Repozitorij Univerze v Novi Gorici

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1.
Brand introduction on the Slovenian market: case study Gurieli tea
Mariam Parekhelashvili, 2016, magistrsko delo

Opis: Human beings have always tried to create new, innovative things so as to gain profit out of them. Companies which are following the human beings nature strive to satisfy customers’ demand for high-quality products and services. Developing a new product is always a complex and experimental process. The process of introducing new products to an international market is as risky as it is vital for the long-term success of many companies. The number of new products introduced globally is increasing every year, but great majority of them fail. The main purpose of this thesis is to develop an effective marketing plan for the new product introduction to an international market - a successful launch of the Georgian Gurieli tea to the Slovenian market. Market research gave us a business view of the tea industry on the Slovenian market. By means of secondary research and market analysis, we identified potential customers, understood market conditions and competitive landscape. The main steps of proposed marketing strategy are segmentation, targeting and successful positioning (STP). STP focuses on commercial effectiveness, selecting the most valuable segments of the Slovenian market and developing the marketing mix and product positioning strategy for each recognized segment. Planned implementation of a subtle advertising campaign for the Gurieli tea would be a vital component of the strategy - through an innovative marketing communication mix the product would be successfully introduced and promoted to target customers.
Najdeno v: ključnih besedah
Povzetek najdenega: ...strive to satisfy customers’ demand for high-quality products and services. Developing a new product is... ...Product development, tea, brand introduction, segmentation, targeting, positioning, market...
Ključne besede: Product development, tea, brand introduction, segmentation, targeting, positioning, market research, international market, marketing mix, communication.
Objavljeno: 07.10.2016; Ogledov: 3026; Prenosov: 162
.pdf Polno besedilo (1,88 MB)

2.
ORGANIZATION OF PROJECT MANAGEMENT IN AUTOMOTIVE INDUSTRY IN THE FIELD OF RESEARCH AND DEVELOPMENT
Sanja Ćorda, 2020, magistrsko delo

Opis: The automotive industry is facing new crises due to market shifting towards electric vehicles. In order to prevail in the market, global manufacturing companies need to be consistent in providing innovative products and services. If market is changing fast, companies need to make changes with the same velocity. The companies should focus on modifying their work processes and tools which are already outdated and implement new ones which will make their business more efficient. If a company is developing innovative products where work processes are causing big overheads, the company cannot be successful. Furthermore, a hindering circumstance for multinational companies is lack of team interaction and language barriers what can lead to inefficient and expensive projects. This case study analyzes and presents the current organization of work activities and the roles within two main project management processes in one company: Product Development Process and Product Pre-development Process. Based on the project management’s professional literature, examples of best practices, semi-structured interviews with project team members, this thesis will analyze current waterfall organization and suggest an organization model with the utilization of agile SCRUM framework which could increase the effectiveness of the project management organization.
Najdeno v: ključnih besedah
Povzetek najdenega: ...need to be consistent in providing innovative products and services. If market is changing fast,...
Ključne besede: Automotive industry, product development process, product pre-development process, waterfall organization, agile SCRUM framework
Objavljeno: 04.08.2020; Ogledov: 336; Prenosov: 19
.pdf Polno besedilo (3,31 MB)

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