Santrauka:
„AC Nielsen“ tyrimo duomenimis, pernai Baltijos šalyse tamsios duonos pardavimų vertė sumažėjo 2 %. UAB „Laragis“ atsižvelgdami į vartotojų nuolat kintančius pasirinkimus, siekia tobulinti juodos duonos marketingo sprendimus.
Description:
Roberta Odenbergaitė. Professional BA thesis. UAB LARAGIS marketing mix
improvement decision for dark bread. Supervisor Lecturer Vilija Mieliauskienė. Department of
Administration, Faculty of Management and Economics, Kauno Kolegija/ University of Applied
Sciences. - Kaunas, 2018. 49 pages.
Description. According to AC Nielsen research, the sales of dark bread decreased by 2 % over
the last year in the Baltic states. UAB Laragis takes consumers, which constantly changes their choices
into account and aims to improve the marketing mix solutions of dark bread.
The main problem. Is to answer the question how to customers perceive the UAB Laragis
marketing mix for dark bread.
The aim is to analyze the decisions for improve the marketing mix for dark bread.
Methods. The analysis of theoretical and methodical material, the analysis of company’s
documentation, analysis of statistic data from Lithuania’s Department of Statistics, quantitative research.
The structure. In the theoretical part, the understanding of marketing is discussed as well as
previous marketing mix, environment, marketing research need and strategy. In the analytical part, the
analysis of UAB Laragis activity, the research results of marketing mix of dark bread. In the project part
of thesis, the improvements of marketing mix of UAB Laragis are introduced.
The results. Marketing mix and its improvement are important for profit. The well expierenced
employees of UAB Laragis seek to reach implement the company’s target. The research encouraged by
the decrease of the dark bread market revealed the need of new products as well as the lack of information
about them.
The following suggestions were introduced: to increase numbers of customers, to apply
advertising in open space, to add sugar free and yeast free products, to create Facebook account, to
participate in the exhibition Rinkis prekę lietuvišką in order to maintain customer relationship.
The work consists of 49 pages, 9 tables, 29 pictures, 30references and sources of
information, 4 appendices.
