Page 44 - Rižnar, Igor, and Klemen Kavčič (ed.). 2017. Connecting Higher Education Institutions with Small and Medium-Sized Enterprises. Koper: University of Primorska Press
P. 44
Aleksander Janeš, Roberto Biloslavo, and Armand Faganel
around 240 tonnes per year and increasing. Large farms could produce
up to 10,000 tonnes per year. Then we are really a boutique. If every
tenth Slovenian ate one fish per year, in October if we keep our rhythm,
we would remain without fish. This means that we are small.’
This should be worked out well as brand positioning for the various
identified target segments of customers. Based on the key differentiat-
ing competitive advantages and the specific needs and desires of each
target segment, in which it pays to invest and to continue developing,
special offers are chosen. Positioning (i.e. the creation of the desired
product image with customers) is performed by means of product pol-
icy, price policy, distribution and unique marketing communications;
with added services at the same time. As the needs of wholesalers, re-
tailers, caterers and groups of individual customers differ, it is necessary
to create a unique marketing mix that will focus specifically on each of
the target groups.
As a very important aspect of the company is the continued develop-
ment of networking and complementary activities i.e. guided visits to
the fish farm for the education of young people. Therefore, the company
want to expand the network of contacts with principals and teachers
especially in the field of geography, household and nutritional sciences,
as well as with students of all levels (Dravinec 2015). The website of the
company might be extended to the field of education – e.g. an ‘educa-
tion tab’ with a special portal for distance learning, video clips of events
at the fish farm, all of which could provide even more credibility to the
sustainable operation of the company.
Another challenge is the shortage of the extensive and intensive
joint appearance of entrepreneurs, coastal/Istrian caterers and hote-
liers. This is because a small company cannot afford advertising space
in tourist catalogues and at major trade fairs. Recently, the hoteliers
changed their attitude to Slovenian entrepreneurs and started includ-
ing them within the offer. However, according to dr. Irena Fonda, much
more can be done; especially in terms of connecting innovative en-
trepreneurs with quality products that complement the offer. The con-
clusions based on the interview-workshops indicated that interest in
the development of joint promotions and complementary cooperation
already exists in activities such as fish farming, culinary, tourism and
wine.
Continued partnerships with media of all kinds is certainly one activ-
ity that supports promotion, recognition and successful products sales.
42
around 240 tonnes per year and increasing. Large farms could produce
up to 10,000 tonnes per year. Then we are really a boutique. If every
tenth Slovenian ate one fish per year, in October if we keep our rhythm,
we would remain without fish. This means that we are small.’
This should be worked out well as brand positioning for the various
identified target segments of customers. Based on the key differentiat-
ing competitive advantages and the specific needs and desires of each
target segment, in which it pays to invest and to continue developing,
special offers are chosen. Positioning (i.e. the creation of the desired
product image with customers) is performed by means of product pol-
icy, price policy, distribution and unique marketing communications;
with added services at the same time. As the needs of wholesalers, re-
tailers, caterers and groups of individual customers differ, it is necessary
to create a unique marketing mix that will focus specifically on each of
the target groups.
As a very important aspect of the company is the continued develop-
ment of networking and complementary activities i.e. guided visits to
the fish farm for the education of young people. Therefore, the company
want to expand the network of contacts with principals and teachers
especially in the field of geography, household and nutritional sciences,
as well as with students of all levels (Dravinec 2015). The website of the
company might be extended to the field of education – e.g. an ‘educa-
tion tab’ with a special portal for distance learning, video clips of events
at the fish farm, all of which could provide even more credibility to the
sustainable operation of the company.
Another challenge is the shortage of the extensive and intensive
joint appearance of entrepreneurs, coastal/Istrian caterers and hote-
liers. This is because a small company cannot afford advertising space
in tourist catalogues and at major trade fairs. Recently, the hoteliers
changed their attitude to Slovenian entrepreneurs and started includ-
ing them within the offer. However, according to dr. Irena Fonda, much
more can be done; especially in terms of connecting innovative en-
trepreneurs with quality products that complement the offer. The con-
clusions based on the interview-workshops indicated that interest in
the development of joint promotions and complementary cooperation
already exists in activities such as fish farming, culinary, tourism and
wine.
Continued partnerships with media of all kinds is certainly one activ-
ity that supports promotion, recognition and successful products sales.
42
