Research into Development Opportunities for a Slovenian Vine Nursery Company

In the diploma thesis, they researched development opportunities for a Slovenian company in the field of vine nursery production. They researched trends in viticulture and vine nursery production in Slovenia and worldwide. The main objectives of this document were therefore to determine which European (or other) markets are most favourable for a vine nursery company and which market channels have the greatest potential, and to support this with facts or figures and other data. In this diploma thesis, they focused primarily on European markets (Italy, France, Austria), which also have the greatest tradition in the field of viticulture and wine production.

Problem

In the diploma thesis, they researched development opportunities for a Slovenian company in the field of vine nursery production. They researched trends in viticulture and vine nursery production in Slovenia and worldwide. But not only for vine nursery production.

This highly specialised activity is connected with wine production and vineyards and viticulture. They conducted market analyses of countries with the longest viticultural tradition, analysis of trends and movements in this sector. This served them for the preparation of a marketing plan for the company Vinador d.o.o.

(as a company specialising in the field of vine nursery production in north-eastern Slovenia). Since the planting of new vineyards and the purchase of vines is connected with the agricultural policy of the European Union as well as all other countries in the world, they reviewed legislation, regulations and provisions and assessed how this affects viticulture or the consumption and sale of wine. Additionally, they researched and reviewed trends in wine consumption, production, the size of world vineyards and international trade in the field of wine (worldwide, across Europe and by individual countries).

For the needs of the company, they also researched sales and procurement opportunities in the field of vine nursery production, main customers and suppliers or intermediaries. They reviewed so-called direct and indirect customers with emphasis on where and how to get in touch with them, how and where to find new customers or intermediaries. They are convinced that these customers or intermediaries are most easily reached at international agricultural fairs, but today of course also via the internet.

All this is particularly important for the development of a company in the field of vine nursery production in the future. It should be emphasised that in most companies the problem does not arise in production, but in marketing and sales. They focused on this problem in this diploma thesis.

Results

The main objectives of this document were therefore to determine which European (or other) markets are most favourable for a vine nursery company and which market channels have the greatest potential, and to support this with facts or figures and other data. In this diploma thesis, they focused primarily on European markets (Italy, France, Austria), which also have the greatest tradition in the field of viticulture and wine production. They believe that by studying internet sources, literature (domestic and foreign), obtaining concrete (numerical, quantitative) data, they can obtain sufficient information as a basis for decisions regarding their development opportunities (for a small family Slovenian company engaged in vine nursery production).