| Abstract [eng] |
In this Master’s work are analyzed and systematized theoretical aspects of marketing management, theoretical marketing strategies formation models, given by various Lithuanian and foreign authors. Complex marketing research of retail trade net was made using questionnaire examination in order to explore buyers’ attitude towards UAB „Karmada“ managed same name shops, products offered by them as well as pricing, service quality and factors, that influence to buy. In practice part of the work referring to consistent marketing strategies formation from the theoretical part, company mission, vision are formulated, outward and inward environment analysed, marketing goals identified and most suitable marketing strategies for UAB “Karmada” given. The made research confirmed authors’ hypothesis given at the beginning of the work. It was stated, that company does not have incomposite marketing system. According to this data and above mentioned aspects analysis UAB „Karmada“ model of marketing strategy formation is given at the end of the work. |
