magistrsko delo
Tina Krivec (Author), Milan Jurše (Mentor)

Abstract

V magistrskem delu smo preučili proces internacionalizacije slovenskih proizvajalcev vina. Internacionalizacijo lahko poimenujejo kot dinamičen in večdimenzionalen proces, preko katerega se podjetja vključujejo na mednarodne trge. V 21. stoletju podjetja ne morejo več razmišljati, ali vstopiti na tuji trg ali ne, saj je z vidika preživetja podjetja in njegovega dinamičnega razvoja to že nuja. Podjetja se pri mednarodnem poslovanju ne srečujejo z raznimi ovirami samo v začetnih fazah internacionalizacije, temveč tudi v vseh nadaljnjih stopnjah. Težave se pojavljajo predvsem zaradi pomanjkanja informacij pri ocenitvi in analizi novih trgov, močne tuje konkurence, kompleksne zakonske regulacije, nezadostnega števila ustreznih kadrov in zaradi neustreznega podpornega poslovnega okolja v Sloveniji. Ko se podjetje odloči za mednarodno poslovanje, je zelo pomembno, da dobro načrtuje svoje strategije internacionalizacije, predvsem, na kateri ciljni trg vstopiti, kateri način vstopa izbrati, kateri izdelek ponuditi na trgu in kdaj vstopi na novi izbrani trg. Tem izhodiščnim strateškim odločitvam sledi sistematičen izbor ciljnega trga (ali več trgov). Da bo podjetje pravilno izbralo novi trg, si lahko pomaga s ciljnim razmišljanjem, in sicer s segmentacijo trga, strategijo izbora ciljnega trga in pozicioniranjem na trgu. Preden podjetje vstopi na izbrani tuji trg, mora preučiti tudi ključna morebitna tveganja, ki lahko nastanejo pri mednarodnem poslovanju. Zelo pomembno je, da podjetje prepozna vsa tveganja in se pred njimi zavaruje. Upravljanje s tveganji ne more popolnoma odpraviti nastalih tveganj, lahko pa ustvari okolje, v katerem lahko podjetje sprejme optimalne poslovne odločitve. V Sloveniji imamo tri vinorodne dežele, in sicer Podravje, Posavje in Primorsko, ki se razlikujejo po rastišču. V izvozu slovenskih vin je prisotna velika koncentracija ponudbe, saj tri najpomembnejše vinske kleti ustvarijo 95 % vsega izvoza, ostali vinarji pa preostalih 5 % izvoza s prodajo okoli 25.000 litrov na tujih trgih. Slovenski vinarji izvažajo v 50 držav, izvoz pa ne predstavlja več kot 10 % predelave. V empiričnem delu smo podrobno orisali izvrženo raziskavo procesa internacionalizacije slovenskih proizvajalcev vin, saj smo želeli ugotoviti, ali prihaja do razlik v procesih čezmejnega poslovanja podjetij glede na posamezno vinorodno deželo ter kakšen vpliv ima internacionalizacija na poslovanje podjetij. V naši raziskavi je sodelovalo kar 75 % podjetij, ki imajo registrirano mikropodjetje (manj kot 10 zaposlenih) in izvažajo majhne količine vina (relativno glede na letno pridelavo). Slovenski vinarji v veliki večini izvažajo neposredno preko distributerjev in prodajnih zastopnikov, zato vedo zelo malo o samih trgih. Bistvenih razlik pri procesu internacionalizacije med posameznimi vinorodnimi deželami ni zaznati, lahko pa opazimo manjša odstopanja pri vinorodni deželi Posavje, saj je v tej deželi zgolj 20 % slovenskega grozdja in 22 % slovenskega vina ter 18 % vseh slovenskih vinogradov. V Sloveniji imamo odlične pridelovalce vin, vrhunska vina za mednarodno trženje in vrhunske vinske kleti, vendar bo Slovenija morala narediti še veliko, da si bo na tujih trgih bolj načrtno izoblikovala jasno prepoznavno pozicioniranje kot znana vinska in turistična destinacija.

Keywords

vinogradništvo;vina;vinarstvo;tuji trg;internacionalizacija;izvoz;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [T. Krivec]
UDC: 339.944:634.8-051(043.2)
COBISS: 12986396 Link will open in a new window
Views: 872
Downloads: 100
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Other data

Secondary language: English
Secondary title: ǂThe ǂinternationalization process of Slovenian wine makers
Secondary abstract: In the master thesis, we studied the process of internationalisation of Slovenian wine producers. Internationalisation can be referred to as a dynamic and multidimensional process used by companies to enter international markets. In the 21st century, companies can no longer afford to deliberate whether to trade on foreign markets, since it has become a necessity from the perspective of company survival and dynamic development. In international trading, companies face various obstacles not only in the initial stages of internationalisation, but in all subsequent stages as well. Issues arise primarily from lack of information in assessment and analysis of new markets, strong foreign competition, complex legislative regulation, insufficient suitable human resources, and unsuitable business support environment in Slovenia. Once a company decides to conduct its business internationally, its planning of internationalisation strategy is very important, primarily regarding the target market, how to enter the market, which products to offer on the market, and when to enter the chosen market. These initial strategic decisions are followed by a systematic selection of a target market (or markets). In order for the company to make the right decision regarding the new market, it can employ goal-oriented thinking, specifically by market segmentation, target market selection strategy, and positioning on the market. Before a company enters a selected foreign market, it must also study key potential risks that can arise from international operations. It is very important that a company identifies all risks and protects itself against them. Risk management cannot fully eliminate all emerging risks, but can create an environment in which the company can adopt optimal business decisions. There are three wine producing regions in Slovenia – Podravje, Posavje, and Primorska – which differ in terms of their habitats. The Slovenian wine exports are characterised by a high concentration of supply, with the three most important wine cellars representing 95% of all exports, while the other wine makers represent the remaining 5% of exports with approximately 25,000 litres on foreign markets. Slovenian wine producers export wine to 50 countries, with exports representing less than 10% of production. In the empirical section, we described in detail the conducted study of internationalisation of Slovenian wine producers, since we tried to determine any potential differences in processes of cross-border company operations based on individual wine-producing region, and the effect of internationalisation of company operations. Our study included 75% of companies registered as micro-enterprises (less than 10 employees) and exporting small quantities of wine (relative to annual production). Predominantly, Slovenian wine producers export directly via distributers and sales representatives, and therefore have very little knowledge about these markets. There were no identifiable significant differences between individual wine-producing regions in the internationalisation process, but we did identify slight deviations in Posavje wine-producing region, since this region has only 20% of Slovenian grapes, 22% of Slovenian wine, and 18% of all Slovenian vineyards. Slovenia has excellent wine producers, wines of superior quality for international marketing, and exceptional wine cellars; however, Slovenia still has much to do in order to achieve a clearly recognisable position as a famous wine and tourist destination.
Secondary keywords: internationalisation;wine-producing regions;Slovenian wine producers;wine export;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 94 str., 4 str. pril.
ID: 10888207