Abstract
The following case study describes how a vinery, by combining both tradition and new marketing and production concepts, has transformed itself from a sideline business to a major concern. In the last four years, the business manager has succeeded in repositioning the business and steering it towards growth, achieving a significant turnaround. Now, this ‘young’ traditional vinery must reinforce its position and establish concepts to ensure the long-term growth of the business. The measures employed to reach this goal will be described both in concept and in practice, so that they may serve as a best-practice model for the industry.
Zusammenfassung
In der folgenden Fallstudie wird dargestellt, wie ein Weingut durch Rückgriff auf Tradition sowie neue Marketing- und Produktionskonzepte von einem Nebenerwerbs- zu einem Vollerwerbsunternehmen umgestellt werden konnte. In den letzten vier Jahren ist es dem Geschäftsführer gelungen das Unternehmen neu zu positionieren und es auf Wachstum auszurichten. Der „turn around“ ist gelungen. Nun muss das „junge“ traditionelle Weingut seine Position behaupten und Konzepte zur Sicherstellung eines langfristigen Wachstums installieren. Die Maßnahmen zur Erreichung dieses Ziels werden im folgenden Beitrag konzeptuell und praxisnah beschrieben, sodass sie der Branche als best practice Vorlage dienen können.
Riassunto
Il presente articolo spiega come un’azienda vinicola, abbinando tradizione e nuove iniziative commerciali e di produzione, si è evoluta da attività secondaria ad un’impresa importante. Negli ultimi quattro anni la direzione è riuscita a ristrutturare l’attività e ad indirizzarla verso una crescita, completando un rilevante cambio di marcia. Adesso, questa “rinnovata”, già tradizionale, azienda vinicola deve rafforzare la sua posizione e fissare le linee guida per assicurare una crescita duratura dei suoi affari. Indicheremo sia in teoria che in pratica i mezzi impiegati per raggiungere tale scopo, in modo che possano servire da modello teorico-pratico ottimale per altre aziende di questo settore.
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Schätzel, K., Arens, L., Schätzel, J. (2011). Schätzel Vinery – Tradition 2.0. In: Sidali, K., Spiller, A., Schulze, B. (eds) Food, Agri-Culture and Tourism. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-11361-1_8
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DOI: https://doi.org/10.1007/978-3-642-11361-1_8
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