Adaptation of the business concept to specific marketing conditions

Posljednjih godina svjedoci smo kriza nastalih uslijed potresa , pandemije virusom COVID 19, prirodnih nepogoda (poplave, tuče, velike suše i požari), ekonomskih kriza, međunarodnih konflikata i ratova ili nepogoda zbog ljudskog faktora poput velikog iseljavanja stanovništva. Vanjske krize dolaze iz okruženja i poslovni subjekt na njih nema utjecaj, ali utječu na njegove mogućnosti opstanka. Poljoprivreda za razliku od drugih proizvodnji je u vrlo rizičnoj skupini zbog svoje prirode proizvodnje na otvorenom te je izložena klimatskim uvjetima i vrlo je osjetljiva na krize u okruženju. Istraživanje prikazuje sposobnost poduzeća u prilagodbi specifičnim uvjetima nastalim pod utjecajem različitih kriznih situacija iz okruženja, te instrumente i mogućnosti njenog ublažavanja. U radu je analizirana problematika izabranog poduzeća vinogradarsko-vinarske djelatnosti i projekata koje je njihov menadžment pokrenuo kao preventivne mjere , te koliko te mjere omogućuju redovno poslovanje u kriznim situacijama.In recent years, we have witnessed crises caused by earthquakes, the COVID 19 pandemic, natural disasters (floods, hailstorms, major droughts and fires), economic crises, international conflicts and wars, or disasters due to human factors such as large-scale emigration of the population. External crises come from the environment and the business entity has no influence on them, but they affect its survival possibilities. Agriculture, unlike other productions, is in a very risky group due to its nature of outdoor production and is exposed to climatic conditions and is very sensitive to crises in the environment. The research shows the company's ability to adapt to specific conditions created under the influence of various crisis situations from the environment, as well as the instruments and possibilities for mitigating it. The paper analyzes the issues of the chosen company's viticulture and winemaking activities and the projects that their management initiated as preventive measures, and to what extent these measures enable regular operations in crisis situations