Beroepsproduct OV-chipkaart
,OV-Pay
Inhoudsopgave
1. Inleiding...................................................................................................................................................... 5
2 Interne analyse ............................................................................................................................................ 6
2.1 Segmentatie .................................................................................................................................................. 6
2.1.1 Geografische segmentatie ..................................................................................................................... 6
2.1.2 Demografische segmentatie .................................................................................................................. 6
2.1.3 Sociaal-economische segmentatie ........................................................................................................ 6
2.1.4 Psychografische segmentatie ................................................................................................................ 6
2.1.5 Gedragssegmentatie .............................................................................................................................. 6
2.2 Doelgroep ...................................................................................................................................................... 6
2.3 Positionering ................................................................................................................................................. 7
2.4 Marketingmix ................................................................................................................................................ 8
2.4.1 Product .................................................................................................................................................. 8
2.4.2 Prijs ........................................................................................................................................................ 8
2.4.3 Promotie ................................................................................................................................................ 8
2.4.4 Plaats ..................................................................................................................................................... 8
2.4.5 Personeel ............................................................................................................................................... 8
2.5 Business Model Canvas ................................................................................................................................. 9
3 Externe analyse ......................................................................................................................................... 10
3.1 Vijfkrachtenmodel van Porter ..................................................................................................................... 10
3.1.1 Bedreiging van nieuwe toetreders ...................................................................................................... 10
3.1.2 Bedreiging van substituten .................................................................................................................. 10
3.1.3 Macht afnemers .................................................................................................................................. 10
3.1.4 Machtspositie leveranciers .................................................................................................................. 11
3.1.5 Concurrenten ....................................................................................................................................... 11
3.1.6 Conclusie.............................................................................................................................................. 11
3.2 ABCD-analyse .............................................................................................................................................. 12
3.2.1 Afnemers ............................................................................................................................................. 12
3.2.2 Bedrijfstak ............................................................................................................................................ 12
3.2.3 Concurrentie ........................................................................................................................................ 12
3.2.4 Distributie ............................................................................................................................................ 12
3.3 DESTEP ........................................................................................................................................................ 13
3.3.1 Demografisch ....................................................................................................................................... 13
3.3.2 Economisch .......................................................................................................................................... 14
3.3.3 Sociaal-cultureel .................................................................................................................................. 14
3.3.4 Technologisch ...................................................................................................................................... 15
3.3.5 Ecologisch ............................................................................................................................................ 15
3.3.6 Politiek-juridisch .................................................................................................................................. 15
3.4 SWOT-analyse ............................................................................................................................................. 16
3.4.1 Sterktes ................................................................................................................................................ 16
3.4.2 Zwaktes ................................................................................................................................................ 16
3.4.3 Kansen ................................................................................................................................................. 16
3.4.4 Bedreigingen ........................................................................................................................................ 17
3.5 confrontatie matrix ..................................................................................................................................... 18
3.5.1 matrix................................................................................................................................................... 18
2
,OV-Pay
3.5.2 Conclusie.............................................................................................................................................. 19
4 Innovatief concept ..................................................................................................................................... 20
5 Enquête analyse ........................................................................................................................................ 21
6 Deelvraag 1................................................................................................................................................ 22
6.1 Product ........................................................................................................................................................ 22
6.1.1 Kernproduct ......................................................................................................................................... 22
6.1.2 Tastbaar Product ................................................................................................................................. 22
6.1.3 Uitgebreid Product .............................................................................................................................. 22
6.2 Prijs.............................................................................................................................................................. 22
6.2.1 Kosten gebaseerd op prijsstelling ........................................................................................................ 22
6.2.2 Concurrentie gebaseerde prijsstelling ................................................................................................. 22
6.2.3 Waarde gebaseerde prijsstelling ......................................................................................................... 23
6.2.4 Prijs tactieken ...................................................................................................................................... 23
6.2.5 Het effect van context op prijs ............................................................................................................ 23
6.3 Promotie...................................................................................................................................................... 23
6.4 Plaats .......................................................................................................................................................... 23
6.5 conclusie ...................................................................................................................................................... 24
7 Deelvraag 2................................................................................................................................................ 25
7.1 Product ........................................................................................................................................................ 25
7.2 Prijs.............................................................................................................................................................. 25
7.3 Plaats .......................................................................................................................................................... 26
7.4 Promotie...................................................................................................................................................... 26
7.5 Conclusie ..................................................................................................................................................... 26
8 Deelvraag 3................................................................................................................................................ 27
8.1 Onderzoeksresultaten ................................................................................................................................. 27
8.2 Conclusie ..................................................................................................................................................... 28
9 Deelvraag 4................................................................................................................................................ 29
9.1 Informatieplichten voor webshops .............................................................................................................. 29
9.1.1 Informatiepagina ................................................................................................................................. 29
9.1.2 Bestelproces ........................................................................................................................................ 29
9.1.3 Aanbod ................................................................................................................................................ 29
9.1.4 Prijzen en bezorgkosten ...................................................................................................................... 30
9.1.5 Archiveren van de overeenkomst ........................................................................................................ 30
9.2 Garanties ..................................................................................................................................................... 30
9.3 Algemene voorwaarden .............................................................................................................................. 30
9.4 Levertijden................................................................................................................................................... 31
9.5 Vervoer ........................................................................................................................................................ 31
9.6 Privacy en cookies ....................................................................................................................................... 31
9.6.1 Privacy ................................................................................................................................................. 31
3
, OV-Pay
9.6.2 Cookies ................................................................................................................................................ 31
9.7 Retourrecht ................................................................................................................................................. 31
9.8 Betaling via webshop .................................................................................................................................. 32
9.9 Conclusie ..................................................................................................................................................... 32
10 Methodologie .......................................................................................................................................... 33
10.1 Wijze van onderzoek per deelvraag .......................................................................................................... 33
10.2 De uitwerking per deelvraag ..................................................................................................................... 34
10.2.1 Uitwerking deelvraag 1 ...................................................................................................................... 34
10.2.2 Uitwerking deelvraag 2 ...................................................................................................................... 34
10.2.3 Uitwerking deelvraag 3 ...................................................................................................................... 34
10.2.4 Uitwerking deelvraag 4 ...................................................................................................................... 34
10.3 Betrouwbaarheid en validiteit................................................................................................................... 35
11 Conclusie ................................................................................................................................................. 36
11.1 Beantwoording hoofdvraag ...................................................................................................................... 36
11.2 aanbevelingen ........................................................................................................................................... 36
Bibliografie ................................................................................................................................................... 37
Bijlage 1........................................................................................................................................................ 39
Enquête ............................................................................................................................................................. 39
Antwoorden ...................................................................................................................................................... 41
4
,OV-Pay
Inhoudsopgave
1. Inleiding...................................................................................................................................................... 5
2 Interne analyse ............................................................................................................................................ 6
2.1 Segmentatie .................................................................................................................................................. 6
2.1.1 Geografische segmentatie ..................................................................................................................... 6
2.1.2 Demografische segmentatie .................................................................................................................. 6
2.1.3 Sociaal-economische segmentatie ........................................................................................................ 6
2.1.4 Psychografische segmentatie ................................................................................................................ 6
2.1.5 Gedragssegmentatie .............................................................................................................................. 6
2.2 Doelgroep ...................................................................................................................................................... 6
2.3 Positionering ................................................................................................................................................. 7
2.4 Marketingmix ................................................................................................................................................ 8
2.4.1 Product .................................................................................................................................................. 8
2.4.2 Prijs ........................................................................................................................................................ 8
2.4.3 Promotie ................................................................................................................................................ 8
2.4.4 Plaats ..................................................................................................................................................... 8
2.4.5 Personeel ............................................................................................................................................... 8
2.5 Business Model Canvas ................................................................................................................................. 9
3 Externe analyse ......................................................................................................................................... 10
3.1 Vijfkrachtenmodel van Porter ..................................................................................................................... 10
3.1.1 Bedreiging van nieuwe toetreders ...................................................................................................... 10
3.1.2 Bedreiging van substituten .................................................................................................................. 10
3.1.3 Macht afnemers .................................................................................................................................. 10
3.1.4 Machtspositie leveranciers .................................................................................................................. 11
3.1.5 Concurrenten ....................................................................................................................................... 11
3.1.6 Conclusie.............................................................................................................................................. 11
3.2 ABCD-analyse .............................................................................................................................................. 12
3.2.1 Afnemers ............................................................................................................................................. 12
3.2.2 Bedrijfstak ............................................................................................................................................ 12
3.2.3 Concurrentie ........................................................................................................................................ 12
3.2.4 Distributie ............................................................................................................................................ 12
3.3 DESTEP ........................................................................................................................................................ 13
3.3.1 Demografisch ....................................................................................................................................... 13
3.3.2 Economisch .......................................................................................................................................... 14
3.3.3 Sociaal-cultureel .................................................................................................................................. 14
3.3.4 Technologisch ...................................................................................................................................... 15
3.3.5 Ecologisch ............................................................................................................................................ 15
3.3.6 Politiek-juridisch .................................................................................................................................. 15
3.4 SWOT-analyse ............................................................................................................................................. 16
3.4.1 Sterktes ................................................................................................................................................ 16
3.4.2 Zwaktes ................................................................................................................................................ 16
3.4.3 Kansen ................................................................................................................................................. 16
3.4.4 Bedreigingen ........................................................................................................................................ 17
3.5 confrontatie matrix ..................................................................................................................................... 18
3.5.1 matrix................................................................................................................................................... 18
2
,OV-Pay
3.5.2 Conclusie.............................................................................................................................................. 19
4 Innovatief concept ..................................................................................................................................... 20
5 Enquête analyse ........................................................................................................................................ 21
6 Deelvraag 1................................................................................................................................................ 22
6.1 Product ........................................................................................................................................................ 22
6.1.1 Kernproduct ......................................................................................................................................... 22
6.1.2 Tastbaar Product ................................................................................................................................. 22
6.1.3 Uitgebreid Product .............................................................................................................................. 22
6.2 Prijs.............................................................................................................................................................. 22
6.2.1 Kosten gebaseerd op prijsstelling ........................................................................................................ 22
6.2.2 Concurrentie gebaseerde prijsstelling ................................................................................................. 22
6.2.3 Waarde gebaseerde prijsstelling ......................................................................................................... 23
6.2.4 Prijs tactieken ...................................................................................................................................... 23
6.2.5 Het effect van context op prijs ............................................................................................................ 23
6.3 Promotie...................................................................................................................................................... 23
6.4 Plaats .......................................................................................................................................................... 23
6.5 conclusie ...................................................................................................................................................... 24
7 Deelvraag 2................................................................................................................................................ 25
7.1 Product ........................................................................................................................................................ 25
7.2 Prijs.............................................................................................................................................................. 25
7.3 Plaats .......................................................................................................................................................... 26
7.4 Promotie...................................................................................................................................................... 26
7.5 Conclusie ..................................................................................................................................................... 26
8 Deelvraag 3................................................................................................................................................ 27
8.1 Onderzoeksresultaten ................................................................................................................................. 27
8.2 Conclusie ..................................................................................................................................................... 28
9 Deelvraag 4................................................................................................................................................ 29
9.1 Informatieplichten voor webshops .............................................................................................................. 29
9.1.1 Informatiepagina ................................................................................................................................. 29
9.1.2 Bestelproces ........................................................................................................................................ 29
9.1.3 Aanbod ................................................................................................................................................ 29
9.1.4 Prijzen en bezorgkosten ...................................................................................................................... 30
9.1.5 Archiveren van de overeenkomst ........................................................................................................ 30
9.2 Garanties ..................................................................................................................................................... 30
9.3 Algemene voorwaarden .............................................................................................................................. 30
9.4 Levertijden................................................................................................................................................... 31
9.5 Vervoer ........................................................................................................................................................ 31
9.6 Privacy en cookies ....................................................................................................................................... 31
9.6.1 Privacy ................................................................................................................................................. 31
3
, OV-Pay
9.6.2 Cookies ................................................................................................................................................ 31
9.7 Retourrecht ................................................................................................................................................. 31
9.8 Betaling via webshop .................................................................................................................................. 32
9.9 Conclusie ..................................................................................................................................................... 32
10 Methodologie .......................................................................................................................................... 33
10.1 Wijze van onderzoek per deelvraag .......................................................................................................... 33
10.2 De uitwerking per deelvraag ..................................................................................................................... 34
10.2.1 Uitwerking deelvraag 1 ...................................................................................................................... 34
10.2.2 Uitwerking deelvraag 2 ...................................................................................................................... 34
10.2.3 Uitwerking deelvraag 3 ...................................................................................................................... 34
10.2.4 Uitwerking deelvraag 4 ...................................................................................................................... 34
10.3 Betrouwbaarheid en validiteit................................................................................................................... 35
11 Conclusie ................................................................................................................................................. 36
11.1 Beantwoording hoofdvraag ...................................................................................................................... 36
11.2 aanbevelingen ........................................................................................................................................... 36
Bibliografie ................................................................................................................................................... 37
Bijlage 1........................................................................................................................................................ 39
Enquête ............................................................................................................................................................. 39
Antwoorden ...................................................................................................................................................... 41
4
