Accountnaam: Sermeta

CE2-GVL3

Accountplan

Accountnaam: Sermeta

Bedrijf: Bekaert

Student: Bram de Bruin

Studentnummer: s1123117

Bedrijfsnaam: Bekaert

Datum: 16-04-2021

Vak: sales & accountmanagement

Docent: Patrick van Thiel

Opleiding: Commerciële Economie 1 / 3

Inhoud

• Inleiding en Account beschrijving ............................................4

1.1 Algemene gegevens account.............................................................................................4 1.2 Organogram account.........................................................................................................5 1.3 DMU.................................................................................................................................5 1.4 Visie & Missie account.....................................................................................................7 1.5 Strategie account...............................................................................................................7 1.6 Doelstellingen van het account.........................................................................................7 1.7 Markt-omgevingsanalyse per activiteit.............................................................................8 1.8 Marktpositie van het account............................................................................................8 1.9 Distributiekanalen.............................................................................................................9

• Koopproces van het Account ...................................................9

2.1 Inkoopstrategie van het account........................................................................................9 2.2 Inkoopbeleid......................................................................................................................9 2.3 Inkoopvoorwaarden........................................................................................................10 2.4 Inkoopmethode................................................................................................................10 2.5 INCO terms.....................................................................................................................10 2.6 Inkoopprocescriteria bij account.....................................................................................10 2.7 Wat is de inkoopreis van het account?............................................................................11

• Accountanalyse in verhouding tot het bedrijf .........................12

3.1 Huidige producten welke wij leveren.............................................................................12 3.2 Specifieke wensen account.............................................................................................12 3.3 Omzet..............................................................................................................................12 3.4 Contracten.......................................................................................................................13 3.5 Concurrentieanalyse........................................................................................................13 3.6 Conclusie uit de concurrentieanalyse..............................................................................15 3.7 Conclusie uit de accountanalyse.....................................................................................15 3.8 Kansen bij het account....................................................................................................15 3.9 SWOT analyses...............................................................................................................16

SWOT SERMETA: ...................................................................................16

SWOT BEKAERT: ...................................................................................17

3.10 SWOT Conclusies.........................................................................................................17

• Accountstrategie..................................................................18

4.1 Salesstrategiebepaling.....................................................................................................18 4.2 Bepaling doelstellingen voor het account.......................................................................18

4.2.1 KWALITATIEVE DOELSTELLINGEN..............................................19

4.2.2. KWANTITATIEVE DOELSTELLINGEN...........................................19

• Het operationeel plan...........................................................19

5.1 Accountteam...................................................................................................................19 5.2 Afspraken accountteam...................................................................................................20 5.3 Actieplan.........................................................................................................................20 5.4 Verkoopmethoden...........................................................................................................21 5.5 Conclusie.........................................................................................................................22 Bronnenlijst:............................................................................23

Bijlage 1: Algemene verkoopvoorwaarden Bekaert ....................25

Bijlage 2: verplichte opdrachten ...............................................28 Opdracht 1: klantsegmentatie op potentie.............................................................................28 Opdracht 2: Klantenpiramide Curry......................................................................................29 Opdracht 3: CRM- systeem...................................................................................................29

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Account Sermeta Accountmanag er Robert jan Hoytink Leden accountteam Robert jan Hoytink Bram de Bruin Versie 1 Laatste update16-4-2021

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