| Abstract [eng] |
The thesis focuses on marketing strategy formulation stages, aspects of the marketing company relationships with consumer protection, along with market analysis. Due to more aggressive development of shopping centres’, the small traders are finding it increasingly difficult to compete. Thus, there is a need to analyze the marketing strategies and identify the factors that encourage consumers to choose small shops rather than supermarkets, and create an effective marketing strategy that is suitable for small shops. Survey results of clients and managers of small shops, dealing with building materials, were taken as a basis for the development of marketing strategies model for small shops dealing with building materials business. This marketing strategy formation analysis is especially relevant for small shops which sell building materials, as it reveals the features mostly characteristic for this type of companies. |
