| Abstract [eng] |
An object of this thesis is positioning strategy of universal fencing “Nylofor 3D”. Whole research took 2 month. Thesis covers 88 pages with 23 tables and 14 pictures illustrated. Thesis theme – “The development of merchandise positioning strategy”. Thesis consists from 4 major parts: theoretical aspects of positioning, known merchandise positioning models analysis and developing new upgraded strategic merchandise positioning model, methodology of research, results of research, adjustment of new upgraded strategic merchandise positioning model to real merchandise universal fencing “Nylofor 3D”. The first part of the thesis concentrates on the analysis of the merchandise positioning models and the technologies of the positioning process. Theoretical positioning aspects were equalized between themselves. Newly developed upgraded strategic merchandise positioning model have been created. The second part concisely explains research methodology and introduces research company “Senuku prekybos centras” and the product “Nylofor 3D” itself. The third part introduces research results. All research results have been indicated with text and visual pictures. The last part concentrates on adjustments of newly developed upgraded strategic merchandise positioning model to the reality product of company “Senuku prekybos centras” assortment “Nylofor 3D”. Adjustment was made by step by step analysis of all theoretical aspects and formation of conclusions. Thesis ends with conclusions and proposals for improvement of situation. |
