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Analyse von Entscheidungskriterien für die Auswahl unterschiedlicher Distributionswege österreichischer Weinbaubetriebe

Analyse von Entscheidungskriterien für die Auswahl unterschiedlicher Distributionswege österreichischer Weinbaubetriebe

          
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About the Book

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Handel und Distribution, FHWien der WKW (Fachhochschul-Studiengang Unternehmensführung für die mittelständische Wirtschaft), Sprache: Deutsch, Abstract: Die österreichische Weinwirtschaft ist durch ihre Kleinstrukturiertheit und Heterogenität gekennzeichnet. Der Großteil der Betriebe wird als Familienunternehmen geführt. Durch diese Struktur ergeben sich Probleme bei Vermarktung, Technologie, Know-how, Finanzierung und Lagerkapazität. Durch die extreme Produktvielfalt, wobei von jedem Wein nur kleine Mengen vorhanden sind, sind professionelle Marketingkonzepte kaum vorhanden. Neben dem Ausschank in der eigenen Betriebsstätte (Buschenschank) hat der Weinbaubetrieb die Möglichkeiten, Trauben, Fasswein oder Flaschenwein über verschiedene Vertriebswege zu verkaufen. Weit verbreitet sind Multikanal-Systeme, bei denen über mehrere Vertriebskanäle mit einer Vielzahl von Vertriebspartnern verkauft wird. So wird die Unabhängigkeit gestärkt und das Absatzrisiko gesenkt. Es muss aber auf die Wechselwirkungen zwischen den Vertriebswegen durch ihre Imagewirkung geachtet werden. Bei der Vermarktung von Flaschenweinen gelten höhere persönliche Anforderungen an den Winzer (Bildung, Kreativität) als bei der Vermarktung von Trauben oder Fasswein. Es ist dabei zwischen direktem und indirektem Vertrieb zu unterscheiden, wobei zur Zeit der direkte zu Gunsten des indirekten Vertriebsweges zurückgeht. Für erfolgreichen Weinverkauf ist es neben der Bekanntheit, dem Standort, dem Eingehen von Kooperationen, Produktaufmachung und Flexibilität wichtig, sich von der großen Anzahl der Anbieter zu differenzieren und den besonderen Vorteil und Mehrwert für den Kunden herauszuarbeiten. An sinnvollen kommunikationspolitischen Möglichkeiten sollten dazu Messeauftritte, Direktwerbung und Förderung der Mundpropaganda genutzt werden. Vor einigen Jahren haben einige Handelsbetriebe und Winzer bemerkt, dass die Zeit reif ist, das Sortiment auszuweiten u


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Product Details
  • ISBN-13: 9783656083511
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656083517
  • Publisher Date: 18 Dec 2011
  • Height: 210 mm
  • No of Pages: 94
  • Series Title: German
  • Weight: 131 gr


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Analyse von Entscheidungskriterien für die Auswahl unterschiedlicher Distributionswege österreichischer Weinbaubetriebe
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Analyse von Entscheidungskriterien für die Auswahl unterschiedlicher Distributionswege österreichischer Weinbaubetriebe
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