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Год: 2023

Уникальность: 86%

Содержание дипломной работы на тему «Маркетинговое исследование на примере деятельности крупной компании за последние два-три года»

TABLE OF CONTENTS

1. INTRODUCTION 5
1.1 Motivation and Background 5
1.2. Research Objective and Research Questions 6
1.3. Thesis structure 7
2. THEORETICAL ASPECTS OF MARKETING RESEARCH 9
2.1. Marketing research process 9
2.2. Marketing research techniques 12
2.3. Consumer analysis 14
3. RESEARCH DESIGN AND METHODOLOGY 21
3.1 Research approach 21
3.2. Research method 21
3.3 Data collection 23
3.4 Sampling technique 24
3.5 Reliability and validity 25
4. APPLIED MARKETING RESEARCH 27
4.1. Valio Ltd general information 27
4.2. The Valio Ltd Breweries Economic Profile 29
4.3. Analysis of the company’s marketing activity efficiency 38
4.4. Presentation of marketing research results 43
5. CONSUMMATION OF MARKETING RESEARCH SYSTEM 54
5.1. Proposals for improving the marketing research system of the Valio ltd 54
5.2. Valio Ltd’s Competitiveness Matrix 56
5.3. Evaluation of the marketing research efficiency 59
6. CONCLUSION AND RECOMMENDATION 62
6.1. Findings and Conclusion 62
6.2 Suggestion for Future Research 64
7. REFERENCES 65
APPENDICES 68
Appendix 1 68
Appendix 2 69