Influence of Key Performance Indicators in Marketing on the Financial Situation of Wine Producers Using ICT

Marketing is one of the key elements of the success of all companies, including the wine sector. Given the importance of wine producers for agriculture, it is important to define and monitor key performance indicators in marketing (KPIs) for a successful stay in the market and a competitive position at home and abroad. Today, the increase in competitive advantage includes mainly marketing, innovation and information and communication technologies. New digital tools and innovations have changed the way we approached data and decisions. A modernly adapted and effective strategic marketing strategy represents for wine companies an understanding mainly of their possibilities as well as the possibilities to influence the customer. This article evaluates the key performance indicators in marketing (KPI) and its relationship and impact on the financial situation of wine producers in Slovakia. The research sample includes 80 respondents. We obtained the primary data through a questionnaire, which was filled in by the leaders of wine companies. We verified the accuracy by means of descriptive statistics and multiple linear regression and Kruskall-Wallis test. We have verified the reliability of the data with the Cronbach alpha test. We have formulated scientific assumptions for in-depth analysis: hypothesis 1 – assumes that key performance indicators have a significant influence on financial situation of selected companies, hypothesis 2 – the use of ICT in marketing is statistically related to the key performance indicators. The results showed a statistically significant impact of KPIs on the financial situation of companies. We have identified significance in customer satisfaction and loyalty, brand awareness and return of investment. However, we were unable to statistically confirm the impact of other indicators (sales growth, market share, gaining new customers). We also identified significant differences in the use of ICT in marketing with key performance indicators in hiring new customers and return on investment. This research contributes positively to the importance of brand building in the eyes of customers as well as customer service, building loyalty and satisfaction, which returns to the loyal approach of customers to the repurchase of wine products and provides advice for professionals. Return on investment helps in more accurate business decisions that can be used when purchasing new equipment (technology), hiring employees, or properly assessing the profitability of marketing strategies

Analysis of the Current Support of E-marketing Activities in Selected Enterprises of the Wine Sector in Slovakia

n the digital era, implementing an effective marketing strategy requires a more comprehensive view of the marketing strategy than in the past. The concepts of older approaches are already ineffective today, but we consider it important to mention them. Organizations focus on improving production, achieving low cost and mass distribution. The product concept is based on the conviction of consumers who prefer products with the highest quality or innovative characteristics. Managers focus on producing quality products and subsequently improving them. The disadvantage is the disproportionate focus on the product (marketing near-sightedness) as on consumption. The sales concept is characterized by a gradual increase in competition and market saturation. With this characteristic, managers are using a more aggressive fixed sales strategy, paying more attention to sales and building improved sales channels. The most modern approach is the holistic marketing concept that came about with the advent of the digital era. It is a dynamic concept conditional on electronic connectivity and interactivity between the agricultural company, its customers and collaborators. It integrates value exploration, building and delivering activities for mutually satisfying relationships and shared prosperity among stakeholders. This paper summarizes the most important results of the questionnaire survey of selected companies carried out under the title: Analysis of the current support of e-marketing activities in selected enterprises of the wine sector in Slovakia. The results of the questionnaire survey are evaluated in the text based on submitted scientific hypotheses

Digital Competence of Digital Native Students as Prerequisite for Digital Transformation of Education

Current students of higher education institutions are referred to as digital natives and so they are expected to have a good level of digital competence. The aim of the paper is to examine whether digital native students of non-technical study programs consider themselves ready for the digital transformation of education and whether, from their point of view, they meet the preconditions for such digital education. A survey (questionnaire) was conducted for this purpose. The results showed that most students have appropriate technical support for online education (technical equipment, internet connection and access to the necessary software). Most students have a positive attitude towards the use of digital technologies in general and specifically in education too. This result is consistent with the characteristics of digital natives. Consistency was also found in their self-assessment of their own level of technical skill (77.4% of students do not need help working with digital technologies or only to a small extent and 84.4% of students can actively participate in online education). The results also indicate students’ propensity for multitasking as a feature of digital natives (during online education, 77% of students use multiple devices at once and a total of 85.2% of students also engage in other activities during online learning). Most students are also satisfied with the support of the subjects they study in the form of e-courses. However, the preference for a particular form of study materials (printed or digital) is not such ambiguous

Marketing Management of Electronic Commerce in the Process of Current Marketing Management

Electronic commerce is booming and has become a phenomenon of our time. While it only existed for a relatively short period of time, it left a significant mark on the current form of business, which can be referred to as the era of the information revolution. In the newly forming conditions, companies must adapt. Otherwise, they will disappear sooner or later. The article discusses the marketing management of electronic commerce with agricultural and food commodities. Its main purpose is to suggest a solution of possibility to strengthen the competitive position of companies with agricultural and food commodities trading mostly electronically by using a marketing management model n order to accomplish this. E-commerce provides opportunities for identifying the main weaknesses in marketing management of the company and recommending how they can be addressed. In addition, the best e-commerce marketing practices and tools are identified and recommended. The current ones are analysed and summarised as well as generalised knowledge of marketing management and electronic commerce and designated for solving problems in marketing management in e-commerce among selected companies that trade predominantly in research savings

User Experience and Usability in Agriculture – Selected Aspects for Design Systems

The paper focuses on the analysis of the applicability of usability and UX methods in the development of applications intended for use in the agrarian sector. In addition to an overview of methods and approaches suitable for this purpose, the process of advanced adoption of the UX methods in the development of agrarian software products is also described. The article also discusses ways to enable partially automated, time-efficient, and cost-effective solutions for the creation of interfaces for agricultural applications. Possibilities of future development and technologies related to the usability of products in agriculture are also outlined. The article thus covers the concept for optimizing the development of agricultural products. The main contribution is the input analysis for the future development of the agrarian design system. From such a synthesized system design, it is then possible to create application interfaces that should have seamless usability and good UX

The Digital Economy in the Context of Digital Transformation and Their Impact on the Electronification of Accounting Processes in the Slovak Republic

As a result of the explosive growth of scientific knowledge and the rapid development of ICT, the world economy is undergoing crucial global changes, which are the most significant since the industrial revolution. Digitization represents the most important element of the fourth industrial revolution, enabling the connection of technology and people. The digital economy is related to the rapid onset and penetration of information and communication technologies into all areas of human activity, which also requires new perspectives on the factors affecting the development and success of the economy. We digitize information and data, digitize the processes and systems that make up the functioning of the company, and digitally transform the company and its strategy. The main task of article is to determine the digital economy in the context of digital transformation and their impact on the electronification of accounting processes in the Slovak Republic. The article defines the progress and level of development of Europe's digital competitiveness in individual EU member states using the Digital Economy and Society Index (DESI). The position of Slovakia and the EU is compared for the period from 2018 to 2022. Slovakia needs to create conditions for the gradual digital transformation of all sectors of the economy. Digitization is also coming to the accounting. The article also describes how the approved amendment to the Act on Accounting as of January 1, 2022 creates space for streamlining the processing and archiving of accounting records. The current change in the amendment to the Act on Accounting thus offers completely new opportunities for working with corporate accounting in relation to internal processes in the company, but also in relation to financial administration or tax authorities. All entities, this also applies to agricultural entities keeping the double entry accounting, are obliged to follow the Act No. 431/2002 Coll. on Accounting as amended