Väikeettevõtte konkurentsieeliste kujundamine ja toote positsioneerimise võimalused OÜ Süvahavva Loodustalu näitel
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Kuupäev
2017
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Käesolev magistritöö keskendub konkurentsieeliste leidmisele, toote eristumisele ning
positsioneerimise võimaluste määratlemisele ühe maapiirkonnas tegutseva väikeettevõtte
Süvahavva Loodustalu OÜ näitel, mis tegeleb taimekasvatusega, tee- ja maitsetaimede
kuivatamise ja pakendamisega.
Teema on aktuaalne,sest rahvaarv maapiirkondades väheneb ja maaelu Eestis on hääbumas.
Teema aktuaalsus väljendub ka selles, et väikestel kodumaistel ettevõtetel on keerulisem
püsida konkurentsis võrdsete vastastena. Üks strateegiline võimalus turunduses on
positsioneerimine, mille jaoks on tarvis kujundada oma pakutaval tootel eristuvad tunnused,
mida saab käsitleda toote tugevustena sihtgrupi vajadustest lähtuvalt.
Uurimistöö eesmärgiks on välja selgitada ja defineerida Eestimaiste teetaimede tootjate
konkurentsieelised turul ja määratleda positsioneerimise võimalused ühe ettevõtte näitel.
Eesmärgi saavutamiseks uurib ja analüüsib autor kodumaiseid teetaimi tootvate
väikeettevõtete tegevust ning uurib tarbijatelt teetaimede ostueelistusi. Seejärel määratleb
autor Süvahavva Loodustalu OÜ näitel erinevad eristumise võimalused ja teeb konkreetsed
ettepanekud toote positsioneerimiseks, mis põhinevad ettevõtte tugevustel,
konkurentsieelistel ja tarbijate hinnangutel.
Magistritöös autori poolt tehtud ettepanekuid saavad rakendada ka teised väikesed
maapiirkonna ettevõtted ja peretalud, keda huvitab toote konkurentsieeliste leidmine või
positsioneerimine.
This master thesis focuses on the introduction of competitive advantages, the distinguishing of the product and the definition of the possibilities for positioning in a small enterprise in the rural area, which deals with plant production, with drying and packaging of the herbs. The topic is relevant because the population is decreasing in rural areas and the rural areas in general are facing the problems. The content of the matter is also expressed by the fact that small domestic enterprises have a more difficult task to remain in competition with bigger ones. One strategic opportunity for marketing is positioning, for which it is necessary to shape the specific characteristics of someone’s product, which can be considered as the strengths of the product from the point of view of the target group. The purpose of the Research Action is to identify and define the competitive advantages of the Estonian producers on the market and to identify the potential for positioning for one certain company. In order to achieve the objectives, the author studied and analysed the activities of small businesses producing domestic herbal teas and investigated the purchase preferences of consumers. At this stage, the author defines the possibilities of differentiation on the example of Süvahavva Loodustalu OÜ, and proposes specific measures for positioning based on the strengths of the enterprise, the competitive advantages and the consumer opinion. The proposals made by the author can also be applied in other small rural businesses and family farms, that are interested in finding the competitive advantages or opportunities for positioning of the product.
This master thesis focuses on the introduction of competitive advantages, the distinguishing of the product and the definition of the possibilities for positioning in a small enterprise in the rural area, which deals with plant production, with drying and packaging of the herbs. The topic is relevant because the population is decreasing in rural areas and the rural areas in general are facing the problems. The content of the matter is also expressed by the fact that small domestic enterprises have a more difficult task to remain in competition with bigger ones. One strategic opportunity for marketing is positioning, for which it is necessary to shape the specific characteristics of someone’s product, which can be considered as the strengths of the product from the point of view of the target group. The purpose of the Research Action is to identify and define the competitive advantages of the Estonian producers on the market and to identify the potential for positioning for one certain company. In order to achieve the objectives, the author studied and analysed the activities of small businesses producing domestic herbal teas and investigated the purchase preferences of consumers. At this stage, the author defines the possibilities of differentiation on the example of Süvahavva Loodustalu OÜ, and proposes specific measures for positioning based on the strengths of the enterprise, the competitive advantages and the consumer opinion. The proposals made by the author can also be applied in other small rural businesses and family farms, that are interested in finding the competitive advantages or opportunities for positioning of the product.
Kirjeldus
Magistritöö
Ökonoomika ja ettevõtluse õppekaval
Märksõnad
magistritööd, teetaimed, maapiirkonnad, konkurentsieelised, positsioneerimine