Načrt trženja in možnosti vstopa nizko-alergenega a2-mleka na trg

magistrsko delo

Marina Lakatuš (Author), Karmen Pažek (Mentor), Tomaž Langerholc (Co-mentor)

Abstract

Nizko-alergeno A2-mleko predstavlja inovativno in zdravju prijazno alternativo za potrošnike z intoleranco na laktozo ali prebavnimi težavami. V magistrski nalogi smo se osredotočili najprej na načrt trženja in analizo možnosti vstopa nizko-alergenega A2-mleka kmetije Sinkovič na trg. Temeljito smo proučili analizo trga, identifikacijo ciljnih segmentov potrošnikov in prepoznavanje njihovih potreb, želja ter preferenc. Raziskovali smo tržne priložnosti in izzive, da identificiramo potencialne ciljne segmente, ki bi lahko imeli največjo naklonjenost in povpraševanje po nizko-alergenem A2-mleku. Na podlagi pridobljenih podatkov smo ugotovili, da bodo stroški marketinga znašali 2.174 € letno. Z analizo SWOT smo analizirali prednosti, slabosti, priložnosti in nevarnosti vstopa A2-mleka na trg. Poslovni model canvas je bil uporabljen kot orodje za lažje razumevanje različnih segmentov podjetja. Nadalje se je z oceno ekonomike ocenila ekonomičnost pridelave A2-mleka. Rezultati kažejo, da je pridelava A2-mleka ekonomsko upravičena, saj koeficient ekonomičnosti (KE) glede na izračune znaša 2,60.

Keywords

načrt trženja;A2-mleko;SWOT analiza;canvas.;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UM FKBV - Faculty of Agriculture
Publisher:	[M. Lakatuš]
UDC:	637.128:339.13(043)=163.6
COBISS:	167825155
Views:	31
Downloads:	2
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing plan and market entry possibilities for low-allergenic a2-milk d
Secondary abstract:	Low-allergenic A2 milk is an innovative and health-friendly alternative for consumers with lactose intolerance or digestive problems. The master's thesis focuses on a marketing plan and the analysis of the market entry possibility of low-allergen A2 milk produced at the Sinkovič Farm. An in depth market analysis was conducted, identifying target consumer segments and recognizing their needs, wants, and preferences. We investigated the market opportunities and challenges to identify potential target segments, that might have the greatest preference and demand for low-allergenic A2 milk. Based on the data obtained, it was determined that the marketing costs would amount to €2,174 in one year. Using a SWOT analysis, the strengths, weaknesses, opportunities, and threats for the market entry of our product were identified. The canvas business model was used as a tool to understand the different segments of the business better. The obtained economic evaluation was used to determine the economic efficiency of the production. The results show, that the production of A2 milk is economically viable because the economic coefficient (KE) being 2.60.
Secondary keywords:	Keywords: marketing plan;A2-milk;SWOT analysis;canvas.;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za kmetijstvo in biosistemske vede
Pages:	1 spletni vir (1 datoteka PDF (IX, 44 str.))
ID:	19953978