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Uue teenuse potentsiaali hindamine ettevõttele Liisbeti Õmblus OÜ

Paju, Maris (2019) Uue teenuse potentsiaali hindamine ettevõttele Liisbeti Õmblus OÜ. [thesis] [en] Evaluating the New Service Potential for Liisbeti Õmblus OÜ.

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Abstract

Käesoleva lõputöö eesmärgiks oli uue loodava teenuse potentsiaali hindamine juba tegutsevale ettevõttele Liisbeti Õmblus OÜ, mis seni on tellimusi täitnud peamiselt allhanke korras teistele ettevõtetele. Ettevõtte soov on turule tulla naistele mõeldud jakkide ja / või pintsakute baasnäidistega, mille alusel klient saab tellida toote, mis on vastavalt tema soovidele valmistatud. Teenus sobib tarbijale, kes soovib oma jakiga eristuda, olla omapärane ja kellele kaubanduses pakutav valik ei sobi. Töö teooria esimeses peatükis käsitles autor tarbija ja kliendiga seonduvad aspekte ning tõi välja olulisemad punktid tarbijakäitumises. Uue teenuse raames on oluline mõista tarbija soove ja vajadusi ning asjaolusid, millest lähtuvalt inimesed oma ostuotsuseid teevad. Ettevõttel tasub ka mõelda, millise probleemi kliendi jaoks uus teenus lahendab. Töö autor leiab, et loodav teenus lahendab eelkõige probleemi klientide jaoks, kes tavakaubandusest ei leia sobivat jakki ja kui sellega kaasneb kliendi jaoks lisandväärtus, on teenusel kindlasti potentsiaali. Arvestades lõputöö teemat oli oluline uurida etappe ja tegevusi, mida ettevõte peab läbi mõtlema ja kavandama, kui plaanib uue teenusega turule tulla. Siinkohal tasub ettevõttel Liisbeti Õmblus OÜ kindlasti koostada läbimõeldud tegevuskava, kui loodava teenusega turule tulla. Tegevuskavast lähtudes on soovitatav uurida konkurente ja neid analüüsida. Uus teenus peab eristuma ning Liisbeti Õmblus OÜ poolt pakutava teenuse eripäraks on eelkõige toote kohandamine vastavalt kliendi soovile. Töös viidi läbi tarbijauuring, mille kasuks otsustas töö autor peale teoorias käsitletud meetodite kirjeldamist ning oluliseks valiku tegemisel sai asjaolu, et uuringus on vaja koguda nii kvalitatiivseid kui kvantitatiivseid andmeid. Uuringus osales kokku 186 respondenti, kellelt vastused saadi ajavahemikus 04.03-29.03.2019. Uuringu läbiviimiseks kasutas töö autor veebikeskkonda www.connect.ee. Töö autor analüüsis saadud andmed ning koostas graafilised tabelid ja joonised. Uuringust selgus, et kõrgema sissetulekuga vastanute hulgas on rohkem tarbijaid, kes on valmis tegema kulutusi rõivastele ning soetama uut jakki kord aastas. Uuringus küsiti, millised on olulised aspektid uue jaki valikul ja valdav enamus respondentidest vastas, et jakk peab sobituma tema kehaga. Siit järeldub, et tarbija on teadlik, mida ja millist toodet ta osta soovib ning kohandatud tooteid on vaja pakkuda. Samuti olid olulised hind ja kvaliteet, mistõttu tuleb ettevõttel olulist rõhku panna ka hinnakujundusel ja keskenduda selles tegevuses hinnavahemikule, mille respondendid vastustes välja tõid. Selgus, et enamik on baasnäidise alusel tellitud jaki õmblusteenuse eest valmis maksma kas kuni 50 € või vahemikus 50 – 70 €. Tarbija teadlikkus on ajaga kasvanud ning enamus eelistavad, et toote hind ja kvaliteet oleksid tasakaalus ning eelistatakse villaseguseid kangaid, millele järgnes puuvill. Uuringu tulemusel saab välja tuua keskmise vastaja profiili. Vastaja keskmine vanus on 35,6 a, tegemist on naisterahvaga, kes omab keskmisest kõrgemat sissetulekut. Tegemist võib olla kontoritöötajaga, aga ka tarbijaga, kellel on väljakujunenud stiil ja hoiakud ning soetab jakki kord aastas. Uue jaki valikul on talle määravaks sobivus oma kehaga, kvaliteet ja hind. Vastajale piisab, kui baasmudeleid on 3 – 5, mille vahel valikut teha ning eelistab teenusepakkuja poolt pakutavad kangast, mis oleks kas villasegune või puuvillane. Respondent on valmis ootama toodet kuni 2 nädalat ja eelistab vahetut suhtlust teenusepakkujaga. Uuringu tulemusel selgus, et Liisbeti Õmblus OÜ poolt loodava teenuse vastu on tarbijate hulgas huvi, seega tasub käsitletud teemat edasi arendada ja teenus luua. Edasised soovitused ettevõttele tegevuste osas on järgmised: koostada tegevuskava, konkurentsianalüüs ja tegeleda tootearendusega.

Abstract [en]

The aim of this thesis was to evaluate the potential of the new service provided by company Liisbeti Õmblus OÜ, which has been operating for several years now and mainly through outsourcing for other companies. The company wants to offer new service to women by providing customized jackets, which can be ordered based on sample models. The aim is, that customer chooses suitable model of the jacket and the item is customized according to customer wishes. The service is meant for the consumer, who cannot find suitable jacket from shops and who wants to stand out. The first chapter of this thesis concentrated on the aspects of consumer and customer. The author highlighted the most important points in consumer behavior. Under the new service it is necessary to understand the wishes and needs of the consumer and circumstances based on which people make their purchasing decisions. The company providing new service must also think about, what solution they can offer to the consumer with the new item or service. The author of the thesis finds, that the service which is being created solves problems for the consumers, who cannot find a suitable jacket from shops and if the new service offers added value, then this service would be potential. Considering the topic of the thesis, it was important to study the steps and activities, which the company has to think about and plan when entering the market with the new service. At this point, company Liisbeti Õmblus would definetely have to make a thoughtful plan when entering the market. Based on the plan it is necessary to analyse competitors. The new service has to have the special distinctiveness from other competitors. The new service, which Liisbeti Õmblus wishes to offer will be different by customization of the jacket according to customer´s wishes. Empirical part of the thesis involved consumer survey from 4th of March until 29th of March 2019, which was carried out through www.connect.ee website. Survey was composed according to method´s described in theory part and it was important to collect qualitative and quantitative data, which had to be analysed. Total of 186 respondents participated in the survey. The author analysed the data and compiled graphical tables and drawings. The survey revealed that there are more consumers among those with higher income who are willing to spend more money on clothing and buy a new jacket once a year. It was also asked, what are the important aspects of choosing a new jacket and majority of respondents said, that the jacket must fit and be suitable for the body. With this we can assume, that consumers are aware of what they need and that customized jackets are requested. Price and quality are also important, which means that service proividing company should make good pricing analysis and focus on price range, which was also pointed out in the survey. It turned out, that most of consumers are willing to pay up to 50 € or between 50 – 70 € for the jacket ordered based on model sample. Consumer awareness has been increasing over time and most prefer good balance in price and product quality. Also consumers prefer woolen fabrics followed by cotton, which should be offered from service provider. As the result of the survey average respondent profile can be created. The respondent average age is 35,6 year old women with higher income than average. She can be an office worker, but also a consumer, who has a potential need or wish to buy a new jacket at least once a year. When choosing a new jacket, she is determined, that the jacket shall fit and suit respondents body at reasonable price with good quality. Respondent is willing to wait for the customized jacket up to 2 weeks and wishes to choose between 3 – 5 basic models. Respondent prefers direct communication with the service provider. As the result of this survey, it became clear, that the new service created by Liisbeti Õmblus OÜ has interest of consumers and potential customers, so it is reasonable to develop the new service. Further recommendation to the company is to prepare action plan, analyse competitors and start with product development.

Item Type: thesis
Advisor: Lea Murumaa
Subjects: Clothing and Textiles > Product Development
Clothing and Textiles > Field Studies
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Maris Paju
Date Deposited: 06 Jun 2019 08:28
Last Modified: 26 Aug 2019 07:35
URI: http://eprints.tktk.ee/id/eprint/4447

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