Samenvatting

This strategic marketing report is written for the 20Duurzaam20 foundation and bouAd Adviesgroep. The 20Duurzaam20 foundation is an initiative founded by entrepreneurs situated in the community of Katwijk. The foundation strives to accomplish the reduction of energy use by twenty percent or to replace this twenty percent for sustainable energy, by the year 2020. In order to accomplish this goal, the foundation wishes to put the energy scan of bouAd Adviesgroep, a local building consultancy company, to use in the retail sector of Katwijk.
In order to get the retail entrepreneurs situated in Katwijk to invest in an energy scan and, eventually, in sustainable energy, it is necessary to find out what their needs and desires are surrounding this topic. The main question asked in this report is ‘What are the needs and desires of the retail market in Katwijk concerning an energy scan, for the benefit of accomplishing an economization of twenty percent in energy use by the year 2020?’. The needs and desires of the target group, which consists of retail entrepreneurs with a store consisting of five hundred squared meters or less in the community of Katwijk, are translated into a suiting positioning strategy for the energy scan of bouAd Adviesgroep. This is the main objective in this report.
In order to answer the main question asked in this report, a total of fourteen sub-questions have been formulated. These questions are divided into two prime categories, being research- and consultation questions. Answers to these questions are found by conducting desk- and field research.
The desk research consists of research in to the current conduct of business performed by both bouAd Adviesgroep as well as the foundation 20Duurzaam20, the competitors in the local market and insights in to the target market. More importantly, the field research, being the essence of this report, is conducted by enacting qualitative research, consisting of in-depth interviews. These interviews are conducted among eight entrepreneurs fitting the target group of the report.
For a start, the most substantial insight obtained from the desk research concerns the current conduct of business. This shows that bouAd Adviesgroep is not as marketing- or brand orientated as is might needs to be for executing a successful positioning strategy.
In addition to the insight gained from the desk research, the field research resulted in several core insights for this report. First of all, respondents claim to be interested in conducting an energy scan in the embodiment as it is right now. In addition to this, the respondents state that in making small investments that contribute to the conduct of business, they make decisions in an uncomplicated and fast manner. The third and biggest insight gained from the field research shows, that the leading motivation for retail entrepreneurs to invest in the energy scan or sustainable energy consists of the financial benefit they are able to gain from it. Furthermore, respondents state that in doing business they prefer a personal approach, preferably by a local company as this provides them with a sense of trust. Finally, the field research shows, that the brand awareness considering the 20Duurzaam20 foundation among the target group is not particularly high.
Based on the findings, several conclusions and recommendations ought to be made. Firstly, it is concluded that the energy scan in its current embodiment suits the target market and is not compelled to change. Furthermore, the short, uncomplicated decision making progress of the target market can be of benefit in the process of selling the energy scans. Apart from these conclusions, it is concluded that the brand awareness of the 20Duurzaam20 foundation ought to be enhanced in order to improve the relationship with the target group. Additionally, it is concluded that bouAd Adviesgroep, as partner of the 20Duurzaam20 foundation, needs to position itself more as a local, marketing minded business. The target group claims to be more likely to do business with a local party. In posing as a local business, bouAd Adviesgroep could use their beautiful location ‘Villa Cleijn Duin’ as paragon. When it comes to the positioning of the energy scan, it is concluded that the biggest driving force of the target group to invest in the energy scan are the financial benefits which they stand to gain from it. Based on the findings, the following brand essence is formulated: ‘For entrepreneurs- and by entrepreneurs from Katwijk: saving money and energy together’. Subsequently, it is of the essence that the energy scan finds its way to the target group through a personal approach, while the acquirement of an energy scan is a reactive purchase. A personal sales approach is recommended. In order to keep the costs of this sales approach in hand, it is recommended to hire lower-tariff work forces such as interns. Finally, in order to, not only accomplish all the previous recommendations, but also the ambitions and the objectives set by both parties, it is recommended to enlarge the marketing budget of both parties to a combined ten thousand euro’s. This would be a twenty – eighty split for respectively the 20Duurzaam20 foundation and bouAd Adviesgroep.