Sporto ir sveikatingumo centro UAB „Amžių linija“ marketingo komplekso pritaikymas tikslinei grupei

Kalinauskas, Evaldas

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Sporto ir sveikatingumo centro UAB „Amžių linija“ marketingo komplekso pritaikymas tikslinei grupei

Kalinauskas, Evaldas

URI: http://dspace.kaunokolegija.lt//handle/123456789/1182

Data: 2018-06

Santrauka:

Teorinėje dalyje analizuojami ir aptariami marketingo ypatumai, marketingo komplekso elementai. Analitinėje dalyje analizuojama UAB „Amžių linija“ veikla bei pateikiamas marketingo komplekso pritaikomumo tikslinei grupei tyrimas. Projektinėje dalyje pateikiami reklamos trumposiomis sms žinutėmis duomenys ir reklamos socialiniuose tinkluose pritaikymas įmonei. Darbo pabaigoje pateikiamos išvados ir pasiūlymai.

Description:

Evaldas Kalinauskas. Professional BA thesis. Implementation of Marketing Mix for the Target Group of Sports and Wellness Center AMŽIŲ LINIJA UAB. Supervisor Assistant Jūratė Martinonytė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Sport Management. - Kaunas, 2018. 58 pages. Relevance. In order to succeed, it is important for a company to have a good knowledge of the features of the Marketing Mix. Otherwise, it may not attract new customers and lose the loyal ones. Several new sport centers have recently appeared in Lithuania, that can offer maximum working hours and good sports conditions at low price for their customers. These sport market participants have attracted a lot of young customers from other sport centers. Problematic issue discussed in this thesis. How to customize a Marketing Mix to attract younger users? The aim of this thesis – to determine how to apply the Marketing Mix to attract younger customers. Objectives of this thesis: 1. To analyze the elements of the Marketing Mix in a theoretical aspect. 2. To analyze Sport and Wellness center's “Amžių linija” UAB Marketing Mix and environmental factors. 3. To identify the needs of the target audience“Amžių linija” UAB. 4. To analyze the research aimed at finding out the reaction of target groups to the concessions offered by “Amžių linija” UAB. 5. To provide recommendations based on analysis of the Marketing Mix that would help to attract the target audience of “Amžių linija” UAB. Methods of this thesis: Analysis of scientific literature, a questionnaire, descriptive statistics. The structure.The theoretical part of this thesis analyzes and discusses marketing peculiarities, elements of the marketing mix. The analytical part analyzes services of the Sport and Wellness center's “Amžių linija” UAB and presents a study of the target group of application of the Marketing Mix. The project part presents data for advertising by SMS text and introduces to the customization of social network advertising to the company. Conclusions and suggestions are presented at the end of this thesis. The conclusions of this thesis. Theanalysis of the Sport and Wellness center's “Amžių linija” UABmicro-environment has shown, that the company has many competitors. The success of the company, number of customers and result of the company's service depends on the factors of the macro-environment. During the summer the clients flow is the lowest, in winter – the highest. The company's services are mostly used by mature age customers. When analyzing company's Marketing Mix, it was observed that all elements are directly dependent on each other. An online questionnaire showed that advertising has a significant impact on consumers. After the research on promotional discounts for SMS text , to determine consumers feedback, the results showed 3% at one-time and 1,5% continuous service purchase coefficient. Short suggestions/recommendations. In order for the company to be profitable and attract more young customers, more attention should be paid to the dissemination of advertising to consumers, especially displayed on internet. It is also important to apply certain discounts and would be worth trying more actively to publish the ads on the social network Facebook account to target groups. The thesis consists of 58 pages, 9 tables, 22 pictures, 36 references and sources of information, 3 appendices.

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