Wine sales and marketing management in hospitality outlets
de Sousa Diniz, Oliver Fabrício (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060113980
https://urn.fi/URN:NBN:fi:amk-2022060113980
Tiivistelmä
This academic work explores the wine business in hospitality outlets in Helsinki Capital Area from the entrepreneur point of view exploring the management of sales and marketing of wine as a core product. The main objective is to contribute to the development of a more effective strategic management for the segment. The choice of the subject is derived from professional circumstances that meet the interests of the researcher, who has been working in the Food and Beverage Service Industry for the past ten years, resulting from the insertion of the researcher in reality, with its reasons and objectives.
The wine business in Helsinki Capital Area has positively grown and developed in the past years. From the initial research, it was found that there is still a lack of power awareness, and consequently loss of business opportunities that become the main driving force behind the decision to research and investigate the wine sales and marketing management further and its effects. This criticism would appear to support the hypothesis that the current scenario still has some constraints regarding the researched theme. Based on the initial research, the main question emerged: “how to effectively improve and manage wine sales in hospitality outlets in Helsinki Capital Area?”
Approaching managerial accounting, it analyses a number of factors that influences this line of business including sales and profitability envisaging the administration of sales price, yet it highlights important aspects such as analysis of cost, volume, and price and inventory. In the light of marketing administration, it analyses the promotion of wines, customer segmentation, wine service administration with a greater emphasis on knowledge creation approach and development of service experience as a brand.
In order to find solutions for the above-mentioned problem, exploratory research was used to find solutions for this real-life problem.
The wine business in Helsinki Capital Area has positively grown and developed in the past years. From the initial research, it was found that there is still a lack of power awareness, and consequently loss of business opportunities that become the main driving force behind the decision to research and investigate the wine sales and marketing management further and its effects. This criticism would appear to support the hypothesis that the current scenario still has some constraints regarding the researched theme. Based on the initial research, the main question emerged: “how to effectively improve and manage wine sales in hospitality outlets in Helsinki Capital Area?”
Approaching managerial accounting, it analyses a number of factors that influences this line of business including sales and profitability envisaging the administration of sales price, yet it highlights important aspects such as analysis of cost, volume, and price and inventory. In the light of marketing administration, it analyses the promotion of wines, customer segmentation, wine service administration with a greater emphasis on knowledge creation approach and development of service experience as a brand.
In order to find solutions for the above-mentioned problem, exploratory research was used to find solutions for this real-life problem.