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Piata bauturilor alcoolice din Ro-patrunderea pe piata a firmei Khortytsa

Piata bauturilor alcoolice din Ro-patrunderea pe piata a firmei Khortytsa

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Published by: Alina on Jan 25, 2011
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12/14/2012

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UNIVERSITATEA TRANSILVANIA DIN BRASOVFACULTATEA DE STIINTE ECONOMICESPECIALIZARE AFACERI IINTERNATIONALEPIATA BAUTURILOR ALCOOLICE DIN ROMANIASTUDIU DE CAZ: PATRUNDEREA FIRMEI KHORTYTSA PE PIATA ROMANEASCA DEVOTKASTUDENTI: BRUMA ALINABLAJ NICOLETAGRUPA 8481
 
BRASOV, 2011
CUPRINSIntroducere firma ........................................................................................................................................3Macromediul de marketing ....................................................................................................................... 4Mediul demografic ................................................................................................................................. 4Factori politico-legislativi ...................................................................................................................... 4Factori socio-culturali ............................................................................................................................ 5Factori tehnologici ................................................................................................................................. 9Micromediul de marketing ...................................................................................................................... 11Conjunctura actuala a pietei din Romania ............................................................................................11Clientii .................................................................................................................................................14Concurentii .......................................................................................................................................... 14Distributia .............................................................................................................................................14Strategia de patrundere pe piata ............................................................................................................... 15Mix-ul de marketing ................................................................................................................................17Politica de produs ................................................................................................................................. 17Politica de pret ......................................................................................................................................18Politica de distributie ............................................................................................................................19Politica de promovare ...........................................................................................................................20Concluzii si propuneri .............................................................................................................................. 21Bibligrafie ................................................................................................................................................ 222
 
Introducere firma
KHORTYTSASediu: UkraineIndustrie:Vinurisi bauturi spirtoaseSize: 5,000 angajatiFondata in 1995Website:http://www.khortytsa.comPozitionare companiei pe piata UcraineiPotrivit cercetarilor de marketing a MIMRB, Khortytsa este liderul pe piata alcoolului dinUcraina, detinand o cota de piata de 31%.In 2006 compania Khortytsa a devenit una dintre cele trei branduri de vodkainternationale de top impreuna cu Smirnoff si Absolut conform World Millionaire’s Club rating(Clubului de evaluare a milionarilor din lume).Tot in 2006 distileria isi propunea sa extinda exporturile de la 38 de tari la 70.Cantitatea de bunuri exportate sa creasca in 2007 la 40% fata de 20% in anul 2006 si 15% in2005. Corespondentul Business Inform LIGA a fost astfel informat de catre Serghei Velichko,Director Marketing si publicitate a distilerie Khortytsa.Totusi conform Uniunii angrosistilor alcoolului si a tutunului si asociatia producatorilor SOVAT, Khortytsa era doar a 5-a in cazul volumului productiei, in timp ce Nemiroff UVKramane cel mai mare exportator intern de vodka.Producatorul, care detine mai multe branduri de bauturi alcoolice, in special vodka,exporta in mai multe tari, precum Belgia, China, Canada, dar si in Orientul Mijlociu, pe pieteca Irak sau Siria, a declarat un purtator de cuvânt al Khortytsa, potrivit datelor agentieiucrainene Ukrinform, citate de MediafaxDistileriile companiei sunt localizate in regiunea Zaporojie, din sudul Ucrainei.Compania are o capacitate lunara de productie de 1,5 milioane de decilitri.
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