STRATEGY OF CREATING A COMPETITIVE ADVANTAGE ON THE MARKET OF ROLL-ON LAWN PRODUCTION AND VEGATATION MATS. CASE STUDY
Journal Title: Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu - Year 2016, Vol 18, Issue 3
Abstract
The aim of the study was to evaluate the strategy of creating a competitive advantage of a company operating in the Polish sector of rolling lawns and vegetation mats. Authors described the sources of the company competitiveness, including key suppliers, customers and competitors. Research included the internal determinants and tools leading to the stabilisation of the company strategic position. Theoretical information was taken from books, journals and promotional brochures. To evaluate the economic and financial situation of the company there was used a report from the National Court Register. The analysis also was based on deduction, descriptive and critical-cognitive methods. An explicit non-participating observation and a direct interview were implemented. Competition on the rolling lawns’ market is settled. A dispersed localization of companies in Poland means that they are not a threat to each other. A significant barrier is the cost of entry into the sector, related to the purchase of a land and high capital expenditures correlated with a long cycle of a vegetative season. The competitive advantage of the researched company relies on: 1) the convenient location of its office in an expansive region of arable land, conducive to reducing the transport costs of raw materials and final products, 2) distinguishing quality of products, a lack of price competition and generating higher sales revenues, 3) a reputation of the trade mark, which encourages customers to invest in green roofs, 4) a professional execution of orders and consulting. Staff development in terms of skills and knowledge sparks an increased productivity. Economic and financial results of the company confirm the effectiveness of management. The owner is constantly looking for technical innovation and takes care of a good image of the company, taking part in trade exhibitions.<br/><br/>
Authors and Affiliations
Krzysztof Rutkiewicz, Monika Woźniak
Keywords
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