magistrsko delo
Franc Kopatin (Author), Romana Korez-Vide (Mentor), Polona Tominc (Co-mentor)

Abstract

Kjerkoli na svetu vstopimo v bar in odpremo meni pijač vidimo zelo podobno strukturo ponudbe. Naj gre za brezalkoholne pijače, pivo, vino ali žgane pijače vedno lahko izbiramo med domačimi pijačami in pa med globalnimi blagovnimi znamkami. Na policah v trgovinah je slika precej podobna. Za boljše razumevanje tematike internacionalizacije v panogi žganih pijač smo v magistrski nalogi najprej predstavili teoretična izhodišča. Globalizacija je del našega vsakdana in če želimo ali ne, sodelujemo v njej. Gre za zelo obširno tematiko in predstavili smo nekaj osnovnih izhodišč. Zapisali smo nekaj definicij globalizacije, dotaknili smo se njenega zgodovinskega razvoja in tudi izzivov glede njenega merjenja. Globalizacija je tesno prepletena s procesi internacionalizacije. V poglavju 2.2 smo se ukvarjali z internacionalizacijo podjetij. Predstavili smo smeri in potek internacionalizacije; vhodna, izhodna in kooperativna internacionalizacija, govorili smo o štirih tipih podjetij, glede na njihovo mednarodno usmerjenost in o štirih stopnjah mednarodne poslovne usmerjenosti. Predstavili smo motive in vzgibe za internacionalizacijo. Podjetja se seveda internacionalizirajo različno. Obstajajo različni modeli internacionalizacije, ki smo jim posvetili. Najbolj nas je zanimal eden prvih modelov, to je Uppsala model internacionalizacije. Tretje poglavje je namenjeno ožji tematiki globalnega trga žganih pijač, kjer smo najprej izhajali iz celotnega trga alkoholnih pijač in se v nadaljevanju posvetili žganim pijačam. Kot smo zapisali v prvem odstavku se globalne blagovne znamke pojavljajo v vseh menijih širom sveta. Da izvemo več o tistih iz panoge žganih pijač, smo predstavili glavnih šest globalnih ponudnikov in njihove blagovne znamke. Cilj magistrske naloge je predstaviti konceptualni model internacionalizacije podjetij v panogi žganih pijač. Da smo lahko preverjali zastavljene hipoteze smo se omejili na preučevanje trgov žganih pijač v Litvi, na Češkem in v Sloveniji, kjer smo opazovali ponudnike, njihove blagovne znamke in njihovo nastopanje na trgih v regiji in širše. Na podlagi izsledkov iz teorije in pridobljenih opažanj iz obravnavanih trgov, smo oblikovali nabor motivov za internacionalizacijo podjetji v panogi, analizirali notranje in zunanje dejavnike internacionalizacije in predstavili konceptualni model za internacionalizacijo podjetji v panogi žganih pijač.

Keywords

globalizacija;internacionalizacija;mednarodni trg;blagovne znamke;alkoholne pijače;žgane pijače;konceptualni model;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [F. Kopatin]
UDC: 339.94(043.2)
COBISS: 12496924 Link will open in a new window
Views: 976
Downloads: 162
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Other data

Secondary language: English
Secondary title: ǂThe ǂconceptual model of companies' internationalization in the spirits industry
Secondary abstract: Wherever in the world you walk in the bar and you look at the drinks menu, it’s always very similar. Regardless, if it is about soft drinks, beer, wine or spirits, you can always choose among domestic drinks or select one of global brands. Picture on the shelves is usually very much the same. For good understanding of internationalisation in spirits industry we first touched its theoretical aspects. Globalisation is part of our lives and if we want or not, we are part of it. It`s a wide discipline and so we mentioned just some basic points. We`ve presented some definitions of globalisation, we`ve mentioned its historical development and also challenges about how to measure it. Globalisation is tightly connected with internationalisation. In chapter 2.2 we were studying internationalisation of the firm and its directions. We presented four types of companies, based on their international orientation, four types of international business orientation, internationalisation motives and triggers. Each company internationalises in a different way and according to that there are many models of internationalisation. Uppsala model was in our main focus among them. Chapter 3 is dedicated to global alcohol market. We first presented basics on total alcohol market and then moved into more detailed study of global spirits market. As mentioned at the beginning, global spirit brands are present in menus all around the world. To know more about them, we introduced six biggest global spirit companies and their brands. Major objective of master thesis is to introduce conceptual model of internationalisation for spirit companies. In order to test set hypothesis we limited our research and study to three spirit markets: Lithuania, Czech Republic and Slovenia. We studied companies, their brands and their involvement in the region and wider. Based on key findings from theory and conclusions from the markets analysis, we put together set of motives for internationalisation for spirit companies. We also analysed internal and external triggers, which influence internationalisation processes of the sprit companies. Based on all this we presented conceptual model of companies internationalisation in the spirits industry.
Secondary keywords: globalisation;internationalisation;internationalisation model;Uppsala model of internationalisation;alcohol drinks;spirits;global brands;conceptual model;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 83 str.
ID: 9137237