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Presentation Module The Extended Entreprise Hogeschool Zuyd

Presentation Module The Extended Entreprise Hogeschool Zuyd

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  • 1. Analyte
    • The Extended Enterprise
    • June 2009
  • 2. Welcome The Extended Enterprise June 2009
  • 3. The Extended Enterprise June 2009 Analyte The company Analyte is currently active in The Netherlands and Belgium. Analyte wants too successful extend the enterprise over Europe, because in The Netherlands and Belgium the market is too small for new costumers. In Europe, Analyte has no brand awareness among the potential costumers. Therefore it’s very difficult to approach and get new customers.
  • 4. The Extended Enterprise June 2009 Analyte Quality control and competitive analysis for the plastic converting and recycling industry Partner laboratories
  • 5. The Extended Enterprise June 2009 Analyte Unique Selling Points 1. Quick: Customers receive results in 48 hours. 2. Reliable: Analyte is reliable and open for questions. 3. Cheap: Analyte is in contrary to other competitive companies in The Netherlands the cheapest.
  • 6. The Extended Enterprise June 2009 Target group Germany is the major country in Europe for global plastic production. World plastic production
  • 7. The Extended Enterprise June 2009 Target group Plastic demand by converters: breakdown by country in Europe (k tonnes/year)
  • 8. The Extended Enterprise June 2009 Target group Owners and operators of small and medium enterprises in Germany in the plastics converting and recycling industry.
  • 9. The Extended Enterprise June 2009 How to approach the target group First mass: create brand awareness Second personal: approach potential costumers personal
  • 10. The Extended Enterprise June 2009 Media Choice Mass communication Improved new website Web banner Advertisement in trade journal
  • 11. Splash page The Extended Enterprise June 2009
    • Standard information
    • Costumers receive an log in
    • The opportunity to log in for an overview of the invoices and order status
    • Multilingual
  • 12. Invoice The Extended Enterprise June 2009
    • The customer can see an overview of his paid and open invoices
    • Open invoices can be paid online via PayPal
    • Download invoices as PDF
  • 13. The Extended Enterprise June 2009 Search Engine Marketing Search Engine Marketing contains SEO and SEA. Search Engine Marketing does not necessarily mean a choice between Search Engine Optimalisation or Search Engine Advertising. The most successful Search Engine Marketing cases show that both add more success when used together.
  • 14. The Extended Enterprise June 2009 Search Engine Optimalisation (SEO) SEO is the process of improving the quantity and quality of traffic to the Analyte website from search engines via "natural" ("organic" or "algorithmic") search results. If your website is optimized for a certain keyword, the website can get a high position in Google for that certain keyword. If potential costumers search with that keyword, the website will show up in the first Google results, so the website will receive more visitors via the search engine. It’s important to choose good keywords for optimzing the website!
  • 15. The Extended Enterprise June 2009 Search Engine Advertising means placing paid ads on the top and the right side of the search results. Which ad is shown depends on the input (search keyword) of the search engine user. Only the ads will be shown that are linked to the keyword. Analyte will only pay if the search engine user clicks on the ad. The ad refers to the webpage of Analyte. Search Engine Advertising (SEA)
  • 16. The Extended Enterprise June 2009 SEO & SEA SEA SEO
  • 17. The Extended Enterprise June 2009 Without SEO & SEA No result on first page
  • 18. The Extended Enterprise June 2009 With SEO & SEA Result on first page
  • 19. The Extended Enterprise June 2009 Eye tracking is the process of measuring the point where a user looks. An eye tracker is a device for measuring eye positions and eye movements. Research with eye tracking showed that the results in Google Organic (left side of the screen) (SEO) get more attention than Google Adwords (right side of the screen) (SEA). The most successful Search Engine Marketing cases show that both SEO and SEA add more success when used together. Eyetracking
  • 20. New Logo The Extended Enterprise June 2009
  • 21. German Web banner The Extended Enterprise June 2009 A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.
  • 22. German Web banner The Extended Enterprise June 2009 Analyte can approach the target group by placing a web banner on for example the 'K-Zeitung online' website. K-Zeitung online is the internet meeting point of the plastics and rubber industry, comprehensive daily updated news with research options and newsletter service.
  • 23. Advertisement in trade journals The Extended Enterprise June 2009 Placing an advertisement in a trade journal regarding the plastics and rubber industry is a good tool to approach the target group. Placing an advertisement in a magazine will cost some money but, especially when advertising in the trade journal named K-Zeitung, the target group is approached.
  • 24. Advertisement in trade journals The Extended Enterprise June 2009 K-Zeitung is due to the publication schedule (two times a month) the most up-to-date magazine of the plastics and rubber industry with a circulation of 16.000 copies. Figures show that the readers of K-Zeitung are the target group of Analyte.
  • 25. Advertisement in trade journals The Extended Enterprise June 2009 The figures that are in line with the goal of Analyte are the circulation of the K-Zeitung by geography: 13,204 readers (83%) are located in Germany.
  • 26. Advertisement in trade journals The Extended Enterprise June 2009 Most of the readers (67%, 10.700) are active in the plastics and rubber processing industry.
  • 27. Advertisement in trade journals The Extended Enterprise June 2009 The people who read the K-Zeitung work in small and medium businesses. This is in line with the target group of Analyte.
  • 28. The readers are mostly in key positions in the companies. 42% are owner, co-owner or managing director. 29% are division manager or department manager. Concerning advertising in K-Zeitung, it can be concluded that it’s a major opportunity to approach the target group. Advertisement in trade journals The Extended Enterprise June 2009
  • 29. The Extended Enterprise June 2009 Media Choice Personal communication E-mail Phone Sales agents Fairs
  • 30. The Extended Enterprise June 2009 E-mail
    • The cheapest way of personal communication is by E-mail. E-mails can be sent to potential costumers and to existing customers.
    • Potential costumers Maintain the costumer relations
  • 31. The Extended Enterprise June 2009 Potential costumer Potential costumers can be found in a trade register. An email which is send to potential costumers should contain information about the services of Analyte and the unique selling points.
  • 32. The Extended Enterprise June 2009 Maintain the costumer relation To maintain the relations an email can be send to existing costumers with for example new possibilities of analyzing, news about the company, announce the present of Analyte on fairs or certain discounts.
  • 33. The Extended Enterprise June 2009 Phone A more expensive way of personal communication is calling potential or existing costumers by phone. Potential costumers can be found in a trade register and called to give information about the Analyte products Existing costumers can be called by phone on various occasions to maintain the relationship between Analyte and the costumer.
  • 34. The Extended Enterprise June 2009 Sales agent A sales agent can approach potential and existing costumers. This is a expensive way of personal communication. The sales agent can visit a random potential costumer, try to gain new costumers, or visit potential costumer where already a telephone contact took place.
  • 35. Contact The Extended Enterprise June 2009 To provide personal contact on the website. The contact page contains a form where the costumer can ask for a personal contact moment by phone or sales agent
  • 36. The Extended Enterprise June 2009 Fairs To contact potential and existing costumers Analyte can be present at fairs. Being present at fairs means being present among the potential costumers, existing costumers and competitors. This will create common brand awareness and maybe new orders.
  • 37. The Extended Enterprise June 2009 Language problem
    • When communicating with other countries a language problem emerge.
    • Below the contact moments are listed where a the language problems will occur: Phone Email Sales agents
  • 38. The Extended Enterprise June 2009 There a several options possible to send the reports to the customers. Analyte can use the registered mail service. There are several benefits. TNT Post
  • 39. The Extended Enterprise June 2009 1. Personal attention Registered mail receives extra attention: Analyte items will be dealt with in a special secure postal process and will be delivered in person the following working day. TNT Post
  • 40. The Extended Enterprise June 2009 2. Legal security Sending registered mail ensures legal security. TNT Post
  • 41. The Extended Enterprise June 2009 3. Track & Trace Track & Trace allows the customer to follow the registered mail on the Internet. In this way, they always know exactly where the item is and when it has been delivered. TNT Post
  • 42. The Extended Enterprise June 2009 Payment
    • To receive payments from customers,
    • Analyte can use PayPal .If PayPal is integrated into the Analyte website.
    • The customers can log in and see there invoice, order status and they can pay the invoice via PayPal. The benefits of using PayPal:
    • It's fast
    • It's global
    • It's trusted
    • It's cost-effective
    • Customers prefer it
  • 43. The Extended Enterprise June 2009 Costs The prices are an estimate of the costs for the first month when having 45 costumers. The costs can be variable; it depends on which possibilities are used to approach the target group.
  • 44. Questions? The Extended Enterprise June 2009