Internacionalizacija kot strategija rasti - študija primera podjetja v enološki dejavnosti

Mukenauer, Lucija

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Internacionalizacija kot strategija rasti - študija primera podjetja v enološki dejavnosti
Authors:	ID Mukenauer, Lucija (Author) ID Bradač Hojnik, Barbara (Mentor) More about this mentor...
Files:	MAG_Mukenauer_Lucija_2021.pdf (3,23 MB) MD5: 49E380C6EC27B380A4D1FE40C890740C PID: 20.500.12556/dkum/9421f4db-d904-4384-8e42-feca14ad3035
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Slovenska podjetja so velikokrat primorana poseči na tuje trge, saj prodaja na domačem trgu ne omogoča pokriti proizvodno količino in povečati prihodke. Podjetje Puklavec Family Wines d.o.o. se srečuje ravno s tem problemom oz. priložnostjo. Sedaj je prisotno že več kot na dvajsetih trgih po svetu. Na vinsko potencialnem avstralskem trgu še do tedaj ni prisotno. Skozi magistrsko nalogo smo predstavili: motive, omejitve in tveganja internacionalizacije, način izbora trgov, strategije vstopa na mednarodne trge, proces internacionalizacije, modele in teorije internacionalizacije ter internacionalizacijo malih in srednje velikih podjetij v Sloveniji. Ko se podjetje odloča internacionalizirati je pomembno prav tako vedeti po kakšni strategiji rasti raste in analizirati poslovno okolje. Poslovno okolje smo analizirali s pomočjo treh modelov. To so: Porterjev model, PEST analiza in SWOT analiza. V praktičnem delu naloge smo opisali samo podjetje Puklavec Family WInes d.o.o. ter izvedli konkurenčno, tržno in finančno analizo. Predstavili smo tudi sedanjo strategijo rasti podjetja – diverzifikacijo. Naredili smo preliminarni izbor produktov za novi trg in sicer smo za primerno linijo izdelkov izbrali izdelke višje kakovosti, ki vsebujejo vina svetovno znanih vinskih sort, tj. blagovna znamka Estate Selection. Na podlagi notranje in zunanje analize smo ugotovili, da za podjetje trenutno ne priporočamo vstopa na avstralski trg, saj med Slovenijo in Avstralijo še ni sklenjenega prosto-trgovinskega sporazuma. Zaradi tega so vstopne ovire – carine itd. previsoke. Ko bo ta ovira rešena, bo Avstralija zelo primeren trg za mednarodno sodelovanje, saj so Avstralci veliki pivci in dobri poznavalci vin. Najbolj primeren način vstopa bi v začetku poslovanja bil posredni izvoz z distributerjem, saj velja za vstopno obliko z nižjimi stroški kot ga predstavljajo investicijske oblike vstopa. Prav tako, na začetku, ko še podjetje ne pozna trga, vso odgovornost in stike s trgom prevzame distributersko podjetje, ki se je že morda srečalo s tem trgom. Podjetje Puklavec Family Wines je prepoznavno in vodilno na slovenskem trgu. Njihove znamke beležijo prepoznavnost tudi na tujih trgih. Produkti podjetja so visoke kakovosti. To lahko pojasnimo z dosegom velikega števila mednarodnih nagrad na ocenjevanjih vin. Tudi na najbolj priznanem in prestižnem vinskem ocenjevanju v Londonu so prejeli število nagrad.
Keywords:	Puklavec Family Wines, internacionalizacija, izbor trgov, motivi internacionalizacije, omejitve in tveganja internacionalizacije, globalizacija, internacionalizacija malih in srednje velikih podjetij v Sloveniji, teorija rasti, analiza poslovnega okolja, Porterjev model, PEST analiza, SWOT analiza, KANVAS, strategije rasti, preliminarni izbor produktov, notranja analiza, zunanja analiza, oblike vstopa na mednarodni trg.
Place of publishing:	Maribor
Publisher:	[L. Mukenauer]
Year of publishing:	2021
PID:	20.500.12556/DKUM-78849
UDC:	005.412:339.94
COBISS.SI-ID:	74645507
NUK URN:	URN:SI:UM:DK:O1TYVB3S
Publication date in DKUM:	31.08.2021
Views:	1303
Downloads:	251
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

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:	12.03.2021

Secondary language

Language:	English
Title:	Internationalization as a growth strategy - a case study of a oenological company
Abstract:	Slovenian companies are often forced to enter foreign markets, as sales on the domestic market do not allow to cover the production volume and increase revenues. Puklavec Family Wines d.o.o. encounterned exactly with this problem or opportunity. The company is now present in more than twenty markets around the world. To date, the company is not present on the potential Australian wine market. Through the master's thesis we presented: motives, limitations and risks of internationalization, the method of market selection, strategies for entering international markets, the process of internationalization, models and theories of internationalization and the internationalization of small and medium enterprises in Slovenia. When a company decides to internationalize, it is also important to know what growth strategy it is following and to analyze the business environment. We analyzed the business environment using three models. These are: Porter's model, PEST analysis and SWOT analysis. In the practical part of the thesis, we described the company Puklavec Family WInes d.o.o. and perform a competitive, market and financial analysis. We also presented the company's current growth strategy - diversification. We made a preliminary selection of products for the new market. Namely we have selected products of higher quality for a suitable product line, which contain wines of world-famous wine varieties. This brand is called Estate Selection. Based on internal and external analysis, we establish that we do not currently recommend the company to enter the Australian market. Entry would be difficult for the company because a free trade agreement has not yet been concluded between Slovenia and Australia. There are now high barriers to entry to the Australian market – high customs, etc. Once this hurdle is resolved, Australia will be a very suitable market for international cooperation. Australians are known as great drinkers and good wine connoisseurs. The most suitable way of entry in the beginning of business would be indirect export with a distributor. This export is a form of entry into a selected foreign market with lower costs than represented by investment forms of entry. Also, in the beginning, when the company does not yet know the market, all responsibility and contacts with the market are taken over by the distribution company. The distributor have already operated/participated in this market. The company Puklavec Family Wines is recognizable and a leader on the Slovenian wine market. Their brands are also recognizable in foreign markets. The company's products are of high quality. This can be explained by the fact that they have achieved many international awards on evaluations, including the most acclaimed London Decanter competition.
Keywords:	Puklavec Family Wines, internationalization, market selection, internationalization motives, limits and risks of internationalization, globalization, internationalization of small and medium-sized Slovenian companies, growth theory, business environment analysis, Porter model, PEST analysis, SWOT analysis, CANVAS, strategies growth, preliminary product selection, internal analysis, external analysis, forms of entering the international market.

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back