Productplan
Productplan
, Inhoud
Inleiding ................................................................................................................................................... 3
Marktsegmentatie ................................................................................................................................... 4
1.1 Doelgroep ...................................................................................................................................... 4
1.2 Concept.......................................................................................................................................... 4
1.3 Costumer Journey.......................................................................................................................... 5
1.4 Interview........................................................................................................................................ 6
Marktverkenning ..................................................................................................................................... 8
2.1 DESTEP-analyse ............................................................................................................................. 8
2.1.1 Demografische trends en ontwikkelingen.............................................................................. 8
2.1.2 Economische trends en ontwikkelingen................................................................................. 9
2.2.3 Sociaal culturele trends en ontwikkelingen ......................................................................... 10
2.1.4 Technologische trends en ontwikkelingen ........................................................................... 11
2.1.5 Ecologische trends en ontwikkelingen ................................................................................. 12
2.1.6 Politiek juridische trends en ontwikkelingen ....................................................................... 12
2.2 ABCD-analyse .............................................................................................................................. 13
2.2.1 Afnemersanalyse .................................................................................................................. 13
2.2.2 Bedrijfstakanalyse ................................................................................................................ 14
2.2.3 Concurrentieanalyse............................................................................................................. 15
2.2.4 Distributieanalyse ................................................................................................................. 17
3.1 Organisatie .................................................................................................................................. 18
3.2 Missie........................................................................................................................................... 18
3.2 Visie ............................................................................................................................................. 18
3.3 Strategie ...................................................................................................................................... 18
3.3.1 Waardenstrategie van Treacy & Wiersema ......................................................................... 18
3.3.2 Positioneringsstrategie ......................................................................................................... 19
3.3.3 Distributiestrategie............................................................................................................... 19
3.3.4 Prijsstrategie ......................................................................................................................... 20
3.4 Concurrentievoordeel ................................................................................................................. 20
3.5 Terreinafbakening ....................................................................................................................... 21
3.6 Organisatie ANWB ....................................................................................................................... 21
Concept ................................................................................................................................................. 22
Bijlage 1 ................................................................................................................................................. 27
1.1 Doelgroep .................................................................................................................................... 27
1.4 Interviewvragen........................................................................................................................... 28
1
Productplan
, Inhoud
Inleiding ................................................................................................................................................... 3
Marktsegmentatie ................................................................................................................................... 4
1.1 Doelgroep ...................................................................................................................................... 4
1.2 Concept.......................................................................................................................................... 4
1.3 Costumer Journey.......................................................................................................................... 5
1.4 Interview........................................................................................................................................ 6
Marktverkenning ..................................................................................................................................... 8
2.1 DESTEP-analyse ............................................................................................................................. 8
2.1.1 Demografische trends en ontwikkelingen.............................................................................. 8
2.1.2 Economische trends en ontwikkelingen................................................................................. 9
2.2.3 Sociaal culturele trends en ontwikkelingen ......................................................................... 10
2.1.4 Technologische trends en ontwikkelingen ........................................................................... 11
2.1.5 Ecologische trends en ontwikkelingen ................................................................................. 12
2.1.6 Politiek juridische trends en ontwikkelingen ....................................................................... 12
2.2 ABCD-analyse .............................................................................................................................. 13
2.2.1 Afnemersanalyse .................................................................................................................. 13
2.2.2 Bedrijfstakanalyse ................................................................................................................ 14
2.2.3 Concurrentieanalyse............................................................................................................. 15
2.2.4 Distributieanalyse ................................................................................................................. 17
3.1 Organisatie .................................................................................................................................. 18
3.2 Missie........................................................................................................................................... 18
3.2 Visie ............................................................................................................................................. 18
3.3 Strategie ...................................................................................................................................... 18
3.3.1 Waardenstrategie van Treacy & Wiersema ......................................................................... 18
3.3.2 Positioneringsstrategie ......................................................................................................... 19
3.3.3 Distributiestrategie............................................................................................................... 19
3.3.4 Prijsstrategie ......................................................................................................................... 20
3.4 Concurrentievoordeel ................................................................................................................. 20
3.5 Terreinafbakening ....................................................................................................................... 21
3.6 Organisatie ANWB ....................................................................................................................... 21
Concept ................................................................................................................................................. 22
Bijlage 1 ................................................................................................................................................. 27
1.1 Doelgroep .................................................................................................................................... 27
1.4 Interviewvragen........................................................................................................................... 28
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