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(http://marketing-lexicon.pblogs.gr),
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(edu.demokritos.gr),
(www.goutsidis.gr), (http://www.diania.gr) (www.liaison.uoc.gr),
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. :
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3. (threat of substitutes).
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suppliers).
5. (bargaining power of buyers).

. , (2003),

.
( 2.3.)
.

2.3.
30

2.4.),

2.4.

PESTLE
PEST
(el.wikipedia.org), :
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).
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31

 o
1)
2)
3)
4)
5)

6) .

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S.W.O.T.

Analysis

(http://www.vrc.gr:8080/roadmaps/index.html),

(Strengths)

(Weaknesses) (Opportunities)
(Threats) . S.W.O.T. Analysis

,
. ,

.
1) (Strengths):
) ?
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SWOT
Analysis .
S.W.O.T. Analysis .

,

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32

2) (Weaknesses):
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.

33

, S.W.O.. Analysis
,
.
S.W.O.T. Analysis:

S.W.O.T ANALYSIS
STRENGTHS S
WEAKNESS- W
. .
OPPORTUNITIES O SO STRATEGIES
.

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WO STRATEGIES


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THREATS- T

WT STRATEGIES



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30-40
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51

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52

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58


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arrow

arrow

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(Sepia Officinalis)

Oct. Vulgaris

loligo

(Xifias Gladius)

(Cynoglossus Spp.)

60

 H/ON

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50

( 12.)
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Service),
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9001:2000, HACCP (azard Analysis of Critical
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63

7) Pane , :

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S.W.O.T.
,

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(strengths), (weaknesses)
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.
. ..,
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72

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76

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78



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( )
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(5,67)

(8,89)

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750 ml.
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(8,34)

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( 4.)

79

 6

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,
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,
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51,1%, 24,5%
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 500-1000
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18:00 00:00.

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71,4%
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, 2-3 .

.

86

:

28,4%,
30-40 52,2%
500-1000 . 2-4
2-3 .
pane,
family.
-
(target group),
30-40 , ,
,
. .
2-4 .
, 18:00 - 00:00
.
2- 3 . . ..,
pane,
.
.

, ,
,
. ,
, 6,7%
.
, .

, .

87

 55,5% , 80%,
.

88

 7
.
..
,
,
,
.
,

. ,
.

.
.

.
.
, .
,
.
.
,
.
.

, .
,
, .
.
89


500 g,
pane.
( classic),
.
2 ,
.
pane,
. 3 pane
(),
,

3 .
, , pane
.

,
,
. , ,
,
.

,

.

.
.
.
,
,

90

.
, .
,
,
,
.
, ( , , ,
) ( ,
), , ,
. .

,
.

.
.
,
( , classic),
.

.
, .

,
(22 ),
.

.
,
, ,
,

91

. ,
;

,
.
.

. :

, ,


.
.
, .

.

, , .. mega.
18:00 00:00
,
.
,

, ,
.

,
, super market.

92




, ,
, ..
,
, .
.

.

. ,
.

.
,
.
, 2 ,

.
,


.
.
. .
,
,
,

.
.
5 p (personal),
.
93


,
.

, .

,
.
.
.


, .
1 ,

.
,
,

.


,
.
:
1) (
).
2) (
).
3) .
4) (
).
5) ( ).
94

6) ( ).
7) ( )
. .. .


, .

, ,

pane.

..

( 5.)

95

 MARKETING PLAN
. ..

3.000

3.000

(2 )

1.800

2.000

2.200

(1 )

2.500

1.500

1.800

(1 )

1.000

(2 )

1.200

1.600

1.500

96


,


.

, ,

, .
. ..
,
,
.
, ,

,
. 2
,

,
..

,


. .

.
. ,

.

97

1
1
1) ;
20
20-30
30-40
40-50
50

1
19
23
11
6

2) ;

23
37

3)
-
-
-

21
28
11
0

4) ;

..
...

3
11
23
15
8
0

5) ;

2 4
4 6

5
52
3

6) ;



-

()

11
17
8
10
8
6

7) ;
500
500 - 1000
1000 - 1500
1500

6
22
14
5
13

8) ;

36
24

98

9) ;

30
8
12
10

10) , ;
( )

06:00 - 12:00
12:00 - 18:00
18:00 00:00
00:00

10
18
31
12

11) ;

45
15

12) ; (
)

9
48
31
21

13) 00 ;
1
1
2-3

4
17
26
13

14) . ..

45
15

15) ; (
)

classic
family
vacuum
pane

11
15
4
28
12

16) ;
, 1
, 1

11
2
32

17) ;

42
18

18) ;

34
26

99

2
2
1)
;

33
0
11
1

2) ;

15
28
2

3) ;

8
32
5
0

4) ;

13
26
3

5) ;

0
9
23
11
2

6) ;
,
,
,

7
12
26

7) , ;

22
2
8
13

8) ;

16
18
9
2

9)
;

25
20

10)
;

36
9

100

50 20
2%
10%
40-50
18%

20-30
32%

20
20-30
30-40
40-50
50

30-40
38%

1.

38%

62%

2.

101

-
18%

0%
-

-
47%

-
-

-
35%

3.

13%

0%

5%
...
18%

25%

...
39%

...
...

4.

102


4-6
5%

8%

2-4
4-6

2-4
87%

5.

10%
13%

18%

-
17%

13%

29%

6.

103

22%

500
10%

500
500 1000

1500
8%
1000 1500
23%

1000 1500

500 1000
37%

1500

7.

40%

60%

8.

104

17%

50%

20%

13%

9.

00:00
17%

06:00 - 12:00
14%
06:00 - 12:00
12:00 - 18:00
12:00 - 18:00
25%

18:00 00:00
00:00

18:00 00:00
44%

10.

105

25%

75%

11.

19%

8%

28%

45%

12.

106

22%

7%

1
28%

1
2-3

2-3
43%

13.

. ..;

25%

75%

14. . ..

107

 . ;

17%

classic
16%
classic
family
vacuum

family
21%
pane
40%

pane

vacuum
6%

15. .

. ;

, 1
24%
, 1

72%

, 1

4%

, 1

16. .

108


. ;

30%

70%

17.

. ;

43%

57%

18.

109

24%

2%

0%

74%

19.

4%

33%

63%

20.

110

0%

18%
11%

71%

21.

7%

31%

62%

21.

111



0%


4%
20%
24%

52%

22.

,
16%
,
,
,
57%

,
27%

23.

112

29%

49%

18%

4%

24.

4%
20%

36%

40%

25.

113

44%

56%

26.

20%

80%

27.

114


1. ., ., (2002), ,
, Rosili, .
2. Kotler P., (1990), , , ,
, , Interbooks, .
3. , , (2001)
, .
4. . (2003),
, .
5. . ( 2003),
, .
6.
. ( 2004). 4
: , ,
, . ().

1. http:// www.tex.unipi.gr
2. http:// www.ventasite.gr
3. http:// www.bizwriter.gr
4. http:// www.diania.gr
5. http:// www.goutsidis.gr
6. http:// www.liaison.uoc.gr
7. http:// www.el.wikipedia.org
8. http:// www.eld.teipir.gr
9. http:// www.hri.org
10. http:// www.gdmitviouc.blogspot.com
11. http:// www.marketing-lexicon,pblogs.gr
12. http:// www.busineestools.gr
13. http:// www.users.auth.gr
14. http:// www.demokritos.gr
15. http:// www. Vrc.880/roadmps/idex.html

115