Pircēju rīcības modelis "Rimi Latvia" veikalos
Date
2007
Authors
Mankēviča, Inga
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Arvien pieaugošas konkurences apstākļos ikviena kompānija ir ieinteresēta tajā, lai pircējs no liela daudzuma analogu produktu izvēlētos tieši tās produktu. Bakalaura darba mērķis ir izpētīt uzņēmuma “Rimi Latvia” darbību Latvijas mazumtirdzniecības sfērā, izpētīt pircēju vajadzības un to ietekmi uz uzņēmuma attīstību, kā arī apkopot secinājumus un priekšlikumus uzņēmuma darbības attīstības plānam.
Bakalaura darba izstrādes laikā tika veikta “Rimi Latvia” pircēju anketēšana- atsevišķi Rimi supermārketu, hipermārketu un zemo cenu SuperNetto veikalu klientiem. Iegūtie rezultāti ir prakstiski pielietojami reālajā dzīvē, lai panāktu „Rimi Latvia” mātes uzņēmuma Rimi Baltic mērķi 2008.gadā sasniegt 25% tirgus daļu Baltijas valstīsw, kas savukārt ļautu izstrādāt un ieviest uz mērķa sasniegšanu virzītu stratēģiju.
Bakalaura darba pētījuma rezultāti ir pielietojami plānojot turpmāko "Rimi Latvia" uzņēmuma attīstību .
Atslēgvārdi: mārketinga komunikācija, segmentēšana, pircēju vajadzības, privātie preču zīmoli.
Nowadays in the conditions of growing competition each company is trying to persuade the customer to choose the products offered by it instead of choosing analogous products which are offered by other companies. The aim of bachelor work is to study RIMI Latvia activities in Latvia's retail industry, customers needs and its influence to the company's development as well as summarize conclusions and suggestions for the company's development plan. In the process of writing the Bachelor’s Work the customers were interviewed in order to accomplish the research. Three separate groups of customers were involved: people who go shopping at Rimi Supermarkets, at Rimi Hypermarkets and at low-price SuperNetto stores. The obtained results are applicable in real life situations with the aim of achieving the goal of the company Rimi Baltic in 2008, namely, 25% of the market share in the Baltic States. In its turn that would help to implement the goal-oriented strategy. The findings of bachelor work are applicable planning Rimi Latvia further development. Key words: marketing communication, segmenting, customers’ needs, private brands.
Nowadays in the conditions of growing competition each company is trying to persuade the customer to choose the products offered by it instead of choosing analogous products which are offered by other companies. The aim of bachelor work is to study RIMI Latvia activities in Latvia's retail industry, customers needs and its influence to the company's development as well as summarize conclusions and suggestions for the company's development plan. In the process of writing the Bachelor’s Work the customers were interviewed in order to accomplish the research. Three separate groups of customers were involved: people who go shopping at Rimi Supermarkets, at Rimi Hypermarkets and at low-price SuperNetto stores. The obtained results are applicable in real life situations with the aim of achieving the goal of the company Rimi Baltic in 2008, namely, 25% of the market share in the Baltic States. In its turn that would help to implement the goal-oriented strategy. The findings of bachelor work are applicable planning Rimi Latvia further development. Key words: marketing communication, segmenting, customers’ needs, private brands.
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