________________________________________________ 7
1.4.2 5 belangrijke managementtaken ______________________________________________________________________________ 7
1.4.2.1 Strategische analyse ____________________________________________________________________________________ 7
1.4.2.2 Innovatie _______________________________________________________________________________________________ 7
1.4.2.3 Meerdere bedrijven (Beheert meerdere merken)____________________________________________________________ 7
1.4.2.4 Het creëren van duurzame concurrentievoordelen _________________________________________________________ 8
1.4.2.5 Groeiplatforms ontwikkelen ______________________________________________________________________________ 8
1.5 Wat is een business strategie? ____________________________________________________________________________________ 8
1.5.1 Waar ga ik concurreren? _____________________________________________________________________________________ 8
1.5.2 Hoe ga ik concurreren?______________________________________________________________________________________10
1.6 Samenvatting ___________________________________________________________________________________________________10
1.6.1 Enkele vragen ______________________________________________________________________________________________10
2 Externe & klantenanalyse ______________________________________________________________________________ 12
2.1 Inleiding________________________________________________________________________________________________________12
2.2 Externe analyse _________________________________________________________________________________________________12
2.2.1 Wat is externe analyse? _____________________________________________________________________________________12
2.2.2 Identificeren van strategische onzekerheden __________________________________________________________________12
2.2.3 Omgaan met strategische onzekerheden _____________________________________________________________________13
2.3 Klantenanalyse _________________________________________________________________________________________________13
2.3.1 Segmentering ______________________________________________________________________________________________14
2.3.1.1 Geografisch ___________________________________________________________________________________________15
2.3.1.2 Demografisch __________________________________________________________________________________________15
2.3.1.3 Psychografisch_________________________________________________________________________________________15
2.3.1.4 Gedrag ________________________________________________________________________________________________15
2.3.1.5 Motivatie ______________________________________________________________________________________________16
2.3.1.6 Segmentering voor B2B _________________________________________________________________________________17
2.3.2 Targeting ___________________________________________________________________________________________________17
2.3.3 Positionering _______________________________________________________________________________________________18
2.3.3.1 Onvervulde behoeften __________________________________________________________________________________19
2.4 Samenvatting ___________________________________________________________________________________________________20
2.4.1 Enkele vragen ______________________________________________________________________________________________20
3 Concurrentieanalyse___________________________________________________________________________________ 21
3.1 Inleiding________________________________________________________________________________________________________21
3.2 Huidige concurrenten te identificeren _____________________________________________________________________________21
3.2.1 Klantgebaseerde benadering ________________________________________________________________________________21
3.2.2 Strategische groepen _______________________________________________________________________________________22
3.3 Potentiële concurrenten identificeren_____________________________________________________________________________22
3.4 Concurrenten begrijpen _________________________________________________________________________________________22
3.5 Jezelf of relevante concurrenten schalen __________________________________________________________________________23
3.5.1 Absolute IP-chart ___________________________________________________________________________________________23
3.5.2 Relatieve IP-chart ___________________________________________________________________________________________24
3.6 Typologieën van concurrentiestrategieën _________________________________________________________________________25
3.6.1 Typologie 1: Porter (1996) ___________________________________________________________________________________25
3.6.2 Typologie 2: Treacy & Wiersema (1993) _______________________________________________________________________25
3.6.3 Typologie 3: Kim & Mauborgne (2005) _________________________________________________________________________25
3.7 Samenvatting ___________________________________________________________________________________________________26
3.7.1 Enkele vragen ______________________________________________________________________________________________26
4 (Sub)marktanalyse _____________________________________________________________________________________ 28
4.1 Inleiding________________________________________________________________________________________________________28
4.2 Aantrekkelijkheid van de huidige markt ___________________________________________________________________________28
4.2.1 Opkomende submarkten ____________________________________________________________________________________28
, 4.2.2 Werkelijke/potentiële (sub)marktomvang _____________________________________________________________________28
4.2.3 (Sub)marktgroei ____________________________________________________________________________________________28
4.2.3.1 Productlevenscyclus (PLC) ______________________________________________________________________________29
4.2.3.2 Gartner Hype Cycle_____________________________________________________________________________________30
4.2.3.3 BCG matrix ____________________________________________________________________________________________30
4.2.4 (Sub)marktwinstgevendheid _________________________________________________________________________________30
4.2.4.1 Intensiteit van concurrentie tussen bestaande bedrijven ___________________________________________________31
4.2.4.2 Dreiging potentiële nieuwe toetreders ____________________________________________________________________31
4.2.4.3 Substituten ____________________________________________________________________________________________31
4.2.4.4 Onderhandelingsmacht van klanten _____________________________________________________________________31
4.2.4.5 Onderhandelingsmacht van leveranciers _________________________________________________________________31
4.2.5 Kostenstructuur ____________________________________________________________________________________________32
4.2.6 Distributiesystemen ________________________________________________________________________________________32
4.2.7 Trends en ontwikkelingen ___________________________________________________________________________________32
4.2.8 Belangrijkste succesfactoren ________________________________________________________________________________33
4.3 Risico’s van sterk groeiende markten _____________________________________________________________________________33
4.4 Samenvatting ___________________________________________________________________________________________________34
4.4.1 Enkele vragen ______________________________________________________________________________________________34
5 Omgevingsanalyse _____________________________________________________________________________________ 35
5.1 Inleiding________________________________________________________________________________________________________35
5.2 Trends in de macro-omgeving ____________________________________________________________________________________35
5.2.1 Technologische trend _______________________________________________________________________________________35
5.2.2 Consumententrends ________________________________________________________________________________________36
5.2.3 Natuurlijke omgevingstrends ________________________________________________________________________________36
5.2.4 Demografische trends ______________________________________________________________________________________37
5.2.5 Economische trends ________________________________________________________________________________________37
5.2.6 Overheids-/wetgevende trends ______________________________________________________________________________38
5.2.7 Politieke en culturele trends _________________________________________________________________________________38
5.3 Omgaan met strategische onzekerheid ___________________________________________________________________________38
5.3.1 Impactanalyse _____________________________________________________________________________________________38
5.3.2 Scenario analyse ___________________________________________________________________________________________39
5.4 Samenvatting ___________________________________________________________________________________________________39
5.4.1 Enkele vragen ______________________________________________________________________________________________39
6 Interne analyse ________________________________________________________________________________________ 40
6.1 Financiële performantie _________________________________________________________________________________________40
6.1.1 Contributie-analyse_________________________________________________________________________________________40
6.1.1.1 Break-even analyse_____________________________________________________________________________________40
6.1.1.2 Sensitivity analyse______________________________________________________________________________________41
6.1.1.3 Profit impact analyse ___________________________________________________________________________________41
6.1.2 Waarop moet je steeds letten ________________________________________________________________________________42
6.1.2.1 Marktgrootte ___________________________________________________________________________________________42
6.1.2.2 Kannibalisatie__________________________________________________________________________________________42
6.2 Niet-financiële performantie _____________________________________________________________________________________42
6.2.1 Klantentevredenheid ________________________________________________________________________________________42
6.2.2 Merktrouw _________________________________________________________________________________________________43
6.2.3 Klanttevredenheid tracken __________________________________________________________________________________43
6.3 Conclusie ______________________________________________________________________________________________________44
6.4 Samenvatting ___________________________________________________________________________________________________45
6.4.1 Enkele vragen ______________________________________________________________________________________________45
7 Sustainable competitive advantage (SCA) en strategische managementfilosofieën _______________________ 46
7.1 Inleiding________________________________________________________________________________________________________46
7.2 SCA en KSF _____________________________________________________________________________________________________46
7.3 The sustainable competitive adventage ___________________________________________________________________________47
7.3.1 Basis van concurrentie: Assets & competenties _______________________________________________________________47
7.3.2 Value proposition ___________________________________________________________________________________________47
7.3.3 De SCA’s volgens bedrijfsmanagers __________________________________________________________________________47
7.4 Synergieën _____________________________________________________________________________________________________47
7.5 Kern assets & competenties _____________________________________________________________________________________48
7.6 Drie filosofieën om succesvolle strategieën en SCA’s te ontwikkelen ________________________________________________48
7.6.1 Strategic commitment ______________________________________________________________________________________48
7.6.1.1 Risico: Strategic stubbornness __________________________________________________________________________48
7.6.2 Strategic opportunism ______________________________________________________________________________________48
7.6.2.1 Risico: Strategic drift ___________________________________________________________________________________48
7.6.3 Strategic adaptability _______________________________________________________________________________________49
7.6.3.1 Risico: Strategische blunders à misreading trends________________________________________________________49
2
, 7.7 Samenvatting ___________________________________________________________________________________________________49
7.7.1 Enkele vragen ______________________________________________________________________________________________49
8 Waardeproposities ____________________________________________________________________________________ 50
8.1 Inleiding________________________________________________________________________________________________________50
8.2 Business strategy challenges ____________________________________________________________________________________50
8.3 Alternatieve waardeproposities __________________________________________________________________________________51
8.3.1 Waarde (value) en kwaliteit (quality) __________________________________________________________________________51
8.3.2 Superieur attribuut/voordeel_________________________________________________________________________________51
8.3.3 Branding en zelf-uitdrukkende voordelen (self-expressive benefits) _____________________________________________51
8.3.4 Design _____________________________________________________________________________________________________52
8.3.5 Systeemoplossingen ________________________________________________________________________________________52
8.3.6 Corporate social programs __________________________________________________________________________________52
8.3.7 Superior customer relationship ______________________________________________________________________________52
8.3.8 Niche specialist ____________________________________________________________________________________________52
8.4 Diepgaandere focus op kwaliteit en waarde _______________________________________________________________________52
8.4.1 Superieure kwaliteit_________________________________________________________________________________________52
8.4.2 Value ______________________________________________________________________________________________________53
8.5 Samenvatting ___________________________________________________________________________________________________54
8.5.1 Enkele vragen ______________________________________________________________________________________________54
9 Brand Equity (Merkwaarde) _____________________________________________________________________________ 55
9.1 Inleiding________________________________________________________________________________________________________55
9.2 Een merk _______________________________________________________________________________________________________55
9.2.1 Intrinsieke vs. extrinsieke merkattributen _____________________________________________________________________55
9.2.2 Waarom een merk? _________________________________________________________________________________________55
9.3 Merkwaarde creëren ____________________________________________________________________________________________56
9.3.1 Brand awareness ___________________________________________________________________________________________56
9.3.2 Brand loyalty _______________________________________________________________________________________________57
9.3.3 Brand associations _________________________________________________________________________________________57
9.3.3.1 Doctoraatstudie VUB ___________________________________________________________________________________59
9.4 Brand strategies ________________________________________________________________________________________________59
9.4.1 Brand extension strategies __________________________________________________________________________________59
9.5 Brand identity __________________________________________________________________________________________________59
9.5.1 Brand identity ≠ brand image ________________________________________________________________________________60
9.5.1.1 Kapferer’s brand identitiy prism __________________________________________________________________________60
9.6 Merkwaarde meten: brand ranking________________________________________________________________________________60
9.6.1 Financial brand equity ______________________________________________________________________________________61
9.6.2 Customer-based brand equity _______________________________________________________________________________61
9.6.3 Social brand equity _________________________________________________________________________________________62
9.7 Samenvatting ___________________________________________________________________________________________________62
9.7.1 Enkele vragen ______________________________________________________________________________________________62
10 Energizing the business ______________________________________________________________________________ 63
10.1 Inleiding _____________________________________________________________________________________________________63
10.2 Marktpenetratie: het bedrijf energie geven ______________________________________________________________________63
10.2.1 Het aanbod innoveren ____________________________________________________________________________________63
10.2.2 Het merk en de marketing energie geven ____________________________________________________________________64
10.2.3 Het gebruik van bestaande klanten verhogen _______________________________________________________________65
10.3 Samenvatting ________________________________________________________________________________________________65
10.3.1 Enkele vragen ____________________________________________________________________________________________65
11 Leveraging the business ______________________________________________________________________________ 66
11.1 Inleiding _____________________________________________________________________________________________________66
11.2 Product & marktontwikkeling: het bedrijf optimaal benutten ______________________________________________________66
11.2.1 Welke activa en competenties kunnen worden benut? _______________________________________________________66
11.2.2 Merkuitbreidingen ________________________________________________________________________________________66
11.2.2.1 Is er een fit tussen het merk en de nieuwe productcontext? ________________________________________________67
11.2.2.2 Voegt het merk waarde toe aan het aanbod in een nieuwe productklasse?___________________________________67
11.2.2.3 Zal de extensie de merknaam en het imago versterken?____________________________________________________67
11.2.3 Nieuwe markten __________________________________________________________________________________________67
11.2.4 Bedrijfsbenuttingsopties evalueren ________________________________________________________________________67
11.3 Samenvatting ________________________________________________________________________________________________68
11.3.1 Enkele vragen ____________________________________________________________________________________________68
12 Nieuwe business creëren ____________________________________________________________________________ 69
12.1 Inleiding _____________________________________________________________________________________________________69
12.2 Diversificatie: nieuwe business creëren _________________________________________________________________________69
12.2.1 ‘New’ business? __________________________________________________________________________________________69
3
, 12.2.2 Voordeel van de innovator _________________________________________________________________________________70
12.2.2.1 Prijsstrategieën ________________________________________________________________________________________70
12.2.2.2 Prijszetting van nieuwe aanbiedingen ____________________________________________________________________70
12.2.3 Beheren van categoriepercepties __________________________________________________________________________72
12.2.4 Creëren van nieuwe business arena’s ______________________________________________________________________72
12.2.5 Van ideeën naar de markt _________________________________________________________________________________72
13 Globale strategieën __________________________________________________________________________________ 74
13.1 Inleiding _____________________________________________________________________________________________________74
13.2 Globaal vs multinationaal _____________________________________________________________________________________74
13.3 Motivaties voor globale strategieën _____________________________________________________________________________74
13.4 Standaardisatie vs. customizatie _______________________________________________________________________________74
13.5 Uitbreiden van de globale voetafdruk ___________________________________________________________________________75
13.6 Strategische allianties_________________________________________________________________________________________76
14 Prioritiseren van businesses & brand _________________________________________________________________ 77
14.1 Inleiding _____________________________________________________________________________________________________77
14.2 The business portfolio _________________________________________________________________________________________77
14.3 Divestment of liquidatie _______________________________________________________________________________________77
14.4 De melkstrategie _____________________________________________________________________________________________78
14.5 Prioritiseren en trimmen van de brand portfolio __________________________________________________________________79
15 Gastcollege: The House of Marketing _________________________________________________________________ 80
15.1 Inleiding _____________________________________________________________________________________________________80
15.2 The House of Marketing _______________________________________________________________________________________80
15.3 Marketing strategie – casus Seepje _____________________________________________________________________________80
15.3.1 Brand strategy framework _________________________________________________________________________________80
15.3.2 De opdracht _____________________________________________________________________________________________80
15.3.3 Wie? Target groep ________________________________________________________________________________________81
15.3.4 Wat? Product ____________________________________________________________________________________________81
15.3.5 Waar? Plaats _____________________________________________________________________________________________82
15.3.6 Hoe? Communicatie ______________________________________________________________________________________82
15.4 Key conclusions ______________________________________________________________________________________________83
16 Artikel 1: Marketing Myopia (Levitt, 2004) ______________________________________________________________ 84
16.1 Inleiding _____________________________________________________________________________________________________84
16.2 Oorzaken van stagnatie _______________________________________________________________________________________84
16.2.1 Populatiemythe __________________________________________________________________________________________84
16.2.2 Het idee van onmisbaarheid _______________________________________________________________________________84
16.2.3 Massaproductie __________________________________________________________________________________________84
16.2.4 De gevaren van R&D ______________________________________________________________________________________84
16.3 Samengevat __________________________________________________________________________________________________85
17 Artikel 2: IP analysis (Martilla & James, 1977) __________________________________________________________ 86
18 Artikel 3: Influencer marketing (Haenlein et al., 2020) __________________________________________________ 87
18.1 Inleiding _____________________________________________________________________________________________________87
18.2 Social media platforms voor Influencer Marketing _______________________________________________________________87
18.3 Vier adviezen _________________________________________________________________________________________________87
18.4 Vier vragen bij het kiezen van de juiste influencer ________________________________________________________________88
18.5 Wat brengt de toekomst? ______________________________________________________________________________________89
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