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Title:UVAJANJE NOVEGA IZDELKA MEGARACK NA TRG
Authors:ID Prendl, Igor (Author)
ID Snoj, dr. Boris (Mentor) More about this mentor... New window
Files:.pdf UNI_Prendl_Igor_2009.pdf (306,25 KB)
MD5: F4631E26268D5F08F29DD29EE4F5FDAD
PID: 20.500.12556/dkum/d241aee6-c6cf-43af-998e-8345089f862f
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Hiter razvoj novih tehnologij, spreminjanje potreb in povečevanje konkurence sili podjetja k razvoju novih izdelkov. Razvoj novih izdelkov je dolgotrajen in zapleten proces. Novi izdelki predstavljajo življenjsko silo poslovanja in napredka. Uvajanje novega izdelka je ključna stopnja v življenjskem ciklusu izdelka. Še tako izvrsten nov izdelek se ob neprimerni uvedbi lahko izkaže za neprimernega. Poznavanje teoretičnih osnov je pomembno za uspešen uvod novega izdelka na trg. Cilj diplomske naloge je bil pridobiti čim več znanja na področju uvajanja novega izdelka na trg in kritična ocena postopka uvajanja podjetja Artex d.o.o. na osnovi konkretnega izdelka regalnega sistema Megarack. Podjetje Artex d.o.o. se je na osnovi predhodnih raziskav trga odločilo za razvoj novega regalnega sistema in za njegov uvod na trge. Glede na vrsto izdelka uvrščamo nov izdelek podjetja med investicijsko opremo, ki se bo tržila na medorganizacijskih trgih. Diplomsko delo sem razdelil na dva dela, in sicer na teoretični in empirični del. V teoretičnem delu diplomskega dela so opredeljeni osnovni teoretični pojmi, kot je izdelek, management novih izdelkov, proces razvoja novega izdelka, s poudarkom na uvajanju in komercializaciji novih izdelkov. Lahko ugotovimo, da je pomen novega izdelka zelo pomemben dejavnik za nadaljnji razvoj podjetja in njegovega okolja. Sam razvoj pa dolgotrajen proces, ki je povezan z visokim vložkom kapitala. Iz tega razloga je uspešen uvod novega izdelka za podjetja še kako pomemben, kajti uvajanje izdelka na trg predstavlja zadnjo fazo v procesu razvoja novega izdelka, zato so pravilne odločitve v tej fazi odločilnega pomena za uspeh izdelka. V empiričnem delu sem se po splošni predstavitvi podjetja Artex d.o.o. in postopku razvoja osredotočil na uvajanje novega regalnega sistema Megarack na trg. Analizo in predstavitev postopka uvajanja novega izdelka na trg sem naredil z vidika taktičnih odločitev sprejetih v podjetu, ki so pomembne za uspeh novega izdelka na trgu. To so odločitve na področju cen, taktike izdelka, tržnih poti in trženjskega komuniciranja.
Keywords:izdelek, nov izdelek, uvajanje novega izdelka, podjetje
Place of publishing:Maribor
Year of publishing:2009
PID:20.500.12556/DKUM-9835 New window
COBISS.SI-ID:9894172 New window
NUK URN:URN:SI:UM:DK:NAGHGPXL
Publication date in DKUM:29.06.2009
Views:6678
Downloads:1197
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:INTRODUCING THE NEW PRODUCT MEGARACK ON THE MARKET
Abstract:The rapid development of technology, changing demands and growing competition urge companies to develop new products. Development of new products is a long-running and complicated process. New products represent the new life force of business operation and progress. New product introduction is a vital stage in the product life cycle. Even a truly excellent product can prove improper if the introduction is not appropriate. Theoretical knowledge is very important if we want to introduce a new product into the market successfully. The purpose of this work was to gain as much knowledge as possible in the field of new product introduction and a critical assessment of the introduction process of the company Artex d.o.o. on the basis of a specific product – Megarack racking system. The company Artex d.o.o. had decided to introduce a new racking system into the market following the preliminary market study. Considering the product type I classified the new product into investment equipment that will be present on the business-to-business markets. This work is divided into two parts, the theoretical and the empirical part. In the theoretical part I defined the basic theoretical concepts, like the product, new product management and new product development process, with the emphasis on the introduction and commercialisation of new products. We can determine that the significance of the new product is an important factor for the further development of the company and its area. The development is a long-running process which is connected to a great capital contribution. For this reason a successful new product introduction is of vital importance for companies, since it represents the last stage in the process of new product development. Therefore, the right decisions at this stage are of crucial importance for the product success. In the empirical part I firstly generally presented the company Artex d.o.o. and the development process and then focused on the introduction of the new racking system Megarack into the market. I made the analysis and the presentation of the new product introduction process in the light of tactical decisions reached by the company as vital for the product success. These decisions include the price, product tactics, marketing channels and marketing communication.
Keywords:product, new product, introducing the new product on the market, company


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