Santrauka:
Šiuo darbu pristatau, pardavimų didinimo rėmimo priemonėmis teoriją, kurioje išnagrinėta pardavimai, rėmimas, pardavimų skatinimas, ryšiai su visuomene, asmeniniai pardavimai, reklama ir tiesioginis marketingas teoriniu atžvilgiu. Pateikta informacija apie MAXIMA LT, UAB prekybos tinklą. Išnagrinėta MAXIMA LT, UAB mikroaplinka ir makroaplinka, pateikta SSGG analizė. Atliktas tyrimas, kurio tikslas, sužinoti kurie veiksniai, rėmimo aspektu lemia apsipirkinėjimą MAXIMOS prekybos tinkle. Apibendrinus teorinius ir praktinius rėmimo komplekso aspektus, pateikti siūlymai MAXIMA LT, UAB pardavimų didinimo galimybėms.
Description:
Violeta Urbelytė. Professional BA thesis. Solutions of Sales Enhancement of UAB MAXIMA LT through Promotion Tools. Supervisor Lecturer Rasa Gudonavičienė. Kauno Kolegija/ faculty of Applied Sciences, Faculty of Management and Economics, Department of Administration. – Kaunas.
By writing this work, the theory of sales promotion measures was introduced, which deals with sponsorship, sales promotion, public relations, personal sales, advertising and online marketing in theoretical level. Information about MAXIMA LT, UAB sales network is provided. MAXIMA LT, UAB micro and macro environments were analyzed, SWOT analysis was presented. The main problem - a study was conducted to find out which factors, in terms of promotion, determines the shopping in the MAXIMA’s trading network. The aim – to provide the proposals for increasing sales opportunities of UAB MAXIMA LT after the summarizing the theoretical and practical aspects of the promotion complex. Methods of the work – analysis of scientific literature and other information sources, the official MAXIMA’S website, empirical survey. The structure – The theoretical part provides information of the importance and opportunities of increasing sales, as well as strategies and types of promotion complex. The analytical part deals with the analysis of the company's situation and an empirical survey of consumer opinion. In the third part of the work there are recommendations for UAB MAXIMA LT sales promotion measures and the preliminary financial justification of these offers. The results of this work have shown that advertising, sales promotion and direct marketing have the greatest impact on customers, and therefore the company is proposed to strengthen these areas. The work consists of 58 pages, 15 tables, 22 paintings, 28 literature and information sources, 2extras.
