Šio baigiamojo bakalaurinio darbo tikslas – parengti vadybinius sprendimus, kurių pagalba įmonė galėtų suformuoti restorano „Gangster‘s“ įvaizdį. Tai jauna įmonė, turinti didelį potencialą, bet nėra suformuotos kryptingos įvaizdžio formavimo strategijos. Dėl šios priežasties restoranas praranda galimybę pasiekti stabilią ir ilgalaikę verslo sėkmę. Baigiamajame darbe atliekama situacijos analizė, empirinis tyrimas bei jų pagrindu pateikiami vadybiniai sprendimai. Situacijos analizė atlikta remiantis restorano vidine informacija ir viešai prieinamais šaltiniai. Tyrimui atlikti pasirinktas kokybinio tyrimo metodas – pusiau struktūrizuotas interviu, kurio metu buvo apklausiami ne tik restorano lankytojai, bet ir „Gangster‘s“ restorano vadovai. Buvo apklausiami keli segmentai (vartotojai ir vadovai), siekiant išsiaiškinti, ar vartotojų ir restorano vadovų suvokiamas restorano įvaizdis sutampa. Taip pat buvo aktualu sužinoti, kokį restoranų įvaizdį abu segmentai norėtų matyti. Remiantis šiais duomenimis, pasiūlyti priemones, kurių dėka jį galima būtų tinkamai suformuoti. / The purpose of this bachelor thesis is to prepare managerial decisions for creating restaurant’s “Gangster’s” image. This restaurant was opened last year, in September and have big potential in the market, but there is no focused strategy how to create it‘s image. In general, for this reason restaurant looses it‘s positions and meets difficulties to achieve stability and business success in the market. Situation analysis and research was accomplished to identify customers’ opinion towards current restaurant’s image and based on it to propose managerial decisions how to improve it. The analysis of situation was prepared based on restaurant’s internal information and using different public sources. The research was carried out using qualitative research method – semi-structured interview. During this research restaurant’s customers and “Gangster’s” managers were interviewed. The aim to examine two different customers’ segments was to identify if the perceived image by customers and restaurant’s managers matches in between. Also, it was important to find out, what kind of restaurant’s image they would like see. Based on this data, was set vision of image and instruments, how to realize it - managerial decisions were worked out.
| Identifer | oai:union.ndltd.org:LABT_ETD/oai:elaba.lt:LT-eLABa-0001:E.02~2009~D_20090625_113802-87098 |
| Date | 25 June 2009 |
| Creators | Kazlauskaitė, Rima |
| Contributors | Auruškevičienė, Viltė, Pikturnienė, Indrė, Škudienė, Vida, Gaižutis, Algis, ISM University of Management and Economics |
| Publisher | Lithuanian Academic Libraries Network (LABT), ISM University of Management and Economics |
| Source Sets | Lithuanian ETD submission system |
| Language | Lithuanian |
| Detected Language | English |
| Type | Bachelor thesis |
| Format | application/pdf |
| Source | http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090625_113802-87098 |
| Rights | Unrestricted |
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