Marketing-Konzeption

This paper deals with the development of a marketing concept for a winery in the Netherlands. In order to determine the strategic initial situation, a situation analysis is carried out at the beginning. It considers both the external and internal business environment. The opportunities and risks as well as the strengths and weaknesses that arise for the company on the market are then summarised in a SWOT matrix (strengths, weaknesses, opportunities, threats). Then the structure of a marketing concept is described and its relevance as a basic master plan for the company is clarified. Based on the SWOT analysis, the marketing objectives are determined at the first decision level. The author then defines the strategies for the winery in order to achieve the marketing goals. The last decision-making level, the Ma.