TTK Links: Home Page | TTK Moodle | ÕIS
TTK/UAS Repository For Digital Teaching and Learning Resources

Eksportturundus ja sihtturgude analüüs Metsis OÜ näitel

Kullamaa, Tõnis (2014) Eksportturundus ja sihtturgude analüüs Metsis OÜ näitel. [thesis] [en] Exportmarketing and the analysis of target markets on the example of Metsis Ltd..

[img] PDF - Published Version
Restricted to Registered users only

Download (1MB)

Abstract

Inimkonnal on terve eluea jooksul midagi üle aru ja midagi puudu olnud, alati on vahetamise, ostu ja müügiga kompenseeritud oma ressursside puudujääke. See on nii olnud sadu aastaid ja kestab siiani. Nii on turunduses ka riikidega – import ja eksport on väga tähtis. Mõistes seda detailsemalt, ettevõtjate tasandil, siis tänapäeva tihenda konkurentsi tõttu turul on vaja väga palju eristuda teistest toote- ja teenusepakkujatest. Vaja on on lisada originaalsust oma pakutavates toodetes, et silma paista klientidele ja tekitada neis soovi osta midagi unikaalset. Kuna Eestil puuduvad märkimisväärselt maailmas silmapaistvad metsatehnikaga tegelevad firmad, siis Metsis OÜ-l on üsna suur potentsiaal maailmas nähtavaks muutuda just tänu väiksele riigile omase lihtsuse ja konkurentidest kaks korda odavamate hindadega. Olles juba Venemaa turul sees, siis käesolevas töös uuriti alternatiive juhuks, kui Venemaa politiilise ebastabiilsuse tõttu peaks juhtuma, et Venemaa kehtestab Eesti ettevõtete jaoks piiranguid tulevikus. Vaadates Rootsi metsarohkust, tehnoloogilist taset ja poliitilist stabiilsust, otsustas autor just selle riigi kasuks. Töös uuriti erinevaid tähtsaid keskkondi mõlema riigi puhul, uuriti milline on riigi eluolud, millised on nõrgad ja tugevad küljed ja ka turulesisenemise barjääre. Töö käigus uuriti ettevõtete arvu riikides ja analüüsiti põhilisi konkurente. Kuna konkurendid on maailmas tuntud ja nii Venemaal, kui Rootsis esindatud, siis nende puhul ei ole suurt erinevust, kuhu riiki siseneda soovitakse. Põhilised erinevused on just riigi ülesehitusel ja elukorraldusel. Näiteks Venemaal lokkab korruptsioon ja puudub äriregistri sarnane infosüsteem. Samas on SRÜ riikides madalamad regulatsioonid kui Euroopa Liidus ja Venemaal, oma suuruse tõttu, põhjatu turg – nõudlus traktorite järele on suurem, kui Metsis neid valmis jõuab teha. Rootsi tugevuseks on heaoluriigina just stabiilne poliitika, tugevad ühiskonnatoetusprogrammid ja maailmatasemel tehnoloogia. Summeerides kokku kõik head ja halvad küljed nende riikide puhul ja tõlgendades ümber need hinnanguteks numbrite näol, näitas uuring, et turunduse ja traktorimüügi külje pealt on Venemaa turg siiski Metsise jaoks parem ja Rootsi ei ole kasumlikkuse poolest samaväärne. Saanud parema ülevaate nendest turgudest, saab Metsis OÜ keskenduda praktilisel tasandil turgudele sisenemisega, teades arvestada eelseisvate ohtude ja ka positiivsete külgedega. Jälgides oma kindlaid vaateid ja arusaamu ning firma eripärasid, on Metsisel suured võimalused eelseisvateks tehinguteks ja maailmapilti sisenemiseks, pakkudes ühtlasi konkurentsi oma rivaalidele ja rikastades turgu oma pakutavate toodetega.

Abstract [en]

During the whole lifetime, the humanity has always had something to be missing on the resources part, there has always exist exchange, buying and selling for people to compensate their shortcomings. It has been like that for centuries and still is ongoing. As it is like that in marketing, the same thing happens on the level of countries – import and export are very important. Understanding this in more detail, at the level of enterpreneurs, due to the hard competition in marketing nowadays, it is very important, to stand out of they way of style the other competitors provide their services and products. One must find their own way and style to be successful and give customers a desire to buy something unique. Since Estonia has no significant outstanding forest-machines selling companies, the Metsis Ltd. has quite a high potential to become visible to the world just because of a small country and the inherent simplicity and the twice cheaper prices in the comparison of the rivals. Being already in the russian market, the analysis of this present works aim was to find alternatives for a chance, if Russia, being politically unstable, should establish some restrictions for estonian companies. Looking at the abundance of forest in Sweden, and the technological level of political stability, the author of this particular public benefit. We investigated a variety of important environments for both countries, which have been studied in the country way of life, what are the strengths and weaknesses, as well as market entering barriers. Work investigated the number of firms in countries and analyzing the main competitors. Since the competitors are world renowned for both Russia and the Swedish representative, then their case is not much difference where you wish to enter the country. The main difference is just the reconstruction of the country and way of life. For example, in Russia, corruption is rampant and there is no commercial registry similar to the information system. However, the CIS countries, lower than the regulations in the European Union and Russia, because of its size, a bottomless market - the demand for tractors is greater than Metsis are willing to reach. The strength of the Swedish welfare state is just a stable policies, strong community support programs, and world-class technology. Summing up the total of all the good and bad sides of their countries and re- interpreting the assessments in terms of numbers, the study showed that the marketing and sales side of the tractors, the Russian market is still better for Metsis and Sweden are not equivalent in terms of profitability. Gaining better insight into those markets that will focus on the practical level, Ltd. Metsis entering other markets, knowing the dangers ahead and to take into account the positive sides reviewing his strong views and perceptions and firm characteristics, grouse are great opportunities ahead for the transactions and the image to enter the world, providing competition to its rivals and also enriching the market with its own products.

Item Type: thesis
Advisor: Ülle Aasjõe
Subjects: Working Life > Sales
Divisions: Institute of Circular Economy and Technology > Engineering Materials and Marketing
Depositing User: Tõnis Kullamaa
Date Deposited: 19 Jun 2014 10:10
Last Modified: 19 Jun 2014 10:10
URI: http://eprints.tktk.ee/id/eprint/665

Actions (login required)

View Item View Item