Hogeschool Inholland
TomTom
Integrale bedrijfsanalyse
CIJFER: 8.1
Jip Beemsterboer, Skip de Jong en Tom Eijssens
Datum: 01-04-2022
,Integrale bedrijfsanalyse TomTom
Studenten:
Beemsterboer, Jip: 682923
Eijssens, Tom: 685394
Jong de, Skip: 685575
Opleiding: Bachelor Business Studies, Finance & Control en Accountancy, Hogeschool Inholland
Alkmaar
Begeleiding: Gillian Gordon
Datum: 01-04-2022
Voorwoord:
Dit is het verslag financiële rapportage over TomTom gemaakt door Skip de Jong, Tom Eijssens en Jip
Beemsterboer. Wij zijn eerstejaarsstudenten op het Inholland Alkmaar. Wij volgen de opleiding
Business Studies. Afgelopen maand zijn wij begonnen aan onze derde periode Thema Business
Economics. Voor het Thema Business Economics hebben wij een bedrijf uitgekozen genaamd
TomTom. De cijfers van TomTom hebben wij geanalyseerd daaruit hebben wij een conclusie en
advies gegeven voor de jaren 2021 en 2022. Wij hebben de cijfers van TomTom zo goed mogelijk
geanalyseerd zodat de cijfers een zo reëel mogelijk beeld geven van de jaren 2021 en 2022.
Voor dit verslag willen wij allereerst onze docent Gordon bedanken. Docent Gordon heeft namelijk
de lessen voorbereid en de uitleg uitstekend gegeven. We hopen dat dit verslag een goed beeld geeft
over de cijfers van TomTom. Dit is namelijk erg belangrijk hieruit is de conclusie en advies namelijk
gebaseerd.
1
,Executive summary
Palmtop was founded in 1991 by Peter-Franks Pauwels and Pieter Geelen. These two graduate
ambitious men developed first generation handheld computers. In 2001 Harold Goddijn became the
fourth partner and the company was renamed TomTom. From 2001 the company focused entirely on
mobile car navigation systems. TomTom is worldwide market leader and it's settled in Amsterdam.
Until 2010 TomTom was very succesfull, the company made huge successes. The vision, mission and
strategy show that TomTom focuses on making the mobility of its customers easy and TomTom also
looks at the social-cultural sector and works well with the government. What else external factors
come into play with TomTom? In chapter 2 of this report, among other things, Porter's 5 forces
model and the DESTEP analysis are discussed. These analyzes confirm that TomTom has a very strong
market position, but the company has a lot to do with external factors such as the government and
authorities. The Netherlands is a member of the European Union (EU), which means that the
Netherlands must adhere to the rules drawn up by the EU. Because TomTom sells products
worldwide, the company is hindered by the rules of the EU. For example, with legislative changes
regarding worldwide transport and other economic matters such as tax on products. After the
external analysis has been made, TomTom is looked internally. TomTom's solvency in 2020 has
remained the same as in 2011, with a value of 40. According to the Chamber of Commerce, this is a
healthy value. The higher the solvency, the stronger the company financially. If the solvency is high,
the company has greater equity. TomTom is financially an unhealthy company. The company had a
low with the current ratio just above 0.5. And in the years that followed, the current ratio remained
just above one. In general, however, the current ratio is virtually the same in the period from 2012 to
2017. TomTom need to keep improving their products and innovating to save there company from
bankruptcy. TomTom's forecast shows that the future for the company looks bleak. The company is
showing negative numbers and has a poor forecast for the coming years. TomTom's sales trend has
been declining for years.
Investment advice:
The advice for shareholders is not to buy shares of TomTom, and if you have shares to sell, because
the future of TomTom is not looking good.
2
, Inhoud
Inleiding..................................................................................................................................................5
Hoofdstuk 1: Profiel van de onderneming..............................................................................................6
1.1 Algemene kenmerken van de organisatie.....................................................................................6
1.2 Missie, visie en strategie...............................................................................................................6
1.3 Belangrijkste concurrenten...........................................................................................................6
1.4 Klanten.........................................................................................................................................6
1.5 Valutarisico...................................................................................................................................6
1.6 Beurskoers....................................................................................................................................7
1.7 Publicatie......................................................................................................................................8
2. Externe analyse..................................................................................................................................9
2.1 Inleiding........................................................................................................................................9
2.2 Macro-economische omgeving.....................................................................................................9
2.3 MESO- omgevingsanalyse...........................................................................................................11
2.4 Stakeholders...............................................................................................................................13
3. Bedrijfsanalyse..................................................................................................................................16
3.1 Fundamentele analyse................................................................................................................16
3.1.1 Solvabiliteit..........................................................................................................................16
3.1.2 Liquiditeit.............................................................................................................................18
3.1.3 Rentabiliteit.........................................................................................................................19
3.1.4 Activiteit kengetallen...........................................................................................................21
3.1.5 Werknemerskengetallen......................................................................................................24
3.1.6 Beleggingskengetallen.........................................................................................................26
3.2. Omzet- en winstanalyse.............................................................................................................29
3.2.1 Geografische spreiding........................................................................................................29
3.2.2 Verdeling naar activiteiten...................................................................................................30
3.2.3 Verdeling naar distributiekanalen........................................................................................31
3.2.4 Portfolio-analyse..................................................................................................................33
3.3 Bedrijfstaklevenscyclus...............................................................................................................34
4. Sustainable Development Goals.......................................................................................................35
4.1 Inleiding......................................................................................................................................35
4.2 Evaluatie van SDG acties bij de onderneming.............................................................................36
6. SWOT-analyse...................................................................................................................................39
3
TomTom
Integrale bedrijfsanalyse
CIJFER: 8.1
Jip Beemsterboer, Skip de Jong en Tom Eijssens
Datum: 01-04-2022
,Integrale bedrijfsanalyse TomTom
Studenten:
Beemsterboer, Jip: 682923
Eijssens, Tom: 685394
Jong de, Skip: 685575
Opleiding: Bachelor Business Studies, Finance & Control en Accountancy, Hogeschool Inholland
Alkmaar
Begeleiding: Gillian Gordon
Datum: 01-04-2022
Voorwoord:
Dit is het verslag financiële rapportage over TomTom gemaakt door Skip de Jong, Tom Eijssens en Jip
Beemsterboer. Wij zijn eerstejaarsstudenten op het Inholland Alkmaar. Wij volgen de opleiding
Business Studies. Afgelopen maand zijn wij begonnen aan onze derde periode Thema Business
Economics. Voor het Thema Business Economics hebben wij een bedrijf uitgekozen genaamd
TomTom. De cijfers van TomTom hebben wij geanalyseerd daaruit hebben wij een conclusie en
advies gegeven voor de jaren 2021 en 2022. Wij hebben de cijfers van TomTom zo goed mogelijk
geanalyseerd zodat de cijfers een zo reëel mogelijk beeld geven van de jaren 2021 en 2022.
Voor dit verslag willen wij allereerst onze docent Gordon bedanken. Docent Gordon heeft namelijk
de lessen voorbereid en de uitleg uitstekend gegeven. We hopen dat dit verslag een goed beeld geeft
over de cijfers van TomTom. Dit is namelijk erg belangrijk hieruit is de conclusie en advies namelijk
gebaseerd.
1
,Executive summary
Palmtop was founded in 1991 by Peter-Franks Pauwels and Pieter Geelen. These two graduate
ambitious men developed first generation handheld computers. In 2001 Harold Goddijn became the
fourth partner and the company was renamed TomTom. From 2001 the company focused entirely on
mobile car navigation systems. TomTom is worldwide market leader and it's settled in Amsterdam.
Until 2010 TomTom was very succesfull, the company made huge successes. The vision, mission and
strategy show that TomTom focuses on making the mobility of its customers easy and TomTom also
looks at the social-cultural sector and works well with the government. What else external factors
come into play with TomTom? In chapter 2 of this report, among other things, Porter's 5 forces
model and the DESTEP analysis are discussed. These analyzes confirm that TomTom has a very strong
market position, but the company has a lot to do with external factors such as the government and
authorities. The Netherlands is a member of the European Union (EU), which means that the
Netherlands must adhere to the rules drawn up by the EU. Because TomTom sells products
worldwide, the company is hindered by the rules of the EU. For example, with legislative changes
regarding worldwide transport and other economic matters such as tax on products. After the
external analysis has been made, TomTom is looked internally. TomTom's solvency in 2020 has
remained the same as in 2011, with a value of 40. According to the Chamber of Commerce, this is a
healthy value. The higher the solvency, the stronger the company financially. If the solvency is high,
the company has greater equity. TomTom is financially an unhealthy company. The company had a
low with the current ratio just above 0.5. And in the years that followed, the current ratio remained
just above one. In general, however, the current ratio is virtually the same in the period from 2012 to
2017. TomTom need to keep improving their products and innovating to save there company from
bankruptcy. TomTom's forecast shows that the future for the company looks bleak. The company is
showing negative numbers and has a poor forecast for the coming years. TomTom's sales trend has
been declining for years.
Investment advice:
The advice for shareholders is not to buy shares of TomTom, and if you have shares to sell, because
the future of TomTom is not looking good.
2
, Inhoud
Inleiding..................................................................................................................................................5
Hoofdstuk 1: Profiel van de onderneming..............................................................................................6
1.1 Algemene kenmerken van de organisatie.....................................................................................6
1.2 Missie, visie en strategie...............................................................................................................6
1.3 Belangrijkste concurrenten...........................................................................................................6
1.4 Klanten.........................................................................................................................................6
1.5 Valutarisico...................................................................................................................................6
1.6 Beurskoers....................................................................................................................................7
1.7 Publicatie......................................................................................................................................8
2. Externe analyse..................................................................................................................................9
2.1 Inleiding........................................................................................................................................9
2.2 Macro-economische omgeving.....................................................................................................9
2.3 MESO- omgevingsanalyse...........................................................................................................11
2.4 Stakeholders...............................................................................................................................13
3. Bedrijfsanalyse..................................................................................................................................16
3.1 Fundamentele analyse................................................................................................................16
3.1.1 Solvabiliteit..........................................................................................................................16
3.1.2 Liquiditeit.............................................................................................................................18
3.1.3 Rentabiliteit.........................................................................................................................19
3.1.4 Activiteit kengetallen...........................................................................................................21
3.1.5 Werknemerskengetallen......................................................................................................24
3.1.6 Beleggingskengetallen.........................................................................................................26
3.2. Omzet- en winstanalyse.............................................................................................................29
3.2.1 Geografische spreiding........................................................................................................29
3.2.2 Verdeling naar activiteiten...................................................................................................30
3.2.3 Verdeling naar distributiekanalen........................................................................................31
3.2.4 Portfolio-analyse..................................................................................................................33
3.3 Bedrijfstaklevenscyclus...............................................................................................................34
4. Sustainable Development Goals.......................................................................................................35
4.1 Inleiding......................................................................................................................................35
4.2 Evaluatie van SDG acties bij de onderneming.............................................................................36
6. SWOT-analyse...................................................................................................................................39
3
