| Abstract [eng] |
The Master‘s degree graduating work depicts the modeling peculiarities of marketing strategy of automobile market. Special attention is given to a trademark as one of the marketing complex elements, influencing economic results of any business activity. Successful trademark development strategy convinces consumers and helps them to make the decision to buy among the plenty of offered trademarks. The master‘s degree graduating work consists of theoretical, analytical and project parts. In the theoretical part it is told about marketing, working out of marketing strategies, a trademark and factors determining its image. The essence of strategic planning and the analysis of the marketing strategy formation models are represented in this part. In the first section of analytical part Lithuanian automobile market is analyzed. In the second section customers’ survey to reveal the criteria, determining the choice of a car is described. This section deals with the analysis of a trademark positioning strategy efficiency, competitors environment, the image of a trademark of automobile centers, its recognizability and associations. In the project part the attention is given to the organizations, selling used cars, marketing strategy modeling elements and the model of marketing strategy worked out by the author of the given work. |
