Voorbeeld strategisch marketingplan

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Hieronder geven we je een voorbeeld van een inhoudsopgave van een strategisch marketingplan (let op, dit is een voorbeeld van een onderzoek naar een nieuw product dat is geïntroduceerd op een bestaande markt, waardoor de onderwerpen in de inhoudsopgave ook daarop gericht zijn). 

 

 

Voorwoord                                                                                                                                                           

Management samenvatting                                                                                                                            

  1. Inleiding
  2. Onderzoek verantwoording                                                                                                              

2.1 Inleiding                                                                                                                                                  

2.2 Aanleiding van het onderzoek en de probleemstelling                                                               

2.3 Doelstelling opdrachtgever                                                                                                                

2.4 Onderzoeksvragen                                                                                                                                

2.5 Methodologie                                                                                                                                        

2.6 Leeswijzer      

 

  1. Interne analyse                                                                                                                                     

3.1 Inleiding                                                                                                                                                  

3.2 Bedrijfsomschrijving                                                                                                                             

3.3 Missie, visie doelstellingen                                                                                                                 

3.3.1.  Missie                                                                                                                                                 

3.3.2.  Visie                                                                                                                                                    

3.3.3.  Doelstellingen                                                                                                                                 

3.4 Productomschrijving                                                                                                                            

3.4.1.  Het assortiment                                                                                                                               

3.4.2.  Productkwaliteit                                                                                                                              

3.4.3. Prijsstelling                                                                                                                                         

3.5 Structuur                                                                                                                                                 

3.5.1.  Rechtsvormen                                                                                                                                  

3.5.2.  Organisatieontwerp                                                                                                                        

3.5.3.  Bedrijfscultuur                                                                                                                                  

3.5.4 Leiderschapsstijl                                                                                                                                

3.6 Deelconclusie

 

  1. Externe analyse                                                                                                                                     

4.1 Inleiding                                                                                                                                                  

4.2 Brancheomschrijving                                                                                                                            

4.3 Doelgroepomschrijving                                                                                                                       

4.3.1.  Business scope                                                                                                                                

4.4 Bedrijfstakanalyse                                                                                                                                

4.4.1. DESTEP                                                                                                                                               

4.4.2.  Algemene marktfactoren                                                                                                              

4.4.2.1.  Productlevenscyclus                                                                                                                    

4.4.2.2.  Algemene trends en ontwikkelingen                                                                                      

4.4.2.3.  Seizoen en conjunctuurgevoeligheid                                                                                      

4.3. De bedrijfsketen                                                                                                                                   

4.5. Concurrentieanalyse                                                                                                                           

4.5.1.  Vijfkrachtenmodel van Porter                                                                                                            

4.6. Deelconclusie        

 

  1. Strategie

5.1. Inleiding                                                                                                                                                 

5.2. De SWOT-analyse                                                                                                                                

5.3. Confrontatiematrix                                                                                                                             

5.4. Strategische vragen                                                                                                                            

5.5. Strategie                                                                                                                                                

5.5.1.  Generieke concurrentiestrategie                                                                                                

5.5.2.  Waardestrategie van Treacy en Wiersema                                                                              

5.5.3.  Groeimodel van Ansoff                                                                                                                 

5.6. Deelconclusie                            

 

  1. Trends en ontwikkelingen

6.1. Inleiding                                                                                                                                                 

6.2. Trends en ontwikkelingen op macroniveau                                                                                  

6.3. Trends en ontwikkelingen in de branche                                                                                             

6.3.1.  Consumentengedrag                                                                                                                             

6.3.2.  Productpresentatie                                                                                                                         

6.3.3.  Online marketing                                                                                                                            

6.3.4.  Maatschappelijk verantwoord ondernemen                                                                            

6.4 Trends en ontwikkelingen per land                                                                                                 

6.5 Deelconclusie                                  

 

  1. Succesfactoren product

7.1. Inleiding                                                                                                                                                 

7.2. Onderzoeksresultaten                                                                                                                         

7.3. Succes in de huidige markt                                                                                                               

7.4. Verkoopondersteuning                                                                                                                       

7.5. Projectmatig werken voor nu en in de toekomst                                                                               

7.6. Financiën                                                                                                                                               

7.7. Deelconclusie                    

 

  1. Uitstraling product

8.1. Inleiding                                                                                                                                                 

8.2. De verouderde producten                                                                                                                 

8.3. Huisstijl en logo                                                                                                                                          

8.4. De merknaam                                                                                                                                       

8.5. De productlijn                                                                                                                                       

8.6. Vormgeving en kleur                                                                                                                          

8.7. Product zichtbaarheid                                                                                                                        

8.8. Deelconclusie            

 

  1. De producten

9.1. Inleiding                                                                                                                                                 

9.2. Enquêteresultaten                                                                                                                               

9.3. Markgegevens van het bedrijf                                                                                                          

9.4. Het assortiment van het bedrijf                                                                                                              

9.5. Deelconclusie          

 

  1. Conclusie
  2. Aanbevelingen

Literatuurlijst                                                                                                                                                        

Bijlage 1:                                                                                                                                                               

Bijlage 2:                                                                                                                                                               

 

voorbeeld strategisch marketingplan

 

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