Analysis of the market of manual construction tools on the example of the company

1. Analysis of the market of manual construction tools on the example of the company

2. Representatives of the market, as well as direct competitors of Fiskars

1) Matrix
2) Zubr
3) Stayer
4) Fit

3. company history

Fiskars was formed in 1649 by the German merchant Peter
Torvoste, who moved from Germany to Stockholm in the early
1620s and settled in Finland in 1630. Torvoste ran the firm
until his death in 1659, then, until 1669, the company was
quite successfully managed by his widow, Elin Soger, who
became one of the first female entrepreneurs in Finland. After
a series of bankruptcies and changes of owners, already at the
time of the accession of Finland to Russia, in 1822 Fiskars
acquires a pharmacist from Turku Johan Jakob Yulin, which is
associated with the economic growth of the enterprise.

4. Modernization of production is carried out, an engineer is invited from the UK, professional training of employees is carried

out, a
work schedule is introduced on the English model. By the end of
XIX century the company was producing more than a hundred
models of puukko.( traditional Northern European, mostly
Finnish form of knife)

5.

Currently, the place where Fiskars was founded is a famous
landmark in Finland and is called Fiskars Village. 2019 marks
the 370th anniversary of the company's founding. Fiskars has
been operating in Russia since 1994. In 1997, in the village of
Krasny Bor, 40 kilometers from St. Petersburg, a factory for
the production of garden tools was built. Now CJSC Fiskars
brands Rus unites factory, 3 regional representations, office in
Moscow and head office in St. Petersburg.

6.

The main corporate trademarks are
Fiskars, Iittala, Gerber, and Buster. Produce
cookware, knives, motor boats, respectively.

7. For the Russian person the axe is a habitual tool which was held in hands by far ancestors. With his help, they cut huts, put

palaces, collected baths and farm buildings. The axe helped to
prepare firewood for the whole winter. Over time, the tool has
undergone a number of improvements and modifications.
However, the classical form has not changed much.
In General the category axes can be divided into 4
subcategories:
1) axes for chopping wood
2) universal axes
3) carpenter's axes
4) tourist axes

8. Fiskars axe, its balancing and blade shape

9. Blade. A serious difference is observed in the shape of the blade. For chopping wood, thickened products are better suited, in

which the cutting part has a not very sharp angle. This form
prevents the axe from getting stuck in the log. But to remove the
bark or create hollows in the wood requires a sharp thin blade.

10. (left to right) branch Axe axe cleaver universal axe

11. - Special carbon steel: forged into the desired shape and easy to sharpen. - Precise grinding of the edge of the blade: axe for

cutting at an
angle of 30° axe-cleaver at an angle of 30-40° in order to make
the edge less sensitive to destruction.
- A new form of razor blades
- Double hardened
- Special coating on the blade reduces friction by 25%, and
protects the blade from rust.
- The balance of the center of gravity is shifted to the blade,
provides greater chopping efficiency and improves balance for
safe operation.

12. Average prices for 2016 for consideration we will take universal axes 1) axe X5 universal-2700r 2) axe X7 universal-3100r 3)

axe X10 carpenter-3300r
4) axe X15 for the forest-4100r

13. Share of imports and exports of manual construction tools in 2006

14. Main importing countries for 2006

15. My suggestions to improve the product and increase market share: 1.Further expand the range. 2.With an increase in the range,

you can make sales sets.
3.Add flint and a small saw to the case and handle of the axe.
4.Conduct additional bonus promotions during the period when the
product is not particularly relevant.
5.Sponsor competitions for lumberjacks.

16.

Conclusion
The axe is a versatile tool that should be in every home,
even the simplest. Yet progress teaches us to use
technology and achieve maximum efficiency while
working and in this Fiskars has succeeded. After the
research, I can say with confidence that this company
is one of the leaders in its niche in the market and
that its products can be safely bought and used for
their intended purpose. There are no ideals, so in
every company, as in a person, there are drawbacks.
As already shows almost 370 year history of the
company-for success you need time and resources,
and of course competent market policy. At this time,
the company is thriving and apparently will continue
to hold a leading position in the market.