Instrumenty marketingu mix w przedsiębiorstwie na przykładzie Apteki Dofarm sp. j.
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Data
2012-11-26 21:17:29
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Tytuł czasopisma
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Abstrakt
Temat, który poruszono w pracy oscyluje wokół problemu stosowania narzędzi marketingu mix w przedsiębiorstwie – a dokładnie w aptece Dofarm sp. j. Przedsięwzięciem, które postawiono za priorytet było zbadanie, za pomocą kwestionariusza ankiety, opinii klientów placówki zdrowotnej oraz przeanalizowanie danych pochodzących z programu aptecznego Kamsoft. Działania te miały na celu zweryfikowanie postawionych na wstępie hipotez badawczych. Na podstawie przeprowadzonego badania oraz w wyniku bezpośrednich rozmów z klientami można wywnioskować, iż reklama jest jednym z najistotniejszych instrumentów promocji stosowanych przez aptekę Dofarm. Jest to także istotny czynnik, który decyduje o liczbie klientów odwiedzających placówkę oraz zysku przedsiębiorstwa. Analizując dane zawarte w ankiecie można też zauważyć pewne niedociągnięcia w działalności spółki. Sfera którą należałoby usprawnić to asortyment. Bowiem duża część respondentów wskazała właśnie zaopatrzenie spółki jako nienależyte. Reasumując, w wyniku przeprowadzonych badań uzyskano odpowiedzi na najważniejsze pytania badawcze oraz zweryfikowano postawione na wstępie hipotezy. Zasugerowano także założenia i kierunki usprawnienia działalności firmy.
The topic that describes the thesis circulates around the problem of using the marketing mix in businesses, specifically in the example of Dofarm sp. J. The main priority was to analyze, with the help of a questionnaire, the opinions of the clients of the pharmacy, and also to analyze the data that came from the pharmacy program ‘Kamsoft.’ This research had a goal of verifying the hypothesis that was stated at the beginning. According to the data and research that was collected from the clients of Dofarm, we can state that advertising has a significant effect when it comes to promoting the pharmacy Dofarm. This is also an important factor that decides the number of clients that visit the pharmacy on a day to day basis, and therefore has an impact on the pharmacies income. Analyzing the data further it is visible that there are certain things that could be improved. One example of this is the range of products that are offered for purchase. A large part of the respondents stated that the range of products in not up to their standards. To summarize, the results of the questionnaire have given the answers to the most important questions that were asked and it has verified the hypothesis that was stated previously. Some suggestions were to also improve the direction of where the company is headed and how it expands.
The topic that describes the thesis circulates around the problem of using the marketing mix in businesses, specifically in the example of Dofarm sp. J. The main priority was to analyze, with the help of a questionnaire, the opinions of the clients of the pharmacy, and also to analyze the data that came from the pharmacy program ‘Kamsoft.’ This research had a goal of verifying the hypothesis that was stated at the beginning. According to the data and research that was collected from the clients of Dofarm, we can state that advertising has a significant effect when it comes to promoting the pharmacy Dofarm. This is also an important factor that decides the number of clients that visit the pharmacy on a day to day basis, and therefore has an impact on the pharmacies income. Analyzing the data further it is visible that there are certain things that could be improved. One example of this is the range of products that are offered for purchase. A large part of the respondents stated that the range of products in not up to their standards. To summarize, the results of the questionnaire have given the answers to the most important questions that were asked and it has verified the hypothesis that was stated previously. Some suggestions were to also improve the direction of where the company is headed and how it expands.
Opis
Słowa kluczowe
marketing-mix, reklama, apteka, zysk, klient, ankieta, analiza danych, advertisement, pharmacy, profit, customer, questionnaire, analysis