Gårdsbutiken : att välja marknadsföringsstrategi
The agriculture of today is getting larger and larger and it demands more efficient machines to handle these larger units. But all farmers don't have the opportunities or don't want to expand. What should they do if they want to remain on the farm? An alternative is to start a farm shop. This is the...
| Autor principal: | |
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| Formato: | L3 |
| Lenguaje: | sueco Inglés |
| Publicado: |
SLU/Dept. of Landscape Architecture, Planning and Management (from 130101)
2004
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| Materias: |
| _version_ | 1855571854260961280 |
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| author | Andersson, Mattias |
| author_browse | Andersson, Mattias |
| author_facet | Andersson, Mattias |
| author_sort | Andersson, Mattias |
| collection | Epsilon Archive for Student Projects |
| description | The agriculture of today is getting larger and larger and it demands more efficient machines to handle these larger units. But all farmers don't have the opportunities or don't want to expand. What should they do if they want to remain on the farm? An alternative is to start a farm shop. This is the reason why I have chosen to do a degree project about how to market a farm shop.
The study has been made at Axelssons i Aby and at Tiraholms Fisk. I have done a depth
interview and a questionnaire on both the farms. The interview was about how they reach new
customers and how to keep the customers they already have. The questionnaire was about
how the customers have observed the marketing, and if they have visited the farm shop
because of the marketing or if they visited it because of any other reason.
When you are about to marketing a product or a farm shop, then you have to considerate what
product you have or were the farm shop is located. Who are the customers and were do they
live? To avoid some mistakes, then it is suitable to examine the opportunities and threats in
the neighbourhood. The examination is called SWOT. The companies I have been studied
haven't done a SWOT. Instead they have done a profiling, that means that you create a valueadded
of your product. You do that by add facts and apprehensions to that the customers
already know.
I have chosen these two farm shops as, in my point of view, they have succeeded. But why do
the customers come to them? The owners of the farm shops tell me that the customers comes
because of the quality of the products and because of the friendly treatment they give them. I
can guarantee that they care for their customers.
The two farm shops have chosen different strategies for their marketing. Axelssons has
chosen to concentrate their marketing to the local market, and Tiraholms Fisk has chosen to
participate at different trade fairs, but they don't advertise in the local newspaper. The choice
that Axelssons made about their marketing should result in a clientele who comes from the
local area. The customers to Tiraholms Fisk should have a longer way to travel if the
marketing has been successful.
According to my investigation most of the customers are from the local area. In both cases
above 70 % of the customers knew about the farm shops true their relatives and because of
they comes from the local area. Almost 60 % of the customers had travelled less then 20 km.
The result shows that Axelssons has succeeded whit their marketing. According to the
investigation Tiraholms Fisk has not succeeded whit their marketing. But the investigation is
made at the beginning of April so the result can be questioned. Those customers who
Tiraholms Fisk is trying to reach they probably come at the summertime.
Both the farm shops business concept is to produce and sell products with high and even
quality. This they have succeeded with. If my investigation had been made at the summer I
am certain that the result had showed that they had succeeded with the marketing. |
| format | L3 |
| id | RepoSLU11342 |
| institution | Swedish University of Agricultural Sciences |
| language | swe Inglés |
| publishDate | 2004 |
| publishDateSort | 2004 |
| publisher | SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) |
| publisherStr | SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) |
| record_format | eprints |
| spelling | RepoSLU113422017-10-09T09:58:48Z Gårdsbutiken : att välja marknadsföringsstrategi Farm shop : to choose marketing strategy Andersson, Mattias konsument The agriculture of today is getting larger and larger and it demands more efficient machines to handle these larger units. But all farmers don't have the opportunities or don't want to expand. What should they do if they want to remain on the farm? An alternative is to start a farm shop. This is the reason why I have chosen to do a degree project about how to market a farm shop. The study has been made at Axelssons i Aby and at Tiraholms Fisk. I have done a depth interview and a questionnaire on both the farms. The interview was about how they reach new customers and how to keep the customers they already have. The questionnaire was about how the customers have observed the marketing, and if they have visited the farm shop because of the marketing or if they visited it because of any other reason. When you are about to marketing a product or a farm shop, then you have to considerate what product you have or were the farm shop is located. Who are the customers and were do they live? To avoid some mistakes, then it is suitable to examine the opportunities and threats in the neighbourhood. The examination is called SWOT. The companies I have been studied haven't done a SWOT. Instead they have done a profiling, that means that you create a valueadded of your product. You do that by add facts and apprehensions to that the customers already know. I have chosen these two farm shops as, in my point of view, they have succeeded. But why do the customers come to them? The owners of the farm shops tell me that the customers comes because of the quality of the products and because of the friendly treatment they give them. I can guarantee that they care for their customers. The two farm shops have chosen different strategies for their marketing. Axelssons has chosen to concentrate their marketing to the local market, and Tiraholms Fisk has chosen to participate at different trade fairs, but they don't advertise in the local newspaper. The choice that Axelssons made about their marketing should result in a clientele who comes from the local area. The customers to Tiraholms Fisk should have a longer way to travel if the marketing has been successful. According to my investigation most of the customers are from the local area. In both cases above 70 % of the customers knew about the farm shops true their relatives and because of they comes from the local area. Almost 60 % of the customers had travelled less then 20 km. The result shows that Axelssons has succeeded whit their marketing. According to the investigation Tiraholms Fisk has not succeeded whit their marketing. But the investigation is made at the beginning of April so the result can be questioned. Those customers who Tiraholms Fisk is trying to reach they probably come at the summertime. Both the farm shops business concept is to produce and sell products with high and even quality. This they have succeeded with. If my investigation had been made at the summer I am certain that the result had showed that they had succeeded with the marketing. Dagens jordbruk är på väg mot större och större enheter och det krävs effektivare maskiner för att sköta de större arealer som varje lantbruksföretag skaffar sig. Men alla lantbrukare har inte möjlighet eller vill inte bli större. Vad ska de göra för att kunna bo kvar och driva sina verksamheter vidare? Ett alternativ kan vara en gårdsbutik. Därför har jag valt att göra ett examensarbete om hur man kan marknadsföra gårdsbutiken. Studien är gjord hos Axelssons i Aby och Tiraholms Fisk. Jag har gjort en djupintervju och kundenkät på de båda gårdarna. Intervjuerna inriktade sig på hur de försöker nå ut till nya kunder och hur de behåller nuvarande kunder. Enkäterna gjordes för att ta reda på om deras marknadsföring uppmärksammades eller om kunderna kom till gårdsbutikerna av någon annan anledning. När man ska marknadsföra en produkt eller en gårdsbutik måste man ta hänsyn till vilken produkt det är, var gårdsbutiken finns, vilka de tänkta kunderna är och var de bor. För att undvika vissa misstag är det lämpligt att granska sitt företags förutsättningar och därför undersöka möjligheter och hot. Man gör helt enkelt en SWOT-analys. Detta har de båda företagen valt att inte göra. Istället har företagen medvetet eller omedvetet gjort en profilering, vilket innebär att de försöker skapa ett mervärde av sina produkter med hjälp av fakta och uppfattningar som de delger kunderna på olika sätt. Jag har valt två gårdsbutiker som ur mitt perspektiv har lyckats. Men varför kommer kunderna? Båda butikerna säger att kunderna kommer för att de har hög och jämn kvalitet på sina varor och att de har ett trevligt bemötande mot kunderna. Det kan jag intyga. De båda gårdarna har valt olika strategier för marknadsföringen. Axelssons koncentrerar sin marknadsföring till det lokala planet, medan Tiraholms Fisk deltar på turistmässor i Göteborg och Rostock men annonserar inte i de lokala tidningarna. Detta borde få den effekten att hos Axelssons dominerar de lokalt boende som kunder och hos Tiraholms Fisk är kunderna med lång resväg i majoritet. Enligt kundenkäten visar det sig att över 70 % av kunderna i båda fallen kände till gårdsbutikerna via vänner, bekanta och för att de bodde i närheten. Nästan 60 % åker kortare än 2 mil. Detta visar att Axelssons satsning på lokal marknadsföring lyckades. Däremot har Tiraholms Fisk, som har den andra strategin och lägger tyngdpunkten av sin marknadsföring på mässor och försöker nå kunder från en annan region inte lyckats med sin marknadsföring. Men till Tiraholms Fisk: s försvar är min undersökning gjord i början av april varför resultatet hos dem kan vara missvisande. De kunder som Tiraholm har riktat sig till kommer antagligen på sommaren. Båda företagen har med framgång satsat på att producera och sälja varor av hög och jämn kvalitet. Hade min undersökning gjorts på sommaren så hade den säkert visat att båda företagen lyckats med sina marknadsföringsstrategier. SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) 2004 L3 swe eng https://stud.epsilon.slu.se/11342/ |
| spellingShingle | konsument Andersson, Mattias Gårdsbutiken : att välja marknadsföringsstrategi |
| title | Gårdsbutiken : att välja marknadsföringsstrategi |
| title_full | Gårdsbutiken : att välja marknadsföringsstrategi |
| title_fullStr | Gårdsbutiken : att välja marknadsföringsstrategi |
| title_full_unstemmed | Gårdsbutiken : att välja marknadsföringsstrategi |
| title_short | Gårdsbutiken : att välja marknadsföringsstrategi |
| title_sort | gårdsbutiken : att välja marknadsföringsstrategi |
| topic | konsument |