Kundrelationer : mellan Setragroup AB och bygghandeln
This study is made in cooperation with Setragroup AB. Setra is Sweden's biggest sawmilling company with a turnover of almost 6 billion SEK. 45% of the produced volume goes to the Swedish market where the customers are the DIY-sector and industrial customers. Setra as well as the other Swedish sawmil...
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| Format: | L3 |
| Language: | Swedish Inglés |
| Published: |
SLU/Dept. of Forest Products
2008
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| Subjects: |
| _version_ | 1855572000133611520 |
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| author | Bäckman, Jakob |
| author_browse | Bäckman, Jakob |
| author_facet | Bäckman, Jakob |
| author_sort | Bäckman, Jakob |
| collection | Epsilon Archive for Student Projects |
| description | This study is made in cooperation with Setragroup AB. Setra is Sweden's biggest sawmilling company with a turnover of almost 6 billion SEK. 45% of the produced volume goes to the Swedish market where the customers are the DIY-sector and industrial customers. Setra as well as the other Swedish sawmilling companies operate in a very competitive environment. The customers demand on the products and the distribution of them increases and tend to be more sophisticated with a simultaneously growing competition from low cost countries. Under these circumstances it becomes very important for the companies to satisfy their customers' needs in a successful way.
Due to the circumstances stated above the main purpose with this study is to examine how the customers experience Setra as a supplier and the outcome of their performance. Furthermore, what kind of relationship Setra has with their customers will be investigated and if the customers experience any differences between different suppliers. Finally, the customer's view on the future development in the DIY-sector will be examined and how that affects the suppliers. The study is restricted only to customers within the DIY-sector and the product segment "träprodukter".
A case study methodology is used where nine qualitative interviews have been executed with persons working both central and local in stores within the DIY-sector. These interviewed persons represent a total number of five different companies or organizations.
One of the main findings of the study is that the customers experience dissatisfaction with deliveries. The supplier has problems delivering the agreed products at the right time. This fact, together with dissatisfaction over unmotivated high prices, leads to failure in getting customers feeling prioritized. The relationship itself is quite simple and can be defined as a basic buying-selling type of relationship where what the seller routinely has to offer matches the buyer's needs. One difference between the different kinds of suppliers is that sawmilling suppliers still focus on production and pay little interest in the end-consumer and how to reach them. Other differences are that sawmilling suppliers tend to have more problems with deliveries and are not able to provide as much information as requested. Regarding the development of the DIY-sector, the customers believe the consolidation will continue and that actors will strengthen and buy more volume centrally. A consequence of this would be that the customer relationship becomes more important in the future as well as supplier's need to full fill their commitments towards the customers. |
| format | L3 |
| id | RepoSLU12100 |
| institution | Swedish University of Agricultural Sciences |
| language | swe Inglés |
| publishDate | 2008 |
| publishDateSort | 2008 |
| publisher | SLU/Dept. of Forest Products |
| publisherStr | SLU/Dept. of Forest Products |
| record_format | eprints |
| spelling | RepoSLU121002017-11-07T12:53:36Z Kundrelationer : mellan Setragroup AB och bygghandeln Customer Relationsship : between Setragroup AB and the DIY sector Bäckman, Jakob relationsmarknadsföring kundrelation erbjudande This study is made in cooperation with Setragroup AB. Setra is Sweden's biggest sawmilling company with a turnover of almost 6 billion SEK. 45% of the produced volume goes to the Swedish market where the customers are the DIY-sector and industrial customers. Setra as well as the other Swedish sawmilling companies operate in a very competitive environment. The customers demand on the products and the distribution of them increases and tend to be more sophisticated with a simultaneously growing competition from low cost countries. Under these circumstances it becomes very important for the companies to satisfy their customers' needs in a successful way. Due to the circumstances stated above the main purpose with this study is to examine how the customers experience Setra as a supplier and the outcome of their performance. Furthermore, what kind of relationship Setra has with their customers will be investigated and if the customers experience any differences between different suppliers. Finally, the customer's view on the future development in the DIY-sector will be examined and how that affects the suppliers. The study is restricted only to customers within the DIY-sector and the product segment "träprodukter". A case study methodology is used where nine qualitative interviews have been executed with persons working both central and local in stores within the DIY-sector. These interviewed persons represent a total number of five different companies or organizations. One of the main findings of the study is that the customers experience dissatisfaction with deliveries. The supplier has problems delivering the agreed products at the right time. This fact, together with dissatisfaction over unmotivated high prices, leads to failure in getting customers feeling prioritized. The relationship itself is quite simple and can be defined as a basic buying-selling type of relationship where what the seller routinely has to offer matches the buyer's needs. One difference between the different kinds of suppliers is that sawmilling suppliers still focus on production and pay little interest in the end-consumer and how to reach them. Other differences are that sawmilling suppliers tend to have more problems with deliveries and are not able to provide as much information as requested. Regarding the development of the DIY-sector, the customers believe the consolidation will continue and that actors will strengthen and buy more volume centrally. A consequence of this would be that the customer relationship becomes more important in the future as well as supplier's need to full fill their commitments towards the customers. Detta arbete är utfört i samråd med Setragroup AB (vidare Setra). Setra är Sveriges största träindustriföretag och omsätter ca 6 miljarder kronor. 45 % av den producerade volymen säljs på den svenska marknaden där kunderna är bygghandeln och industriella kunder. Setra, precis som de andra svenska sågverken, opererar i en starkt konkurrensutsatt omgivning. Kunderna ställer allt högre krav på produkterna och distributionen av dem. Samtidigt har konkurrensen från andra producerande länder ökat och på samma gång blir kunderna färre och starkare då bygghandeln konsolideras. För att stå sig i konkurrensen krävs det således att sågverken lyckas möta och tillfredställa kundernas krav och behov. Mot bakgrund av förutsättningarna som råder för sågverken är huvudsyftet med detta arbete att undersöka hur kunderna uppfattar Setras prestation som leverantör. Vidare ska vilken sorts relation som föreligger mellan Setra och kunder inom bygghandeln kartläggas och om kunderna upplever att det finns några skillnader mellan sågverksleverantörer och leverantörer av helt andra produkter. Slutligen ska kundernas syn på den framtida utvecklingen av bygghandeln undersökas och vad det kan få för konsekvenser för leverantören. Arbetet avgränsas till att enbart gälla kunder inom bygghandeln och produktsegmentet träprodukter. Studien är utförd som en fallstudie där nio kvalitativa intervjuer har utförts med personer verksamma både centralt och lokalt på butikerna inom bygghandeln. Genom dessa personer är totalt fem olika företag eller organisationer representerade. Slutsatserna av studien är att kunderna framför allt är missnöjda med leveranssäkerheten. Varorna kommer inte på avtalad tid eller uteblir helt. Detta leder, tillsammans med ett missnöje över prisbilden, till att flera av kunderna känner sig missprioriterade av Setra. Typen av relation som Setra har till kunder inom bygghandeln är relativt enkel och liknar närmast en s.k. ”basic buying-selling” – relation där det säljaren rutinmässigt erbjuder passar köparens behov. Skillnader mellan olika typer av leverantörer är att sågverksleverantörer fortfarande har en stark produktionsinriktning och ett ganska svagt intresse för slutkonsumenten samt hur de ska närma sig denne. Likaså anses sågverksleverantörer ha sämre leveranssäkerhet och informationsbild än många andra leverantörer. Utvecklingen av bygghandeln tros gå mot en fortsatt konsolidering där aktörerna blir starkare och upphandlar mer volym centralt. Detta får som konsekvens att betydelsen av relationen blir allt viktigare samt förmågan att uppfylla sina åtaganden. SLU/Dept. of Forest Products 2008 L3 swe eng https://stud.epsilon.slu.se/12100/ |
| spellingShingle | relationsmarknadsföring kundrelation erbjudande Bäckman, Jakob Kundrelationer : mellan Setragroup AB och bygghandeln |
| title | Kundrelationer : mellan Setragroup AB och bygghandeln |
| title_full | Kundrelationer : mellan Setragroup AB och bygghandeln |
| title_fullStr | Kundrelationer : mellan Setragroup AB och bygghandeln |
| title_full_unstemmed | Kundrelationer : mellan Setragroup AB och bygghandeln |
| title_short | Kundrelationer : mellan Setragroup AB och bygghandeln |
| title_sort | kundrelationer : mellan setragroup ab och bygghandeln |
| topic | relationsmarknadsföring kundrelation erbjudande |