Uzņēmuma 'STENDERS' mārketinga komunikācija korporatīvās sociālās atbildības kontekstā
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Date
2020
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Uzņēmuma “Stenders” mārketinga komunikācijas analīze korporatīvās sociālās atbildības kontekstā” mērķis ir, pamatojoties uz zinātniskās literatūras, kosmētikas zīmola “Lush” un ekspertu sniegtajām atbildēm, analizēt uzņēmuma “Stenders” mārketinga komunikāciju korporatīvās sociālās atbildības politikas kontekstā un izstrādāt ieteikumus tās pilnveidošanai. Darba tēma ir aktuāla, jo pēdējos gados ir pieaugusi korporatīvās sociālās atbildības loma uzņēmējdarbībā un to pieprasa sabiedrība. Kosmētikas uzņēmumi arvien vairāk izmanto šo politiku mārketinga komunikācijā, lai stiprinātu attiecības ar sabiedrību, veidotu pozitīvāku un godīgāku zīmola tēlu. Uzņēmums “Stenders” ir izstrādājis korporatīvās sociālā atbildības politiku, lai to iekļautu savā mārketinga komunikācijā.
Darbā tika izmantota monogrāfiskā metode, lai izpētītu mārketinga komunikācijas procesu un izveidi korporatīvās sociālās atbildības (KSA) kontekstā, KSA jēdzienu un tā lomu uzņēmējdarbībā, sekundāro datu analīze “Stenders” darbībai un finanšu rezultātiem, gadījuma analīze “Lush” mārketinga komunikācijai korporatīvās sociālās atbildības kontekstā, grafiskā metode, lai attēlotu “Stenders” attīstību un ekspertu intervijās sniegtās atbildes. Pētījuma veikšanai tika izmantota kvalitatīvā pētījuma metode – ekspertu intervijas.
Izpildot bakalaura darbā izvirzītos uzdevumus, tika secināts, ka uzņēmuma “Stenders” mārketinga komunikācija korporatīvās sociālās atbildības kontekstā ir jāatbilst uzņēmuma mērķauditorijai, jāpielāgo saturs vizuālajā un tekstuālajā komunikācijā, kurā jāiekļauj sekojoši elementi – vienkārša un godīgā, uzņēmuma vērtības, stratēģijas un KSA aktivitātes.
Bakalaura darba ietvaros tika izvirzīti vairāki ieteikumi uzņēmumam “Stenders”, kas veidoti pamatojoties uz kosmētikas zīmola “Lush”, ekspertu sniegtajām atbildēm un būtiskākajiem secinājumiem. Daži no tiem:
1. Veidot mārketinga komunikāciju korporatīvās sociālās atbildības kontekstā par mentālo un emocionālo veselību, bet sekundāri to var saistīt ar bērnu higiēnu.
2. Realizējot mārketinga komunikāciju korporatīvās sociālās atbildības kontekstā, to caur sabiedriskajām attiecībām.
3. Paplašinot sabiedrisko attiecību kanālus, organizēt uzņēmumā ekskursijas, veidojot to saturu atbilstoši zīmola “Stenders” vērtībām un KSA mērķiem.
Darbs ietver 56 lapaspuses pamatteksta, 14 attēlus, 6 tabulas, 42 informācijas avotus un 11 pielikumus.
The purpose of the bachelor’s thesis analysis of company “Stenders” marketing communication in the context of corporate social responsibility, based on scientific literature, cosmetics brand “Lush” and the results of the given answers from experts – to analyze company’s “Stenders” marketing communication corporate social responsibility policy and develop recommendations for the company’s improvement. The topic of the bachelor’s thesis is actual, due to the high demand from society and because the t past years the role of corporate social responsibility in businesses has increased. Lately cosmetics companies have been using this policy in marketing communications even more. It helps the companies to strengthen the relationship with the society, and also create a more positive and honest brand image. “Stenders” has developed a corporate social responsibility policy to incorporate it to its marketing communications. In the work environment, company used a monographic method to study the process of marketing communication and development in the content of corporate social responsibility (CSR), the concept of CSR and its role in business, analysis of secondary data for “Stenders” and its financial results, case study of company’s “Lush” marketing communication in the context of corporate social responsibility. Nevertheless, they used the graphical method to depict the development of “Stenders” and the expert’s responses from interviews. Qualitative research method was used for the research from expert interviews. Moreover, while completing the tasks set in the bachelor’s thesis, it was concluded that the company’s “Stenders” marketing communication in the context of corporate social responsibility have to correspond to the company’s target audience, adapt their content in visual and textual communication, which should include these following elements – it has to be simple and fair, copmpany’s values, strategies and CSR activities. Within the framework of the bachelor’s thesis, several recommendations were made for company “Stenders”. They were based on the answers provided by experts from cosmetics brand “Lush” and the most important conclusions. Some of the conclusions were: 1. To develop marketing communication, in the context of corporate social responsibility, for mental and emotional health. Secondarily, it can be related to child hygiene. 2. Implementing marketing communication, in the context of corporate social responsibility, through public relations. 3. Expanding the channels of public relations, organize excursions in the company’s premises, creating the content of the excursions according to the values of the brand “Stenders” and the goals of CSR. The bachelor’s thesis consists of 56 pages, 14 figures, 6 tables, 42 sources of information and 11 appendices.
The purpose of the bachelor’s thesis analysis of company “Stenders” marketing communication in the context of corporate social responsibility, based on scientific literature, cosmetics brand “Lush” and the results of the given answers from experts – to analyze company’s “Stenders” marketing communication corporate social responsibility policy and develop recommendations for the company’s improvement. The topic of the bachelor’s thesis is actual, due to the high demand from society and because the t past years the role of corporate social responsibility in businesses has increased. Lately cosmetics companies have been using this policy in marketing communications even more. It helps the companies to strengthen the relationship with the society, and also create a more positive and honest brand image. “Stenders” has developed a corporate social responsibility policy to incorporate it to its marketing communications. In the work environment, company used a monographic method to study the process of marketing communication and development in the content of corporate social responsibility (CSR), the concept of CSR and its role in business, analysis of secondary data for “Stenders” and its financial results, case study of company’s “Lush” marketing communication in the context of corporate social responsibility. Nevertheless, they used the graphical method to depict the development of “Stenders” and the expert’s responses from interviews. Qualitative research method was used for the research from expert interviews. Moreover, while completing the tasks set in the bachelor’s thesis, it was concluded that the company’s “Stenders” marketing communication in the context of corporate social responsibility have to correspond to the company’s target audience, adapt their content in visual and textual communication, which should include these following elements – it has to be simple and fair, copmpany’s values, strategies and CSR activities. Within the framework of the bachelor’s thesis, several recommendations were made for company “Stenders”. They were based on the answers provided by experts from cosmetics brand “Lush” and the most important conclusions. Some of the conclusions were: 1. To develop marketing communication, in the context of corporate social responsibility, for mental and emotional health. Secondarily, it can be related to child hygiene. 2. Implementing marketing communication, in the context of corporate social responsibility, through public relations. 3. Expanding the channels of public relations, organize excursions in the company’s premises, creating the content of the excursions according to the values of the brand “Stenders” and the goals of CSR. The bachelor’s thesis consists of 56 pages, 14 figures, 6 tables, 42 sources of information and 11 appendices.
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
Uzņēmuma "Stenders" mārketinga komunikācija korporatīvās sociālās atbildības kontekstā, “Stenders” marketing communication in the context of corporate social responsibility