Ģimenes uzņēmuma vērtību integrēšana uzņēmuma SIA “Lataks” mārketinga aktivitātēs
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba „Ģimenes uzņēmuma vērtību integrēšana uzņēmuma SIA „Lataks” mārketinga aktivitātēs” mērķis ir balstoties uz teorētiskajām atziņām, izpētīt kādus ģimenes uzņēmuma vērtību elementus integrēt uzņēmuma SIA "Lataks" mārketinga aktivitātēs, ģimenes uzņēmuma attīstības kontekstā. Ģimenes uzņēmumi saražo vairāk kā 75% no IKP lielākajā daļā pasaules valstu, kā arī nodarbina vairāk kā 75% no darbaspēka pasaulē. Ģimenes uzņēmumi, kuriem ir svarīgas savas ģimenes vērtības, bieži vien ar tām iepazīstina arī savus patērētājus un citas ieinteresētās puses. Un, veids, kā veiksmīgi to var izdarīt - iesaistīt ģimenes vērtības un stāstus par ģimeni savās mārketinga aktivitātēs. Ģimenes uzņēmuma SIA „Lataks” vadība ir viena ģimene, kas allaž kā savu prioritāti izcēluši tieši savu ģimenes uzņēmumu un uzņēmuma vadība uzsver, ka vēlētos savās mārketinga aktivitātēs redzēt savas ģimenes uzņēmuma vērtību elementus. Darba atslēgas vārdi: ģimenes uzņēmumi, mārketinga aktivitātes.
Darbā tika izmantotas šādas pētījumu metodes: monogrāfiskā metode, lai veiktu analīzi par mārketinga aktivitātēm un ģimenes uzņēmumu būtību, sekundārā datu analīze, lai analizētu jau esošus ģimenes uzņēmumus un to mārketinga aktivitāšu pielietojumu ģimenes uzņēmuma kontekstā. Visā darbā tika izmantota grafiskā metode datu, attēlu, tabulu un modeļu vizuālam atspoguļojumam. Gadījuma analīze tika pielietota, veicot dažādu uzņēmumu analīzi par ģimenes uzņēmumu vērtību integrēšanu mārketinga aktivitātēs, kā arī kvalitatīvā pētījuma metode – ekspertu intervijas, kas tika izmantota, lai noskaidrotu viedokļus par mārketinga aktivitāšu instegrēšanu ģimenes uzņēmumu kontekstā.
Darbā tika izstrādāts vērtību modelis ar vērtībām, kuras ģimenes uzņēmumi integrē savās mārketinga aktivitātēs. No modeļa izriet 6 būtiskākās vērtības, kuras ģimenes uzņēmumi uzsver savās mārketinga aktivitātēs. Būtiskākā no vērtībām, kuru uzsvērt SIA „Lataks” ir – ilgtspējība un uzticamība, kas patērētājiem rada pievienoto vērtību un kvalitātes garantijas.
Pēc pētījuma veikšanas izriet vairāki priekšlikumi, no kuriem galvenie ir:
1. Ģimenes uzņēmumam SIA „Lataks” – savās mārketinga aktivitātēs uzsvērt vērtību – ilgtspējība un uzticamība – kas rada pievienoto vērtību un kvalitātes garantijas patērētājiem. Šīs vērtības iespējams iekļaut gan uzņēmuma mājaslapā, gan sociālos tīklos, gan dažādos prezentēšanas materiālos;
2. Mārketinga un reklāmas aģentūrām – veidojot ģimenes uzņēmumiem mārketinga stratēģijas, mārketinga plānus un citas būtiskas mārketinga aktivitātes - iekļaut ģimenes uzņēmuma vērtības un konkrētā uzņēmuma virsmērķi mārketinga aktivitātēs. Virsmērķis un vērtības ļauj sabiedrībai un patērētājiem saskatīt pievienoto vērtību.
Darbs ietver: 58 lapaspuses, 8 tabulas, 6 attēlus, 36 literatūras avotu un 11 pielikumus.
The aim of the Bachelor's Thesis "Integration of family business values in the marketing activities of the company SIA"Lataks"" is to study which elements of family business values to integrate into the marketing activities of SIA "Lataks" in the context of family business development. Family businesses account for more than 75% of GDP in most countries and employ more than 75% of the world's workforce. Family businesses, which value their family values, often also communicate the values to their consumers and consumers. And, the way to do it successfully is to involve family values and family stories in marketing activities. The management of the family company SIA "Lataks" is one family, which has always highlighted their family business as their priority, and the company emphasizes that they would like to see the elements of their family business values in their marketing activities. Keywords: family businesses, marketing activities. The following research methods were used: monographic method to analyze marketing activities and the nature of family businesses, secondary data analysis to analyze existing family businesses and the application of their marketing activities in the context of family business. Throughout the work, a graphical method was used for visual representation. The case study was used in the analysis of different companies on the integration of family business values in marketing activities, as well as the qualitative research method - expert interviews, which were used to find out opinions about the integration of marketing activities in the context of family businesses. The work developed a value model with values that family companies integrate into their marketing activities. The model reveals 6 key values that family businesses emphasize in their marketing activities. The most important of the values that SIA “Lataks” emphasizes is sustainability and reliability, which creates added value and quality guarantees for consumers. Following the study, a number of proposals emerge, the main ones being: 1. For the family company SIA "Lataks" - in its marketing activities to emphasize the value - sustainability and reliability - which creates added value and quality guarantees for consumers. These values can be included on the company's website, social networks and various presentation materials; 2. Marketing and advertising agencies - when developing marketing strategies, marketing plans and other important marketing activities for family businesses - to include the values of the family business and the overarching goal of the specific company in the marketing activities. The work includes: 58 pages, 8 tables, 6 figures, 36 references and 11 appendices.
The aim of the Bachelor's Thesis "Integration of family business values in the marketing activities of the company SIA"Lataks"" is to study which elements of family business values to integrate into the marketing activities of SIA "Lataks" in the context of family business development. Family businesses account for more than 75% of GDP in most countries and employ more than 75% of the world's workforce. Family businesses, which value their family values, often also communicate the values to their consumers and consumers. And, the way to do it successfully is to involve family values and family stories in marketing activities. The management of the family company SIA "Lataks" is one family, which has always highlighted their family business as their priority, and the company emphasizes that they would like to see the elements of their family business values in their marketing activities. Keywords: family businesses, marketing activities. The following research methods were used: monographic method to analyze marketing activities and the nature of family businesses, secondary data analysis to analyze existing family businesses and the application of their marketing activities in the context of family business. Throughout the work, a graphical method was used for visual representation. The case study was used in the analysis of different companies on the integration of family business values in marketing activities, as well as the qualitative research method - expert interviews, which were used to find out opinions about the integration of marketing activities in the context of family businesses. The work developed a value model with values that family companies integrate into their marketing activities. The model reveals 6 key values that family businesses emphasize in their marketing activities. The most important of the values that SIA “Lataks” emphasizes is sustainability and reliability, which creates added value and quality guarantees for consumers. Following the study, a number of proposals emerge, the main ones being: 1. For the family company SIA "Lataks" - in its marketing activities to emphasize the value - sustainability and reliability - which creates added value and quality guarantees for consumers. These values can be included on the company's website, social networks and various presentation materials; 2. Marketing and advertising agencies - when developing marketing strategies, marketing plans and other important marketing activities for family businesses - to include the values of the family business and the overarching goal of the specific company in the marketing activities. The work includes: 58 pages, 8 tables, 6 figures, 36 references and 11 appendices.
Description
Starptautiskais bizness un ilgtspējīga ekonomika
International Business and Sustainable Economy
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Business and Sustainable Economy
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Darba atslēgas vārdi: ģimenes uzņēmumi, mārketinga aktivitātes., Keywords: family businesses, marketing activities.