Strategier på en dynamisk marknad
Garden center and market gardens are a growing trade, undergoing great changes with new actors and purchasing habits. The interest in gardens and plants is steadily increasing, official statistics show an increase of garden plants and flower consumption, of an annual 3 per cent. Garden centers an...
| Main Author: | |
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| Format: | Otro |
| Language: | Swedish Swedish |
| Published: |
2008
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| Online Access: | https://stud.epsilon.slu.se/12933/ |
| _version_ | 1855572158050205696 |
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| author | Borg, Jennie |
| author_browse | Borg, Jennie |
| author_facet | Borg, Jennie |
| author_sort | Borg, Jennie |
| collection | Epsilon Archive for Student Projects |
| description | Garden center and market gardens are a growing trade, undergoing great changes with new
actors and purchasing habits. The interest in gardens and plants is steadily increasing, official
statistics show an increase of garden plants and flower consumption, of an annual 3 per cent.
Garden centers and market gardens are in great need of development to be able to tackle the
prevailing competition, and maintain a steady growth. Many companies are heading for a
generation shift and are founding it difficult to find and employ younger managers. The aim
of this report is to examine different strategies of garden centers and market gardens through
the manager/ owner's views and opinions about competition, growth and success. Michael
Porter's strategic framework, the five forces and the generic strategies of cost leadership,
differentiation and focusing, have been used in the analysis. This has been accomplished with
the help of observations and personal interviews.
Retail studies have been carried out with the help of a standardized and categorized schedule,
where all interesting types of behavior and impressions have been registered. The retail
studies have been made in 30 different garden centers and market gardens in the Scania
district in southern Sweden. The personal in depth interviews have been carried out with ten
managers/ owners in the garden center and market garden trade. The chosen companies have
little in common, primarily in order set to a wider spectrum as well as to be able to make a
comparison between them.
The trade has a strength and competitive advantage in its qualified staff. Knowledge of the
trade can help employers offer a higher service level, compared to competitors like food
retailers and home equipment stores. The results of the interviews show that the trade is
characterized by of garden center and market garden owners with a great deal of personal
commitment. Several responders refer to the company and its production as being a lifestyle,
and they take great pride in their work. Even though they work extremely hard, most of them
state that they are satisfied with their working situation. The results of the interviews also
show that the prospects within the trade are overall positive. Differentiation may be the most
advantageous strategy for survival on the market. The small, privately run garden centers and
market gardens can thereby distinguish themselves from the bigger actors on the market. It is
important to be able to offer a unique product, service, quality, brand, accessory or
experience. |
| format | Otro |
| id | RepoSLU12933 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2008 |
| publishDateSort | 2008 |
| record_format | eprints |
| spelling | RepoSLU129332017-11-18T05:00:39Z https://stud.epsilon.slu.se/12933/ Strategier på en dynamisk marknad Borg, Jennie Economics and management Garden center and market gardens are a growing trade, undergoing great changes with new actors and purchasing habits. The interest in gardens and plants is steadily increasing, official statistics show an increase of garden plants and flower consumption, of an annual 3 per cent. Garden centers and market gardens are in great need of development to be able to tackle the prevailing competition, and maintain a steady growth. Many companies are heading for a generation shift and are founding it difficult to find and employ younger managers. The aim of this report is to examine different strategies of garden centers and market gardens through the manager/ owner's views and opinions about competition, growth and success. Michael Porter's strategic framework, the five forces and the generic strategies of cost leadership, differentiation and focusing, have been used in the analysis. This has been accomplished with the help of observations and personal interviews. Retail studies have been carried out with the help of a standardized and categorized schedule, where all interesting types of behavior and impressions have been registered. The retail studies have been made in 30 different garden centers and market gardens in the Scania district in southern Sweden. The personal in depth interviews have been carried out with ten managers/ owners in the garden center and market garden trade. The chosen companies have little in common, primarily in order set to a wider spectrum as well as to be able to make a comparison between them. The trade has a strength and competitive advantage in its qualified staff. Knowledge of the trade can help employers offer a higher service level, compared to competitors like food retailers and home equipment stores. The results of the interviews show that the trade is characterized by of garden center and market garden owners with a great deal of personal commitment. Several responders refer to the company and its production as being a lifestyle, and they take great pride in their work. Even though they work extremely hard, most of them state that they are satisfied with their working situation. The results of the interviews also show that the prospects within the trade are overall positive. Differentiation may be the most advantageous strategy for survival on the market. The small, privately run garden centers and market gardens can thereby distinguish themselves from the bigger actors on the market. It is important to be able to offer a unique product, service, quality, brand, accessory or experience. Gardencenters och handelsträdgårdar är en tillväxtbransch som är under stark förändring, med nya aktörer och ändrade inköpsbeteenden. Intresset för trädgård och växter ökar stadigt, enligt Statistiska centralbyråns statistik ökar konsumtionen av trädgårdsväxter och blommor med i genomsnitt tre procent varje år. Gardencenter- och handelsträdgårdsbranschen är i behov av utveckling för att kunna angripa den rådande konkurrensen samt uppnå en fortsatt tillväxt. Arbetet syftar till att kartlägga gardencenter- och handelsträdgårdsaktörernas strategier, genom att undersöka ägares/chefers syn på konkurrens, tillväxt och framgång. Utgångspunkten har varit Michael Porters femkraftsmodell och generiska strategier, vilka består av kostnadsledarskap, differentiering och fokusering. Detta genomförs och undersöks med hjälp av butiksstudier och personliga intervjuer. Butiksstudien genomfördes med hjälp av ett standardiserat kategorischema, där alla typer av intressanta beteenden och intryck registrerades. Butiksstudien genomfördes i 30 gardencenter och handelsträdgårdar runt om i Skåne. Genomförandet av de personliga intervjuerna har skett med tio ägare/chefer inom gardencenter- och handelsträdgårdsbranschen. De utvalda företagen skiljer sig markant ifrån varandra, detta för att få en bred fördelning samt kunna jämföra eventuella skillnader sinsemellan. Branschen har en styrka och konkurrensfördel vad gäller kvalificerad personal. Kunskapen bidrar till att personalen kan erbjuda en hög servicenivå, jämfört med dagligvaruhandeln och branschglidare. Resultatet av intervjuerna visar att branschen präglas av gardencenter- och handelsträdgårdsägare med ett stort personligt engagemang. Ett flertal respondenter beskriver företagandet och växtintresset som en livsstil, och känner stor yrkesstolthet. Resultatet av intervjuerna visar vidare att framtidstron inom branschen överlag är positiv. För att kunna överleva på den växande gardencenter- och handelsträdgårdsmarknaden, kan differentiering vara den mest fördelaktiga strategin, vad gäller de små privatägda gardencenters och handelsträdgårdarna som ingår i studien. På såsätt kan de avskilja sig från de stora aktörerna och branschglidarna på marknaden. Vidare krävs det att företaget kan erbjuda en unik produkt, service, kvalitet, varumärke, tillbehör eller upplevelse. 2008-08-28 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/12933/1/borg_j_171117.pdf Borg, Jennie, 2008. Strategier på en dynamisk marknad : en analys av skånska gardencenters och handelsträdgårdar. UNSPECIFIED, Alnarp. Alnarp: (LTJ, LTV) > Dept. of People and Society <https://stud.epsilon.slu.se/view/divisions/OID-638.html> urn:nbn:se:slu:epsilon-s-8940 swe |
| spellingShingle | Economics and management Borg, Jennie Strategier på en dynamisk marknad |
| title | Strategier på en dynamisk marknad |
| title_full | Strategier på en dynamisk marknad |
| title_fullStr | Strategier på en dynamisk marknad |
| title_full_unstemmed | Strategier på en dynamisk marknad |
| title_short | Strategier på en dynamisk marknad |
| title_sort | strategier på en dynamisk marknad |
| topic | Economics and management |
| url | https://stud.epsilon.slu.se/12933/ https://stud.epsilon.slu.se/12933/ |