Strategija trženja vin z Meranovega in ekonomska analiza

magistrsko delo

Petra Antolič (Author), Karmen Pažek (Mentor), Janez Valdhuber (Co-mentor), Branko Kramberger (Co-mentor)

Abstract

V magistrski nalogi smo analizirali prodajo vin z Meranovega med leti 2002 in 2019, obenem pa smo raziskovali zgodovinski pomen blagovne znamke Meranovo. Hkrati smo pregledali zakonodajo s področja varnosti živil, ki se navezuje predvsem na trženje različnih sort vina. Na podlagi pridobljenih podatkov iz leta 2019 smo razvili simulacijski model, ki zajema skupne stroške in skupne prihodke pridelave in predelave grozdja na posestvu Meranovo. Z elektronsko preglednico smo ocenili vse pomembnejše ekonomske parametre. Rezultati simulacijskega modela so pokazali, da je predelava grozdja ekonomsko upravičena, saj je koeficient ekonomičnosti večji od 1 (Ke = 1,19). Po pregledu literature lahko zaključimo, da je Meranovo prepoznavna blagovna znamka vin, ki temelji na tradiciji iz časov nadvojvode Janeza.

Keywords

Meranovo;nadvojvoda Janez;pridelava vina;analiza trga;simulacijski model;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UM FKBV - Faculty of Agriculture
Publisher:	[P. Štuhec]
UDC:	663.2:659.126(043)=163.6
COBISS:	99084803
Views:	92
Downloads:	9
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Meranovo Wine Marketing Strategy and its Ekonomic Analiysis
Secondary abstract:	In the master's thesis, the sale of wines from Meranovo, which lasted between 2002 and 2019, was analysed and at the same time the historical significance of the Meranovo brand has been researced. The food safety legislation was also reviewed, which relates mainly to the marketing of different varieties of wine. Based on the data obtained from 2019, a simulation model was developed that includes the total costs and total revenues of grape production and processing at the Meranovo estate. All important economic parameters were evaluated with an electronic spreadsheet.The results of the simulation model showed that grape processing is economically justified, as the coefficient of economy is greater than 1 (Ke = 1.19). The literature review indicates that Merano is a recognizable wine brand based on a tradition from the time of Archduke John.
Secondary keywords:	Meranovo;Archduke John;wine production;market analysis;simulation model;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za kmetijstvo in biosistemske vede
Pages:	XII, 73 str., [1] f. pril.
ID:	14492525