Mystery shopping inom järnvaruhandeln i Borgå
Grönholm, Lauri (2009)
Grönholm, Lauri
HAAGA-HELIA ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200906123902
https://urn.fi/URN:NBN:fi:amk-200906123902
Tiivistelmä
Syftet med lärdomsprovet var att utreda Simolins konkurrenskraft emot valda konkurrerande företag i Borgå. Undersökningen avgränsades till de viktigaste konkurrenterna som sedan undersöktes med hjälp av mystery shopping metoden. Problemet var att ta reda på Simolins svagheter jämfört med konkurrenterna, och hur de kunde förbättras. Undersökningen behandlade bla. kundservice, prisnivå och affärsomgivningen. Meningen var att resultatet skall fungera som ett hjälpmedel för utveckling av Simolins verksamhet.
Den teoretiska referensramen baserade sig på litteratur om utveckling av företagets konkurrenskraft och kundservice. (Michael E. Porter, Philip Kotler).
Undersökningen genomfördes med hjälp av mystery shopping besök, vilka utfördes hos Simolin och fem konkurrenter. Den analytiska undersökningsmetoden var kvalitativ. Dessutom insamlades information genom att intervjua Simolins VD samt en timmerman vilket gav en bättre bild av branschen och produkterna.
Resultaten indikerade att Simolins konkurrenskraft var bra, men kunde utvecklas vidare. Företaget klarade sig bra när det gällde produkter och affärsmiljö, kundservicen var också på en bra nivå men den kunde utvecklas ännu vidare. Konkurrenterna klarade sig varierande, det kom fram att prestationsnivån inte var jämn hos alla utan servicen kunde variera betydligt vid besöken.
Slutsatsen var att betjäningen i Simolin kunde utvecklas till en ännu bättre nivå. Prisnivån var jämn mellan jämförda varor. The objective of the thesis was to find out the competitiveness of Simolin compared to chosen competitors in Porvoo. The analysis was limited to the main competitors, which were then examined using the mystery shopping method. The objective was to find out Simolins’ weaknesses compared to competitors, and how they could improve their operations. The study covered for instance customer service, price and the overall business environment. The idea was that the result should serve as a tool for development of activities at Simolin.
The theoretical frame of reference was based on the literature on the development of company competitiveness and customer service. (Michael E. Porter, Philip Kotler).
The study was carried out using mystery shopping visits, which were carried out at Simolin and competitors. Six retail shops were selected with the help of the company's CEO and each of them were visited twice by mystery shoppers. The analytical method was qualitative. Information was moreover collected at an interview with the company's CEO and a carpenter, which gave a better picture of the industry and it’s products.
The results indicated that the company's competitiveness was good, but could be developed further. The company did well when it concerned products and business environment, customer service was also at a good level but it could be developed even further. The performance of the competitors varied, it was found that the level of performance was uneven and the perceived service could vary considerably throughout the visits.
The results indicated that the service in the company could be developed onto an even higher level. The most useful method could be the development of customer service. The price level was the same for products chosen for comparison.
Den teoretiska referensramen baserade sig på litteratur om utveckling av företagets konkurrenskraft och kundservice. (Michael E. Porter, Philip Kotler).
Undersökningen genomfördes med hjälp av mystery shopping besök, vilka utfördes hos Simolin och fem konkurrenter. Den analytiska undersökningsmetoden var kvalitativ. Dessutom insamlades information genom att intervjua Simolins VD samt en timmerman vilket gav en bättre bild av branschen och produkterna.
Resultaten indikerade att Simolins konkurrenskraft var bra, men kunde utvecklas vidare. Företaget klarade sig bra när det gällde produkter och affärsmiljö, kundservicen var också på en bra nivå men den kunde utvecklas ännu vidare. Konkurrenterna klarade sig varierande, det kom fram att prestationsnivån inte var jämn hos alla utan servicen kunde variera betydligt vid besöken.
Slutsatsen var att betjäningen i Simolin kunde utvecklas till en ännu bättre nivå. Prisnivån var jämn mellan jämförda varor.
The theoretical frame of reference was based on the literature on the development of company competitiveness and customer service. (Michael E. Porter, Philip Kotler).
The study was carried out using mystery shopping visits, which were carried out at Simolin and competitors. Six retail shops were selected with the help of the company's CEO and each of them were visited twice by mystery shoppers. The analytical method was qualitative. Information was moreover collected at an interview with the company's CEO and a carpenter, which gave a better picture of the industry and it’s products.
The results indicated that the company's competitiveness was good, but could be developed further. The company did well when it concerned products and business environment, customer service was also at a good level but it could be developed even further. The performance of the competitors varied, it was found that the level of performance was uneven and the perceived service could vary considerably throughout the visits.
The results indicated that the service in the company could be developed onto an even higher level. The most useful method could be the development of customer service. The price level was the same for products chosen for comparison.