Izboljševanje managementa poslovanja v podjetju za pridelavo vin

Gumilar, Minea

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Title:	Izboljševanje managementa poslovanja v podjetju za pridelavo vin
Authors:	ID Gumilar, Minea (Author) ID Potočan, Vojko (Mentor) More about this mentor...
Files:	VS_Gumilar_Minea_2025.pdf (1,91 MB) MD5: E1F14D7841A003493EA4FA718DA28F2D
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem delu smo obravnavali podjetje, ki ima bogato tradicijo pridelave vina, in preučili management njegovega poslovanja za povečanje konkurenčnosti delovanja. Glavno vodilo naloge je bilo raziskati, na katerih področjih podjetje deluje uspešno ter kje so še neizkoriščene priložnosti za njegovo rast, razvoj in izboljšanje tržne uspešnosti. V hitro spreminjajočem se okolju, kjer na poslovanje močno vplivajo tako podnebne spremembe kot digitalna preobrazba trga, je prilagodljiv in sodoben management ključen za uspeh, še posebej v tradicionalnih panogah, kot je vinarstvo. Pri raziskavi smo predstavili podjetje, nato pa z izvedbo poslovne analize, SWOT analize, finančnega pregleda, benchmarketinga in pregleda turistične ponudbe iskali odgovore na vprašanja: Ali podjetje še vedno temelji na tradiciji?, Kako uspešno sledi sodobnim trendom?, Kako na delovanje podjetja vpliva konkurenca na trgu? ter Kakšno vlogo v podjetju ima razvoj vinske turistične ponudbe?. Ugotovili smo, da ima podjetje veliko prednosti – kakovostne izdelke, tehnološko napredne postopke, lastno pridelavo ter prepoznavo blagovno znamko. Prav tako ima močno vizijo, usmerjeno v trajnost, inovacije in povezovanje z lokalnim okoljem. Kljub vsem prednostim pa raziskava kaže tudi na možnosti izboljšanja na različnih področjih. Podjetje bi lahko v večji meri izkoristilo možnosti digitalnega marketinga in spletne prodaje, okrepilo prepoznavnost blagovne znamke na tujih trgih ter vlagalo v razvoj novim, mladim privlačnejšim produktom. Veliko potenciala ima tudi vinsko–kulturni turizem, kjer podjetje že ponuja zanimiva doživetja, kot so vodeni ogledi, kolesarjenje med vinogradi in kulinarične delavnice. To so pomembni elementi, ki lahko prispevajo k utrjevanju blagovne znamke ter posredno povečuje prihodke. Ob koncu naloge smo predstavili rezultate analize in odgovorili na zastavljena raziskovalna vprašanja. Ugotovili smo, da podjetje še vedno temelji na tradiciji, a se hkrati zaveda pomembnosti sodobnih trendov in že uvaja spremembe. Konkurenca močno vpliva na poslovne odločitve, razvoj vinsko-turistične ponudbe pa se je izkazal kot pomembna priložnost za napredek. Na osnovi ugotovitev smo oblikovali tudi konkretne predloge za izboljšave, med drugim za razvoj trajnostnih praks, nadgradnjo spletne prodaje, krepitev digitalne prisotnosti in širitev turistične ponudbe. Diplomsko delo s svojimi spoznanji prispeva k razumevanju razvoja konkurenčnosti tradicionalnega podjetja v sodobnem poslovnem okolju, če podjetje znanje in izkušnje dopolni z inovacijami, odprtostjo za spremembe in jasnimi strateškimi usmeritvami.
Keywords:	management, poslovanje, vino, digitalizacija, konkurenčnost.
Place of publishing:	Maribor
Publisher:	M. Gumilar
Year of publishing:	2025
PID:	20.500.12556/DKUM-93241
UDC:	005.3
COBISS.SI-ID:	245687555
Publication date in DKUM:	14.08.2025
Views:	107
Downloads:	62
Metadata:
Categories:	EPF
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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:	15.06.2025

Secondary language

Language:	English
Title:	Improvement of business management in a wine production company
Abstract:	In this thesis, we examined a company with a rich tradition of wine production and studied how to improve the management of its operations in order to increase its competitiveness. The main objective of the thesis was to explore in which areas the company operates successfully and where there are still untapped opportunities for its growth, development, and improvement of market performance. In a rapidly changing environment, where business operations are strongly influenced by both climate change and the digital transformation of the market, adaptable and modern management is crucial for success, especially in traditional industries such as winemaking. In the research, I first presented the company and then, through a business analysis, SWOT analysis, financial review, benchmarking, and an overview of its tourism offerings, sought answers to the following questions: Does the company still rely on tradition? How successfully does it follow modern trends? How does market competition affect the company’s operations? And what role does the development of wine tourism play in the company? I found that the company has many advantages — high-quality products, technologically advanced processes, its own production, and a recognized brand. It also has a strong vision oriented towards sustainability, innovation, and connections with the local community. Despite these strengths, the research also highlights opportunities for improvement in various areas. The company could better exploit the opportunities of digital marketing and online sales, further strengthen its brand recognition in foreign markets, and invest in the development of new products that are more appealing to younger consumers. There is also great potential in wine-related cultural tourism, where the company already offers interesting experiences such as guided tours, cycling among the vineyards, and culinary workshops. These are important elements that can contribute to strengthening the brand and indirectly increasing revenue. At the end of the thesis, we also presented how the results of the analysis confirm the research questions posed. We found that the company is still rooted in tradition, but at the same time recognizes the importance of modern trends and is already implementing changes. Competition strongly influences business decisions, while the development of wine tourism has proven to be an important opportunity for progress. Based on these findings, we also formulated concrete proposals for improvement, including the development of sustainable practices, upgrading online sales, strengthening digital presence, and expanding the tourism offer. With its findings, the thesis contributes to understanding the development of competitiveness in a traditional company operating in a modern business environment, if its knowledge and experience are complemented by innovation, openness to change, and clear strategic orientations.
Keywords:	management, business, wine, digitalization, competitiveness.

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