20.500.12556/DKUM-91633 Razvoj Marketing vodiča za mala vinarstva: strateško načrtovanje in praktični vpogled magistrsko delo Development of marketing guidelines for small wineries: strategic planning and practical insights Magistrsko delo obravnava razvoj marketinškega vodiča za manjše vinske kleti, ki temelji na modelu marketinškega miksa 4P in razširjenega 7P. Glavni cilji raziskave so bili ugotoviti, kateri so glavni izzivi pri promociji izdelkov manjših pridelovalcev vin ob omejenih finančnih sredstvih in kako vodič prispeva k praktični uporabi marketinških strategij. Na podlagi kvalitativne analize intervjujev z lastniki vinskih kleti smo ugotovili, da vodič predstavlja koristno orodje za boljše razumevanje in implementacijo promocijskih strategij, čeprav so zaradi omejenih virov možnosti za njegovo polno uporabo omejene. Promocija se je izkazala za osrednji element, pri katerem vodič prinaša največ koristi, saj omogoča večjo prepoznavnost in ciljno povezovanje s strankami. Kljub temu pa so časovne in finančne omejitve ter pomanjkanje kadrov ključni izzivi pri izvajanju strategij. Delo tako prispeva k razumevanju praktičnih potreb manjših vinskih kleti ter nakazuje na pomen prilagodljivih marketinških orodij, ki so dostopna tudi podjetjem z omejenimi resursi. This master’s thesis addresses the development of a marketing guide for small wineries, based on the 4P and extended 7P marketing mix model. The main objectives of the research were to identify the primary challenges in promoting products of small wineries with limited financial resources and to examine how the guide contributes to the practical application of marketing strategies. Based on a qualitative analysis of interviews with winery owners, the findings reveal that the guide is a valuable tool for understanding and implementing promotional strategies, although its full use is constrained by limited resources. Promotion emerged as the core element where the guide provides the most benefits, enhancing brand visibility and targeted customer engagement. However, time and financial limitations, as well as a shortage of personnel, are significant challenges in executing the strategies. This work thus contributes to understanding the practical needs of small wineries and highlights the importance of adaptable marketing tools that are accessible to businesses with limited resources. Marketinški vodič marketinški model manjše vinske kleti promocija Marketing guide marketing model small wineries promotion true true false T. Marković Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-01-21 19:28:28 2025-02-11 11:23:51 2025-02-12 03:10:07 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VIII, 64 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 663.25:005.22(043)=163.6 225749763 MAG_Markovic_Teodora_2025.pdf MAG_Markovic_Teodora_2025.pdf 1 D62406272D3A7AE10D9FF17DF744FDAB 2fd42a7ae0cef776b6f0958629fa973af369a76d0898af797dc3311330129fb3 1b2b4192-e853-11ef-9d3b-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=188582 Fakulteta za kmetijstvo in biosistemske vede 0 0 0