{"id":434863,"date":"2018-04-30T19:33:20","date_gmt":"2018-04-30T19:33:20","guid":{"rendered":"https:\/\/essaypaper.org\/dit-is-het-plan-van-aanpak-voor-de-afstudeeropdracht\/"},"modified":"2018-10-24T09:18:00","modified_gmt":"2018-10-24T09:18:00","slug":"this-is-the-plan-of-approach-for-the-graduation-project","status":"publish","type":"post","link":"https:\/\/www.benedictsol.com\/blogs\/this-is-the-plan-of-approach-for-the-graduation-project\/","title":{"rendered":"THIS IS THE PLAN OF APPROACH FOR THE GRADUATION PROJECT"},"content":{"rendered":"

1 Introduction<\/span>
\nThis is the Plan of Approach for the graduation project that is part of the graduation project of the Small Business & Retail Management program.<\/span>\u00a0This graduation project lasts a total of 25 weeks, of which 20 weeks is worked on this plan of approach and research.<\/span>
\nEuroscaffold has different sales channels and sees opportunities on the market to grow.<\/span>\u00a0It is up to the student to find out how Euroscaffold can achieve this growth and would like to have research carried out to find out what possibilities there are and how they can achieve this.<\/span>
\nThis plan of approach elaborates the reason for the research, the problem analysis and the research and problem definition that develop and the theoretical framework for this research.<\/span>The plan of approach provides a firm basis and theoretical foundation for the research that will be carried out for Euroscaffold.<\/span>
\n1.1 The organization<\/span>
\nThe research will be conducted at Euroscaffold Netherlands.<\/span>\u00a0Euroscaffold is a manufacturer and supplier of professional aluminum scaffolding, rolling towers, scaffolding, scaffolding conveyors and climbing equipment.<\/span>\u00a0These products are manufactured by the company itself in the 6000 m\u00b2 production and distribution space in Krommenie.<\/span>\u00a0By means of modern production equipment, own innovation and development, Euroscaffold has high quality products that find its way throughout Europe.<\/span>
\nEuroscaffold has a total of 25 employees.<\/span>\u00a0The organization has a flat structure and the management is still very actively involved in all kinds of different activities.<\/span>\u00a0In the organization chart below, the classification and structure of Euroscaffold is made visible<\/span>
\nFigure 1: Organogram Euroscaffold<\/span>
\nEuroscaffold is the brand of products produced by the production company Connecting BV.<\/span>Connecting BV serves only as an umbrella organization and the Euroscaffold brand is used for external and corporate communication.<\/span>\u00a0Under Connecting BV is also the webshop Stijgerverkoop.nl with which the scaffolding and accessories are sold directly to the end user.<\/span>\u00a0In addition to scaffolding, Connecting Products also produces other products (referred to in the first paragraph of this page).<\/span>\u00a0The turnover figures on the next page show which products are produced and sold by Connecting BV \/ Euroscaffold and what influence the different product groups have on sales figures.<\/span>
\nTurnover figures for Connecting BV 2016<\/span>
\nProduct group Turnover in Euros<\/span>
\nLadders and Stairs 44,248.31<\/span>
\nSpecials (special requests) 420,030.85<\/span>
\nRoll scaffolding 3.049.922,34<\/span>
\nRoof edge protection 14.196.91<\/span>
\nTrailers 336,595.89<\/span>
\nBoats 4.111.55<\/span>
\nCage ladders 98,536.71<\/span>
\nFigure 2: Turnover figures Euroscaffold<\/span>
\nBecause the sale of scaffolding is by far the most important product for Euroscaffold, this product group is also the subject of this research.<\/span>
\nEuroscaffold produces and supplies products to SMEs or freelancers.<\/span>\u00a0Consumers do not buy climbing materials at Euroscaffold but rent them at, for example, large DIY stores.<\/span>\u00a0The products are too expensive for consumers for the short period that they are used by consumers.<\/span>Therefore, this study does not look at the Business to Consumer (B2C) market and focuses on the Business to Business (B2B) market.<\/span>
\nThe products that Euroscaffold produces are sold through two sales channels.<\/span>\u00a0On the one hand to the brokering by means of affiliated dealers, on the other hand directly to the end user by, for example: webshop, personal sales or (as of 1 April 2017) cold acquisition by the account manager.<\/span>
\nFigure 3: Sales channels Euroscaffold<\/span>
\n2. Reason<\/span>
\nEuroscaffold is the brand of the products with which communication takes place.<\/span>\u00a0Manufacturing is done within the typical production company Connecting BV This organization serves only as an umbrella organization and this name is not communicated.<\/span>\u00a0Most employees, including members of the management, work in the production and \/ or distribution space.<\/span>\u00a0In recent years the organization has experienced a lot of growth and development, but the management still sees opportunities on the market to grow.<\/span>
\nIn order to achieve growth, Euroscaffold needs more customers.<\/span>\u00a0Especially the bigger To get more customers, Euroscaffold wants to increase brand awareness.<\/span>\u00a0With a high brand awareness, Euroscaffold wants to ensure that the target groups think of Euroscaffold when there is a need for one of the products.<\/span>\u00a0For example, Euroscaffold wants to increase sales of products and sales.<\/span>
\nEuroscaffold wants to have a study carried out to increase brand awareness.<\/span>\u00a0With the results of the research, the organization wants to gain more insight into the possibilities to increase brand awareness.<\/span>\u00a0By means of this research they want to get an advice about what opportunities there are in the market, which target groups there are and with which resources the organization can best use the opportunities and reach the target groups.<\/span>
\n3. Problem analysis<\/span>
\nThe whole of the Netherlands benefits from global economic growth and so does the Dutch construction sector.<\/span>\u00a0According to Statistics Netherlands (2016), turnover in the construction sector has been growing for a year and a half and most entrepreneurs in the construction sector expect an increase in turnover in the coming period.<\/span>
\nFigure 4: Turnover growth in the CBS building sector (2017)<\/span>
\nAccording to Rabobank (2016), too, growth in the construction sector is expected to reach 3.5% for 2017.<\/span>\u00a0The products that Euroscaffold produces are used in the construction sector.<\/span>\u00a0These are necessary and mandatory for construction work at height.<\/span>
\nFigure 5: Statline CBS (2017)<\/span>
\nThe target group for this research is the end-user of the products of Euroscaffold.<\/span>\u00a0These are mainly small and medium-sized businesses or freelancers from the construction sector.<\/span>\u00a0Data from CBS (2017) show that there has been growth in these companies in recent years and with the expected growth of the construction sector it can be expected that this growth will continue in 2017. It is expected that the demand for Euroscaffold products will increase. increases with an increase in the entire sector.<\/span>\u00a0Growth in numbers and turnover is a realistic goal for Euroscaffold.<\/span>
\nEuroscaffold is located in a market where not many providers are active.<\/span>\u00a0Within this market Euroscaffold, Altrex, ASC, Custers, Skyworks and Solide are active of which Altrex is convincing market leader.<\/span>\u00a0The products and assortment of the various organizations show many similarities and there is no clear distinctive character.<\/span>\u00a0The market is under pressure in the field of competition.<\/span>\u00a0Euroscaffold wants to gain a better position in the market by increasing the brand awareness of Euroscaffold within the target group compared to its competitors.<\/span>\u00a0Because the suppliers on the market at first sight produce and sell products that are very similar, it is important that the Euroscaffold brand communicates with the target group in the right way with the right means in order to transfer the message of Euroscaffold to new customers. to collect or to make repeat purchases with regular customers.<\/span>
\nThe growth that has already been realized is partly due to the introduction of direct sales through a web shop to sell the products online.<\/span>\u00a0The introduction of a web shop was chosen because more and more online oriented and bought and competitors with webshops were present on the internet.<\/span>\u00a0This webshop is for the sale of scaffolding and the name of the webshop is Steigerverkoop.nl.<\/span>\u00a0This webshop is already working on search engine marketing to improve the findability of the web shop.<\/span>\u00a0For the other products that Euroscaffold produces, webshops are also under development to be able to sell these products online to the end user.<\/span>
\nThe organization wants a high brand awareness to positively influence sales via both sales channels.<\/span>\u00a0In order to sell more products, Euroscaffold initially wants a higher brand awareness within the target group.<\/span>\u00a0The definition of brand awareness is as follows: “The degree to which a brand is recognized by potential customers and correctly associated with a particular product.<\/span>\u00a0It is usually expressed as a percentage of the target group and brand awareness is the primary goal of advertising in the first months or years of the introduction of a product “(Business Dictonairy, nd).<\/span>
\nBrand recognition can be analyzed in two subcategories, namely: brand recognition and brand recall.<\/span>\u00a0With brand recognition, companies or consumers know that they have been in contact with the brand before when they see the brand.<\/span>\u00a0With brand reminder, the company or the consumer is able to remember and name the brand if they are helped by naming the product category, the needs that are satisfied by the product or category or the situation in which the product is used (Keller , 2013).<\/span>
\nHowever, the desired situation is the situation in which Euroscaffold has managed to realize growth in terms of sales and sales, or an increase in the acquisition.<\/span>\u00a0A higher brand awareness can be a result of this and increasing it can become a goal for the organization at a later stage.<\/span>\u00a0In the current situation, the main goal is to increase the sales of products to achieve the desired situation.<\/span>
\nIn the current situation, Euroscaffold uses marketing communication resources such as a website, social media, brochures and direct sales to advertise the products.<\/span>\u00a0The exhibitions in this sector are now more in the form of an exhibition and a social networking opportunity than a place where, as before, many products were sold.<\/span>\u00a0For this reason, the organization has not been present at fairs for several years.<\/span>\u00a0It is not clear what impact the various marketing communications have on the sale of products.<\/span>\u00a0Within Euroscaffold, no employee is fully committed to marketing communication and as a result, it is mainly ad-hoc who decides which means of communication are used or not.<\/span>
\nBecause the choice of marketing communication tools is made ad-hoc, no research has been done at Euroscaffold on the target group and the possibilities in the field of online marketing.<\/span>\u00a0In the current situation, Euroscaffold uses different means to advertise the brand and the products.<\/span>It is not clear whether these resources match the current opportunities in the market and the wishes of the target group.<\/span>
\nThrough this research, Euroscaffold wants to find out how they can best reach the target group and with which online marketing resources this should be done best and what changes may need to be made to ensure an increase in the acquisition.<\/span>\u00a0The target group for this research is the end user.<\/span>\u00a0By achieving and inspiring it, Euroscaffold can increase the sales of its products through direct sales or with the ‘pull effect’ sales at affiliated dealers.<\/span>
\nWith the result of this research advice can be given to Euroscaffold about how the company can best use online marketing resources to reach the target group.<\/span>\u00a0With this advice a strategy can be formulated to use the current resources more efficiently and to use new resources if they prove to be suitable for reaching the target group.<\/span>\u00a0In this way, Euroscaffold can realize more sales through the various channels to achieve the desired growth.<\/span>
\n4. Problem definition and sub-questions<\/span>
\nBusiness objective:<\/span>
\nIncrease sales of scaffolding by 10% within 1 year<\/span>
\nObjective of the research:<\/span>
\nAcquiring insight into the target group, possibilities of online marketing and the working method of competitors to use the right means of communication to attract new customers within the target group.<\/span>
\nResearch question:<\/span>
\n“How can Euroscaffold make the best use of online marketing to sell more products to new customers?”<\/span>
\nSub-questions:<\/span>
\n(1) What are, according to the literature, decisive success factors for the online recruitment of new customers with the help of online marketing?<\/span>
\n(2) How does Euroscaffold score on the identified success factors in the current situation?<\/span>
\n(3) How do competitors score on the identified success factors?<\/span>
\n(4) What are the needs of (potential) customers regarding online marketing?<\/span>
\n(5) How can Euroscaffold improve online marketing?<\/span>
\n5. Theoretical framework<\/span>
\nIn this chapter the theory of the research and the success factors are elaborated by means of a literature search.<\/span>
\n5.1 Online marketing<\/span>
\nOnline marketing, also known as internet marketing, digital marketing or web marketing, can be defined as: “a collective term for various techniques that are used to bring products, services and companies to the attention via the internet” (Luttikhuizen dos Santos, 2016) .<\/span>
\nOnline marketing can use an organization to visitors for example:<\/span>
\n\uf0a7 Purchase products<\/span>
\n\uf0a7 Request information and \/ or quotations<\/span>
\n\uf0a7 Enable service or assistance<\/span>
\nThe core of resources that can be used to reach the (potential) target group are:<\/span>
\n\uf0a7 Website marketing<\/span>
\n\uf0a7 Search engine marketing<\/span>
\n\uf0a7 Content marketing<\/span>
\n\uf0a7 Social media marketing<\/span>
\n\uf0a7 Email marketing<\/span>
\n\uf0a7 Mobile marketing<\/span>
\n5.2 Business-to-Business<\/span>
\nBecause Euroscaffold mainly supplies companies, there is a Business-to-Business or B2B business management.<\/span>\u00a0A study by Brown, Bellenger & Johnston (2007) showed that there are considerable differences between the properties of the B2C and B2B market.<\/span>\u00a0The differences between B2C and B2B and the properties of B2B are described by Boundless (2016) and Kotler & Pfoertsch (2010) as follows:<\/span>
\nB2B<\/span>
\n1. Derived question<\/span>
\n2. Few emotional factors<\/span>
\n3. Functional product attributes<\/span>
\n4. Low price sensitivity<\/span>
\n5. Complex and long buying processes<\/span>
\n6. Long-term relationship<\/span>
\nB2C<\/span>
\n1. Primary question (direct influence)<\/span>
\n2. Many emotional factors<\/span>
\n3. Emotional product attributes<\/span>
\n4. High price sensitivity<\/span>
\n5. Simple and short purchase processes<\/span>
\n6. Short-term and \/ or non-committal relationship<\/span>
\nThe core of every business deal is trust, regardless of the size or sector of the companies.<\/span>\u00a0The decision-making within a company must have confidence in a company before they purchase (Ginty, Vaccarello, & Leake, 2012).<\/span>
\nAccording to Mayer, Davis, & Schoorman (1995), trust is defined as “the willingness of someone to be vulnerable to another party regardless of the possibility of control and control of that other party”.<\/span>
\nTo come across confidently and reliably it is important that a company is found well in, for example, search engines and also uses positive ‘public relations’, articles in professional journals and other publications and through social media.<\/span>\u00a0With a customer service via social media, a company is also more credible because the company is seen as reliable and communicative by the (potential) customer (Ginty, Vaccarello, & Leake, 2012).<\/span>
\n5.3 Customer Journey<\/span>
\nIn the previous section it became clear that companies can use search engines, trade journals and social media to be seen as reliable, confident, credible and communicative.<\/span>\u00a0It is important for a company to find out which means they can best use to best communicate these messages to potential customers.<\/span>\u00a0One way to get this insight is to investigate the ‘customer journey’ also called customer travel.<\/span>
\nForrester (zd) defines customer journey as follows:<\/span>
\n“The customer journey spans a variety of touchpoints through which the customer travels through the process of awareness, engagement and purchase.<\/span>\u00a0Successful brands focus on developing a seamless experience that guarantees collaboration at each point of contact and contributes to the total customer experience “.<\/span>
\nWith an investigation into the current customer journey, the ‘touchpoints’ of the (potential) customer of Euroscaffold can be visualized.<\/span>\u00a0With the development of a new customer journey map, the results of the research can be used to identify points for improvement on channels and processes to find out how Euroscaffold can recruit new customers to sell more products (Visser, 2012).<\/span>
\nBekel (2015) has described a step-by-step plan for developing a customer journey map.<\/span>\u00a0This step-by-step plan consists of the following five steps:<\/span>
\n\uf0a7 Step 1: Know who you are as a company<\/span>
\nMake the organization self-aware and define what the organization wants and can.<\/span>\u00a0This can be done, among other things, by establishing i-dentity, focus and vision as in the Petersen model (2015) below.<\/span>
\nFigure 6<\/span>
\n\uf0a7 Step 2: create a customer persona for each target group<\/span>
\n“A customer persona is a characterization of a certain type of customer, he or she stands as it were for an entire target group.<\/span>\u00a0It is a fabricated person or company, but by making it very concrete, he comes to life as a typical customer of the company “(Bekel, 2015).<\/span>
\nBy conducting research into potential buyers, the organization can obtain a lot of information about:<\/span>
\n– Who the target group is<\/span>
\n– What needs are there<\/span>
\n– Which barriers and thresholds there are<\/span>
\n– What the interests are<\/span>
\n– Which media and devices are used<\/span>
\n– What the most important touch points are most important<\/span>
\n\uf0a7 Step 3: complete the customer journey<\/span>
\nIn this phase the customer journey map or customer journey is made.<\/span>\u00a0A customer journey can vary per company, per product and per target group, but can look something like this:<\/span>
\n\uf0a7 Step 4: analyze what the customer is up to and find solutions for this<\/span>
\nFor each phase in the customer journey map, the organization can see which questions, problems or emotions the customer has or run into and how best to deal with this in the best way possible.<\/span>
\n\uf0a7 Step 5: make the roadmap for change<\/span>
\nWith all the ideas resulting from step 4, a plan can now be made to improve and optimize the customer journey for finding new customers to be able to sell more products.<\/span>
\n5.4 Objectives<\/span>
\nFor the roadmap from step 5 of the improvement of the customer journey, it is important to set targets in order to clarify which results have to be achieved.<\/span>\u00a0These are clearly laid out in an ‘internet scorecard’.<\/span>\u00a0The image below is an example of an internet scorecard.<\/span>
\nFigure 7: Internet scorecard (Petersen, 2015)<\/span>
\n5.5 Five C’s<\/span>
\nThe five Cs are the well-known 4 P’s from the marketing mix but based on online and fit the characteristics of online.<\/span>\u00a0These are in fact the characteristics that a company derives from its existence and success.<\/span>\u00a0These tools are aimed at conscious and \/ or unconscious wishes and needs of online users or customers, but are mainly used to translate objectives into a concrete focus for the organization.<\/span>
\nFigure 8: 4 C’s (Petersen, 2015)<\/span>
\n\uf0a7 (C) ost<\/span>
\nThe price and price margin is a strong weapon for online.<\/span>\u00a0Sharp and findable prices are found by for example comparison sites.<\/span>\u00a0Beyond the price and price range, cost also stands for premiums and discounts that are given.<\/span>\u00a0Also the effort that needs to be done by potential customers such as collecting or traveling for an order or having to click or fill in a lot of his example of cost.<\/span>\u00a0It appears that ‘usability’ or online convenience is just as important as the price (Petersen, 2015).<\/span>
\n\uf0a7 (C) onvenience<\/span>
\nConvenience is also called ‘usability’ and it stands for ease of, for example, the website or the entire sales channel.<\/span>\u00a0The online convenience is important for the customer and leads to more conversion (Petersen, 2015).<\/span>
\n\uf0a7 (C) usumer value<\/span>
\nA unique added value is important for a strategy and must be convincingly communicated.<\/span>\u00a0This is the core of the 4C model and requires a lot of attention.<\/span>\u00a0These are characteristics of companies that are unique and ensure that an organization distinguishes itself from its competitors (Petersen, 2015).<\/span>
\n\uf0a7 (C) ommunication<\/span>
\nThis part has a lot to do with the appearance of expressions on the website or other channels.<\/span>\u00a0A good design with photos and videos instead of unnecessary and long texts.<\/span>\u00a0For an organization, it is important to ensure that the online environment radiates reliability and convenience (Petersen, 2015).<\/span>
\n5.6 Means mix<\/span>
\nThese can be used to make the improvements in the customer journey described in section 5.3.<\/span>The most commonly used means are:<\/span>
\n\uf0a7 Website optimization<\/span>
\nAn important component in which use can be made of Petersen’s ICT model (2015).<\/span>\u00a0The associated properties of ICT are important for setting up and improving the website.<\/span>\u00a0You can use this model to compare the current situation with the desired situation.<\/span>
\n(I) nformation: informing visitors unilaterally by means of text, images and brochures<\/span>
\n(C) ommunication: aimed to communicate with chat, forum, questionnaire and forms<\/span>
\n(T) ransaction: measurable transfer of, for example, quotations, agreements and purchases.<\/span>
\n\uf0a7 Search engine marketing<\/span>
\nSearch Engine Optimization (SEO)<\/span>
\nSEO is the most important part of search engine marketing.<\/span>\u00a0SEO brings websites at no higher costs in search engine results.<\/span>\u00a0Google is most relevant to Euroscaffold as it has a market share of at least 90% in the Netherlands.<\/span>\u00a0Setting up the website in the area of \u200b\u200b’content’, ‘keywords’, relevant links and headers and footers has a lot of effect on the position in the search results.<\/span>\u00a0The impact of ‘social media’ and the placement of links on Twitter and Google Plus, for example, is also increasing (Petersen, 2015).<\/span>
\nSearch Engine Advertising (SEA)<\/span>
\nSEA is a paid form of search engine marketing.<\/span>\u00a0SEA is known to Google as Google Adwords.<\/span>\u00a0This is an advertising program where on the basis of ‘Pay per Click’ advertising space can be rented from search engines.<\/span>\u00a0Here you select ‘keyswords’ that are relevant to the advertisement and the price level is determined by means of a secure (Petersen, 2015).<\/span>
\n\uf0a7 Content marketing<\/span>
\nContent marketing has been given a permanent place in the online marketing mix and can no longer be ignored in today’s online use.<\/span>\u00a0For content to be successful, it is above all fascinating and binding that the most important thing is to have the effect.<\/span>\u00a0Content consists not only of text but also of images, reviews, videos and any forms.<\/span>\u00a0By captivating and binding in the right cummunities you can recruit a lot of fans and followers on ‘social media’.<\/span>\u00a0In order to captivate and bind, a company must create an experience by sharing lots of tips, photos, videos (Petersen, 2015).<\/span>
\n\uf0a7 Social media<\/span>
\nSocial media is nowadays a new way for companies for relationship and engagement marketing.<\/span>“Social media is about reputation, about sharing information, networks and about having influence through online resources”.<\/span>\u00a0Resources for this are weblogs, Twitter, Tumblr, Pinterest, Instagram, LinkedIn and Facebook (Petersen, 2015).<\/span>\u00a0Social media mixes all kinds of disciplines such as PR, communication, marketing and service and makes it easy to enter into dialogue with (potential) customers.<\/span>\u00a0This contributes to the corporate values \u200b\u200bof an organization (Petersen, 2015).<\/span>
\n\uf0a7 Email marketing<\/span>
\nE-mail marketing is a personal approach.<\/span>\u00a0E-mailing is sending messages via the internet.<\/span>\u00a0The email can be made personally and all sorts of information can be sent such as text, images and links to the website.<\/span>\u00a0With the collection of e-mail addresses via, for example, the website, it is possible to build up a customer base to be able to access it for providing information and promotions.<\/span>\u00a0It is important nowadays to make the e-mail suitable for mobile phones as 45% of the Dutch read e-mails on a mobile phone (Petersen, 2015).<\/span>
\n\uf0a7 Mobile marketing<\/span>
\nThere is more to mobile marketing than just mobile phones or smartphones.<\/span>\u00a0The use of QR codes, NFC chips and other mobile devices such as televisions, game consoles and cars is also included.<\/span>\u00a0The most important means is the smartphone because 85% of Dutch people now own a smartphone and regularly use it to read e-mail, look up information, buy products and take photos.<\/span>\u00a0It is important that companies respond to this by making the website suitable for mobile use, for example using Augmented \/ Virtual Reality, QR codes, NFC chips, online payment methods such as I-DEAL and Paypal, and 24\/7. be accessible through a mobile website and social media account.<\/span>
\n\uf0a7 Suitability online marketing tools<\/span>
\nA schematic overview of the Groot at Juist.nl (2012) has been added in appendix 2.<\/span>\u00a0This overview indicates which instruments are suitable for which objectives in the marketing plan.<\/span>
\n5.7 Seven principles of Cialdini<\/span>
\nThe previous section mentioned means that can be used by companies to communicate with potential customers.<\/span>\u00a0According to Cialdini (2001), companies can use six principles to create with these resources and certain effects.<\/span>\u00a0These should ensure that images, words and behavior are used correctly so that the interaction ensures that people admit, arrange or change.<\/span>\u00a0Cialdini (2016) states in his book “Pre-suasion” that companies and consumers (online) have to deal with an abundance of information and that many communication messages are lost in the masses.<\/span>\u00a0In this book he has added a 7th principle to the above-mentioned 6 principles.<\/span>
\nThe 7 principles of Cialdini:<\/span>
\n\uf0a7 Reciprocity: a social obligation whereby people are almost forced to give back if they receive something for free.<\/span>\u00a0This could for example be a newsletter, product video, article or e-book<\/span>
\n\uf0a7 Commitment & consistency: people determine behavior based on what they have previously learned, said or done because people like to be consistent.<\/span>\u00a0By asking for commitment in the form of viewing a video, subscribing to newsletter or filling in a web poll, customers will be inclined to follow up on this by staying consistent through becoming a customer.<\/span>
\n\uf0a7 Social evidential value: a social effect of wanting to follow and to belong to it.<\/span>\u00a0People like to do things that others do or have done.<\/span>\u00a0This feeling can be created by mentioning reviews, customer reviews, previous customers and other figures from previous customers in marketing communications<\/span>
\n\uf0a7 Sympathy: a mechanism in which people are positive towards people who are attractive and \/ or nice and who have similar characteristics.<\/span>\u00a0This can be done through a ‘tell-a-friend’ option or the spawning of current customers.<\/span>
\n\uf0a7 Authority: the effect of authority is about the trust people have in an expert, independent, higher in hierarchy or without interest.<\/span>\u00a0This can be people in advertisements, but also customer reviews or labels from external agencies.<\/span>
\n\uf0a7 Scarcity: people like to desire things that are scarce.<\/span>\u00a0These can be products or services that are rare, unreachable or forbidden.<\/span>\u00a0This feeling can be strengthened by, for example, mentioning limited stock figures or limited duration in marketing communications<\/span>
\n\uf0a7 Unity: this is the mechanism whereby use can be made of the fact that people make up different ‘units’.<\/span>\u00a0A strong unit, for example, is family because of the strong mutual bond.<\/span>\u00a0Besides family, it is also possible to create a unity by, for example, asking for advice or opinions when making decisions.<\/span>\u00a0The difference with Social Evidence is that unity goes or someone is found to be sympathetic, while unity only assumes the unity by making up the same group.<\/span>
\n5.8 5R model<\/span>
\nThe online marketing tools that organizations use must contain at least one success factor from the 5R model.<\/span>\u00a0This model can also be used to develop and improve future communications by giving substance to the factors from this model for each marketing tool.<\/span>
\n\uf0a7 Relevant (ie): timing, form and targeted content that indicates how relevant the content is to the visitor<\/span>
\n\uf0a7 Rich: value of the content and message that ensure satisfaction<\/span>
\n\uf0a7 Retention: repetition of the message to enter into customer relations<\/span>
\n\uf0a7 Response & Efficiency: focus on interaction to ensure an increased level of interaction<\/span>
\n(Petersen, 2015)<\/span>
\nFigure 10: 5R model (Petersen, 2015)<\/span>
\n5.9 Analyzing<\/span>
\nIn order to be able to analyze whether the objective (s) is achieved, it is important to measure.<\/span>\u00a0By using the tools below, a company can analyze the current state of affairs and progression and, where necessary, steer it (Petersen, 2015).<\/span>
\nWebsite<\/span>
\n\uf0a7 Google Analytics (https:\/\/analytics.google.com)<\/span>
\n\uf0a7 Google Adwords (https:\/\/adwords.google.com)<\/span>
\nSocial media<\/span>
\n\uf0a7 Google Alerts (https:\/\/www.google.nl\/alerts)<\/span>
\n\uf0a7 Hootsuite (https:\/\/www.hootsuite.com)<\/span>
\n6. Research methodology<\/span>
\nResearch methodology per sub-question:<\/span>
\n(1) What are the success factors of online marketing according to literature?<\/span>
\nThe aim of this sub-study is to deepen the concepts and find success factors for online marketing in order to be able to use these in the other sub-questions.<\/span>
\nType of data Research method Sources<\/span>
\nExisting & edited Desk research Internet, literature, (professional) journals<\/span>
\n(2) How does Euroscaffold score on the identified success factors in the current situation?<\/span>
\nThe aim is to investigate the current situation by analyzing to what extent they use the found success factors in current online marketing communication and which resources are used for this.<\/span>The preparation of a customer journey map is used to map the current situation.<\/span>
\nType of data Research method Sources<\/span>
\nExisting & edited Desk research Websites & social media<\/span>
\nNew & unprocessed Field research Qualitative research: interview with management<\/span>
\nNew & unprocessed Field research Quantitative research: survey (see question 4)<\/span>
\n(3) How do competitors score on the identified success factors?<\/span>
\nThe aim is to investigate the competitors to what extent they use the found success factors in online marketing communication and which resources are used for this.<\/span>\u00a0This information serves as input for the benchmark analysis on the basis of best practices.<\/span>
\nType of data Research method Sources<\/span>
\nExisting & edited Desk research Websites & social media<\/span>
\n(4) What are the needs of (potential) customers regarding online marketing?<\/span>
\nThe aim is to investigate the needs of (potential) buyers in the field of online marketing to come to the online media usage of the (potential) customers to find out which media resources are used by the customer and why.<\/span>\u00a0This information can be used to determine how Euroscaffold can supplement or adapt the current customer journey so that optimal use is made of online marketing to reach (potential) customers and to increase the sales of products.<\/span>
\nType of data Research method Sources<\/span>
\nNew & unprocessed Field research Quantitative research: survey of current customers<\/span>
\nSample size (= n) Sample method Approach respondents<\/span>
\n200 Single random E-mail \/ Telephone for online survey<\/span>
\n(see Appendix 3 for draft questionnaire)<\/span>
\n(5) How can Euroscaffold improve online marketing?<\/span>
\nThe aim of this sub-study is to analyze and confront the found insights and information from the studies of sub-questions 1 to 4. In this sub-question the results are explained in such a way that they can be used to answer the main question of this investigation.<\/span>\u00a0Use is made of theoretical models found in the literature research.<\/span>
\n7. Concept of literature list<\/span>
\nBettman, J. (1979).<\/span>\u00a0An Information Processing Theory Of Consumer Choice.<\/span>\u00a0Reading: Reading, MA: Addison-Wesley.<\/span>
\nBoundless.<\/span>\u00a0(2016, May 26).<\/span>\u00a0B2B vs.<\/span>\u00a0Consumer Marketing: Similarities and Differences.<\/span>\u00a0Retrieved from Boundless Marketing: https:\/\/www.boundless.com\/marketing\/textbooks\/boundless-marketing-textbook\/business-to-business-marketing-5\/business-markets-44\/b2b-vs-consumer-marketing-similarities -and-differences-221-4828 \/<\/span>
\nBrown, B., Bellenger, D., & Johnston, W. (2007).<\/span>\u00a0The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy.<\/span>\u00a0Journal of business market management, 209-230.<\/span>
\nBusiness Dictionairy.<\/span>\u00a0(zd).<\/span>\u00a0Persuasion.<\/span>\u00a0Retrieved from Business Dictionairy: http:\/\/www.businessdictionary.com\/definition\/persuasion.html<\/span>
\nBusiness Dictonairy.<\/span>\u00a0(zd).<\/span>\u00a0Brand awareness.<\/span>\u00a0Retrieved from Business Dictionairy: http:\/\/www.businessdictionary.com\/definition\/brand-awareness.html<\/span>
\nCBS.<\/span>\u00a0(2016, May 26).<\/span>\u00a0Growing construction sector sees future solarization.<\/span>\u00a0Retrieved from Central Bureau for Statistics: https:\/\/www.cbs.nl\/nl-nl\/nieuws\/2016\/21\/groeiende-bouwsector-ziet-toekomst-zonnig-in<\/span>
\nCBS.<\/span>\u00a0(2017, March 17).<\/span>\u00a0Statline.<\/span>\u00a0Retrieved from CBS: http:\/\/www.cbs.nl<\/span>
\nCialdini, R. (2001).<\/span>\u00a0Harnessing the Science of Persuasion.<\/span>\u00a0Harvard Business Review, 72-79.<\/span>
\nCialdini, R. (2016).<\/span>\u00a0Pre-Suasion.<\/span>\u00a0New York: Simon & Schuster.<\/span>
\nEid, R., Trueman, M., & Ahmed, AM (2002).<\/span>\u00a0A cross-industry review or B2B critical success factors.<\/span>Internet Research (Volume 12), 110-123.<\/span>
\nFerrell, O. e.<\/span>\u00a0(1999).<\/span>\u00a0Marketing Strategy.<\/span>\u00a0Orlando: The Dryded Press.<\/span>
\nGinty, M., Vaccarello, L., & Leake, W. (2012).<\/span>\u00a0Complete B2B online marketing.<\/span>\u00a0Hoboken, New Jersey: John Wiley & Sons.<\/span>
\nGroot de, J. (2012, September 21).<\/span>\u00a0Middelenmix offline and online.<\/span>\u00a0Retrieved from Juist.nl: https:\/\/juist.nl\/blog\/middelenmix-voor-offline-online-en-mobile\/<\/span>
\nHusmann, F. (2015, December 2).<\/span>\u00a0B2B marketing research 2016: the most important trends.<\/span>Retrieved from Emerce marketing: http:\/\/www.emerce.nl\/achtergrond\/het-b2b-marketing-onderzoek-2016-the-important-trends<\/span>
\nIntemarketing.<\/span>\u00a0(2009).<\/span>\u00a0Techniques internet marketing.<\/span>\u00a0Called on 9 29, 2016, from Intemarketing.nl: http:\/\/www.intemarketing.nl\/marketing\/technieken\/internet-marketing<\/span>
\nKeller, K. (2013).<\/span>\u00a0Strategic Brand Management.<\/span>\u00a0Upper Saddle River, New Jersey: Pearson Education Inc.<\/span>
\nKotler, P., & Armstrong, G. (2012).<\/span>\u00a0Principles of Marketing.<\/span>\u00a0New Jersey: Pearson Education.<\/span>
\nKotler, P., & Pfoertsch, W. (2010).<\/span>\u00a0B2B Brand Management.<\/span>\u00a0Dordrecht: Springer Science & Business Media.<\/span>
\nLuttikhuizen dos Santos, G. (2016, October 17).<\/span>\u00a0Online Marketing.<\/span>\u00a0Retrieved from Finacle Encyclopedia: https:\/\/www.finler.nl\/online-marketing\/<\/span>
\nMayer, RC, Davis, JH, & Schoorman, DF (1995).<\/span>\u00a0An integrative model of organizational trust.<\/span>\u00a0The Academy of Management review (Volume 20), 709-734.<\/span>
\nPetersen, P. (2015).<\/span>\u00a0Online Marketing Handbook.<\/span>\u00a0Amsterdam: Adfo Group.<\/span>
\nRabobank.<\/span>\u00a0(2016).<\/span>\u00a0Figures & Trends Construction sector.<\/span>\u00a0Retrieved from Rabobank: https:\/\/www.rabobankcijfersentrends.nl\/index.cfm?action=sector&sector=Bouw<\/span>
\nVisser, M. (2012).<\/span>\u00a0Basic Online Marketing.<\/span>\u00a0Groningen: Noordhoff Uitgevers.<\/span>
\nWaterman, RH, Peters, T., & Phillips, JR (1980, 6).<\/span>\u00a0Structure is not organization.<\/span>\u00a0Business Horizons, 23, pp.<\/span>\u00a014-26.<\/span>
\nAppendix 1: Planning<\/span>
\nWeek 15 16 17 18 19 20 21 22 23 24<\/span>
\nChapter Internal analysis<\/span>
\nExternal analysis<\/span>
\nSWOT<\/span>
\nVision & Objectives<\/span>
\nMeans mix<\/span>
\nOPAFIT & Analysis<\/span>
\nRounding<\/span>
\nQualitative research<\/span>
\nAppendix 2: Marketing tools vs.<\/span>\u00a0Marketing goals<\/span>
\nAppendix 3: Concept of questionnaire<\/span>
\nGeneral<\/span>
\n1. What kind of company do you have?<\/span>
\n2. How many male \/ female employees does your company have?<\/span>
\n3. What is your age?<\/span>
\n4. What are the four digits of your zip code?<\/span>
\n5. How often do you buy a scaffolding on average?<\/span>
\n6. What are important characteristics of a scaffolding for you?<\/span>
\n7. What problems do you have with scaffolding during your work?<\/span>
\n8. Did you buy the scaffold directly from Euroscaffold \/ Steigerverkoop.nl or via a connected sales point?<\/span>
\n9. Why did you choose Euroscaffold?<\/span>
\nMedia<\/span>
\n10. On which of these media do you have a personal account?<\/span>
\n12. On which of these media do you have a business account?<\/span>
\n13. Which media do you use or did you use when searching for a jetty?<\/span>
\n14. How did you find Euroscaffold?<\/span>
\n15. In what way would you like to search for scaffolding or information about this in the future?<\/span>
\n16. What do you think of pleasant additions to websites?<\/span>
\n17. What type of devices do you use to use this media?<\/span>
\n18. By which digital means would you like to be kept informed in the field of actions, developments or other information about Euroscaffold scaffolding?<\/span>
\n19. In what way do companies ensure that they come across as reliable?<\/span>
\n19. For the following resources, indicate to what extent you think these are effective in attracting new customers?<\/span>
\n20. Do you have innovative ideas in the field of scaffolding or online viewing of this?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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