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Title:
Marketinška analiza podjetniške dejavnosti na vinogradniški kmetiji
Authors:
ID
Pungračič, Katarina
(
Author
)
ID
Pavlovič, Martin
(
Mentor
)
More about this mentor...
Files:
UN_Pungracic_Katarina_2019.pdf
(724,47 KB)
MD5: 4FA34AE432B58160E81844F15FDDB788
PID:
20.500.12556/dkum/a2751b62-1bfd-4bbe-881b-fcf38f86bff0
Language:
Slovenian
Work type:
Bachelor thesis/paper
Organization:
FKBV - Faculty of Agriculture and Life Sciences
Abstract:
Raziskava osvetljuje marketinško dejavnost na izbrani družinski vinogradniški kmetiji v Sloveniji. Vključuje uvodno predstavitev izbranih statistik vinarstva v Sloveniji in predstavitev analize osnovnega trženjskega spleta (4P) – produkta/storitve, cen, prodajnih poti in promocije. Rezultati raziskave kažejo, da se je zaradi aktivne promocije v letih 2015–2017 spremenila struktura gostov na analizirani kmetiji. Povečal se je obseg penzionskih gostov iz 18 na 187. Trženjske aktivnosti so v obdobju 2013–2017 vplivale tudi na povišanje cen različnih tipov vina lastne ponudbe.
Keywords:
vinogradništvo
,
turistična kmetija
,
trženjska analiza
,
Haloze
Place of publishing:
Maribor
Year of publishing:
2019
PID:
20.500.12556/DKUM-73303
NUK URN:
URN:SI:UM:DK:IGQN1ZLR
Publication date in DKUM:
03.04.2019
Views:
1220
Downloads:
166
Metadata:
Categories:
FKBV
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Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:
23.03.2019
Secondary language
Language:
English
Title:
Marketing analysis of business activities on a viticulture farm
Abstract:
This study deals with market activities of a family viticulture farm in Slovenia. It includes a presentation of selected statistics about viticulture in Slovenia and presents an analysis of the basic marketing mix (4P)–products/services, prices, sales channels and promotion. The results of the study show that as a result of active promotion from 2015 to 2017 the guest structure of the analysed farm changed. The number of guests at the guesthouse increased from 18 to 187. The market activities from 2013 to 2017 also affected the increase in prices of various wine varieties in their selection.
Keywords:
viticulture
,
agritourism
,
marketing analysis
,
Haloze
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