Concept - FNV
Concept - FNV
Concept - FNV
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INHOUD0 SAMENVATTING..................................................................................................................................... 31 INLEIDING EN DOEL.............................................................................................................................. 81.1 Aanleiding en achtergrond............................................................................................................................. 81.2 Probleemstelling............................................................................................................................................... 81.3 Doelstelling........................................................................................................................................................ 91.4 Werkwijze & verantwoording......................................................................................................................101.5 Leeswijzer.........................................................................................................................................................121.6 Definities...........................................................................................................................................................132 STRATEGISCH KADER........................................................................................................................ 142.1 Missie en grondslag........................................................................................................................................ 142.1.1 Inleiding............................................................................................................................................................................. 142.1.2 Bestaansrecht................................................................................................................................................................... 142.1.3 Normen, waarden, overtuigingen...............................................................................................................................152.1.4 Werkterrein........................................................................................................................................................................ 172.1.5 Betekenis voor belanghebbenden..............................................................................................................................202.1.6 Intenties en ambities.....................................................................................................................................................212.1.7 Mission satement............................................................................................................................................................222.2 Visie....................................................................................................................................................................232.2.1 Inleiding.............................................................................................................................................................................232.2.2 Omgevingsbeeld.............................................................................................................................................................. 242.2.3 Gedroomde positie..........................................................................................................................................................262.2.4 Succesformule..................................................................................................................................................................262.3 Samenvatting externe en interne analyse...............................................................................................272.3.1 Externe analyse...............................................................................................................................................................272.3.2 Interne analyse................................................................................................................................................................282.4 Doelen en beoogde resultaten....................................................................................................................283 EEN NIEUWE NAAM............................................................................................................................. 31Werkdocument3.1 Inleiding.............................................................................................................................................................313.2 Merkstrategie...................................................................................................................................................313.2.1 Een nieuwe naam: ja of nee?....................................................................................................................................... 313.2.2 Merkenbeleid....................................................................................................................................................................323.2.3 Kernwaarden en merkwaarden...................................................................................................................................323.3 Nieuwe naam....................................................................................................................................................32