Marketing Magnum

In: Business and Management

Submitted By Pimmie2
Words 2061
Pages 9
Concurrentieanalyse

In de concurrentie analyse zal er beknopt weer worden gegeven wat de sterkten en zwakten zijn van onze 5 grootste concurrenten.
Onze 5 grootste concurrenten zijn:
- Ben & Jerry’s
- Mars bv
- Ijsboerke
- Haagen Dazs
- Huismerken

Ben en Jerry’s (Liter prijs 12.58 euro)
De sterkten zijn dat ze een groot statussymbool zijn, dat ze hun eigen winkels hebben en dat ze maatschappelijk verantwoord ondernemen.
Hun zwakke punten zijn hun prijs(1) en hun distributie. Het is namelijk een zeer duur merk en je kunt het nog niet in alle winkels kopen.

Mars bv (Liter prijs 3.35 euro)
Mars heeft als sterke punten dat ze een bekende merknaam hebben, dat ze relatief goedkoop(1) zijn en dat het ijsje overal verkrijgbaar is.
Hun zwakke punten zijn vooral dat ze bekend zijn om hun snoep en niet om het ijs en dat ze hun ijs ook niet heel erg veel promoten.

Ijsboerke (Liter prijs 2.85)
Ijsboerke is vooral goedkoop(2) dat is een sterk punt. Verder hebben ze een goede distributie want ze komen zelfs naar de klant toe. Ook hebben ze een ijscadeaubon waardoor ze een USP hebben ten opzichten van de concurrenten. En hun laatste sterke punt is de goede gerichte promotie. Ze zijn een tijd sponsor geweest van een wielerploeg. In Belgie is dat een hele grote sport en ze hebben dus veel naamsbekendheid opgedaan.
Hun zwakke punt is dat ze een goedkoop imago hebben overgehouden aan hun prijszetting.

Haagen dazs (Liter pijs 11 euro)
De voordelen van Haagen dazs zijn vooral dat ze een luxe imago hebben, eigen winkels hebben en indrukwekkende commercials(3).
De nadelen zijn de prijs want het is een duur ijsje(1) en het is niet in alle winkels verkrijgbaar.

Huismerk (Liter prijs 1.79)
De sterke punten van het huismerk zijn vooral dat het goedkoop(1) is, dat ze een grote doelgroep hebben en dat het in elke supermarkt verkrijgbaar is.
De nadelen van…...

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