Customer Analysis and Knowledge Overview of ProAgria Pohjois-Karjala ry
Eronen, Susanna (2013)
Eronen, Susanna
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013111116806
https://urn.fi/URN:NBN:fi:amk-2013111116806
Tiivistelmä
This study is an assignment done for ProAgria Pohjois-Karjala ry’s Farm Services branch, the main objective being to find out how the organization can increase its sales. As a result of the structural change of the agricultural field in Finland, the amount of the organization’s customers is diminishing, so it is essential to find the ways in which it can gain additional sales.
This study is done as an exploratory research, where the topic of the research is triangulated. The three viewpoints of this study are customer perspective obtained from a customer data analysis, operational viewpoint from the organization’s field expert interviews and governance overview. These three viewpoints are then combined and compared, a result of which provides answers to the research question. The empirical part of the study was done between February and May 2013.
The results of the study show that there is a lot of growth potential within the organization’s current customer base. The key is to develop the current services further and to synchronize them in order to provide added value to the customers. New services are needed to meet the changing needs of the customers. New markets for the services are searched for in Russia, which was determined to be a good direction to pursue.
This study confirms, that essential for ProAgria Pohjois-Karjala ry’s future success is to continue constant development of knowledge and know-how. New services can be offered and new kinds of customers served only if there is relevant, high-end knowhow available. With its current strategies, the organization is going to the right
direction. Some recommendations were given considering structural changes and internal co-operation of the organization.
This study is done as an exploratory research, where the topic of the research is triangulated. The three viewpoints of this study are customer perspective obtained from a customer data analysis, operational viewpoint from the organization’s field expert interviews and governance overview. These three viewpoints are then combined and compared, a result of which provides answers to the research question. The empirical part of the study was done between February and May 2013.
The results of the study show that there is a lot of growth potential within the organization’s current customer base. The key is to develop the current services further and to synchronize them in order to provide added value to the customers. New services are needed to meet the changing needs of the customers. New markets for the services are searched for in Russia, which was determined to be a good direction to pursue.
This study confirms, that essential for ProAgria Pohjois-Karjala ry’s future success is to continue constant development of knowledge and know-how. New services can be offered and new kinds of customers served only if there is relevant, high-end knowhow available. With its current strategies, the organization is going to the right
direction. Some recommendations were given considering structural changes and internal co-operation of the organization.