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Strategické možnosti ve vinařství v České republice
Šperková, Radka
The topic of this dissertation thesis is the wine sector and its main aim is to define recommendations for enterprises in this sector and for enterprises that are just considering the entrance. Suggested recommendations are results of external environment analysis, assessment of attractiveness of the sector and complex analysis of the competition in the sector. According to the results, a recommendation for two extreme cases of enterprises considering the entrance to the sector has been suggested. In first case -- a micro company, cautious entrance with minimal investments, differentiation of the production and than gradual growth of market share was suggested. For a company of medium size that means need of high investments -- especially into technology and marketing. Recommendations were also suggested for two model examples of current enterprises. Micro companies should be focused on realization of conservative strategies like market penetration, concentric diversification and costs minimization. On the other hand, companies of medium size should be focused on realization of aggressive strategies such as development of new products, diversification, and backward, forward or horizontal integration. Also usability of modification of statistic method of cluster analysis as appropriate tool for competition group analysis has been verified.
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