Analiza strategija distribucije i promocije u vinskom sektoru u Republici Hrvatskoj

graduate thesis

• Title (english): Analysis of distribution and promotion strategies in the wine sector in the Republic of Croatia
• Author: Augustin Šarić
• Mentor: Kristina Petljak (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-10-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Duga je i bogata povijest uzgoja vinove loze i vinarstva napodručijma Republike Hrvatske, dio je to kulture i načina života Hrvata, neupitnog značaja, s obzirom da se posljedice umalog nestanka te kulture pronalaze u mnogim državama diljem cijelog svijeta. Kako bi se proizvod što bolje afirmirao na tržištu, potrebno je iskomunicirati ga i dovesti do potrošača. Promocija predstavlja komunikaciju s tržištem, dok s druge strane distribucija obuhvaća sve aktivnosti koje dovode proizvod ili uslugu do krajnjeg potrošača. U radu se analiziraju postojeće promotivne aktivnosti i kanali distribucije koji se koriste u vinskom sektoru u Republici Hrvatskoj, odnosno korištene strategije i metode kojima poduzetnici nastupaju na tržištu i kominiciraju s istim. Cilj rada je Istražiti mjere i aktivnosti kojima se u budućnosti može poboljšati promocija i distribucija vina.

Abstract (english)

The cultivation of grapevines and winemaking has a long and rich history in the regions of the Republic of Croatia. It is an integral part of Croatian culture and way of life, with undeniable significance, especially considering that the near disappearance of this tradition has had far- reaching consequences in many countries around the world. In order to establish the product on the market as well as possible, it's essential to effectively communicate and deliver them to consumers. Promotion involves communication with the market, while distribution encompasses all activities that bring the product or service to the final consumer. This paper analyses the
current promotional activities and distribution channels used in Croatia's wine sector, focusing on the strategies and methods entrepreneurs employ to reach and engage with the market. The aim of this research is to identify measures and actions that can enhance wine promotion and distribution in the future.

• Keywords: promocija; distribucija; vinski sektor; Republika Hrvatska
• Keywords (english): promotion; distribution; wine sector; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:051876
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-25 18:24:50