Auteurs: Jorden van Ramshorst & Jazz Farrell
2020
Tio University of Applied Sciences
Studierichting: International Business Management
Studieonderdeel: MAO
Docent: David Bruggeman
,Duurzaam Imago Thuisbezorgd
Voorwoord
Geachte lezer voor u ligt het onderzoeksrapport van Jazz Farrell en Jorden van Ramshorst
over Thuisbezorgd Nederland. Gedurende het semester is er hard gewerkt met man en
macht aan het onderzoek. Op welke wijze kan Thuisbezorgd Nederland haar imago
duurzamer maken? is de belangrijkste hoofdvraag uit dit onderzoek. Hierbij zijn overigens de
deelvragen ook beantwoord. Tevens is dit onderzoek neutraal opgesteld, hierbij zijn er geen
standpunten of meningen genomen. Het onderzoek heeft als resultaat om wellicht een
advies uit te brengen aan zowel Thuisbezorgd Nederland als haar concurrenten. Eveneens
kan het onderzoek interessant zijn voor de consument, dit wegens de huidige aspecten die
aanbod komen in het onderzoek. Men kan hierdoor een beter overzicht van de thuisbezorgd
markt krijgen. Het onderzoek was zonder bijdrage van alle respondenten en medewerkers
niet mogelijk.
Jorden van Ramshorst, Jazz Farrell 2
,Duurzaam Imago Thuisbezorgd
Management samenvatting
This report examines how Thuisbezorgd can improve its image in the field of sustainability.
Nowadays sustainability is very important for companies and customers in the food delivery
market. Customers nowadays attach a high value to sustainability. This trend needs to be
taken into account and can be an opportunity for Thuisbezorgd. The trend has been a reason
for this research. There is a lot of room for improvement regarding the image of
Thuisbezorgd, this is addressed in the report. The problem definition of the study is as
follows: How can the online order and delivery platform thuisbezorgd.nl make its image in the
Netherlands more sustainable? To this end, an interview was held with an internal expert
from Thuisbezorgd.nl and a survey was conducted to obtain information from the target
group. The results showed strikingly that 79% of the respondents were female and older than
12 years of age. The target group consists mainly of women. The most important result is
that 74.1% of the respondents think that Thuisbezorgd does not meet the current
sustainability standards. Therefore, action needs to be taken to make their image more
sustainable. This can be done by making the image more sustainable by means of online
marketing, but also by physical marketing in delivery and service provision. An experience in
sustainable services is unique and contributes to the unique experience of Thuisbezorgd.
When Thuisbezorgd focuses on this and sustainability radiates more, the consumer will see
and remember this faster.
The interview shows that the image of thuisbezorgd.nl when looking at the delivery site itself
is very good. The brand awareness of the company is the biggest strength, the relationship
with the customer plays an important role in this part. However, the size of the brand
awareness is also a major risk in case the company's reputation is damaged. The company
tries to prevent any risks of their reputation being damaged by regularly researching the
companies connection with any compliance with laws and the protection of the customer.
Customer research shows that customers have little awareness of the current sustainable
initiatives of Thuisbezorgd.nl. A cooperation with sustainable restaurants can contribute to a
greener image for the company.
So there is a friction between the image that Thuisbezorgd thinks it radiates and what the
consumer thinks. The consumer has virtually no image of the sustainability that
Thuisbezorgd delivers. The staff of Thuisbezorgd do not seem to see this and pay little
attention to promoting their sustainability. There are also weaknesses that negatively
influence the image of Thuisbezorgd. Thuisbezorgd has to get to work to keep their
reputation and image fresh for the future.
Jorden van Ramshorst, Jazz Farrell 3
, Duurzaam Imago Thuisbezorgd
Inhoudsopgave
Voorwoord.............................................................................................................................................. 2
Management samenvatting.................................................................................................................... 3
1. Inleiding.............................................................................................................................................. 6
1.1. Bedrijfs- en onderwerpbeschrijving.................................................................................................. 6
1.2. Aanleiding........................................................................................................................................ 6
1.3. Doelstelling...................................................................................................................................... 7
1.4. Probleemstelling.............................................................................................................................. 7
1.5. Deelvragen...................................................................................................................................... 7
2. Contextanalyse................................................................................................................................... 8
2.1. Interne analyse................................................................................................................................ 8
2.1.1. Missie........................................................................................................................................ 8
Visie.................................................................................................................................................... 8
Algemene organisatiedoelstellingen.................................................................................................... 8
Risico’s................................................................................................................................................ 8
2.1.2. Waardestrategie Thuisbezorgd................................................................................................ 9
2.1.3. Duurzaamheid van Thuisbezorgd............................................................................................9
2.1.4. Video Marketing van Thuisbezorgd........................................................................................... 9
2.2. Externe analyse............................................................................................................................. 10
2.2.1. Afhaalmaaltijden per jaar!....................................................................................................... 10
2.2.2. Sociaal-cultureel..................................................................................................................... 11
2.2.3. Technologie............................................................................................................................. 11
3. Theoretisch kader............................................................................................................................. 12
3.1. Het Business Canvas Model.......................................................................................................... 12
.............................................................................................................................................................. 12
3.1.1 Key partners;............................................................................................................................ 12
3.1.2 Key activities and key resources.......................................................................................13
3.1.3 Channels........................................................................................................................... 13
3.1.4 De customer segments...................................................................................................... 13
3.2. The Three Sustainable key points Brito & Terzieva.......................................................................14
CSR Pyramide van Carroll.................................................................................................................... 15
4. Methodologie.................................................................................................................................... 17
4.1. Doelstelling primair onderzoek....................................................................................................... 17
4.2. Onderzoek benadering.................................................................................................................. 17
Jorden van Ramshorst, Jazz Farrell 4
2020
Tio University of Applied Sciences
Studierichting: International Business Management
Studieonderdeel: MAO
Docent: David Bruggeman
,Duurzaam Imago Thuisbezorgd
Voorwoord
Geachte lezer voor u ligt het onderzoeksrapport van Jazz Farrell en Jorden van Ramshorst
over Thuisbezorgd Nederland. Gedurende het semester is er hard gewerkt met man en
macht aan het onderzoek. Op welke wijze kan Thuisbezorgd Nederland haar imago
duurzamer maken? is de belangrijkste hoofdvraag uit dit onderzoek. Hierbij zijn overigens de
deelvragen ook beantwoord. Tevens is dit onderzoek neutraal opgesteld, hierbij zijn er geen
standpunten of meningen genomen. Het onderzoek heeft als resultaat om wellicht een
advies uit te brengen aan zowel Thuisbezorgd Nederland als haar concurrenten. Eveneens
kan het onderzoek interessant zijn voor de consument, dit wegens de huidige aspecten die
aanbod komen in het onderzoek. Men kan hierdoor een beter overzicht van de thuisbezorgd
markt krijgen. Het onderzoek was zonder bijdrage van alle respondenten en medewerkers
niet mogelijk.
Jorden van Ramshorst, Jazz Farrell 2
,Duurzaam Imago Thuisbezorgd
Management samenvatting
This report examines how Thuisbezorgd can improve its image in the field of sustainability.
Nowadays sustainability is very important for companies and customers in the food delivery
market. Customers nowadays attach a high value to sustainability. This trend needs to be
taken into account and can be an opportunity for Thuisbezorgd. The trend has been a reason
for this research. There is a lot of room for improvement regarding the image of
Thuisbezorgd, this is addressed in the report. The problem definition of the study is as
follows: How can the online order and delivery platform thuisbezorgd.nl make its image in the
Netherlands more sustainable? To this end, an interview was held with an internal expert
from Thuisbezorgd.nl and a survey was conducted to obtain information from the target
group. The results showed strikingly that 79% of the respondents were female and older than
12 years of age. The target group consists mainly of women. The most important result is
that 74.1% of the respondents think that Thuisbezorgd does not meet the current
sustainability standards. Therefore, action needs to be taken to make their image more
sustainable. This can be done by making the image more sustainable by means of online
marketing, but also by physical marketing in delivery and service provision. An experience in
sustainable services is unique and contributes to the unique experience of Thuisbezorgd.
When Thuisbezorgd focuses on this and sustainability radiates more, the consumer will see
and remember this faster.
The interview shows that the image of thuisbezorgd.nl when looking at the delivery site itself
is very good. The brand awareness of the company is the biggest strength, the relationship
with the customer plays an important role in this part. However, the size of the brand
awareness is also a major risk in case the company's reputation is damaged. The company
tries to prevent any risks of their reputation being damaged by regularly researching the
companies connection with any compliance with laws and the protection of the customer.
Customer research shows that customers have little awareness of the current sustainable
initiatives of Thuisbezorgd.nl. A cooperation with sustainable restaurants can contribute to a
greener image for the company.
So there is a friction between the image that Thuisbezorgd thinks it radiates and what the
consumer thinks. The consumer has virtually no image of the sustainability that
Thuisbezorgd delivers. The staff of Thuisbezorgd do not seem to see this and pay little
attention to promoting their sustainability. There are also weaknesses that negatively
influence the image of Thuisbezorgd. Thuisbezorgd has to get to work to keep their
reputation and image fresh for the future.
Jorden van Ramshorst, Jazz Farrell 3
, Duurzaam Imago Thuisbezorgd
Inhoudsopgave
Voorwoord.............................................................................................................................................. 2
Management samenvatting.................................................................................................................... 3
1. Inleiding.............................................................................................................................................. 6
1.1. Bedrijfs- en onderwerpbeschrijving.................................................................................................. 6
1.2. Aanleiding........................................................................................................................................ 6
1.3. Doelstelling...................................................................................................................................... 7
1.4. Probleemstelling.............................................................................................................................. 7
1.5. Deelvragen...................................................................................................................................... 7
2. Contextanalyse................................................................................................................................... 8
2.1. Interne analyse................................................................................................................................ 8
2.1.1. Missie........................................................................................................................................ 8
Visie.................................................................................................................................................... 8
Algemene organisatiedoelstellingen.................................................................................................... 8
Risico’s................................................................................................................................................ 8
2.1.2. Waardestrategie Thuisbezorgd................................................................................................ 9
2.1.3. Duurzaamheid van Thuisbezorgd............................................................................................9
2.1.4. Video Marketing van Thuisbezorgd........................................................................................... 9
2.2. Externe analyse............................................................................................................................. 10
2.2.1. Afhaalmaaltijden per jaar!....................................................................................................... 10
2.2.2. Sociaal-cultureel..................................................................................................................... 11
2.2.3. Technologie............................................................................................................................. 11
3. Theoretisch kader............................................................................................................................. 12
3.1. Het Business Canvas Model.......................................................................................................... 12
.............................................................................................................................................................. 12
3.1.1 Key partners;............................................................................................................................ 12
3.1.2 Key activities and key resources.......................................................................................13
3.1.3 Channels........................................................................................................................... 13
3.1.4 De customer segments...................................................................................................... 13
3.2. The Three Sustainable key points Brito & Terzieva.......................................................................14
CSR Pyramide van Carroll.................................................................................................................... 15
4. Methodologie.................................................................................................................................... 17
4.1. Doelstelling primair onderzoek....................................................................................................... 17
4.2. Onderzoek benadering.................................................................................................................. 17
Jorden van Ramshorst, Jazz Farrell 4
