Market Audit

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External Marketing Audit HYPO Group

Wageningen, October 2012

Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam

External Marketing Audit HYPO Group (Hippodam)
A company description of the external market of Hippodam.

Wageningen, October 2012

Van Hall Larenstein University of Applied Sciences

Client: Supervisor: Students:

Class: Group:

HYPO Group Hans van Tartwijk Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam ELS1a 1

930303002 911012103 910531001 940603001 950308001

Table of contents:
1) Introduction .................................................................................................................... 1 2) Stage 1 (Assess the nature of the external environment) ................................................... 3 3) Stage 2 (Macro Environmental Audit) ................................................................................ 4

PEST-analysis
3.1) Political Issues ......................................................................................................................4 3.2) Economical Issues ................................................................................................................5 3.3) Social Issues .........................................................................................................................9 3.4) Technological Issues ...........................................................................................................10 3.5) Conclusion PEST-analysis ...................................................................................................11

4) Stage 3 (Micro Environment Audit) ..................................................................................12

The five forces-analysis
4.1) Bargaining power of suppliers ...........................................................................................12 4.2) Threat of substitutes ..........................................................................................................12 4.3) Competitive rivalry .............................................................................................................12 4.4) Threat of new entrants ......................................................................................................13 4.5) Bargaining power of buyers ...............................................................................................13 4.6) Conclusion five forces-analysis ..........................................................................................14

5) Stage 4 (Identify key driving forces that will change the future) ........................................15 5.1) Parameters and the logic links ...........................................................................................15 5.2) Positive Scenario ................................................................................................................15 5.3) Negative Scenario ..............................................................................................................15

6) Stage 5 (Identify key opportunities and threats) ...............................................................16 7) Final conclusion ...............................................................................................................17 8) References ......................................................................................................................18 9) Annex .............................................................................................................................19 9.1) Appendix 1 (Field Research Proposal) ................................................................................19 9.2) Appendix 2 (Research Proposal Questionnaire) .................................................................25 9.3) Appendix 3 (Field Research...
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