Samenvatting

Chapter overview
1. About the Company
This first chapter will further introduce Nedcars Autoverhuur and will more thoroughly discuss personnel, the company's values, and its mission. Also it will introduce its current customers. It will serve as the context of this thesis.
2. Situation Analysis
In the second chapter the problem will be described by analysing the market, the competitors, current customers, and the brand. Furthermore, it will include a SWOT analysis as well as an explanation of the core problem and the policy goal.
3. Communication Analysis
The communication analysis will point out what the information requirements of the target group are. Furthermore, it will discuss the current communication tools and the communication goal.
4. Target Groups and Objectives
This fourth chapter will give an overview of the primary target group of Nedcars and how this group will be divided. Then, the objectives for the communication efforts will be set up. These objectives are the beginning of the actual plan.
5. Communication Strategy
By discussing the approach, positioning, the central theme, and the messages, the key idea will be developed. The communication instruments will make clear what efforts are actually going to be taken.
6. Organisation
This chapter will cover the organisation of the campaign: How it is planned, in what order, time management, and budgetary matters.
7. Conclusion and recommendations
In this final chapter a conclusion of this marketing communication plan will be provided and recommendations will be clarified