Building a New Distribution Channel for the Highland Beef from Vihantamäki Eco-farm
Yu, Tian (2011)
Yu, Tian
Savonia-ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011061011782
https://urn.fi/URN:NBN:fi:amk-2011061011782
Tiivistelmä
The highland cattle breed has been imported into Finland since 1993. At the moment, there are more
than 190 farms growing over 7000 Highlanders in Finland. As it is still at the initial stage of
development, there is not a systematic distribution channel for the Highland beef on the farms. The
objective of this thesis was to evaluate the current distribution channel and find out the best
distribution channel for Highland beef from Vihantamäki Eco-farm in accordance with the company’s
short and long-term objectives.
The distribution channel was selected by analyzing all influencing factors. The research was conducted
mainly with qualitative methods. The quantitative analysis was applied on buyer behaviour. The
primary data was collected by interviewing to farm-owners and the president of highland cattle club in
Finland and with questionnaires sent to consumers. Books, the internet and publications are the sources
of the secondary data.
The result shows that the current direct face-to-face selling on the farmhouse is no longer able to meet
the supply power of the company as well as the demand from the markets. As for the company’s shortterm
objective of supplying products to more customers in Leppävirta, both the direct channel of
online selling and making local restaurants regular customers and a retailer channel are suggested. To
achieve the company’s long-term objective of covering their larger market such as the Kuopio region
and even whole Finland it is recommended to increase online selling and the use of wholesaler channel
and agent channel with the precondition that the farm has enough supply power for the target market.
than 190 farms growing over 7000 Highlanders in Finland. As it is still at the initial stage of
development, there is not a systematic distribution channel for the Highland beef on the farms. The
objective of this thesis was to evaluate the current distribution channel and find out the best
distribution channel for Highland beef from Vihantamäki Eco-farm in accordance with the company’s
short and long-term objectives.
The distribution channel was selected by analyzing all influencing factors. The research was conducted
mainly with qualitative methods. The quantitative analysis was applied on buyer behaviour. The
primary data was collected by interviewing to farm-owners and the president of highland cattle club in
Finland and with questionnaires sent to consumers. Books, the internet and publications are the sources
of the secondary data.
The result shows that the current direct face-to-face selling on the farmhouse is no longer able to meet
the supply power of the company as well as the demand from the markets. As for the company’s shortterm
objective of supplying products to more customers in Leppävirta, both the direct channel of
online selling and making local restaurants regular customers and a retailer channel are suggested. To
achieve the company’s long-term objective of covering their larger market such as the Kuopio region
and even whole Finland it is recommended to increase online selling and the use of wholesaler channel
and agent channel with the precondition that the farm has enough supply power for the target market.