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Konkurentsistrateegia AS JELD-WEN Eesti näitel

Merilo, Kaarel (2015) Konkurentsistrateegia AS JELD-WEN Eesti näitel. [thesis] [en] Competitive Strategy Based on AS JELD-WEN Eesti.

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Abstract

Käesoleva lõputöö eesmärgiks oli käsitleda turundus-, konkurentsistrateegiate valikuid, analüüsida toote hinna kujunemist, tarbijate eelistusi ning välja selgitada puudused ja eelised konkurentide ees ettevõtte AS JELD-WEN Eesti baasil. Töö käigus koguti materjali, mida hiljem analüüsiti konkurentidest ülevaate saamiseks kohalikul turul. Samuti koostati küsitluse teel ülevaade tarbijate eelistustest ja nende erinevustest maakonniti. Töö esimeses pooles tutvustas autor baasettevõtet, tema ajalugu, tegevuse kirjeldust, kasutatavaid ressursse ja juhtimistegevust. Ettevõttest ülevaate saamiseks kasutati AS JELD-WEN Eesti arhiivimaterjale, 2013. majandusaasta aruannet ja suheldi mitmete osakonnajuhtide ja töötajatega. Teises lõputöö osas analüüsiti potentsiaalsete tarbijatega tehtud intervjuusid. Mille tulemusena selgus tarbijaskonna regionaalne selge eristumine. Suurim tarbijaskonna maitse-eelistuste erinevus oli Ida-Virumaal, kus elab, võrreldes teiste Eesti maakondadega, rohkem välismaalasi. Nende eelistuseks oli pigem modernsem kui klassikaline disain. Samuti ootavad Ida-Virulased toodetele väiksemat hinda, kui näiteks Harju maakonnas läbi viidud küsitluses selgus. Üldiselt jäi tarbijate meelest mõistlik hind alla tegelikele toodete hindadele. Lõputöö kolmandas osas selgitati välja AS JELD-WEN Eesti toodete hinda mõjutavad tegurid. FSC sertifikaadi mõju toote hinnale oli oodatust väiksem ja leiti, et toodete sertifitseerimine tasub igal juhul ära nii suurte tootmismahtude juures. Teisteks hinda mõjutavateks kuludeks olid: toormaterjali kulu, tööjõukulud, üldhalduskulud, turustuskulud ja muud kulud. Kasum moodustas toote lõpphinnast 24% ja seda ilma edasimüüjate vahendusteenuseta. Viimases töö osas uuriti suuremate konkurentide käitumist müügitulu saavutamisel. Hinnapäringu teel saadi ülevaade konkurentide toodete hindadest. Üllataval kombel, oli AS JELD-WEN Eesti toodang kõige soodsam kohalikul turul saadaolevatest konkurentide toodetest. Seejärel võrreldi AS JELD-WEN Eesti hetkelist turupositsiooni konkurentide omaga. AS JELD-WEN Eestit võib praegusel hetkel 35 nimetada akende ja uste tootmise valdkonnas turuliidriks, oma kõige suurema käibe ja madalate toodete hindade poolest. Paraku ei saa seda öelda kohalikul turul saavutatud müügitulu põhjal. AS Viljandi aken ja uks saavutab kohalikul turul 7% rohkem müügitulu kui AS JELD-WEN Eesti. Seega on kohalikul turul mainitud valdkonnas turuliidriks AS Viljandi aken ja uks. Müügitulu suurendamiseks Eesti turul pakkus töö autor välja kaks peamist strateegilist käiku: luua salongid, kust tarbijal oleks võimalik otse tootjalt toodangut osta ja panustada rohkem maine kujundamisesse ja klientide informeerimisse. Väiksemad konkurendid on analoogsed sammud juba astunud ning tulemused kajastuvad nende läbimüügi edukuses Eesti turul, moodustades üle poole kogu aastasest käibest. Valminud töö käigus kogutud andmed edastatakse AS JELD-WEN Eesti turundusosakonda, mille põhjal saavad ettevõtet tüürivad juhid koostada arenguplaani kohalikul turul laienemiseks.

Abstract [en]

COMPETITIVE STRATEGY BASED ON AS JELD-WEN EESTI The purpose of this thesis was to give a review of the choices of marketing and competing strategies, to analyze the formation of products prices and the consumers preference, also to find out the perks and lacks before the competitors as the example of AS JELD-WEN Eesti. To get an overlook of competitors at the local market, the work materials were collected at the work process. Also an overview about consumer´s preferences and those differences was made by interview/questionnaire. At the first part of this thesis the author introduced the base company, its history, description of the work, resources that were in use and the management. To get the overview of the company, AS JELD-WEN Eesti archive materials, year 2013 annual report were used and interviewed the company’s workers and the heads of the departments. In the second part of the thesis were analyzed interviews with potential consumers. As the result, consumer’s distinct regional differences become evident. The biggest consumer preference was in Ida-Virumaa, where lives the largest population of foreigners. They preferred rather modern than classical design. In Ida-Virumaa smaller price is also expected than for example in Harjumaa, which turned out from an interview. Generally thea actual price was higher than the consumers expected. In the third part of the thesis the factors were figured out that affected the prices of AS JELD-WEN Eesti products. The effect to the products of FSC certificate annual price was smaller than expected and therefore the certification is worthwhile at such big manufacturing capacities. Others price affecting expenses were: crude material, labour, management, marketing and other expenses. Sales profit formed 24% from the products final price and that without the vendors dispatching costs. The biggest competitors behaviour in achieving sales proceeds was under investigation in the last part of this thesis. To get an overlook from the prices of competitors products, price requests were made. 37 Suprisingly the AS JELD-WEN Eesti production was the lowest in price in Estonian market. Also AS JELD-WEN Eesti current marketing position was compared with competitors. At this moment we can name the AS JELD-WEN Eesti as the market leader in manufacturing doors and windows for its biggest turnover and low prices. But it can’t be said on the ground of local markets sales proceeds. AS Viljandi aken ja uks makes 7% of more profit at local markets than AS JELD-WEN Eesti and therefore is local marketing leader AS Viljandi aken ja uks. The author of this thesis proposed two main strategic moves to expand the selling costs in Estonian market: to create salons, where consumer could buy products straight form the manufacturer and to impone more to modifying the reputation and informing clients. Smaller competitors have already done similar moves and the results redound at the success of their sales in Estonian market, forming over half of the one year revenue. Collected data from this thesis will be provided to the AS JELD-WEN Eesti marketing department. Hopefully the heads of this company will make profit from it with assembling plans for development to broaden at the local markets.

Item Type: thesis
Advisor: Meelis Bergmann
Co-advisor: Tarmo Talvet
Subjects: Economy and Management > Entrepreneurship and Marketing
Economy and Management > Accounting
Divisions: Institute of Circular Economy and Technology > Engineering Materials and Marketing
Depositing User: Kaarel Merilo
Date Deposited: 08 Jun 2015 06:43
Last Modified: 22 Apr 2016 08:33
URI: http://eprints.tktk.ee/id/eprint/1159

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