20.500.12556/DKUM-20362 VEČKRITERIJSKO REŠEVANJE PROBLEMOV PRI UVAJANJU NOVIH IZDELKOV NA TRŽIŠČE V PODJETJU KRKA D.D. MULTI-CRITERIA PROBLEMS SOLVING IN INTRODUCING NEW PRODUCTS TO THE MARKET IN THE COMPANY KRKA D.D. Namen dela diplomskega seminarja je predstaviti načine uvajanja novih izdelkov v podjetju Krka. Ker predstavljajo načini uvajanja novih izdelkov v različnih podjetjih kompleksen proces, smo se v našem, primeru odločili za farmacevtsko podjetje Krka, katero vedno znova išče rešitve in boljše izdelke od konkurence. S pomočjo večkriterijskega odločanja in programa Web-HIPRE smo prišli do ugotovitve, da so oglasi v strokovnih revijah najbolj primerna alternativa za uvajanje novih izdelkov. Ugotovili smo, da je sodelovanje in komunikacija med proizvajalci zdravil in zdravniki zelo pomembna. V delu smo opisali oziroma pojasnili pomen izdelka in njegove lastnosti, predstavili smo podjetje Krka ter opisali program Web-HIPRE in metode za večkriterijsko odločanje. Globalni cilj, ki je izbira najustreznejšega načina uvajanja veterinarskih izdelkov podjetja Krka na tržišča, smo razčlenili na kriterije in podkriterije. Za alternative smo izbrali oglaševanje s strokovno literaturo, oglaševalne panoje, oglase v strokovnih revijah, oglaševanje preko interneta in ostalih medijev, osebno prodajo ter pospeševanje prodaje, in jih strukturirali v obliko odločitvenega drevesa. Za razvrščanje smo uporabili intervalsko in tudi ordinalno skalo. Sledil je postopek, kjer smo določili uteži kriterijev, izračunali lokalne in agregirane vrednosti alternativ in na koncu naredili analizo občutljivosti. This diploma seminar considers different ways of introducing new products to the market in the company Krka. Introducing new products to the market is a complex process. In our work we decided to choose a pharmaceuical company Krka, which is always looking for solutions and better products than the competition. By using the multi-criteria decision analysis supported, by software Web-HIPRE, it can be concluded that advertising in professional journals is the most suitable alternative when introducing new products. We also concluded that cooperation and communication between manufactures and doctors are very important. New products and product features, the Krka Company profile and the web-based multicriteria decision support software called Web-HIPRE, were presented in this paper. The global goal, which is the selection of the best way of introducing new products to the market in the company Krka, was analyzed to criteria and sub-criteria. The alternatives were the professional literature, billboard advertising, advertising in professional journals, online and other media advertising, personal sales and sales promotion. Those types of advertising were structured into a decision tree analysis. For classification we used an ordinal and interval scale. We have determinated the criteria weight and calculated the local and aggregated values of alternatives. In the end we have made a sensitivity analysis. izdelek farmacevtska podjetja večkriterijsko odločanje načini uvajanja novih izdelkov alternative Web-HIPRE product pharmaceutical companies muli-criteria decision-making ways of introducing new products alternatives Web-HIPRE true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-09-16 15:07:39 2011-12-13 11:06:52 2022-04-14 07:51:10 2023-12-26 03:09:11 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10891292 URN:SI:UM:DK:90ONGXTF VS_Korazija_Primoz_2011.pdf VS_Korazija_Primoz_2011.pdf 1 095C1013B8B21FEBBCB5A735118D3201 d6cee686dd79182cafea34d82738df304fbe242b163a932f65295444a88a11a8 8c236329-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f873d2fa-a309-47f0-a469-8f5612eff30b https://dk.um.si/Dokument.php?lang=slv&id=25184 Ekonomsko-poslovna fakulteta 0 0 0