Mārketinga stratēģijas izstrāde uzņēmumam 'BrainTrain'
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Date
2020
Authors
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Publisher
Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Mikrouzņēmumam “BrainTrain”, kas nodarbojas ar pakalpojumu sniegšanu ar inovatīvām tehnoloģijām veselības un neirozinātnes nozarē, ir nepieciešamas paplašināšanas iespējas. Mārketinga stratēģija sniedz iespēju uzņēmuma izaugumei un attīstībai, koncentrēti un strukturēti plānojot soļus, sasniegt lielāku klientu loku. Uzņēmumam šobrīd ir nepieciešama stratēģija un plāns uz kuru balstīties, lai paplašinātos un palielinātu apgrozījumu, tādā veidā nodrošinot iekrājumu daudzumu. Darba gaitā autore izstrādā sociālo mediju mārketinga stratēģiju, kas paredz atpazīstamības veicināšanu caur sociālajiem medijiem, kas sniedz vislielāko potenciālu uzņēmuma klientu piesaistei. Autore secina, ka ar izstrādāto mārketinga stratēģiju uzņēmuma klientu skaits var potenciāli pieaugt par 283% trīs gadu laikā. Izmantojot sociālo mediju mārketinga stratēģiju ir iespējams personalizēt reklāmas un veikt mārketinga aktivitātes pēc mūsdienīgām mārketinga tendenču taktikām, kā personalizācija, digitalizācija.
Darbā tika izmantota monogrāfiskā metode, kuras ietvaros tika veikta informācijas anzlīze saistībā ar mārketinga stratēģiju. Sekundāro datu analīze tika izmantota uzņēmuma darbības analīzes ietvaros, un kvalitatīvā metode paredz fokusa grupas interviju, kurā tiek iegūti dati saistībā ar klientu vajadzībām no uzņēmuma patstāvīgajiem klientiem.
Darba kopējais lapaspušu skaits ir 58 lapaspuses. Darbā ir 5 attēli un 7 tabulas. Darba rakstīšanas gaitā tika izmantoti 9 literatūras avoti, 4 zinātniskie raksti, 3 periodiskie izdevumi un 7 interneta resursu avoti. Darbā ir 3 pielikumi: detalizēts mārketinga aktivitāšu plāns gadam, un mārketinga aktivitāšu plāns un izmaksas 3 gadiem, un fokusa grupas intervijā sniegto atbilžu analīze un transkripts.
The micro-enterprise “BrainTrain”, which provides services with innovative technologies in the health and neuroscience sector, has to take the necessary actions for expansion opportunities. Marketing strategy ensures the company's growth and development, by focused and structured planning to increase the number of customers. The company needs a strategy and plan to ensure expansion and increase turnover. As a result of turnover increase the company’s provisions and savings will expand. The author of the thesis has developed a marketing strategy, which is intended to promote the company through social media platforms and rise recognition, which ensures the greatest attraction of the company's potential customers. The author concludes that with the developed marketing strategy the number of customers of the company can increase by 283% in three years. Social media marketing strategy provides the possibility to advertise according to modern marketing trend tactics, such as personalization, digitization. The monographic method was used in the work, which was used in the information dissemination of information about marketing strategy. The analysis of the secondary data was performed using an analysis of the company's performance. And lastly the qualitative method was used to create focus group interviews in order to analyse customer needs. The total number of pages is 58. There are 5 figures and 7 tables in the work. There are 9 literature sources, 4 scientific articles, 3 periodical sources and 7 Internet resource sources used in the writing of the thesis. There are 3 appendices: a detailed plan of marketing activities for the first year,a plan of marketing activities and costs for 3 years, and analysis of the answers provided in the focus group interview and a transcript of the interview.
The micro-enterprise “BrainTrain”, which provides services with innovative technologies in the health and neuroscience sector, has to take the necessary actions for expansion opportunities. Marketing strategy ensures the company's growth and development, by focused and structured planning to increase the number of customers. The company needs a strategy and plan to ensure expansion and increase turnover. As a result of turnover increase the company’s provisions and savings will expand. The author of the thesis has developed a marketing strategy, which is intended to promote the company through social media platforms and rise recognition, which ensures the greatest attraction of the company's potential customers. The author concludes that with the developed marketing strategy the number of customers of the company can increase by 283% in three years. Social media marketing strategy provides the possibility to advertise according to modern marketing trend tactics, such as personalization, digitization. The monographic method was used in the work, which was used in the information dissemination of information about marketing strategy. The analysis of the secondary data was performed using an analysis of the company's performance. And lastly the qualitative method was used to create focus group interviews in order to analyse customer needs. The total number of pages is 58. There are 5 figures and 7 tables in the work. There are 9 literature sources, 4 scientific articles, 3 periodical sources and 7 Internet resource sources used in the writing of the thesis. There are 3 appendices: a detailed plan of marketing activities for the first year,a plan of marketing activities and costs for 3 years, and analysis of the answers provided in the focus group interview and a transcript of the interview.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
BrainTrain, mārketinga stratēģija