Santrauka:
Teorinėje darbo dalyje analizuojamas skirtingų autorių požiūris į marketingo kompleksą. Analitinėje darbo dalyje pateikiama UAB ,,ICECO ledai“ veikla, darbuotojų statistiniai duomenys, įmonės išorinės ir vidinės aplinkos analizė, marketingo komplekso analizė, SSGG analizė. Taip pat analitinėje dalyje pateikiama tyrimo metodika ir tyrimo rezultatai. Projektinėje darbo dalyje pateikiama UAB ,,ICECO ledai“ valgomųjų ledų vartojimo tobulinimo galimybės, remiantis atlikto tyrimo rezultatais.
Description:
Santa Matulevičiūtė. Solutions for the improvement of the ice cream marketing mix at UAB ,,ICECO ledai”. Professional bachelor‟s thesis. Supervisor lekt. Vilija Mieliauskienė, Kaunas College of Management and Economics. – Kaunas, 2018, 54 pp. Objectives of the (professional BA thesis) - The elements of the marketing complex of ,,ICECO“ ledai are very important for each consumer. Marketing elements help consumers decide and make purchasing decisions. Each company, in order to successfully develop its business, first of all must pay attention to the consumer and his wishes, seeks to improve the marketing complex in such a way as to encourage consumers to buy goods. When purchasing goods it is important to pay attention to the product, price, promotion and place in order to improve and devote time to more marketing solutions. The main problem of the (professional BA thesis) – what effect does,, ICECO ledai“ ice cream package make on consumers? The aim of the (professional BA thesis) - to analyze ,,ICECO ledai“ ice cream complex solutions of the improvement. Methods of the (professional BA thesis) - analysis, systematization and synthesis of scientific literature and online articles, quantitative research method (survey), graphical analysis. The structure - the theoretical part of the work analyzes the attitude of different authors towards the marketing complex. In the analytical part of the work, ,,ICECO ledai“ company activities, employee statistics, analysis of the company's external and internal environment, marketing complex analysis, SWOT analysis are presented. Also in the analytical part is presented the research methodology and research results. In the project part of the work, ,,ICECO ledai“ ice cream improvements are presented, on the basis of the results of the research. The results of the work - elements of the marketing complex for each customer are very important. ,,ICECO ledai“ strives to remain a strong producer of ice cream in Lithuania and to provide ice cream from the highest quality raw materials. The results of the study showed that most information is missing on the product packaging. In order to attract more consumers, ice cream suggestions are offered. Short suggestions/recommendations - packaging improvement measures: introduction of new packaging, improvement of packaging information, and convenience of packaging. The final bachelor thesis consists of 54 pages, 15 tables, 34 pictures, 27 literature sources and 2 supplement.
