PRENOVA IN PONOVNO UVAJANJE SKUPINE IZDELKOV NA TRG

Javornik, Barbara

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Naslov:	PRENOVA IN PONOVNO UVAJANJE SKUPINE IZDELKOV NA TRG
Avtorji:	ID Javornik, Barbara (Avtor) ID Pisnik Korda, Aleksandra (Mentor) Več o mentorju...
Datoteke:	VS_Javornik_Barbara_2010.pdf (2,25 MB) MD5: CFB772F67D4306471C84C6AA040E8580 PID: 20.500.12556/dkum/642c326b-b786-4122-b80b-8d742738ffdd
Jezik:	Slovenski jezik
Vrsta gradiva:	Diplomsko delo
Organizacija:	EPF - Ekonomsko-poslovna fakulteta
Opis:	Boj za obstanek na trgu je iz dneva v dan ostrejši. Strokovnjaki neprestano razmišljajo, kako biti drugačen in boljši. Kozmetična industrija predstavlja na trgu monopolistično konkurenco. Istovrstni izdelki pridejo v ospredje s trženjskimi aktivnostmi ter tako prevladajo trgu. V diplomskem delu sem želela ta proces prenove in ponovnega uvajanja izdelkov na trg prikazati teoretično in praktično na konkretnem primeru skupine izdelkov Mandelj podjetja Kozmetika Afrodita, d.o.o.. Vsaka stopnja prenavljanja in uvajanja mora biti skrbno načrtovana, izvedena in nadzorovana. Vsaka, še tako majhna napaka je lahko usodna za uspešnost skupine izdelkov in nenazadnje tudi za uspešnost celotnega podjetja. Na začetku diplomskega dela sem opredelila ključne cilje, si postavila omejitve ter osnovne trditve dela. V prvem delu sem obrazložila pojem, kaj nov izdelek sploh je, njegov pomen, posvetila sem se življenjskem ciklu izdelka, teoretično sem predstavila proces razvijanja, testiranja in uvajanja izdelkov, predstavila sem trženjske aktivnosti ter preučila predračunavanje finančne uspešnosti uvajanja prenovljene skupine izdelkov na trg. Drug del diplomskega dela pa je namenjen praktični predstavitvi že prej ugotovljenega v teoretičnem delu. Izdelki in storitve niso večni. Porabniki stremijo k drugačnemu in boljšemu. Zato je pomembno prepoznati, kdaj izdelek ali storitev ne zadovoljuje več potreb ter nazaduje v prodanih količinah. Pravočasno zaznana stopnja zrelosti da podjetju še nekoliko časa, da razmisli, kaj bo z obstoječim izdelkom storilo. Lahko ga popolnoma ukine s trga ali pa temeljito razmisli, kaj na izdelku ali storitvi izboljšati in to ponovno ponuditi porabnikom. Vsekakor je prenova izdelka cenovno ugodnejša kot razvoj popolnoma novega izdelka. Za uspešen izdelek je potrebno dobro poznati porabnike, njihove navade ter potrebe. Na osnovi analize, kaj le-ti potrebujejo in želijo, strokovnjaki izdelajo prototip izdelka. Ciljna skupina ta izdelek uporabi ter poda konkretne predloge izboljšave. Končni izdelek je plod premišljenega dela mnogih strokovnjakov, ki dodelajo vsako podrobnost v kakovosti, obliki, embalaži, funkcionalnosti in mnogih drugih lastnostih izdelka. Za izvedbo trženjskih aktivnosti je potrebno dobro poznavanje ciljne skupine. Le-ta nam pove, na kakšen način porabniku približati izdelek, ki ga še ne pozna, kje ga oglaševati, kako prilagoditi osebno prodajo ter kako pospešiti prodajo. Nekoliko olajšano delo imamo pri prenovljenih izdelkih, kjer deloma že poznamo ciljno skupino. Pomemben dejavnik prenove skupine izdelkov so tudi stroški, ki z njim nastanejo ter bodoči prihodki, ki bodo ustvarjeni z izdelki. Poslovni izid v prvih obdobjih že uvedene skupine izdelkov na trg ne more pokazati pozitivnih rezultatov, saj stroški razvoja in prenove zahtevajo ogromna sredstva. Skupina petih izdelkov Mandelj je uspešno prestala vse prej navedene stopnje procesa. Podjetje ima lastni razvojni oddelek, ki je strukturo izdelkov izboljšala. Prav tako je grafična podoba embalaže delo lastnega kadra podjetja. Stroški so zato nekoliko nižji, kot bi bili, če bi vse te procese izvajalo zunanje podjetje. Trženjske aktivnosti so pritegnile pozornost kupcev, kakovost izdelkov pa je iz njih naredila zveste porabnike. Izdelki še dandanes zadovoljujejo potrebe porabnikov, ko pa bo prodaja začela stagnirati, pa bo spet napočil čas za temeljit premislek o nadaljnjih možnostih. V diplomskem delu sem prvo in tretjo trditev potrdila, drugo pa ovrgla. Kot prvo trditev sem si postavila, da podjetje sledi trendom. Veliko novih in predvsem uspešnih izdelkov na trgu v zelo kratkem času to potrjuje. Druga trditev, da podjetje ne opravi tržnih raziskav, ne drži. Vsi izdelki, ki ugledajo luč trga, so plod temeljitih raziskav in na podlagi tega strokovno nadzorovanega procesa prenove in uvajanja na trg. Prav tako so opredelili ciljno skupino, pripravili načrt prodaje ter izdelali načrt trženjskih aktivnosti. Žal nisem dobila celotnega vpogleda v predrač
Ključne besede:	Nov izdelek, razvoj izdelka, življenjski cikel izdelka, trženjske aktivnosti ob uvajanju izdelka na trg, računovodsko predračunavanje uspešnosti izdelka.
Kraj izida:	Maribor
Založnik:	[B. Javornik]
Leto izida:	2010
PID:	20.500.12556/DKUM-15539
UDK:	658.6
COBISS.SI-ID:	10424092
NUK URN:	URN:SI:UM:DK:QVSWSWWY
Datum objave v DKUM:	18.11.2010
Število ogledov:	2617
Število prenosov:	373
Metapodatki:
Področja:	EPF
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	RENEWING AND RELAUNCHING A GROUP OF PRODUCTS ON THE MARKET
Opis:	Fight for survival on the market is getting tougher ever day. Experts are constantly considering and finding new ways to be different and better. The cosmetics industry represents monopolistic competition in the market. Similar products make their way through with the marketing activities and thus prevail across the market. In the thesis I wanted to present the process of renovation and re-introduction of products into the market theoretically and practically on the case of Almond series of products by the company Kozmetika Afrodita, d.o.o.. Each stage of the renovation and the introduction must be carefully planned, executed and monitored. Even the smallest mistake could prove to be fatal for success of the product and ultimately for the success of the entire company. At the beginning of the thesis I have identified key objectives, set limits and main objectives. In the first part I have explained the concept of what a new product actually is, its importance, I showed the life cycle of the product, theoretically I presented the process of developing, testing and introduction of products, presented marketing activities and examined the financial performance by budgeting renewed introduction of the products into the market. Second part of the thesis is intended for practical presentation of the previous findings in the theoretical part. All products and services have got a life cycle. Consumers constantly strive for different and better. It is therefore important to recognize when a product or services do not meet consumer needs anymore and starts a decline in volumes sold. A timely recognition of reaching a maturity stage gives the company extra time to assess what will it do with the existing product. It can completely remove it from the market or thoroughly analyze what changes the product or service needs to go through and offer the improved version to the consumers. Renovation of a product is by all means more economical than developing a completely new product. To develop a successful product a company has to know the consumers, their habits and needs. Based on the analysis of what they need and want, experts develop a prototype. Targeted group uses this product and makes concrete suggestions for improvements. The final product is the result of a thoughtful work of many experts who configure every detail in quality, design, packaging, functionality, and many other features of the product. To carry out the marketing activities it is required to have a good understanding of the targeted group. It tells us how to get the consumers acquainted with the new product, where to advertise, how to manage personal sales and how to boost the sales. Our job is slightly easier with the renovated products where we already know the targeted group. An important factor in the renovation of products is also expenses which we incur and future revenues that will be generated by the products. Profit and loss statement in the first cycle of products already introduced to the market cannot show positive results, as costs of development and renovation require enormous resources. Group of five products, Almond, has successfully passed all of the above mentioned process stages. The company has its own research and development department, which improved the structure of products. Also, the graphic design of the packaging has been made in-house. Therefore costs are slightly lower, as if all these processes were carried out by an external company. Marketing activities have attracted the attention of buyers, and the quality of products made them loyal consumers. Even nowadays the products still meet the needs of consumer. However, when sales start to stagnate, it will be time for another thorough review and assessment of future opportunities. I have proven the first and third thesis statement, and disproved the second one. The first statement was that the company follows the trends. A number of new and mostly successful products introduce to the market in a very short time proves that. The second statement that the company
Ključne besede:	New product, product development, product life cycle, marketing activities of a new product, budgeting of successfulness of the product.

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