magistrsko delo
Medeja Kogovšek (Author), Benjamin Urh (Mentor), Marjan Senegačnik (Co-mentor)

Abstract

V nalogi smo predstavili svoj izdelek ter pomembne faze v razvoju novega izdelka, od ideje do postavitve izdelka na trgovske police. V začetnem delu smo se z deskriptivno metodo, s povzemanjem drugih avtorjev, lotili predstavitve pojmov, ki so po našem mnenju pomembni za lažje razumevanje nadaljevanja. V jedru smo se na podlagi študije različnih avtorskih del ukvarjali s posameznimi fazami razvoja in uvajanja izdelka na trg. V sklopu omenjenega dela želimo predstaviti faze razvoja, skozi katere gre izdelek, preden pride na trg in ga končni uporabnik lahko tudi kupi. Teoretični del smo v nadaljevanju aplicirali na praktični primer motoristične torbe, s katero se želimo na stroškovno učinkovit način kar najbolj približati željam potencialnih kupcev. Cilj je izdelati torbo, namenjeno prevažanju prtljage na motornem kolesu, in izdelati načrt trženja zanjo. Naš cilj je tudi, da izdelek doseže končne kupce in postane prepoznaven. Opažamo, da je na trgu ogromno kakovostnih izdelkov, vendar proizvajalci ne upoštevajo dejstva, da je med motoristi vedno več voznic ženskega spola, ki jim je poleg funkcionalnosti pomemben tudi videz izdelka, zato je treba razviti izdelek, ki bo funkcionalen in privlačen na pogled. Problema smo se lotili s proizvodnjo majhne količine unikatnih, barvno raznolikih in vsestransko uporabnih torb. Z barvnimi in na pogled privlačnimi vzorci želimo izstopiti iz množice konkurenčnih, enobarvnih izdelkov in kupcem ponudili izdelek, ki bo ustrezal njihovemu osebnemu stilu. Z raziskavo trga smo ugotovili, kakšne so želje potencialnih kupcev ter pomanjkljivosti, ki jih zaznavajo pri obstoječih izdelkih. Podatke smo obdelali s pomočjo programa SPSS, dobljene rezultate pa uporabili kot vodilo za razvoj in izdelavo torbe. Poleg z raziskavo dobljenih rezultatov so nam bile pri oblikovanju v pomoč še lastne želje in izkušnje. Izdelek mora biti izdelan dovolj kakovostno, da bo prenesel vse obremenitve, zato je njegov razvoj v veliki meri vključeval aktivno uporabo in preizkušanje na terenu. Tako smo lažje vedeli, kako se izdelek obnaša med uporabo v praksi in ali izpolnjuje zastavljena pričakovanja. Ker je predvideno, da bomo izdelek proizvajali v manjših količinah, se mu lahko bolj posvetimo, poleg tega pa ga bomo kasneje uporabljali tudi sami in bomo zato tudi kasneje ves čas vpleteni v njegov celotni življenjski cikel.

Keywords

razvoj novega izdelka;faze razvoja;motoristična torba;uvajanje izdelka na trg;trženje novega izdelka;analiza poslovanja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FOV - Faculty of Organizational Sciences
Publisher: [M. Kogovšek]
UDC: 658.6
COBISS: 160984579 Link will open in a new window
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Other data

Secondary language: English
Secondary title: The process of development and introduction of a new product to the market
Secondary abstract: In this thesis, we presented selected product and the important stages in the development of a new product, from the idea to placing the product on the shelves. In the initial part, we used the descriptive method, summarizing other authors, to present concepts that, in our opinion, are important for easier understanding of the continuation. In the core, based on studies of various author's works, we dealt with individual phases of development and introduction of products to the market. In this work we want to present the stages of development that the product goes through before it comes to the market and the end user can buy it. We applied the theoretical part to the practical example of a motorcycle bag, with which we want to come as close as possible to the wishes of potential buyers in a cost-effective way. The goal is to create a bag intended for transporting luggage on a motorcycle and create a marketing plan for it. Our goal is also for the product to reach end customers and become recognizable. We notice that there are a lot of quality products on the market, but manufacturers do not take into account the fact that there are more and more female motorcyclists who, in addition to functionality, also care about the appearance of the product. That is why it is necessary to develop a product that will be functional and attractive at a glance. We tackled the problem by producing a small amount of unique, colourful and versatile bags. With colourful and eye-catching patterns, we want to stand out from the crowd of competitive, monochromatic products and offer customers a product that will suit their personal style. Through market research, we found out what the wishes of potential customers are, and we also found out about the shortcomings they perceive in existing products. We processed the data using the SPSS program. The obtained results were used as a guide for the development and production of the bag. In addition to the results obtained through research, our own wishes and experiences helped us in the design. The product must be made of sufficient quality to withstand all loads, so its development largely involved active use and testing on the field. This is how, we can more easily know how the product behaves during practical use and whether it meets the set expectations. Since it is planned that we will produce the product in smaller quantities, we can devote more attention to it, and in addition, we will later use it ourselves, and for this, even later, we will be constantly involved in its entire life cycle.
Secondary keywords: Tržni proizvodi;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za organizacijske vede
Pages: IX, 92 f.
ID: 19273280