Strategisch Marketingplan HC Athena

Inhoudsopgave
Voorwoord .......................................................................................................................................... 2
Inhoudsopgave .................................................................................................................................. 3
Inleiding ............................................................................................................................................... 4
Samenvatting ..................................................................................................................................... 5
1 Externe analyse .......................................................................................................................... 6
1.1 Inleiding .............................................................................................................................................. 6
2 Interne analyse .......................................................................................................................... 9
2.1 Organisatie audit .......................................................................................................................... 9
2.1.1 Historie......................................................................................................................................................... 9
2.1.2 De aanloop .................................................................................................................................................. 9
2.2 7-S Model van MCKinsey ................................................................................................................ 9
2.2.1 Strategy ..................................................................................................................................................... 10
2.2.2 Structure & Staff .................................................................................................................................... 10
2.2.3 Systems ..................................................................................................................................................... 11
2.2.4 Shared Values ......................................................................................................................................... 11
2.2.5 Style ............................................................................................................................................................ 11
2.3 Vrijwilligersbeleid ........................................................................................................................ 11
2.3.1 Bestuur ...................................................................................................................................................... 11
2.3.2 Betaalde krachten ................................................................................................................................. 12
2.3.3. Vrijwilligers ............................................................................................................................................. 12
2.4 Marketing audit ......................................................................................................................... 13
2.4.1 Marketingbeleid .................................................................................................................................... 13
2.4.2 Doelgroepen ............................................................................................................................................ 13
2.4.3 Identiteit/Imago .................................................................................................................................... 14
2.5 Financiële Audit ............................................................................................................................. 15
3 BLIM-O .................................................................................................................................... 16
3.1 Huidige positie en toekomstperspectief HC AthenA ........................................................ 16
3.2 BLIM-O model ................................................................................................................................. 16
3.2.1 Bestaansrecht ............................................................................................................................. 16
3.2.2 Leefbaarheid ........................................................................................................................................... 17
3.2.3 Inrichting .................................................................................................................................................. 17
3.2.4 Management ........................................................................................................................................... 18
3.2.5 Omgeving ................................................................................................................................................. 18
4 Strategische analyse .............................................................................................................. 19
4.1 SWOT-analyse ................................................................................................................................. 19
4.1.1 Sterktes ..................................................................................................................................................... 19
4.1.2 Zwaktes ..................................................................................................................................................... 19
4.1.3 Kansen ....................................................................................................................................................... 19
4.1.4 Bedreigingen ........................................................................................................................................... 19
4.2 Confrontatiematrix ....................................................................................................................... 20
4.2.1 Hoofd AandachtsPunt (HAP): .......................................................................................................... 21
4.2.2 Strategische vragen .............................................................................................................................. 21
5 Advies ......................................................................................................................................... 22
6 Bronvermelding ..................................................................................................................... 23
7 Bijlagen ..................................................................................................................................... 24
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