20.500.12556/DKUM-19165 STRATEGIJA TRŽENJA SLOVENSKIH VIN NA FINSKEM TRGU MARKETING STRATEGY OF SLOVENIAN WINES ON THE FINNISH MARKET Diplomsko delo z naslovom Strategija trženja slovenskih vin na finskem trgu je razdeljeno na pet poglavij. V uvodnem delu je podana opredelitev problema, metodologija in osnovne trditve, kar je koristilo pri izvedbi tržne raziskave. Uvodnemu poglavju sledi analiza trga vina, kjer so opisane razmere na globalnem, slovenskem in nordijskem trgu vina. V tretjem poglavju smo se poglobili v razumevanje finskega trga vina in analizirali dejavnike makro in mikrookolja. V četrtem poglavju je celovito obdelano strateško načrtovanje trženja vin na finskem trgu, ki predstavlja ključni del diplomskega dela. Prepletata se teorija in praksa trženja s poudarkom na analizi možnosti za trženje slovenskih vin na finskem trgu, obnašanju kupcev in marketinškem spletu. Na praktičnih primerih dveh slovenskih podjetij, prisotnih na finskem trgu vina, P&F Wineries in Čotar, smo predstavili izhodišča za oblikovanje strategije trženja in v zadnjem poglavju glede na ugotovljeno problematiko podali predloge za izboljšanje trženja njihovih vin na finskem trgu. Thesis entitled Marketing strategy of Slovenian wines on the Finnish market is divided into five chapters. The problem, methodology and the basic arguments are handed in the first part, which was useful in carrying out market research. The introductory chapter is followed by analysis of wine market, which describes the situation at the global, Slovenian and the Nordic market. In the third section we deepened the understanding of the Finnish wine market and analyzed the factors of the macro and micro-environment. The fourth chapter is a comprehensive handling of wine marketing strategic planning in the Finnish market, which is a key part of the thesis. Theory and practice of marketing with a focus on the analysis of options for the marketing of Slovenian wines on the Finnish market, consumer behavior and marketing mix are interweaving. We presented the basic principles of marketing strategy with practical cases of two Slovenian companies present on the Finnish wine market, P&F Wineries and Čotar, and regarding to the statable problems we gave proposals for improving the marketing of their wines on the Finnish market in the last chapter. mednarodni marketing trg vina strategija trženja instrumenti marketinškega spleta (izdelek cena distribucijske poti promocija) international marketing wine market marketing strategy instruments of marketing mix (product price distribution channels promotion) true true false [S. Dvoršak] Slovenski jezik Angleški jezik Diplomsko delo 2011-06-23 17:16:37 2011-08-29 09:34:33 2022-04-13 15:08:47 2023-12-25 03:10:41 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 10757404 URN:SI:UM:DK:KIXX6HGQ UNI_Dvorsak_Sara_2011.pdf UNI_Dvorsak_Sara_2011.pdf 1 124B8B8300FF184503AF0A6D6F7E7207 f79c9ee12642fc0e9e8e3e89b24975b6a0f83a7927ef7a4e330f985416130608 4ed976f3-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a3f6afad-976b-4fc2-bfc6-72fe46b8f448 https://dk.um.si/Dokument.php?lang=slv&id=23065 Ekonomsko-poslovna fakulteta 0 0 0