Prekės ženklo „Vero cafe“ konkurencingumo didinimas Lietuvoje

Valasevičiūtė, Ieva

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dc.contributor.author	Valasevičiūtė, Ieva
dc.date.accessioned	2019-02-12T11:11:24Z
dc.date.available	2019-02-12T11:11:24Z
dc.date.issued	2018-07
dc.identifier.uri	http://dspace.kaunokolegija.lt//handle/123456789/842
dc.description	Ieva Valasevičiūtė. Professional BA thesis. Increasing the Vero café Brand Competitiveness in Lithuania. Supervisor Lecturer Dalia Ilevičienė. University of Applied Sciences, Faculty of Management and Economics, Department of Business Management. - Kaunas, 2018. 61 pages. One of the most popular services at the moment is the coffee bar market. There are currently a number of cafes in Lithuania that provide coffee or other drinks for taking away. It is a coffee market that takes up a large market share. Today's biggest markets in Lithuania are Caffeine roasters and Vero cafe, and smaller, but equally popular are the Green Cafe and Huracan coffee bars. The growing competition of coffee bars in the Lithuanian market is a major problem for this work. These days market for coffee bars is rapidly expanding and that makes a greater chance of losing the competitive edge and the users. Newly emerging companies offer customers alternative, more customer-friendly offers. The main objective of this work is to analyze the competitive situation of the brand Vero cafe and to provide a way of strengthening the competitive advantage. In order to theoretically reveal the problem, the work is carried out: scientific literature analysis, analysis of online sources, questionnaire, the approximation of results, analysis of survey data. The first part analyzes the brand and its competitive advantage, its value for the company, how to use it and its acquisition, how factors of competitive advantage help to keep the company competitive. The second part introduces the research object, presents an analysis of the results obtained during the research. The questionnaire survey was selected for the research. The third part will provide suggestions how to keep a company competitive, how to keep existing customers and how to attract new ones. For research was used a questionnaire survey of users. The questionnaire was designed to identify how Vero Cafe could enhance its competitive edge. After analyzing the analytical part, the results were summarized and correction suggestions submitted for achieving a long-term competitive advantage while maintaining customer loyalty. After analyzing the scientific literature about the brand's competitive advantage and the factors contributing competitiveness, it has become clear that this is the result of long-term marketing activities, a combination of brand values that creates added value for consumers and defines brand-related obligations. The analytical section presents the following suggestions to help strengthen competitiveness: the benefits of loyalty cards - discounts for regular customers; price sets would be made for a lower price; bigger choice of coffee beans; increasing the activity in social networks to attract users. These factors would not only increase competitiveness and keep existing consumers but also would attract new ones. The final bachelor's thesis consists of 59 pages, 12 tables, 16 pictures, 15 literature and information sources, 1 appendix.	en
dc.description.abstract	Baigiamojo darbo pirmojoje dalyje analizuojamas prekės ženklas bei konkurencinis pranašumas, kuo jis vertingas įmonei, kaip juo naudotis ir jį įgyti, kaip konkurencinio pranašumo veiksniai padeda įmonę išlaikyti konkurencingą. Antrojoje dalyje pristatomas tyrimo objektas, pateikiama tyrimo metu gautų rezultatų analizė. Tyrimui pasirinkta anketinė vartotojų apklausa. Trečioje dalyje bus teikiami pasiūlymai, kaip padėti išlaikyti įmonę konkurencingą, kaip išlaikyti jau esamus konkurentus ir kaip pritraukti naujų.	en_US
dc.language.iso	other	en_US
dc.subject	Prekės ženklas, konkurencija, konkurencingumo didinimas.	en_US
dc.title	Prekės ženklo „Vero cafe“ konkurencingumo didinimas Lietuvoje	en_US
dc.title.alternative	Increasing the Vero café Brand Competitiveness in Lithuania	en_US
dc.type	Other	en_US