{"id":29882,"date":"2023-05-25T11:10:36","date_gmt":"2023-05-25T09:10:36","guid":{"rendered":"https:\/\/smartprofile.io\/blog-nl\/the-importance-of-market-data-coverage\/"},"modified":"2023-05-30T10:12:34","modified_gmt":"2023-05-30T08:12:34","slug":"het-belang-van-markt-dekkende-data","status":"publish","type":"post","link":"https:\/\/smartprofile.io\/nl\/blog-nl\/het-belang-van-markt-dekkende-data\/","title":{"rendered":"Het belang van markt dekkende data"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-kcyxbq1d-f3dd4d01def5a3790a0e429786d4625c main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-29882'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kcyxba9w-bb2492aad3b8368b9a2a7e9c515445f9\">\n#top .hr.hr-invisible.av-kcyxba9w-bb2492aad3b8368b9a2a7e9c515445f9{\nheight:90px;\n}\n<\/style>\n<div  class='hr av-kcyxba9w-bb2492aad3b8368b9a2a7e9c515445f9 hr-invisible  avia-builder-el-1  el_before_av_one_fourth  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-371kmh-a09890cece9b302712a24b1cdef689a5 av_one_fourth  avia-builder-el-2  el_after_av_hr  el_before_av_three_fourth  first flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfsbfevo-1fd6e7c9316e97d0bde51c5b5b3dba30\">\n.avia-image-container.av-lfsbfevo-1fd6e7c9316e97d0bde51c5b5b3dba30 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lfsbfevo-1fd6e7c9316e97d0bde51c5b5b3dba30 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lfsbfevo-1fd6e7c9316e97d0bde51c5b5b3dba30 av-styling- avia-align-center  avia-builder-el-3  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-22540 avia-img-lazy-loading-not-22540 avia_image ' src=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-1139x1536.png\" alt='' title='Iris_marktwiel_scherp'  height=\"1536\" width=\"1139\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-1139x1536.png 1139w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-222x300.png 222w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-764x1030.png 764w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-768x1036.png 768w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-1518x2048.png 1518w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-1112x1500.png 1112w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/09\/Iris_marktwiel_scherp-523x705.png 523w\" sizes=\"(max-width: 1139px) 100vw, 1139px\" \/><\/div><\/div><\/div><\/div><div  class='flex_column av-1aarmbu-91d15cd42b83bec80f293e3d88c5e0ba av_three_fourth  avia-builder-el-4  el_after_av_one_fourth  el_before_av_hr  flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kcyx52tx-2b3916c790ddba1ff99a4381f830a24a\">\n#top .av_textblock_section.av-kcyx52tx-2b3916c790ddba1ff99a4381f830a24a .avia_textblock{\ncolor:#00bab7;\n}\n<\/style>\n<section  class='av_textblock_section av-kcyx52tx-2b3916c790ddba1ff99a4381f830a24a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h1 style=\"text-align: left;\"><strong><span style=\"color: #ff7474;\">Het belang van markt dekkende data\u00a0<\/span><\/strong><\/h1>\n<h1 style=\"text-align: left;\"><\/h1>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lcueus55-1e7a36e05ab6af4079c9597fa17339e4\">\n#top .hr.hr-invisible.av-lcueus55-1e7a36e05ab6af4079c9597fa17339e4{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-lcueus55-1e7a36e05ab6af4079c9597fa17339e4 hr-invisible  avia-builder-el-6  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lcujazmi-722ee3c04b2bbdce321f6aa54bf30a13 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Het begrijpen van jouw markt is cruciaal voor succes in het competitieve zakelijke landschap van vandaag. Het nauwkeurig beoordelen van de omvang van jouw potenti\u00eble markt, het identificeren van klantbehoeften en -verlangens, en het monitoren van concurrentieactiviteiten zijn essenti\u00eble elementen bij het ontwikkelen van een winnende klanten strategie. Het nalaten hiervan kan leiden tot gemiste kansen en mogelijke ondergang, zoals ge\u00efllustreerd door het verhaal van Blockbuster, ooit een dominante speler in de Amerikaanse videoverhuur industrie.<\/p>\n<p>Deze blogpost benadrukt het belang van dekking van marktgegevens en de risico&#8217;s die gepaard gaan met het verkeerd inschatten van de marktomvang. We zullen onderzoeken hoe je lokale marktkennis en expertise kunt benutten om jouw visie en projecties te valideren. Daarnaast zullen we het geval van X5 Group, een prominente supermarktketen, onderzoeken om het belang van het op de hoogte blijven van marktdynamiek te illustreren.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kcyxba9w-5-e96797bea46597fd753b3a464fed2260\">\n#top .hr.hr-invisible.av-kcyxba9w-5-e96797bea46597fd753b3a464fed2260{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-kcyxba9w-5-e96797bea46597fd753b3a464fed2260 hr-invisible  avia-builder-el-8  el_after_av_three_fourth  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kd06o679-4f53662c8207b1acb22c3b6bca1f4e94\">\n.avia-section.av-kd06o679-4f53662c8207b1acb22c3b6bca1f4e94{\nbackground-color:#d5f0f0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-kd06o679-4f53662c8207b1acb22c3b6bca1f4e94 main_color avia-section-default avia-no-border-styling  avia-builder-el-9  el_after_av_section  el_before_av_social_share  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-29882'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kcyxba9w-4-48772715e233642f88c077b7d7ab2030\">\n#top .hr.hr-invisible.av-kcyxba9w-4-48772715e233642f88c077b7d7ab2030{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-kcyxba9w-4-48772715e233642f88c077b7d7ab2030 hr-invisible  avia-builder-el-10  el_before_av_two_third  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29qxzc2-77ca72348d61150821192207adf67d3b\">\n.flex_column.av-29qxzc2-77ca72348d61150821192207adf67d3b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-29qxzc2-77ca72348d61150821192207adf67d3b av_two_third  avia-builder-el-11  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-kcyx83y3-3-ca2918f1b8dbb0216e93a47a6b936b88 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"flex-1 overflow-hidden\">\n<div class=\"react-scroll-to-bottom--css-ajuxn-79elbk h-full dark:bg-gray-800\">\n<div class=\"react-scroll-to-bottom--css-ajuxn-1n7m0yu\">\n<div class=\"flex flex-col items-center text-sm h-full dark:bg-gray-800\">\n<div class=\"w-full border-b border-black\/10 dark:border-gray-900\/50 text-gray-800 dark:text-gray-100 group bg-gray-50 dark:bg-&#091;#444654&#093;\">\n<div class=\"text-base gap-4 md:gap-6 m-auto md:max-w-2xl lg:max-w-2xl xl:max-w-3xl p-4 md:py-6 flex lg:px-0\">\n<div class=\"relative flex w-&#091;calc(100%-50px)&#093; md:flex-col lg:w-&#091;calc(100%-115px)&#093;\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-&#091;20px&#093; flex flex-col items-start gap-4 whitespace-pre-wrap\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<h4 style=\"text-align: left;\"><span style=\"color: #4d00a6;\"><strong>Voorkom het maken van bedrijfsblunders<\/strong><\/span><\/h4>\n<p>Voor bedrijven is het essentieel om het belang van markt dekkende data te waarderen. Het niet goed in kaart hebben hoe groot, of juist hoe klein, je potenti\u00eble afzetmarkt is, vormt een recept voor marketing- en verkoopblunders. Andere kenmerken, zoals de homogeniteit of heterogeniteit van je doelgroep en hun belangrijkste behoeften, zijn cruciaal bij het opzetten van een succesvolle klantenstrategie. Je wilt ook in kaart brengen welke concurrenten actief zijn in dezelfde doelgroep en hoe de verschillende marktaandelen zich tot elkaar verhouden.<\/p>\n<h4>Neem marktontwikkelingen serieus: een voorbeeld van een miljardenblunder<\/h4>\n<p>Bedrijven die de marktomvang verkeerd inschatten lopen het risico om hun potentieel te beperken en zichzelf uit te sluiten van mogelijkheden. Een voorbeeld hiervan is Blockbuster, een dominante speler in de Amerikaanse videoverhuur industrie in de jaren 90, met een omzet van miljarden dollars. Ze dachten dat het internet geen bedreiging zou vormen en dat mensen altijd hun fysieke winkels zouden blijven bezoeken. Ze hebben de veranderingen in de markt onderschat en misten uiteindelijk de boot toen Netflix de markt overnam.<\/p>\n<h4>Een meer recent voorbeeld: X5 Group<\/h4>\n<p>Het gebruik maken van lokale marktkennis en expertise is doorgaans een goede manier om de eigen visie en projecties over de marktpotentie te toetsen aan een meer objectieve maatstaf. Zo staat op vrijwel elke prospectlijst van internationale bedrijven die de Nederlandse markt betreden wel het bedrijf X5 Group (voorheen X5 Retail). Deze supermarktketen die ook een flink groeiende online tak heeft staat inmiddels in de globale top 50 food retailers met een omzet van 27 miljard in 2020. De holdingmaatschappij is gevestigd op het Zuidplein in Amsterdam. Een winkel van X5 ben ik echter in Nederland nog niet tegengekomen want die staan allemaal in Rusland.<\/p>\n<h4>Een onmisbaar onderdeel van je marketingstrategie<\/h4>\n<p>Kortom, zonder lokale marktinzichten kunnen relevante prospects volledig over het hoofd worden gezien of vervelender, zoals in het voorbeeld X5, worden prospects opgevoerd die op dat moment niet de potentie hebben om een bijdrage te leveren in het realiseren van je targets. Het is daarom van cruciaal belang om een actueel overzicht te hebben van de marktomvang en dit regelmatig bij te werken. Door beter te begrijpen wie jouw potenti\u00eble klanten zijn of niet zijn, kun je jouw marketing- en salesstrategie\u00ebn effectiever afstemmen op de behoeften van de markt en succesvol blijven in de branche. Markt dekkende data vormt daarin een onmisbaar puzzelstuk.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"text-base gap-4 md:gap-6 m-auto md:max-w-2xl lg:max-w-2xl xl:max-w-3xl p-4 md:py-6 flex lg:px-0\">\n<div class=\"relative flex w-&#091;calc(100%-50px)&#093; md:flex-col lg:w-&#091;calc(100%-115px)&#093;\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-&#091;20px&#093; flex flex-col items-start gap-4 whitespace-pre-wrap\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"react-scroll-to-bottom--css-ajuxn-79elbk h-full dark:bg-gray-800\">\n<div class=\"react-scroll-to-bottom--css-ajuxn-1n7m0yu\">\n<div class=\"flex flex-col items-center text-sm h-full dark:bg-gray-800\">\n<div class=\"w-full border-b border-black\/10 dark:border-gray-900\/50 text-gray-800 dark:text-gray-100 group bg-gray-50 dark:bg-&#091;#444654&#093;\">\n<div class=\"text-base gap-4 md:gap-6 m-auto md:max-w-2xl lg:max-w-2xl xl:max-w-3xl p-4 md:py-6 flex lg:px-0\">\n<div class=\"relative flex w-&#091;calc(100%-50px)&#093; md:flex-col lg:w-&#091;calc(100%-115px)&#093;\">\n<p style=\"text-align: right;\"><em>Erik van Gurp, <\/em><em>Business Analist\u00a0<\/em><\/p>\n<p style=\"text-align: right;\"><em><strong>Smart Profile<\/strong><\/em><\/p>\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-&#091;20px&#093; flex flex-col items-start gap-4 whitespace-pre-wrap\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"absolute bottom-0 left-0 w-full border-t md:border-t-0 dark:border-white\/20 md:border-transparent md:dark:border-transparent md:bg-vert-light-gradient bg-white dark:bg-gray-800 md:!bg-transparent dark:md:bg-vert-dark-gradient\">\n<form class=\"stretch mx-2 flex flex-row gap-3 pt-2 last:mb-2 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height=\"300\" width=\"250\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-250x300.png 250w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-860x1030.png 860w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-768x920.png 768w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-1282x1536.png 1282w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-1709x2048.png 1709w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-1252x1500.png 1252w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/07\/Iris-Social-media-selling-01-uitgesneden-588x705.png 588w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ipi621-c0fb39658c3bb4de851ff773a322d4d0\">\n#top .hr.hr-invisible.av-ipi621-c0fb39658c3bb4de851ff773a322d4d0{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-ipi621-c0fb39658c3bb4de851ff773a322d4d0 hr-invisible  avia-builder-el-15  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lgesrl06-d8f15bca2e10f8dfb8e59fa34e5ac974 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><strong>MarketBase<\/strong><\/h2>\n<h3><strong><span style=\"color: #ff7474;\">Bekijk of jouw data markt dekkend is!<\/span><\/strong><\/h3>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-lgess4rr-124b2045b093bc1b6bff3b9785af0c0f-wrap avia-button-left  avia-builder-el-17  el_after_av_textblock  avia-builder-el-last '><a 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