20.500.12556/RUNG-6712
Marketinški načrt za vinoteko (vinotoč in kafe bar)
diplomsko delo
Marketing plan for wine shop (Wine shop and coffee bar)
V diplomskem delu je oblikovan marketinški načrt za Vinoteko Jogan. Pri
marketinškem načrtovanju smo izhajali iz osnovnih vrednot izbranosti in kakovosti, ki
predstavljata osnovo za vse marketinške vsebine in osnovno konkurenčno prednost, s
katero se gostinski lokal pozicionira na trgu ter ustvarja svoj želeni tržni delež. Iz
vrednot izbranosti in kakovosti sta izpeljana vizija in poslanstvo podjetja ter oblikovani
strateški in taktično-operativni cilji za dva segmenta porabnikov, in sicer za stalne
domače obiskovalce in naključne turistične obiskovalce. Med domačimi porabniki
računamo na porabnike, ki cenijo kakovostno gostinsko storitev in izbranost proizvoda,
v segmentu turističnih porabnikov pa predvsem na tiste, ki so za obisk motivirani zaradi
posebnosti okoliščin, da so na potovanju. Izbranost in kakovost proizvoda sta
eksplicirana v tržnem komuniciranju, ki zajema promocijske procese v obliki
oglaševanja in procesa ter okoliščine porabe proizvoda. Bistvenega pomena v
marketinškem spletu so zlasti fizični dokazi, ki morajo podpirati osnovno konkurenčno
prednost s posredovanjem ustreznih impulzov porabniku na ravni vseh njegovih čutov.
In this thesis we design a marketing plan for our wine bar. In the planning process we
start from the basic value of selecting and quality, which present the basis for all
marketing content and a core competitive advantage, which positions the bar in the
market and creates its desired market share. From the values of selecting and quality we
realize the vision and the mission of the company and develop strategic and tactical-operational objectives for the two segments of consumers, namely permanent local
visitors and randomly tourist visitors. Among domestic consumers we assume
consumers who appreciate quality culinary services and selected products and among
tourist consumers we assume customers who are motivated to visit the bar because of
the particularities of the fact that they are traveling. We explicit the selection and quality
of the product in our marketing communications, which includes promotional processes
in the form of advertising, and the process and circumstances of the product usage.
Essential in our marketing mix is that particular physical evidence supports the basic
competitive advantage by providing the appropriate impulses to the consumer at the
level of all his senses.
diplomske naloge
gostinstvo
vinoteka
vinotoč
bari
marketinški načrt
marketing
marketing plan
hospitality
bar
true
true
false
D. Jogan
Slovenski jezik
Angleški jezik
Diplomsko delo/naloga
2021-08-29 16:35:19
2022-06-14 10:07:09
2023-06-09 03:44:24
0000-00-00 00:00:00
2022
0
Nova Gorica
2022
Nova Gorica
VIII, 30 str., [36] str. pril.
0000-00-00
NiDoloceno
NiDoloceno
NiDoloceno
0000-00-00
0000-00-00
0000-00-00
111559171
634.8+663.2
URN:SI:UNG:REP:VXWCKMJE
RAZ_Jogan_Domen_i2022.pdf
RAZ_Jogan_Domen_i2022.pdf
1
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6814ef29c3c79449932ef01537a11d7114c313efe465c41d5058e444260bc35a
308b5fd4-05d0-11ee-9c48-5ef991fed68f
https://repozitorij.ung.si/Dokument.php?lang=slv&id=24243
Fakulteta za vinogradništvo in vinarstvo
0
0
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