| Abstract [eng] |
In general, the theoretical background of this master’s final work is the review of the process while trying to form the marketing strategy. There are analysing different models of creating companies marketing strategies, which are written up by Lithuanianand foreign countries authors. There are noticing main marketing strategies, also the stages of their formation. It’s necessary to mention, that the description, results of practical analysis are also included in this master’s final work. There were polled private and business clients of joint-stock company “Šiaulių bankas” (further called – Šiaulių bankas) and it was accomplished interview with employees from Marketing Department and Department of Public Relations in Šiaulių bankas. What is more, it was accomplished exhaustive SWOT analysis in Šiaulių bankas and analysis of internal and external environment. The purposes of marketing were posed and tasks to reach them were formulated. According to analysis of situation, analysis of inner documents and data in Šiaulių bankas as well as results of questionnaire and the results of investigation of experts, there were formed marketing strategies in Šiaulių bankas. As a matter of fact it was proposed the plan of marketing actions for more effective appliance of marketing strategy while trying to reach the posed purposes. |
