A/S „Valmieras piens” mārketinga komunikāciju analīze un komunikāciju plāna izstrāde

Abstract

Bakalaura darbs „A/S „Valmieras piens” marketinga komunikaciju analize un komunikaciju plana izstrade”. Bakalaura darba merkis ir, pamatojoties uz teorijas atzinam par marketinga komunikacijam, izanalizet A/S „Valmieras piens” uznemuma marketinga komunikaciju aktivitates un izstradat jauno marketinga komunikaciju planu, lai uzlabotu uznemuma darbibas efektivitati. Marketinga komunikacijas plans izveidots jogurta dzerienu serijai „Bi’OK”. Darba pirmaja nodala autore peta dažados literaturas avotos pieejamo teoriju par marketinga komunikaciju veidiem, to butibu un ipatnibam. Šeit ari tiek aplukota informacija par tiešo marketingu, kas pasakumi var butiski ietekmetu uznemuma efektiva darbiba. Otra nodala ietver sevi A/S „Valmieras piens” veikto marketinga komunikaciju veidu analizi un SVID analizi. Katram marketinga komunikaciju veidam tiek veltitas atseviškas apakšnodalas, lai izpetitu to butibu. Treša nodala autore veido marketinga komunikaciju planu jogurta dzerienu serijai „Bi’OK”. Darba kopejais apjoms, neskaitot pielikumus, ir 66 lapaspuses. Darba ir ieklautas 11 tabulas, 15 atteli, 2 pielikumi. Literaturas saraksta tika ieklauti 46 izmantotas literaturas avoti, t.sk. 1 arvalstu.

Bachelor’s thesis is named “Marketing Communications Analysis and development of communications plan of JSC “Valmieras piens””. Bachelor's goal is an analysis of the A/S „Valmieras piens” company's marketing communications activities and development of new marketing communications plan in order to improve business performance, based on the knowledge of theory of marketing communications, Marketing communications plan is designed for the yogurt drinks series „Bi'OK”. In the first chapter the author explores various theories based on available literature of marketing communications,explores its nature and characteristics. First chapter also considers information of direct marketing, which measures can significantly influence the efficiency of company’s activities. Chapter Two includes an overview of A/S „ Valmieras piens " marketing communications methods and SWOT analysis. Separate subdivision is devoted to an each type of marketing communication methods in order to explore their true nature. In the third chapter author creates a marketing communications plan for the yoghurt drink series' Bi'OK. The Bachelor’s thesis consists of 66 pages, not including appendixes. The thesis includes 11 tables, 15 pictures, 2 appendixes. Bibliography contains 46 sources of literature, including 1 source of foreign language origin.