Abstract:
In today’s economy managers have to put more and more pressure on effective offer
design, as it is becoming a crucial factor of success or even a survival. That is why, the author
wanted to take up this topic and provide a great understanding of the properly conducted
planning process. In the following white paper several subjects can be found, including
measuring company’s effectiveness, consumer behavior and consumer research.
The main purpose of this thesis is to present the procedure of shaping marketing offer, so
that any manager could draw from this elaboration if needed. Secondly, the author wanted to
present the use of Conjoint Analysis, which according to her is an effective way of getting to
know consumer preferences – the factor so important in the whole process. Also, there was an
empirical issue arising that concerned building a service consisting of elements, which are
desired by consumers the most.
In order to explain the subject, as well as solve the problem, the author provided both
theoretical and empirical points of view. First part relates strictly to consumer behavior, offer
planning and Conjoint Analysis, while second part is a fitness market research and marketing
analysis conducted using multidimensional method. The last chapter is a result of previously
acquired knowledge and presents a marketing project of Aurum – Centrum Urody i Fitness
(Aurum – Beauty and Fitness Center), which was developed on the basis of research maintained.
Getting to know the process of creating a marketing offer and consumer behavior was
very useful to the author in shaping her own concept of the business. Conjoint Analysis also
provided some clue findings, which were a great part of the project. The author truly hopes that
her thesis will be as helpful to other managers and entrepreneurs as it was to her.
