Brand identity analysis and possible positioning strategies for Szekszárd wine region

Horváth Panna (2021) Brand identity analysis and possible positioning strategies for Szekszárd wine region. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The aim of the research is to present the Szekszárd wine region, to examine the marketing tools currently used by the region and to explore the possibilities of making them more effective. The main reason for the choice of the topic is that, in my opinion, the market positioning and perception of the Szekszárd wine region is not the same as the quality of the wines offered. In order for the research to achieve its aim, in addition to exploring the theoretical background, a two-sided study is needed both to assess the needs and opinions of consumers and to assess the opinion of the region's winemakers on the effectiveness of the marketing tools used so far. In the course of my research, I found that the strategy applied in the wine region so far has mostly achieved the desired effect, but there is still a lot of untapped potential in building the Szekszárd wine brand, in the use of marketing tools and in the development of tourism opportunities. These gaps have been recognised by local winemakers and concrete plans are being prepared for improvements and the further development of the Szekszárd wine region.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand building, market position, marketing tools, wine marketing, wine tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:16
Utolsó módosítás:	2022. Már. 22. 08:16

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