Leon Oblak (Author), Matej Jošt (Author), Jože Kropivšek (Author)

Abstract

Če želi lesno podjetje uspešno razvijati in tržiti svoje izdelke, mora pred tem dobro raziskati svoj ciljni trg, posebej še, če gre za izdelke iz specifične vrste lesa - v našem primeru iz bukovine. Oblikovali smo tri modele: model za oceno možnosti razvoja izdelkov, model za oceno možnosti trženja izdelkov in model za oceno njihovega tržnega potenciala. Slednjega smo s pomočjo analitičnega hierarhičnega procesa tudi uporabili v raziskavi in na ta način prišli do zanimivih rezultatov. Strokovnjaki, ki so sodelovali v raziskavi, izvedeni z AHP metodo, ocenjujejo, da je kakovost najpomembnejši kriterij pri odločanju o nakupu izdelkov iz bukovine, drugi najpomembnejši kriterij je cena, tretji pa ideja. Promocijski splet in dodatne storitve po mnenju v raziskavo vključenih strokovnjakov le v manjši meri vplivajo na odločitev kupcev o nakupu izdelkov iz bukovine. Vsi trije predstavljeni modeli so lahko dober pripomoček podjetjem, ko se odločajo za razvoj novih izdelkov in njihovo trženje

Keywords

razvoj izdelkov;trženje proizvodov;analitični hierarhični proces;ocena tržnega potenciala;bukovina;

Data

Language: Slovenian
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL BF - Biotechnical Faculty
UDC: 630*71:176.1 Fagus sylvatica(045)
COBISS: 2793097 Link will open in a new window
ISSN: 0024-1067
Views: 557
Downloads: 126
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Other data

Secondary language: English
Secondary title: Development and marketing possibilities of beechwood products assessment
Secondary abstract: If a company in the wood industry wants to develop and market its products successfully, it has to explore its target market well, especially for products from a specific type of wood - in our case, from beechwood. We designed three models: a model for the assessment of the product development potential, a model for the assessment of marketing of product opportunities, and a model for the assessment of product market potential. The latter was used in the study within the Analytic Hierarchy Process (AHP) and gave interesting results. Experts who participated in the survey conducted by the AHP method have estimated that the most important criterion while deciding to purchase beechwood products is quality, the second most important criterion is the price, and the third one is the idea. According to the survey, promotional mix and additional services have a minor impact on customer decisions about buying beechwood products. All three presented models can be a good tool that companies can usefully apply when deciding on developing and marketing a new product
Secondary keywords: product development;product marketing;analytic hierarchy process;assessment of market potential;beech;
Type (COBISS): Article
Pages: str. 73-83
Volume: ǂLetn. ǂ66
Issue: ǂšt. ǂ1
Chronology: 2017
DOI: 10.26614/les-wood.2017.v66n01a07
ID: 13715148