UAB „Senoji giria“ marketingo strategijos sudarymas skatinant verslo plėtrą

Rimkutė, Karolina

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UAB „Senoji giria“ marketingo strategijos sudarymas skatinant verslo plėtrą

Rimkutė, Karolina

URI: http://dspace.kaunokolegija.lt//handle/123456789/962

Data: 2018-06

Santrauka:

Teorinėje dalyje aptariama marketingo strategijos samprata, jų tipai bei nauda. Taip pat pateikiama verslo plėtra ir smulkaus/vidutinio verslo reikšmė bei ekonominė situacija Lietuvoje ir galimos perspektyvos ateityje. Analitinėje dalyje pateikiama ir analizuojama tyrimo metodika bei kokio pobūdžio tyrimas buvo atliktas. Taip pat pateikiama įmonės veiklos charakteristika ir tyrimo analizė. Projektinėje darbo dalyje pateikiami marketingo strategijos sudarymo etapai, sudarymo galimybės, kaštai ir nauda, kurią įmonei teiks sudaryta marketingo strategija.

Description:

Karolina Rimkutė. Professional BA thesis. Development of the marketing strategy to encourage the UAB „Senoji giria“ business expansion. Supervisor Assistant Tomas Tamulevičius. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Administration. - Kaunas, 2018. 51 pages. Description of the (professional BA thesis). Profit and competition of the company promote and increase influenced by a well-designed marketing strategy. Introducing new services introduction to the market is one of the most effective ways of turning existing customers into loyal consumers and attracting new ones who are interested in the services provided and also become loyal visitors to the cafe “Sena Giria”. The main problem of the (professional BA thesis). Which marketing strategy should be selected to promote business development and increase consumer loyalty? The aim of the (professional BA thesis). To analyze business development opportunities in the company “Senoji girija”, taking into account the company's opportunities and customer needs. Methods of the (professional BA thesis). Analysis of scientific literature sources and electronic sources, structured interview, quantitative method (survey). The structure. The theoretical part discusses the concept of marketing strategy, its types and benefits. Also, the prospects of business development and the importance of small / medium business and the economic situation in Lithuania and possible future prospects are also presented. The analytical part presents and analyzes the research methodology and what kind of research was carried out. Also submit the characteristics of the company's activity and analysis of the research. In the project part, the stages of marketing strategy formation, opportunities, costs and benefits are presented which will be delivered to the company by the marketing strategy. The results/conclusions. Having determined the long-term goals of the company “Senoji giria” and the needs of the existing customers, the strategy for introducing additional services was chosen which will increase the renowns of the cafe and increase profitability. The analysis of the data collected during the investigation revealed that the cafe “Sena giria” missing customer loyalty and financial stability. The main problems in the company are that there is a lack of exclusivity and the emergence of new services that would increase consumer interest. According to the survey, it is suggested to introduce additional services such as musical evenings, active entertainment (volleyball), table games, various events and watching sports competitions on TV. Also provided is the cost of introducing additional services and the company's benefits. Suggestion. To introduce additional services to the cafe “Sena Giria”, thus increasing customer loyalty and expanding business. The work consists of 51 pages, 9 tables, 20 pictures, 27 references and sources of information, 3 appendices.

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