| Abstract [eng] |
This Master‘s Thesis analyses and evaluates the sales increase strategy and the product development strategy of the product ,,Vilniečio kortelė“, which is correctly being improved. The Thesis shows inefficient marketing issues and provides suggestions for improvement. The first part of the Thesis „Review of the Scientific Literature“ determines the subject of a product and innovation in papers of various authors. It also provides theoretical aspects of elements of a marketing, as well as an overview of respective legal acts, concerning the development and innovations. The second part describes the methodology and guidelines of the research, subject to which the research was performed. The third part provides an overview of the market for this product in Lithuania and abroad, including the review of way of organization of the public transport in Vilnius. The fourth part „Marketing solutions in developing the new product and improvement“ provides a detail characteristics of the product and systemic research results and the outcome. The last part shows the correct position of the „Vilniečio kortelė“ in the market and its perspectives, as well as suggestion for improvement in form of a plan. |
