FAIRPHONE
Strategisch marketingplan
Beernink
, Fairphone
Strategisch marketingplan
Hogeschool: Hanze Hogeschool Groningen
Opleiding: Minor NIMA A Marketing PLUS
Studiejaar: 2018/2019
Datum: 11 juni 2019
Plaats: Groningen
-1-
,Voorwoord
-2-
, Inhoudsopgave
1. Inleiding .................................................................................................................................................... - 5 -
1.1 Historie Fairphone ................................................................................................................................... - 5 -
1.2 Missie ........................................................................................................................................................ - 5 -
1.3 Planningsniveau ....................................................................................................................................... - 5 -
1.4 Abell business scope ................................................................................................................................. - 6 -
1.4.1 Afnemer ............................................................................................................................................ - 6 -
1.4.2 Behoeften .......................................................................................................................................... - 7 -
1.4.3 Technologieën ................................................................................................................................... - 7 -
1.4.4 Toelichting business scope ............................................................................................................... - 7 -
1.5 Voorlopig centraal probleem.................................................................................................................... - 7 -
2. Externe analyse ........................................................................................................................................ - 8 -
2.1 Afnemersanalyse ....................................................................................................................................... - 8 -
2.1.1 Doelgroep segmentatie...................................................................................................................... - 8 -
2.1.2 Koopgedrag en motieven .................................................................................................................. - 8 -
2.2 Concurrentieanalyse ............................................................................................................................... - 10 -
2.2.1 Competitive benchmark .................................................................................................................. - 10 -
2.3 Marktanalyse .......................................................................................................................................... - 11 -
2.3.1. Marktfactoren ................................................................................................................................. - 11 -
2.3.2 Macro-omgevingsanalyse ............................................................................................................... - 11 -
2.3.3 Vijfkrachtenmodel van Porter ......................................................................................................... - 13 -
2.4 Relevante trends...................................................................................................................................... - 14 -
2.5 Conclusie ................................................................................................................................................ - 14 -
3. Interne analyse ....................................................................................................................................... - 15 -
3.1 Marketingstrategie.................................................................................................................................. - 15 -
3.2 Marketingdoelstellingen ......................................................................................................................... - 15 -
3.3 Marketingmix .......................................................................................................................................... - 16 -
3.3.1 Product ............................................................................................................................................ - 16 -
3.3.2 Prijs ................................................................................................................................................. - 16 -
3.3.3 Plaats ............................................................................................................................................... - 16 -
3.3.4 Promotie .......................................................................................................................................... - 16 -
3.4 Positionering........................................................................................................................................... - 17 -
3.4.1 Positioneringsgrafiek ...................................................................................................................... - 17 -
3.4.2 Klantenanalyse ................................................................................................................................ - 17 -
3.4.3 Kernbelofte Fairphone .................................................................................................................... - 18 -
3.5 Organisatieanalyse ................................................................................................................................. - 18 -
3.5.1 7S-model ......................................................................................................................................... - 18 -
3.5.2 Core competence............................................................................................................................. - 19 -
3.6 Financiële analyse .................................................................................................................................. - 19 -
3.7 Conclusie ................................................................................................................................................ - 20 -
4. SWOT-analyse........................................................................................................................................ - 21 -
4.1 SWOT-analyse ........................................................................................................................................ - 21 -
4.2 Confrontatiematrix ................................................................................................................................. - 21 -
4.3 Centraal probleem .................................................................................................................................. - 22 -
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Strategisch marketingplan
Beernink
, Fairphone
Strategisch marketingplan
Hogeschool: Hanze Hogeschool Groningen
Opleiding: Minor NIMA A Marketing PLUS
Studiejaar: 2018/2019
Datum: 11 juni 2019
Plaats: Groningen
-1-
,Voorwoord
-2-
, Inhoudsopgave
1. Inleiding .................................................................................................................................................... - 5 -
1.1 Historie Fairphone ................................................................................................................................... - 5 -
1.2 Missie ........................................................................................................................................................ - 5 -
1.3 Planningsniveau ....................................................................................................................................... - 5 -
1.4 Abell business scope ................................................................................................................................. - 6 -
1.4.1 Afnemer ............................................................................................................................................ - 6 -
1.4.2 Behoeften .......................................................................................................................................... - 7 -
1.4.3 Technologieën ................................................................................................................................... - 7 -
1.4.4 Toelichting business scope ............................................................................................................... - 7 -
1.5 Voorlopig centraal probleem.................................................................................................................... - 7 -
2. Externe analyse ........................................................................................................................................ - 8 -
2.1 Afnemersanalyse ....................................................................................................................................... - 8 -
2.1.1 Doelgroep segmentatie...................................................................................................................... - 8 -
2.1.2 Koopgedrag en motieven .................................................................................................................. - 8 -
2.2 Concurrentieanalyse ............................................................................................................................... - 10 -
2.2.1 Competitive benchmark .................................................................................................................. - 10 -
2.3 Marktanalyse .......................................................................................................................................... - 11 -
2.3.1. Marktfactoren ................................................................................................................................. - 11 -
2.3.2 Macro-omgevingsanalyse ............................................................................................................... - 11 -
2.3.3 Vijfkrachtenmodel van Porter ......................................................................................................... - 13 -
2.4 Relevante trends...................................................................................................................................... - 14 -
2.5 Conclusie ................................................................................................................................................ - 14 -
3. Interne analyse ....................................................................................................................................... - 15 -
3.1 Marketingstrategie.................................................................................................................................. - 15 -
3.2 Marketingdoelstellingen ......................................................................................................................... - 15 -
3.3 Marketingmix .......................................................................................................................................... - 16 -
3.3.1 Product ............................................................................................................................................ - 16 -
3.3.2 Prijs ................................................................................................................................................. - 16 -
3.3.3 Plaats ............................................................................................................................................... - 16 -
3.3.4 Promotie .......................................................................................................................................... - 16 -
3.4 Positionering........................................................................................................................................... - 17 -
3.4.1 Positioneringsgrafiek ...................................................................................................................... - 17 -
3.4.2 Klantenanalyse ................................................................................................................................ - 17 -
3.4.3 Kernbelofte Fairphone .................................................................................................................... - 18 -
3.5 Organisatieanalyse ................................................................................................................................. - 18 -
3.5.1 7S-model ......................................................................................................................................... - 18 -
3.5.2 Core competence............................................................................................................................. - 19 -
3.6 Financiële analyse .................................................................................................................................. - 19 -
3.7 Conclusie ................................................................................................................................................ - 20 -
4. SWOT-analyse........................................................................................................................................ - 21 -
4.1 SWOT-analyse ........................................................................................................................................ - 21 -
4.2 Confrontatiematrix ................................................................................................................................. - 21 -
4.3 Centraal probleem .................................................................................................................................. - 22 -
-3-
