Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava

Anita Macek; Stefan Tomicek; Hazbo Skoko; Vito Bobek

Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava

Anita Macek
, Stefan Tomicek
, Hazbo Skoko
, Vito Bobek

Business

FM Joanneum University of Applied Science
Alpen-Maykestag GmbH

Research output: Book chapter/Published conference paper › Conference paper › peer-review

1355 Downloads (Pure)

Abstract

Purpose of this paper is to point out options how to administer long-lasting approaches in order to stay competitive, to expand markets and awareness on the part of the customer on the example of a small Austrian entity. The empirical research has revealed that in regards of purchasing behaviours, competition is deniable referring to brands, but the customers’ concerns about health and product quality are in the position to achieve a competitive advantage. Another finding was that above-the-line communication were not replacing old fashioned media, as well as personal recommendation is perceived as strong influence for the purchasing act.

Original language	English
Title of host publication	ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ
Subtitle of host publication	Материалы международной научной конференции
Editors	Ж.Н. Шмелева
Place of Publication	Красноярск
Publisher	Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет»
Pages	152-164
Number of pages	13
Publication status	Published - 15 Oct 2019
Event	Problems of Modern Agricultural Science: Materials of the international scientific conference (October 15, 2019) - Krasnoyarsk State Agrarian University, Красноярск, Russian Federation Duration: 15 Oct 2019 → 15 Oct 2019

Conference

Conference	Problems of Modern Agricultural Science
Country/Territory	Russian Federation
City	Красноярск
Period	15/10/19 → 15/10/19
Other	ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ Материалы международной научной конференции (15 октября 2019 г.) PDF with information on the conference saved PID 37959036

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https://www.elibrary.ru/item.asp?id=41289509&pff=1

Cite this

Macek, A., Tomicek, S., Skoko, H., & Bobek, V. (2019). Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava. In Ж. Н. Шмелева (Ed.), ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ: Материалы международной научной конференции (pp. 152-164). Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет». https://www.elibrary.ru/item.asp?id=41289509&pff=1

Macek, Anita ; Tomicek, Stefan ; Skoko, Hazbo et al. / Marketing concept and entry strategy for start-ups in the beverage sector : Case of Makava. ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ: Материалы международной научной конференции. editor / Ж.Н. Шмелева. Красноярск : Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет», 2019. pp. 152-164

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title = "Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava",

abstract = "Purpose of this paper is to point out options how to administer long-lasting approaches in order to stay competitive, to expand markets and awareness on the part of the customer on the example of a small Austrian entity. The empirical research has revealed that in regards of purchasing behaviours, competition is deniable referring to brands, but the customers{\textquoteright} concerns about health and product quality are in the position to achieve a competitive advantage. Another finding was that above-the-line communication were not replacing old fashioned media, as well as personal recommendation is perceived as strong influence for the purchasing act.",

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note = "Includes bibliographical references.; Problems of Modern Agricultural Science : Materials of the international scientific conference (October 15, 2019) ; Conference date: 15-10-2019 Through 15-10-2019",

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publisher = "Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет»",

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Macek, A, Tomicek, S, Skoko, H & Bobek, V 2019, Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava. in ЖН Шмелева (ed.), ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ: Материалы международной научной конференции. Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет», Красноярск, pp. 152-164, Problems of Modern Agricultural Science, Красноярск, Russian Federation, 15/10/19. <https://www.elibrary.ru/item.asp?id=41289509&pff=1>

Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava. / Macek, Anita; Tomicek, Stefan; Skoko, Hazbo et al.
ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ: Материалы международной научной конференции. ed. / Ж.Н. Шмелева. Красноярск: Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет», 2019. p. 152-164.

Research output: Book chapter/Published conference paper › Conference paper › peer-review

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T1 - Marketing concept and entry strategy for start-ups in the beverage sector

T2 - Problems of Modern Agricultural Science

AU - Macek, Anita

AU - Tomicek, Stefan

AU - Skoko, Hazbo

AU - Bobek, Vito

N1 - Includes bibliographical references.

PY - 2019/10/15

Y1 - 2019/10/15

N2 - Purpose of this paper is to point out options how to administer long-lasting approaches in order to stay competitive, to expand markets and awareness on the part of the customer on the example of a small Austrian entity. The empirical research has revealed that in regards of purchasing behaviours, competition is deniable referring to brands, but the customers’ concerns about health and product quality are in the position to achieve a competitive advantage. Another finding was that above-the-line communication were not replacing old fashioned media, as well as personal recommendation is perceived as strong influence for the purchasing act.

AB - Purpose of this paper is to point out options how to administer long-lasting approaches in order to stay competitive, to expand markets and awareness on the part of the customer on the example of a small Austrian entity. The empirical research has revealed that in regards of purchasing behaviours, competition is deniable referring to brands, but the customers’ concerns about health and product quality are in the position to achieve a competitive advantage. Another finding was that above-the-line communication were not replacing old fashioned media, as well as personal recommendation is perceived as strong influence for the purchasing act.

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KW - Product niche

KW - Health and wellness beverage market

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M3 - Conference paper

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EP - 164

BT - ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ

A2 - Шмелева, Ж.Н.

PB - Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет»

CY - Красноярск

Y2 - 15 October 2019 through 15 October 2019

ER -

Macek A, Tomicek S, Skoko H, Bobek V. Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava. In Шмелева ЖН, editor, ПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ: Материалы международной научной конференции. Красноярск: Министерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет». 2019. p. 152-164

Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava

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