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Overall Opdracht Strategisch advies
Naam: Vincent Huizinga
Studentnummer: 460225
Opleiding: Bedrijfskunde
Naam module: Strategisch Management
Datum: 22 april 2023
Verslag van onderzoek binnen de Wasserij van PI Veenhuizen 1 / 4
Titel: Overall Opdracht Strategisch Advies
Ondertitel: Verslag van onderzoek binnen de Wasserij van PI Veenhuizen
Naam: Vincent Huizinga
Studentnummer: 460225
Opleiding: Bedrijfskunde DT
Naam module: Strategisch Management
Docenten: Ilja Hagenauw, Natalie Gumbs, Denise Fernando, Thomas Scholten en
Said el Hami
Opdrachtgever: PI Veenhuizen
22 april 2023
1 2 / 4
Inhoudsopgave
- Inleiding.....................................................................................................................................................4
- Theoretisch kader......................................................................................................................................5
- Methode van onderzoek............................................................................................................................9
- Analyses...................................................................................................................................................11
1.1 Organisatieomschrijving................................................................................................................................4 1.2 Doelstelling.....................................................................................................................................................4 1.3 Centrale vraag................................................................................................................................................4 1.4 Deelvragen.....................................................................................................................................................4
2.1 7S-model.........................................................................................................................................................5 2.2 Waardestrategieënmodel..............................................................................................................................5 2.3 Vijfkrachtenmodel..........................................................................................................................................6 2.4 DESTEP-analyse..............................................................................................................................................6 2.5 SWOT-analyse................................................................................................................................................6 2.6 De drie P’s.......................................................................................................................................................8
3.1 Type onderzoek..............................................................................................................................................9 3.2 Operationalisatie............................................................................................................................................9 3.3 Data-analyse..................................................................................................................................................9 3.4 Betrouwbaarheid en validiteit........................................................................................................................9
4.1 Interne omgeving.........................................................................................................................................11 4.1.1 7S-analyse.............................................................................................................................................11
4.1.2 Waardestrategie...................................................................................................................................12
4.1.3 Maatschappelijk verantwoord ondernemen........................................................................................12
4.2 Macro-omgeving..........................................................................................................................................13 4.3 Meso-omgeving............................................................................................................................................16
4.3.1 Bedrijfstakanalyse.................................................................................................................................16
4.3.2 Vijfkrachtenmodel................................................................................................................................17
4.4 SWOT-analyse..............................................................................................................................................19 4.5 Advies strategische groeirichting.................................................................................................................20
- Economische context...............................................................................................................................22
- Marketing................................................................................................................................................26
5.1 Nationaal inkomen.......................................................................................................................................22 5.2 Overheidsbestedingen..................................................................................................................................22 5.3 Conjunctuur en inflatie.................................................................................................................................23 5.4 Economisch beleid........................................................................................................................................25 5.5 Conclusie.......................................................................................................................................................25
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6.1 Marketingmix...............................................................................................................................................26 6.2 Doelgroep en segmentatiecriteria...............................................................................................................27 6.3 Gewenste positionering................................................................................................................................28
- Kwantitatieve analyse..............................................................................................................................29
- Recht.......................................................................................................................................................34
- Conclusie.................................................................................................................................................36
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7.1 Gegevens respondenten...............................................................................................................................29 7.2 Klanttevredenheid........................................................................................................................................30 7.3 Relaties tussen variabelen............................................................................................................................32
8.1 Arbeidsrecht.................................................................................................................................................34 8.2 Vergelijkende reclame..................................................................................................................................35
Literatuurlijst...............................................................................................................................................37 Bijlage I – Enquête vragen............................................................................................................................42
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