Professional Documents
Culture Documents
ΤΕΧΝΟΛΟΓΙΑΣ ΑΛΙΕΙΑΣ ΚΑΙ Υ∆ΑΤΟΚΑΛΛΙΕΡΓΕΙΩΝ
ΤΕΧΝΟΛΟΓΙΑΣ ΑΛΙΕΙΑΣ ΚΑΙ Υ∆ΑΤΟΚΑΛΛΙΕΡΓΕΙΩΝ
:
2009
..3
1....5
1.1 ........................... .6
1.2 ................................. .6
1.3 .......................10
1.4 ........17
2....19
2.1 ......19
2.2 ..19
2.3 .......................19
2.4 ...24
2.5 PESTLE..........................31
2.6 S.W.O.T. .........32
3....35
...35
1 .37
2 .42
4....45
...45
....45
..46
.46
.48
.50
..58
.64
.71
.71
....72
S.W.O.T. ..72
5....76
. ...76
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6....80
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1 ....80
2 ....82
....83
- (target group).84
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. ...89
....89
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marketing plan...96
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Promotion, Place.
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:
Michael E. Porter,
. :
1. (existing rivalry).
2. (threat of new entrants).
3. (threat of substitutes).
4. (bargaining power of
suppliers).
5. (bargaining power of buyers).
. , (2003),
.
( 2.3.)
.
2.3.
30
2.4.),
2.4.
PESTLE
PEST
(el.wikipedia.org), :
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).
- Environmental ( ).
:
- .
- .
- .
- .
31
o
1)
2)
3)
4)
5)
6) .
S.W.O.T.
S.W.O.T.
Analysis
(http://www.vrc.gr:8080/roadmaps/index.html),
(Strengths)
(Weaknesses) (Opportunities)
(Threats) . S.W.O.T. Analysis
,
. ,
.
1) (Strengths):
) ?
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SWOT
Analysis .
S.W.O.T. Analysis .
,
.
32
2) (Weaknesses):
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S.W.O.T. Analysis ,
.
33
, S.W.O.. Analysis
,
.
S.W.O.T. Analysis:
S.W.O.T ANALYSIS
STRENGTHS S
WEAKNESS- W
. .
OPPORTUNITIES O SO STRATEGIES
.
..
.
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..
.
THREATS- T
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2) Place ()
3) Promotion ().
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CLASSIC
FAMILY
VACUUM
PANE
16) ;
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49
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ISO9001:2000 HACCP.
4 :
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2) Family.
3) Vacuum.
4) Pane.
classic
. darfresh
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500 g. 750 g.
50
( 2.)
family 22
antifog. 1000 g 800 g.
51
( 3.)
vacuum
.
.
:
( 4.)
52
pane
, , .
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500 g.
.
:
( 5.)
53
1000 g.
:
( 6.)
54
catering, . ..,
100
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(ISO 9001:2000, HACCP).
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ISO 9001: 2000 HACCP,
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57
. ..
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family classic ,
.
super market (
super market ,
super
market
Carrefour),
, .
, , fax.
. ..
, ,
. 55%
.
.. (
), .
.
58
,
Amasa .
Amasa Hellas ,
. 30.000 ..
8.000 ..
,
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,
,
,
AMASA HELLAS S.A.
Amasa Hellas S.A.
"AMASA", "", "",
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:
( 10.)
Amasa :
( 11.)
59
arrow
arrow
arrow
(Sepia Officinalis)
Oct. Vulgaris
loligo
(Xifias Gladius)
(Cynoglossus Spp.)
60
H/ON
H/ON
50
( 12.)
,
1956
.
,
.
, , ,
, ,
.
(Retail) (Food
Service),
.
,
.
,
,
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, ISO
9001:2000, HACCP (azard Analysis of Critical
61
Control Points),
, .
O . ..,
, 2008 65 . ,
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.
,
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.
, .
38.000 .., 12.400 ..
28.400 ..,
,
.
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.
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100
,
.
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,
.
:
( 13.)
62
. ..,
:
1) , :
2) , :
3) , :
4) , :
5) , :
6) , :
63
7) Pane , :
18 fish sticks
8) Pane , :
( 14.)
9) , :
)
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( 15.)
, ,
. . .. ,
,
.
,
64
, ,
.
.
,
.
,
,
, .
. ..
, super market
,
( . ).
,
,
1.057.825
2001),
9,65% .
,
:
0-14 15,53%
15-64 70,34%
65 14,13%
2.625.681 ( 2001).
.
, .
.
.
, .
341.078 ,
.
,
. ,
65
,
.
,
. ,
6,5 % ,
3,3 % . 39
.
( . )
547.057 ( 2001). ,
6,9% 6,3%
(4
, ).
1991 2001 2,6%.
,
, .
49,5%
, 30,5% ,
,
18,9%.
1,1% .
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.
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,
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66
.
, 33,91% .
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67
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. .. 1996-1997, 32 ,
,
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.
Retex.
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.
68
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.
(GMP)
HACCP (Hazard
Analysis Critical Control Point),
,
.
EN ISO 9001: 2000
Lloyds Register Quality Assurance
.
,
,
,
.
69
, , :
,
HACCP
(R&D).
: ,
.
98/83/, :
OMX (total viable count, TVC) 22 37 C,
(fecal coliforms) E. Coli,
(fecal streptococci enterococci)
(. coli)
,
.
Microfil System, Millipore.
( 16.)
,
(total)
(free) .
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DPD (N, N-Diethyl-pPhenylenediamine).
,
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. 555nm.
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(Place)
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( 17.)
(Promotion)
, .
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.
71
. ..
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.
,
,
, .
S.W.O.T.
S.W.O.T.
,
, .
, s.w.o.t
(strengths), (weaknesses)
(opportunities) (threats)
.
. ..,
:
.
,
.
,
72
.
.
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HACCP,
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ISO 9001: 2000
.
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73
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classic
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s.w.o.t. .
74
S.W.O.T.
. .
.
.
,
. .
.
(GMP),
HACCP.
ISO 9001:2000
.
,
(
).
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..
,
.
, ,
ISO9001:2000
HACCP.
darfresh
. .
500 gr 750 gr
14 20.
:
( 18.)
76
-
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.
.
.
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. ,
( 13 )
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),
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super market .
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1 ,
.
( ),
5,67 .
,
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2) .
3) .
4) .
5) .
. ..
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.
super market.
.
.
. .
, .
78
.
( )
super market,
,
. , super market
,
:
(5,67)
(8,89)
750 ml.
FARE MANTINEIA
750 ml.
FARE MANTINEIA
(8,34)
750 ml.
FARE MANTINEIA
( 4.)
79
6
,
.
, .
, target
group ( - ),
, .
1
.
38,3%
30-40 , 31,7% 20-30
.
,
61,7%.
.
(46,7%) , (35%)
.
. 38,4%
25%.
.
2-4 86,7%
8,3%
4-6 , 5%.
80
. 28,4%
18,3%
.
, 36,7%
500-1000 .
,
. (60%), .
, , 50%
(20%).
.
. (43,7%)
18:00-00:00.
,
. (75%), .
,
.
44% 28,4%
.
,
, ,
43, 3% 2-3 .
. .., 75% .
,
.
81
2
(73,4%) , 24,5%,
.
,
( 62,2%) 4,4%
.
,
71,1%
, 17,8% .
,
57,8%.
82
51,1%, 24,5%
.
, 57,8% , 26,7%
.
.
48,9%, ,
28,9% 17,8% .
;,
40% , 4,5%
.
,
55,5% .
,
. , 80%,
.
,
20-30
30-40.
,
.
24 .
,
.
83
500-1000
,
.
18:00 00:00.
.
,
2-3 .
. ,
.
pane
family.
,
.
- (target group)
-,
,
. -,
. , ,
,
,
.
:
30-40
38,3%. 61%
2-4 .
84
.
,
18:00-00:00. 57,1%
2-3
64,3%
. .
, ,
pane
71,4%
.
.
,
20-30 31,7%.
68,4%,
31,6%. 92,3%,
2-4 ,
34,4% .
53,9% , .
00:00, . ,
1 ,
pane, .
38,5% .
.. ,
.
40-50
66,7%, 2-4 ,
, ,
, family classic.
,
. ,
.
85
50,
, . (50%
2-4 50% 4-6 ). ,
, 500-1000 .
.
,
.
20.
.
.
, ,
- .
:
30-40 .
2-4 .
2-3
. ., .
:
,
46,7%,
30-40, 50 .
.
2-4 4-6 . 3040 2-3 , 50
, 2-3 .
.
86
:
28,4%,
30-40 52,2%
500-1000 . 2-4
2-3 .
pane,
family.
-
(target group),
30-40 , ,
,
. .
2-4 .
, 18:00 - 00:00
.
2- 3 . . ..,
pane,
.
.
, ,
,
. ,
, 6,7%
.
, .
, .
87
55,5% , 80%,
.
88
7
.
..
,
,
,
.
,
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pane.
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95
MARKETING PLAN
. ..
3.000
3.000
(2 )
1.800
2.000
2.200
(1 )
2.500
1.500
1.800
(1 )
1.000
(2 )
1.200
1.600
1.500
96
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97
1
1
1) ;
20
20-30
30-40
40-50
50
1
19
23
11
6
2) ;
23
37
3)
-
-
-
21
28
11
0
4) ;
..
...
3
11
23
15
8
0
5) ;
2 4
4 6
5
52
3
6) ;
-
()
11
17
8
10
8
6
7) ;
500
500 - 1000
1000 - 1500
1500
6
22
14
5
13
8) ;
36
24
98
9) ;
30
8
12
10
10) , ;
( )
06:00 - 12:00
12:00 - 18:00
18:00 00:00
00:00
10
18
31
12
11) ;
45
15
12) ; (
)
9
48
31
21
13) 00 ;
1
1
2-3
4
17
26
13
14) . ..
45
15
15) ; (
)
classic
family
vacuum
pane
11
15
4
28
12
16) ;
, 1
, 1
11
2
32
17) ;
42
18
18) ;
34
26
99
2
2
1)
;
33
0
11
1
2) ;
15
28
2
3) ;
8
32
5
0
4) ;
13
26
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5) ;
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23
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12
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22
2
8
13
8) ;
16
18
9
2
9)
;
25
20
10)
;
36
9
100
50 20
2%
10%
40-50
18%
20-30
32%
20
20-30
30-40
40-50
50
30-40
38%
1.
38%
62%
2.
101
-
18%
0%
-
-
47%
-
-
-
35%
3.
13%
0%
5%
...
18%
25%
...
39%
...
...
4.
102
4-6
5%
8%
2-4
4-6
2-4
87%
5.
10%
13%
18%
-
17%
13%
29%
6.
103
22%
500
10%
500
500 1000
1500
8%
1000 1500
23%
1000 1500
500 1000
37%
1500
7.
40%
60%
8.
104
17%
50%
20%
13%
9.
00:00
17%
06:00 - 12:00
14%
06:00 - 12:00
12:00 - 18:00
12:00 - 18:00
25%
18:00 00:00
00:00
18:00 00:00
44%
10.
105
25%
75%
11.
19%
8%
28%
45%
12.
106
22%
7%
1
28%
1
2-3
2-3
43%
13.
. ..;
25%
75%
14. . ..
107
. ;
17%
classic
16%
classic
family
vacuum
family
21%
pane
40%
pane
vacuum
6%
15. .
. ;
, 1
24%
, 1
72%
, 1
4%
, 1
16. .
108
. ;
30%
70%
17.
. ;
43%
57%
18.
109
24%
2%
0%
74%
19.
4%
33%
63%
20.
110
0%
18%
11%
71%
21.
7%
31%
62%
21.
111
0%
4%
20%
24%
52%
22.
,
16%
,
,
,
57%
,
27%
23.
112
29%
49%
18%
4%
24.
4%
20%
36%
40%
25.
113
44%
56%
26.
20%
80%
27.
114
1. ., ., (2002), ,
, Rosili, .
2. Kotler P., (1990), , , ,
, , Interbooks, .
3. , , (2001)
, .
4. . (2003),
, .
5. . ( 2003),
, .
6.
. ( 2004). 4
: , ,
, . ().
1. http:// www.tex.unipi.gr
2. http:// www.ventasite.gr
3. http:// www.bizwriter.gr
4. http:// www.diania.gr
5. http:// www.goutsidis.gr
6. http:// www.liaison.uoc.gr
7. http:// www.el.wikipedia.org
8. http:// www.eld.teipir.gr
9. http:// www.hri.org
10. http:// www.gdmitviouc.blogspot.com
11. http:// www.marketing-lexicon,pblogs.gr
12. http:// www.busineestools.gr
13. http:// www.users.auth.gr
14. http:// www.demokritos.gr
15. http:// www. Vrc.880/roadmps/idex.html
115