{"id":16535,"date":"2023-09-12T16:39:48","date_gmt":"2023-09-12T14:39:48","guid":{"rendered":"https:\/\/thom.eu\/?p=16535"},"modified":"2025-12-21T22:33:18","modified_gmt":"2025-12-21T20:33:18","slug":"seat-nl-groeistrategie-2020","status":"publish","type":"post","link":"https:\/\/thom.eu\/nl\/inspiratie\/cases\/seat-nl-groeistrategie-2020\/","title":{"rendered":"SEAT NL &#8211; Groeistrategie 2020"},"content":{"rendered":"\n<section class=\"mc mc_scheme-white\" id=\"block_ab303bd1e3a244700948b8e6286b9f9d\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <div class=\"margin-bottom margin-medium\">\n<div style=\"text-align: left;\">Als importeur van de merken van Volkswagen Group is handelsbedrijf Pon voortdurend op zoek naar duurzame groei in Nederland. De ambitie van automerk SEAT is het versterken van hun positie als kenmerkende speler in de Nederlandse automobielmarkt. De vraag aan The House of Marketing (destijds flowresulting): ondersteun bij de ontwikkeling van een groeistrategie die resulteert in een winstgevende en duurzame marktpositie voor dealers, importeur en OEM.<\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div class=\"text-rich-text w-richtext\" style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p><strong>Aanpak<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Uitvoeren fact-based analyes<\/strong><\/p>\n<p><strong>\u200d<\/strong>Samen met de directie van SEAT zijn drie doelstellingen gedefinieerd. Het verbeteren op de volgende domeinen:<\/p>\n<ul role=\"list\">\n<li>Merk<\/li>\n<li>Verkoopkracht<\/li>\n<li>Marktpositie in onderhoud en reparatie (after sales)<\/li>\n<\/ul>\n<p>Vervolgens zijn hypotheses geformuleerd van de strategische prioriteiten, bijvoorbeeld pricing en discountbeleid.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Uitvoeren fact-based analyses<br \/>\n<\/strong><\/p>\n<p>De hypothetische prioriteiten zijn op basis van fact-based analyses gevalideerd en geprioriteerd. Leidende vraag hierbij: Draagt een strategische prioriteit voldoende bij aan het halen van de doelstelling?<\/p>\n<p>&nbsp;<\/p>\n<p>Ter beantwoording van deze vraag is gebruik gemaakt van SEAT\u2019s CRM systeem en beschikbare marktdata. Zo is bijvoorbeeld gekeken naar de verhouding tussen prijselasticiteit en gemiddelde korting per model. Op deze manier zijn inzichten verkregen om de effectiviteit van SEAT\u2019s kortingsbeleid te evalueren en een optimalisatie hiervan mogelijk te maken.<\/p>\n<p>Door het uitvoeren van fact-based analyses zijn performance verschillen in de sales en after sales markt ge\u00efdentificeerd en verklaard. Benchmarking van SEAT met andere (VW-Group) merken leverde inzicht in de relatieve prestatie van het merk.<\/p>\n<p>&nbsp;<\/p>\n<figure class=\"w-richtext-align-fullwidth w-richtext-figure-type-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/cdn.prod.website-files.com\/63998d68286b2a5fcb4cf30e\/63998d68286b2a6fd74cf596_seat-afbeelding-1.png\" alt=\"seat\" width=\"544\" height=\"438\" title=\"\"><\/figure>\n<figure class=\"w-richtext-align-fullwidth w-richtext-figure-type-image\"><em>Figuur 1. Voorbeeld van analyse technieken voor optimalisatie kortingsbeleid (cijfers illustratief)<\/em><\/figure>\n<p><strong>Resultaat<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>\u200d<strong>Concrete strategie en gekwantificeerd verbeterpotentieel<\/strong>\u200d<\/p>\n<p>Het resultaat van deze analyses zijn 9 gevalideerde, strategische prioriteiten. Deze prioriteiten betreffen o.a. de domeinen pricing, product discount-management, optimalisatie van het retail netwerk, omni-channel aanpak en een specifieke financieringspropositie.<\/p>\n<p>&nbsp;<\/p>\n<p>De prioriteiten zijn uitgewerkt tot het niveau van concrete maatregelen die SEAT moet nemen om haar marktpositie te verbeteren, inclusief KPI\u2019s en fasering. Daarnaast is het te verwachten effect op marktaandeel en verkoopvolume inzichtelijk gemaakt (zie voorbeeld figuur 2).<\/p>\n<p>&nbsp;<\/p>\n<figure class=\"w-richtext-align-normal w-richtext-figure-type-image\">\n<div><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/cdn.prod.website-files.com\/63998d68286b2a5fcb4cf30e\/63998d68286b2a4c714cf595_SEAT-afbeelding-2.png\" alt=\"seat\" width=\"301\" height=\"602\" title=\"\"><\/div><figcaption><em>Figuur 2. \u00a0Impactberekening voor alle 9 strategische prioriteiten<\/em><\/figcaption><\/figure>\n<\/div>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n\n<section class=\"bce bce_type-full-width bce_scheme-blue bce_count-multi\" id=\"block_150916425f441527bcdb8a2223f7be0a\">\n  <div class=\"bce__container\">\n    <div class=\"bce__inner\">\n              <div class=\"bce__header\">\n          <svg class=\"bce__header-shape\"\n            viewBox=\"0 0 40 50\"\n            fill=\"none\"\n        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Westeneng\n<\/p>\n\n                  \n\n\n<p class=\"text text_default-500 bce__experts-item-info-details-position\" >\n  Senior Consultant\n<\/p>\n                <\/div>\n\n                <div class=\"bce__experts-item-info-contacts\">\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"mailto:marc.westeneng@thom.eu\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg  viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_9822)\">\n        <path d=\"M3 6.21094H21V18.9609C21 19.1598 20.921 19.3506 20.7803 19.4913C20.6397 19.6319 20.4489 19.7109 20.25 19.7109H3.75C3.55109 19.7109 3.36032 19.6319 3.21967 19.4913C3.07902 19.3506 3 19.1598 3 18.9609V6.21094Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n        <path d=\"M21 6.21094L12 14.4609L3 6.21094\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">marc.westeneng@thom.eu<\/span>\n  \n  <\/a>\n\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"tel:06 22 40 88 71\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_10250)\">\n        <path d=\"M15.4116 14.5862C15.5154 14.5171 15.6349 14.4749 15.7591 14.4637C15.8834 14.4524 16.0085 14.4722 16.1231 14.5215L20.5444 16.5024C20.6934 16.5661 20.8177 16.6763 20.8989 16.8166C20.98 16.9569 21.0135 17.1196 20.9944 17.2806C20.8487 18.369 20.3127 19.3676 19.486 20.0905C18.6593 20.8134 17.5982 21.2114 16.5 21.2106C13.1185 21.2106 9.87548 19.8673 7.48439 17.4762C5.0933 15.0851 3.75 11.8421 3.75 8.46055C3.74916 7.36237 4.1472 6.30125 4.87009 5.47455C5.59298 4.64785 6.59152 4.11183 7.68 3.96618C7.84091 3.94706 8.00368 3.98057 8.14395 4.06169C8.28422 4.14281 8.39444 4.26718 8.45813 4.41618L10.4391 8.84118C10.4877 8.95483 10.5076 9.07875 10.4968 9.20191C10.486 9.32508 10.4449 9.44366 10.3772 9.54711L8.37375 11.9293C8.30269 12.0365 8.26066 12.1604 8.25179 12.2887C8.24291 12.4171 8.26749 12.5455 8.32313 12.6615C9.09844 14.2487 10.7391 15.8696 12.3309 16.6374C12.4475 16.6928 12.5766 16.7168 12.7053 16.7071C12.834 16.6974 12.958 16.6544 13.065 16.5821L15.4116 14.5862Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">06 22 40 88 71<\/span>\n  \n  <\/a>\n                <\/div>\n              <\/div>\n            <\/li>\n                      \n            <li class=\"bce__experts-item\">\n                              \n\n<figure class=\"image image_fit-cover bce__experts-item-image\"\n  style=\"--aspect-ratio: 1\">\n  <img decoding=\"async\" src=\"https:\/\/thom.eu\/wp-content\/uploads\/2024\/01\/Profielfoto-Sebastian-zw-wt-scaled.webp\" alt=\"\" title=\"\">\n<\/figure>\n              \n              <div class=\"bce__experts-item-info\">\n                <div class=\"bce__experts-item-info-details\">\n                  \n\n<p class=\"heading heading_as-h6 bce__experts-item-info-details-name\">\n  Sebastian Glosemeyer\n<\/p>\n\n                  \n\n\n<p class=\"text text_default-500 bce__experts-item-info-details-position\" >\n  Director\n<\/p>\n                <\/div>\n\n                <div class=\"bce__experts-item-info-contacts\">\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"mailto:sebastian.glosemeyer@thom.eu\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg  viewBox=\"0 0 24 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12.5766 16.7168 12.7053 16.7071C12.834 16.6974 12.958 16.6544 13.065 16.5821L15.4116 14.5862Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">06 47 21 99 63<\/span>\n  \n  <\/a>\n                <\/div>\n              <\/div>\n            <\/li>\n                  <\/ul>\n          <\/div>\n  <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"featured_media":16537,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"acf":[],"_links":{"self":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/16535"}],"collection":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/comments?post=16535"}],"version-history":[{"count":7,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/16535\/revisions"}],"predecessor-version":[{"id":17959,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/16535\/revisions\/17959"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/media\/16537"}],"wp:attachment":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/media?parent=16535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/categories?post=16535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}