Kommunikationsstrategi for GuldborgSUND Kommune - en afhandling om mænds sundhedsadfærd 010 2 Specialeafhandling Udarbejdet af: HD Afsætning Jonas Juul Mortensen Handelshøjskolen i København CPR: xxxxxx-xxxx Vejleder: Ole E. Andersen 3. maj 2010 HD Afsætning Specialeafhandling for Guldborgsund Kommune, maj 2010 Af Jonas Juul Mortensen Indholdsfortegnelse 1 EXECUTIVE SUMMARY ....................................................................................................... 4 2 INDLEDNING ........................................................................................................................... 5 2.1 Valg af emne ........................................................................................................................................................ 5 2.2 Problemstilling .................................................................................................................................................... 5 2.3 Problemformulering ........................................................................................................................................... 6 2.4 Videnskabsteoretisk ramme ............................................................................................................................... 7 2.5 Metodevalg .......................................................................................................................................................... 8 2.6 Afgrænsning og definitioner .............................................................................................................................. 9 2.7 Disposition ......................................................................................................................................................... 10 3 INTERN ANALYSE ................................................................................................................ 11 3.1 Introduktion til Guldborgsund Kommune ..................................................................................................... 11 3.2 Sundhedsudvikling ............................................................................................................................................ 13 3.3 Ydelser ............................................................................................................................................................... 15 3.4 Organisationsstruktur ...................................................................................................................................... 18 3.5 Stakeholder-relationer ...................................................................................................................................... 19 3.6 Strategi og Mission ............................................................................................................................................ 22 3.7 Marketing og kommunikation ......................................................................................................................... 23 3.8 Finansiel situation ............................................................................................................................................. 24 3.9 Opsummering af intern analyse....................................................................................................................... 26 4 EKSTERN ANALYSE ............................................................................................................ 27 4.1 Markedsdefinition ............................................................................................................................................. 29 4.2 Status og trends for kost og fysisk aktivitet .................................................................................................... 30 4.3 Borgernes sundhedsadfærd .............................................................................................................................. 33 4.4 Opsummering af ekstern analyse .................................................................................................................... 45 5 OPSUMMERING AF KONTEKSTANALYSE ................................................................... 46 5.1 SWOT ................................................................................................................................................................ 46 5.2 Sammenholdning af resultater i SWOT .......................................................................................................... 47 6 SEGMENTERING .................................................................................................................. 47 6.1 Segmenteringskriterier ..................................................................................................................................... 47 6.2 Segmentbeskrivelser ......................................................................................................................................... 49 7 MÅLGRUPPEVALG .............................................................................................................. 51 7.1 Segmentvurderinger ......................................................................................................................................... 51 7.2 Valg af målgruppe ............................................................................................................................................ 52 Side | 2 HD Afsætning Specialeafhandling for Guldborgsund Kommune, maj 2010 Af Jonas Juul Mortensen 8 MÅLSÆTNINGER ................................................................................................................. 53 8.1 Organisationsmål .............................................................................................................................................. 53 8.2 Kampagnemål (kommunikationsmålsætning) ............................................................................................... 53 9 MÅLGRUPPEBARRIERER, FORDELE OG KONKURRENCE .................................... 57 10 KOMMUNIKATIONSSTRATEGI ....................................................................................... 61 10.1 Positionering og budskabsstrategi .................................................................................................................. 61 10.2 Kommunikationsform ..................................................................................................................................... 64 10.3 Opsummering af kommunikationsstrategi .................................................................................................... 65 11 PROMOTIONSSTRATEGI ................................................................................................... 65 11.1 Udvælgelse af promotionaktiviteter ............................................................................................................... 65 11.2 Reklame ............................................................................................................................................................ 66 11.3 Public Relations (PR) ....................................................................................................................................... 69 11.4 Online kommunikation .................................................................................................................................... 70 11.5 Events & personligt salg .................................................................................................................................. 74 11.6 Intern markedsføring ...................................................................................................................................... 76 11.7 Opsummering af promotionstrategi ............................................................................................................... 76 12 KOMMUNIKATIONSPLAN ................................................................................................. 77 12.1 Tidsplan ............................................................................................................................................................ 77 12.2 Budget ............................................................................................................................................................... 78 12.3 Opsummering af kommunikationsplan ......................................................................................................... 78 13 EVALUERING OG KONTROL ............................................................................................ 79 14 KONKLUSION ........................................................................................................................ 80 15 PERSPEKTIVERING ............................................................................................................. 82 16 LITTERATUR- OG KILDELISTE ....................................................................................... 83 16.1 Bøger ................................................................................................................................................................. 83 16.2 Artikler ............................................................................................................................................................. 83 16.3 Publikationer / Kompendier mm. ..................................................................................................................