1
,2
,Foreword
In front of you lies the essay, conducted for the course OE101: Marketing Context for the
degree programme Business Studies at Inholland University of Applied Sciences in Haarlem.
We would like to thank Van Dorp for their cooperation. We hope that this research gives
Van Dorp insights that can help their future operations. We would also like to thank Erno
Pickee for the interesting lessons and guidance for this essay.
We both enjoyed working together on this project!
Amber Sickman & Robin Bakker
15-05-2023
3
, Inhoudsopgave
Management summary .......................................................................................................................................... 6
1. Introduction ................................................................................................................................................... 8
1.1 Introduction to the report .............................................................................................................................. 8
1.2 Introduction to the company.......................................................................................................................... 8
1.3 General industry information ........................................................................................................................ 9
2. Problem analysis .............................................................................................................................................. 11
2.1 Internal & external analysis ........................................................................................................................ 11
2.1.1 Target audience .................................................................................................................................... 11
2.1.2 Positioning ........................................................................................................................................... 11
2.1.3 Marketing-mix ..................................................................................................................................... 12
2.1.4 SWOT .................................................................................................................................................. 13
2.2 Main and sub-questions............................................................................................................................... 14
3. Methodology ................................................................................................................................................ 15
3.1 Research design........................................................................................................................................... 15
3.2 Elaboration per sub-question ...................................................................................................................... 15
3.3 Quality of research ...................................................................................................................................... 16
3.4 Topic list ...................................................................................................................................................... 16
4. Trends & Developments .................................................................................................................................. 17
4.1 Developments ....................................................................................................................................... 17
4.1.1 Rising energy prices ............................................................................................................................. 17
4.1.2 Sustainability........................................................................................................................................ 18
4.1.3 The labour market ................................................................................................................................ 18
4.2 Trends ................................................................................................................................................... 19
4.2.1 Digitalization........................................................................................................................................ 19
4.2.2 Energy transition .................................................................................................................................. 19
4.3 Needed action .............................................................................................................................................. 20
5. Ethics & Sustainable Development Goals ..................................................................................................... 21
5.1 Corporate social responsibility ................................................................................................................... 21
5.2 Sustainable Development Goals.................................................................................................................. 21
5.3 How are other companies in the installation industry doing with sustainability and Corporate Social
Responsibility? .................................................................................................................................................. 23
5.4 Needed action .............................................................................................................................................. 24
6. Organizational Structure & Culture ............................................................................................................. 25
6.1 Organizational structure ............................................................................................................................. 25
6.1.1 Vertical organizing for Van Dorp ........................................................................................................ 26
6.2 Organizational culture ................................................................................................................................ 27
6.3 Needed action .............................................................................................................................................. 27
7. Business Processes ........................................................................................................................................... 28
8. Branding & Marketing communications....................................................................................................... 29
4
,2
,Foreword
In front of you lies the essay, conducted for the course OE101: Marketing Context for the
degree programme Business Studies at Inholland University of Applied Sciences in Haarlem.
We would like to thank Van Dorp for their cooperation. We hope that this research gives
Van Dorp insights that can help their future operations. We would also like to thank Erno
Pickee for the interesting lessons and guidance for this essay.
We both enjoyed working together on this project!
Amber Sickman & Robin Bakker
15-05-2023
3
, Inhoudsopgave
Management summary .......................................................................................................................................... 6
1. Introduction ................................................................................................................................................... 8
1.1 Introduction to the report .............................................................................................................................. 8
1.2 Introduction to the company.......................................................................................................................... 8
1.3 General industry information ........................................................................................................................ 9
2. Problem analysis .............................................................................................................................................. 11
2.1 Internal & external analysis ........................................................................................................................ 11
2.1.1 Target audience .................................................................................................................................... 11
2.1.2 Positioning ........................................................................................................................................... 11
2.1.3 Marketing-mix ..................................................................................................................................... 12
2.1.4 SWOT .................................................................................................................................................. 13
2.2 Main and sub-questions............................................................................................................................... 14
3. Methodology ................................................................................................................................................ 15
3.1 Research design........................................................................................................................................... 15
3.2 Elaboration per sub-question ...................................................................................................................... 15
3.3 Quality of research ...................................................................................................................................... 16
3.4 Topic list ...................................................................................................................................................... 16
4. Trends & Developments .................................................................................................................................. 17
4.1 Developments ....................................................................................................................................... 17
4.1.1 Rising energy prices ............................................................................................................................. 17
4.1.2 Sustainability........................................................................................................................................ 18
4.1.3 The labour market ................................................................................................................................ 18
4.2 Trends ................................................................................................................................................... 19
4.2.1 Digitalization........................................................................................................................................ 19
4.2.2 Energy transition .................................................................................................................................. 19
4.3 Needed action .............................................................................................................................................. 20
5. Ethics & Sustainable Development Goals ..................................................................................................... 21
5.1 Corporate social responsibility ................................................................................................................... 21
5.2 Sustainable Development Goals.................................................................................................................. 21
5.3 How are other companies in the installation industry doing with sustainability and Corporate Social
Responsibility? .................................................................................................................................................. 23
5.4 Needed action .............................................................................................................................................. 24
6. Organizational Structure & Culture ............................................................................................................. 25
6.1 Organizational structure ............................................................................................................................. 25
6.1.1 Vertical organizing for Van Dorp ........................................................................................................ 26
6.2 Organizational culture ................................................................................................................................ 27
6.3 Needed action .............................................................................................................................................. 27
7. Business Processes ........................................................................................................................................... 28
8. Branding & Marketing communications....................................................................................................... 29
4
