| Abstract [eng] |
The aim of the master's thesis is to evaluate the management of goods sales process using e-business in UAB Pigu after analyzing the sales process of goods in the scientific literature and its management peculiarities in traditional and electronic trade and preparing a theoretical model of goods sales process using electronic business models. The work consists of three main parts: analysis of scientific literature, empirical research and its results, conclusions and suggestions. The following methods were used in the work: methods of analysis, comparison and evaluation of scientific literature, interview method; content analysis method. The analysis of scientific literature allowed to define the concept of goods sales process and e-business, to analyze the stages of goods sales process and their management peculiarities, to review the concept of e-business model and its peculiarities. Based on theoretical insights, a theoretical model for the management of the sales process of goods using e-business models was developed, the validity of which was sought to be verified through empirical research. The research was conducted in one of the e-business companies - UAB Pigu, which has one of the largest online stores in the Baltic States and uses both B2C and B2B e-business models in its sales process. For the evaluation of the management of the sales process applied by UAB Pigu, the method of qualitative research interviews was chosen, orally interviewing the heads of the institution responsible for the management of sales processes, who in this research were considered experts who have and can provide information related to the research. The data collected during the interviews were processed using the content analysis method, distinguishing categories and subcategories that help to systematize the content of narrative interviews. The results of the research revealed that UAB Pigu uses both B2C and B2B e-business models. Both models are important for the implementation of UAB Pigu business goals and both are effective in achieving better sales results, therefore both business models are purposefully planned, managed and evaluated. The management processes of the company's B2C and B2B e-business models are not fundamentally different: both B2C and B2B sales have certain pre-determined stages in which the planned activities are purposefully managed and evaluated. Currently, the B2C e-business model brings more profit to the company than the B2B model, as it is the basis for the majority of the company's sales. However, the B2B e-business model is gradually expanding and occupies an increasing share of UAB Pigu e-business. According to the experts, it is likely that the B2B e-business model will become the main business model of UAB Pigu in the future and will form a larger part of the business than the B2C business model. After summarizing the data of the analysis of scientific literature and empirical research, summary conclusions were presented, and based on the results of the empirical research - practical proposals for the development of UAB Pigu e-business models, other companies operating according to the same business model and future researchers. |
