AB „Telia Lietuva“ B2C verslas vartotojui pozicionavimo galimybės

Šmitas, Gražvydas

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AB „Telia Lietuva“ B2C verslas vartotojui pozicionavimo galimybės

Šmitas, Gražvydas

URI: http://dspace.kaunokolegija.lt//handle/123456789/908

Data: 2018-07

Santrauka:

Baigiamojo darbo pirmoje dalyje analizuojama B2C versle vartotojui pozicionavimo teoriniai aspektai, aptariamos pozicionavimo sampratos, klasifikacija, būdai. Antroje darbo dalyje analizuojama AB „Telia Lietuva“ naudojami pozicionavimo kanalai, lyginami įmonės naudojami paslaugų populiarinimo metodai su rinkos konkurentais, darbe atliekamas kiekybinis tyrimas. Trečioje darbo dalyje pateikiami nauji pozicionavimo pasiūlymai, kurie pagerintų AB „Telia Lietuva“ B2C verslo vartotojų aptarnavimo galimybes.

Description:

Gražvydas Šmitas. Professional BA thesis. Positioning Posibilities of B2C Business of Telia Lietuva AB. Supervisor dr. Laima Jesevičiūtė-Ufartienė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Business Management. - Kaunas, 2018. 54 pages. The market has a vast supply of mobile and fixed services, because of this, companies struggle how to present them to customers. The main problem of positioning possibilities for AB "Telia" B2C - when positioning new services in the market it's hard for these services to stand out because of similar presentation strategy to that of it's competition. That's why a portion of potential customers don't' search for possible alternative suppliers and choose the one they notice the most. The aim of positioning possibilities for AB "Telia" B2C - suggest alternatives to strengthen positioning possibilities for AB "Telia" B2C business clients. Objectives of positioning possibilities for AB "Telia" B2C: 1. Discuss theoretical aspects of B2C. 2. Compare current market position of AB "Telia" compared to it's competitiors. 3. Reaserch AB "Telia" past and current client opinion about organisations market position. 4. Suggest possibilities for AB "Telia" B2C. Methods of positioning possibilities for AB "Telia" B2C - analyzing business and science methodical literature, research of information resources, survey. The structure - first part analyzes theoretical aspects of positioning for B2C business, discusses positioning concepts, classification, methods. Second part analyzes AB "Telia" positioning channels, compares organisations advertising methods with its competitors, carries out a quantitative study. Third part presents new suggestions to improve positioning of AB "Telia" B2C business client service. Results - based on survey results we can conclude that clients appreciate AB "Telia" because of their quality of the following services: telecommunications and fast internet services, newest new services. But survey results show that main drawbacks of AB "Telia" that weakens it's positioning as a strong organisation supplying mobile and home services is the inconvenient visit to the shop or other method of ordering, not saving time spent in lines. It's suggested that AB "Telia" strengthen their positioning using current client information channels in the press and on the radio. To improve client satisfaction visiting their stores, install pre-registration system. The work consists of 54 pages, 10 tables, 23 pictures, 27 references and sources of information, 1 appendices.

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