Volledige samenvatting van Sales Management - Artevelde Hogeschool Bachelor Bedrijfsmanagement : Marketing, sales. Alle delen en hoofdstukken worden besproken met specifieke focus op de modellen (Porter, BOS, McKinsey, ...).
Sales samenvatting
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Introductie: Vuca World Observaties.....................................................................................................4
Vuca oplossingen................................................................................................................................4
Observaties & uitdagingen.................................................................................................................4
0.1 observaties en uitdagingen voor ondernemingen: de business lezen......................................4
0.2 drie zeer belangrijke observaties..............................................................................................4
0.4 implicaties voor de sales organisaties.......................................................................................6
Inleiding strategie...................................................................................................................................7
1.1 Wat is een businessdefinitie.........................................................................................................7
Het Abell model..............................................................................................................................7
1.2 wat is strategie?............................................................................................................................7
1.4 voordelen van planning................................................................................................................7
1.5 missie, visie en waarden...............................................................................................................8
1.5.1 missie.....................................................................................................................................8
1.5.2 visie........................................................................................................................................8
1.5.3 waarden.................................................................................................................................8
Strategiekeuzes......................................................................................................................................9
Generiek concurrentiestrategie van Porter........................................................................................9
4.1.1 kostenleiderschap strategie...................................................................................................9
4.1.2 differentiatie strategie.........................................................................................................10
4.1.3 lage kosten focus strategie..................................................................................................10
4.1.4 differentiatie focus strategie................................................................................................10
Klantenwaardestrategie van Treacy & Wiersema (strategic triangle)..............................................11
4.2.1 Operational excellence........................................................................................................11
4.2.2 Product leadership...............................................................................................................11
4.2.3 customer intimacy...............................................................................................................12
4.3 Groeistrategie van Ansoff (Ansoff Matrix)..................................................................................12
SWOT Analyse......................................................................................................................................13
5.1 Externe analyse (Kansen & bedreigingen)..................................................................................14
5.1.1 Analyse van de algemene omgeving: DESTEP-model...........................................................14
5.1.2 Analyse van de directe omgeving: stakeholderanalyse.......................................................14
5.1.3 Analyse van de marktomgeving...........................................................................................15
5.2 Interne analyse (sterkten & zwakten).........................................................................................17
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, 5.2.1 Analyse van de (interne) organisatiecultuur........................................................................17
5.2.2 Analyse van producten en klanten.......................................................................................17
5.2.3 Analyse van verkooporganisatie: 7-S model van McKinsey.................................................18
5.2.4 scorecard analyse................................................................................................................19
Verfijnen verkoopstrategie...................................................................................................................19
6.1 Confrontatie matrix....................................................................................................................19
Strategieën dat voortvloeien uit confrontatiematrix....................................................................20
6.2 Mc Kinsey Groeipiramide............................................................................................................20
Vier keuzes...................................................................................................................................20
Zeven Groeimogelijkheden...........................................................................................................21
Zes mogelijke stappen..................................................................................................................22
6.3 de Segment/ Customer Portfolio Matrix & Sales Strategy..........................................................23
Het Business Model Canvas (BMC).......................................................................................................23
2 BMC - bouwstenen........................................................................................................................24
2.1 waarde propositie...................................................................................................................24
2.2 klantensegmenten..................................................................................................................25
2.3 Kanalen...................................................................................................................................27
2.4 klantrelaties............................................................................................................................29
2.5 Kernactiviteiten......................................................................................................................30
2.6 Key Resources.........................................................................................................................31
2.7 Key Partners............................................................................................................................32
2.8 Inkomstenstromen.................................................................................................................32
2.9 Kostenstructuren....................................................................................................................33
Managen van verkoopteams................................................................................................................35
2 motivatie van commerciële medewerkers.....................................................................................35
2.1 behoeftenpiramide van Abraham Maslow.............................................................................35
2.2 tweefactoren theorie van Frederick Hertzberg.......................................................................36
2.3 Verwachtingstheorie van Victor Vroom..................................................................................36
2.4 Carrière – ankers van Edgar Schein.........................................................................................37
2.5 Motivatie volgens Daniel Pink.................................................................................................37
3 Leiding geven aan commerciële medewerkers..............................................................................38
3.1 Situationeel leiderschap van Hersey & Blanchard..................................................................38
4 Opleiding van commerciële medewerkers....................................................................................39
5 Rapportering en overlegstructuren...............................................................................................39
6 Evalueren van commerciële medewerkers....................................................................................39
7 Verloning van commerciële medewerkers....................................................................................39
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, 7.2 Verloningsmogelijkheden.......................................................................................................39
Nieuwe businessmodellen....................................................................................................................40
1 Blue Ocean Strategie (BOS)............................................................................................................40
2 Vijf patronen uit BOS.....................................................................................................................41
2.1 Unbundling (Hagel & Singer)...................................................................................................41
2.2 Long Tail (Anderson)...............................................................................................................41
2.3 Multi – sided platforms (MSP)................................................................................................42
2.4 Free as a businessmodel (Anderson)......................................................................................42
2.5 Open Business model (Chesbrough).......................................................................................42
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, Introductie: Vuca World Observaties
Vuca World omschrijft de wereld waarin wij als mensen en organisaties op dit moment in bevinden.
Het gaat over een continue veranderende mrkt met hoge onzekerheid en complexiteit.
Vuca oplossingen
Volatile Visie geven
Uncertain proberen de context te begrijpen
Complex helderheid verschaffen & simpel maken
Ambiguous flexibiliteit opbouwen
Orde scheppen in chaos, inzicht & overzicht krijgen en alle dingen helder proberen zetten. Dit op een
heldere en eenvoudige manier overbrengen naar de medewerkers.
Observaties & uitdagingen
0.1 observaties en uitdagingen voor ondernemingen: de business lezen
3 belangrijke observaties: Vuca World
1 De markt veranderd
2 De verkoopomgeving veranderd
3 Een veranderd beslissingspatroon
Consequenties
We moeten ANDERS verkopen
Rol van sales veranderd
Strategische keuzes worden dwingend
Implicaties voor
Sales management
Rol van sales manager
0.2 drie zeer belangrijke observaties
1: The market shift (de markt veranderd)
Van product oriëntatie klanten oriëntatie
Product: aandacht aan productie, verbetering van product &
ontwikkeling
Klanten:
Marktsegmentfocus
Voortdurend aanpassen aan wensen & behoeften klant
Goede coördinatie tussen alle afdelingen van de onderneming
Alle activiteiten moeten aansluiten bij de doelstellingen van de onderneming
Momenteel: verschuiving naar Maatschappelijk/ Societal marketingconcept
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