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Implementation of social media in business strategies in the retail sector in The Netherlands

Rechten: Alle rechten voorbehouden

Implementation of social media in business strategies in the retail sector in The Netherlands

Rechten: Alle rechten voorbehouden

Samenvatting

This report contains: Implementation of social media in business strategies in the retail sector in The Netherlands. The central question is: In what ways has the implementation in 2016 of a new communication strategy with a focus on social media influenced the market share of supermarket PLUS? This report was written by a student at The Hague University of Applied Sciences. The following theoretical frameworks were used for this research: The theory of dialogic communication. (Kent and Taylor, 1998) This theory is a useful framework for understanding how organizations build and maintain their online social relationships. With the increasing technology and developments, there have been more opportunities than ever before in the field of social media to spread marketing messages, to reach the target group. The usage of social media will only increase in the future. About the trends and developments in the field of social media usage in The Netherlands, Statista stated that the top five of social media in The Netherlands are Whatsapp, Youtube, LinkedIn, and Instagram. (Statista, 2018)

Apart from these social media channels, all supermarkets mentioned in this paper have their own websites and commercials on television. PLUS makes use of Facebook, Twitter, Youtube and Instagram. One of the conclusions is that the most appropriate type of social media used by PLUS supermarkets in The Netherlands really depends on which target groups they want to reach. It is important to be active online, because in general Dutch people are too. Approximately 73 per cent of Dutch people are active on a daily basis, compared with 68 per cent in 2016. (Pieters, J., 2018). Facebook is the most suitable social media channel for reaching an older generation. According to MarketingFacts, 77 per cent of the Facebook users are between the ages of 40 and 64 (2017). Instagram is suitable for a younger target group. On Instagram, 73 per cent of the users are between the ages of 15 to 19 years. (Statista, 2018) Even if The Netherlands is dealing with an aging population, it is nevertheless at the top in the field of digitalization.

It can also be concluded that the usage of customer intimacy and social media in business strategies are important as well. These strategies improve the shopping experience and thereby the supermarket can distinguish itself as much as possible from the competitors. Another conclusion that can be drawn is market shares of supermarkets have changed. In 2016, PLUS switched to a strategy of purpose marketing. Purpose marketing recognizes the importance of social media use by customers. Since then, PLUS has focused on communicating its social entrepreneurship policy by social media and this, and other online activities, such as online shopping, has led to growth of a market share of 0,21 per cent.

This research will contribute to the confirmation that social media will play an increasingly important role and it could have an advisory role in decision making and improvement of the usage of social media in the PLUS supermarkets.

LinkedIn: https://www.linkedin.com/in/neal-voorsluijs-0b7645146/

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Jaar2019
TypeBachelor
TaalEngels

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