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1
Horsten, Sharon. "The impact of competition on the product-market strategies of entities in the pharmaceutical industry / Sharon Horsten." Thesis, North-West University, 2004. http://hdl.handle.net/10394/549.
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There can be little doubt that competition in the pharmaceutical industry has increased considerably over
the past few years. Growth in the pharmaceutical industry in South Africa has been affected adversely in
recent years by the increased competition from generic drug manufacturers. As soon as a drug comes off
patent, competitors are ready with generic copies, resulting in price drops. Pharmaceutical companies are
therefore forced to continually evaluate their existing strategies, to ensure that their financial performance
remains at the desired level.
This study aims to determine the importance that entities in the pharmaceutical industry attach to
competition during the strategy-formulation process. The study will also attempt to provide an
understanding of how entities have adapted their product-market strategies, as identified by Ansoff, over
the past five years. As an ancillary objective, this research aims to determine whether the level of
competition in the industry has adversely affected the financial performance of the entities competing
within the industry.
Entities within the pharmaceutical industry consider the level of competition in the industry to be very
high, and, accordingly, it is one of the major factors that they consider when determining which product market
strategy to adopt. Because of this, the product-market strategies adopted by entities in the
pharmaceutical industry have changed substantially over the past five years. No strategy is, however,
dominant.
Over the past five years, most of the entities in the pharmaceutical industry have displayed improved
profitability, risk and cash flow-ratios, as well as growth in revenue, net profit and net asset value. This
improvement in financial performance is despite an increased level of competition. It can therefore be
concluded that the level of competition in the pharmaceutical industry is not reflected directly in the
overall financial performance of companies in the industry.Thesis (M.Com. (Management Accounting))--North-West University, Potchefstroom Campus, 2005.
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Martínez, Lobatón Jorge I. "La Matriz de Ansoff, ¿sigue vigente cuarenta años después?" Pontificia Universidad Católica del Perú, 2012. http://repositorio.pucp.edu.pe/index/handle/123456789/114786.
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Rosado, Figueroa Delcy Diana. "Aplicación de la matriz de crecimiento de ANSOFF al mercado de usuarios de la Biblioteca del Ministerio de Vivienda." Bachelor's thesis, Universidad Nacional Mayor de San Marcos, 2010. https://hdl.handle.net/20.500.12672/15434.
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El documento digital no refiere asesorPropone aplicar estrategias de crecimiento de mercado mediante la matriz de Ansoff. Esta matriz es muy apropiada para ser usada en bibliotecas que tengan los mismos problemas identificados en la unidad de información del Ministerio de Vivienda; dependerá de cada biblioteca que estrategia emplea según lo que desee hacer o proyectarse. Muchas bibliotecas, en el país, afrontan los mismos problemas, en su mayoría de veces, que tengan una buena colección que ofrecer al usuario, pero que a pesar de esto, su unidad de información tiene poca afluencia de personas que requieran los recursos con los que cuentan. En el mismo sentido, otro de los problemas comunes, es que muchas unidades de información no tienen posicionamiento dentro del mercado que se desarrolla, eso conlleva a que se vea afectada con el entorno externo que lo rodea, llámese éstos amenazas. Estos problemas expuestos inicialmente, también los afronta la Biblioteca del Ministerio de Vivienda, es decir, es una unidad de información especializada en temas de construcción, vivienda y urbanismo, que cuenta con valiosos recursos de información, llámese estos planos y proyectos de desarrollo urbano, los cuales fueron elaborados íntegramente por el personal que trabaja en la Institución y por ende cuenta con el respaldo del Ministerio de Vivienda, como garante de que la información plasmada en estos estudios rigen en las obras de construcción del Estado. A pesar de esto, la biblioteca cada año decrece en afluencia de usuarios, así mismo, estos problemas están afectando al personal que labora, puesto que, se han reducido dos puestos de trabajo desde que se apertura la biblioteca. Cabe destacar la falta de posicionamiento que tiene la biblioteca en su mercado de acción.
Trabajo de suficiencia profesional
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Fuentes, Nuñez María Elena. "Estrategias de marketing para la difusión de las bases de datos en la Universidad Privada del Norte aplicando la Matriz de Ansoff." Bachelor's thesis, Universidad Nacional Mayor de San Marcos, 2017. https://hdl.handle.net/20.500.12672/7318.
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Identifica estrategias de marketing para la difusión de las bases de datos en la Universidad Privada del Norte (UPN) mediante la aplicación de la Matriz de Ansoff. Para ello, se establecen los siguientes objetivos: determinar los índices de tasa de uso y costo-beneficio de las bases de datos; analizar la situación interna y externa a través de la aplicación de la matriz FODA; determinar la posición competitiva interna y externa con el uso de las matrices EFI y EFE; y, proponer qué estrategias de marketing se deben implementar para el incremento del uso de las bases de datos a través del resultado del contraste de cuadrantes de la Matriz de Ansoff. La metodología que se emplea es de tipo descriptiva. La técnica de investigación es la revisión documental; asimismo, como herramientas se realizan las matrices FODA, EFI y EFE. Además, basado en estos análisis se aplica la herramienta de análisis Matriz de Ansoff, mediante la cual se identifican las estrategias de crecimiento y desarrollo correspondientes a la situación real. Finalmente, se determina que la estrategia de crecimiento que corresponde a las bibliotecas de la UPN es: penetración de mercado, a través del cual se establecieron acciones orientadas al incremento del mercado actual y el aumento de uso de los productos existentes para atraer a los usuarios usando actividades de publicidad.Trabajo de suficiencia profesional
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Kozelek, Pavel. "Marketingová strategie firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222496.
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The diploma thesis "Marketing strategy of a company“which is divided into theoretical, analytical and design. The main objective of this thesis is to design a marketing strategy of the manufacturing company, focusing on key products and strengthen its position in the chosen market segment. The chosen strategy is built on identifying key product (the product or at least profitable product, which is losing market position), its detailed analysis and recommendations for appropriate development activities, including its location on the selected market. These outputs are also the basis for the formulation and determination of optimal strategic objectives and action steps to comply with this proposed strategy.
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Vía, Escalera Jackelyn Pamela. "Estrategias de marketing a través de la matriz de Ansoff en el Centro de Información de la Facultad de Ingeniería Ambiental - Universidad Nacional de Ingeniería." Bachelor's thesis, Universidad Nacional Mayor de San Marcos, 2016. https://hdl.handle.net/20.500.12672/5750.
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Identifica estrategias de marketing en el Centro de Información de la Facultad de Ingeniería Ambiental de la Universidad Nacional de Ingeniería a través de la matriz de Ansoff. Analiza la situación interna y externa a través de la matriz FODA. Determina la posición competitiva externa e interna mediante las matrices EFI y EFE. La metodología es de tipo descriptiva, utiliza como técnica la revisión documental y como herramientas, las matrices FODA, EFI y EFE. En base al resultado elabora la matriz Maxi-Mini que permite proponer lineamientos estratégicos para superponerlos en los cuadrantes de la matriz de Ansoff, mediante la cual se identifica las estrategias de marketing más adecuadas para la biblioteca. Finalmente, determina que las estrategias de crecimiento que corresponden a esta unidad de información son penetración de mercado, para la cual se propone incrementar el mercado, aumentar el uso de los productos y atraer a nuevos usuarios mediante actividades intensivas de promoción; y, desarrollo de productos, a través de la incorporación de nuevos atributos a un servicio y la creación de nuevos productos como servicio de e-mailing, whatsapp bibliotecario y DSI online.Trabajo de suficiencia profesional
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Хуень, Ву Хань. "Управління збутовою діяльністю підприємства." Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Vu.pdf.
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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижчеУ роботі розглядаються теоретичні аспекти управління збутовою діяльністю підприємства. Проаналізовано ринок риби України, практичні аспекти організації збутової діяльності ТОВ «Ніка» Запропоновано заходи з розвитку збутової діяльності ТОВ «Ніка», що полягають у відкритті роздрібної торгової точки.
The work considers the theoretical aspects of sales management of the enterprise. Measures for the development of sales activities of Nika LLC are proposed, which are to open a retail outlet.
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DAO, STEPHANIE. ": En undersökning om hur tillväxtstrategier kan tillämpas med hänsyn till hållbar utveckling." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17534.
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Att börja växa som företag är svårt, inte minst inom klädindustrin där det granskas stygn för stygn av media. Under de två senaste decennierna har fler klädföretag börjat arbeta med hållbar utveckling. Det som tidigare har genererat tillväxt från den industriella utvecklingen går emot dagens hållbarhetstänk, som har blivit viktigare i klädföretagen. Samtidigt behövs tillväxt hos klädföretag för att konkurrera på den mer globaliserade marknaden. I denna studie undersöks det hur tillväxtstrategier kan tillämpas i ett klädföretag som arbetar med hållbar utveckling. Forskningsmetodiken består av en kvalitativ ansats för att få en djup kunskap kring fenomenet. Studien är en fallstudie som fördjupar sig i ett klädföretags hållbarhetsarbete. Empirin bygger på digital datainsamling av företaget och en intervju med företagets hållbarhetsansvarige. Företagets affärsmodell analyseras och med hjälp av analysen kartläggs vart någonstans hållbarhetsarbetet förekommer i affärsmodellen. Hållbarhetsarbetet förekommer i olika delar av affärsmodellen beroende på företag. Hur företaget påverkas av tillväxtstrategier utgår från affärsmodellen. I studiens resultat visar det sig att vid tillämpning av tillväxtstrategier är det viktigt att se hur olika delar i verksamheten påverkas. Även om företag väljer att använda sig av samma tillväxtstrategi kan strategin tillämpas på olika sätt och påverka olika delar i företaget.Program: Textil produktutveckling och entreprenörskap
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Mašek, Karel. "Strategická analýza společnosti Vodafone Czech Republic a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264097.
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The aim of this thesis is to design a strategy for Vodafone Czech Republic, a.s. Using the open data an analysis of macroenvironment as well as microenvironment are performed, where a definition and a breakdown of telecommunication market into five segment is made. Following is the analysis of Porter five forces, which analyses competition forces on the market as well as to the Vodafone. Further on a financial analysis and product portfolio analysis is made, which serves as the basis of Ansoff matrix. In the conclusion a synthesis of the analyses is made and several strategies are designed.
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Malík, Martin. "Marketingový plán vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-200166.
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The aim of this diploma work is an elaboration of a marketing plan of TEDOM Company. Then the analysis of marketing tools and creation of a new marketing communication and setting the budget for its implementation. The theoretical part of the work is focused on the characteristics of marketing plan and marketing communication. The practical part describes the company itself. Furthermore the marketing plan and marketing communications are developed.
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Frisk, Christopher, and Alfred Johansson. "Passion Driven Companies in a Profit Driven Industry : A qualitative study on how craft entrepreneurs’ motivations affect their perception of competitive strategy." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149999.
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The microbrewery industry is the fastest growing industry in Sweden. In seven years, the industry has grown by 832 percent. The dramatic increase of microbreweries has led to a highly competitive business environment for these entrepreneurs. This calls for microbreweries to develop strategies for how to stand out in this increasingly competitive environment, i.e., create competitive advantages. However, previous studies have shown that craft entrepreneurs do not strive to achieve traditional economic objectives as the competitive strategy research field suggest that companies have. Hence, traditional competitive strategies may not be applicable for these entrepreneurs. The purpose of this study was therefore to develop an understanding how motivational factors affect craft entrepreneurs’ competitive strategy. To fulfill the purpose, we conducted a case study on microbrewers within the northern region of Sweden. We used a qualitative research methodology where we conducted semi-structured interviews. Seven microbreweries participated in the study. We found that craft entrepreneurs’ motivations for why they started and maintained their microbreweries were mainly because of their passion and interest for the craft and therefore this was their primary objective. However, they perceived profit as a necessity that would enable them to achieve their primary objective. Therefore, we found that these entrepreneurs have dual objectives. We also found that entrepreneurs’ motivations affected their competitive strategies. These entrepreneur’s dual objectives caused some dilemmas when the two objectives contrasted each other. We saw tendencies that this created tension among these entrepreneurs when they had to balance the two objectives of generating profit and achieving objectives related to their passion and interest for the craft. Further, we found that these tensions caused implications on the entrepreneurs’ perception of competitive strategy. Their perception of competitive strategy differed from traditional theory in three areas. Firstly, they had a resistance to grow their businesses. Secondly, they had a resistance for product/market development. And lastly, they experienced a low level of ambiguity when competing and cooperating simultaneously. In this study, we have been able to deepen the knowledge of craft entrepreneurs and how their motivations affect their competitive strategy. This is a first step in developing an understanding of how additional objectives to profit can cause implications for competitiveness.
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Бардук, В. Ю. "Формування стратегії розвитку підприємства торгівлі на засадах сучасних комунікаційних процесів." Thesis, Одеський національний економічний університет, 2020. http://dspace.oneu.edu.ua/jspui/handle/123456789/12522.
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У роботі досліджено основні підходи до вивчення поняття "стратегія підприємства", визначено етапи її формування та досліджено комунікаційні процеси на підприємстві. Проаналізовано ринок оптової торгівлі з використанням методу п’яти конкурентних сил М. Портера. Запропоновано стратегію розвитку ТОВ «Прайм-офіс», визначено заходи з її реалізації та розраховано їх ефективність. The main approaches to the study of the concept of "enterprise strategy" are investigated, the stages of its formation are determined and the communication processes at the enterprise are investigated. The wholesale market was analyzed using the method of five competitive forces of M. Porter. The development strategy of Prime Office LLC is proposed, measures for its implementation are determined and their efficiency is calculated.
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Helíšková, Šárka. "Návrh marketingové strategie firmy Plastika a.s." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222642.
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The topic of this thesis is to increase the competitive position of the firm Plastika a.s. with the help of creation a new marketing strategy for the next period of time. The analysis of the present marketing strategy is the base for it. The first part of this work is based on the theory. The second part introduces the company Plastika a.s.. There is carried out the analysis of the current situation which focuses on its present marketing strategy. The third suggestion part formulates the suggestion of the new marketing strategy for the next period of time which will lead to the improvement of the competitive position of the firm Plastika on the market.
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Hsueh, Ming-Hsiang, and 薛名翔. "Exploring the Growth Strategy of Kaohsiung's Mullet Roe Processing Firms: An Ansoff's Matrix Perspective." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/6eq37b.
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碩士崑山科技大學
企業管理研究所
103
The study is to explore the business growth and strategic management of four mullet processing enterprises in Kaohsiung by employing Yin’s (1996) qualitative case study. It tends to discover how these firms to face globalization and develop effective strategies for business growth in the very traditional local business with geographic boundary. The study conducts "Structure-Conduct-Performance (SCP)" framework for research model. First, the study investigated the business environment viewed as a Structure by using SWOT analysis, PEST analysis - Politic, Economic, Social , Technology (Technological), and Porter’s five forces industry analysis to identify the firms’ competitive advantages and business opportunity; Second, it examined firms’ strategic behaviors viewed as Conduct by applying Ansoff’s Product/Market Matrix; Finally the study inspected firms’ performance. The results show that the case A of mullet processing company only adopted market penetration strategies in terms of lower price to do business. The B company has been continuously developing new products with high quality and expanding to new market where Japanese customers are filled with. The owner of company C insists using wild mullet only so as to be limited to new customer development. The D company developed a diversification strategy by establishing mullet sightseeing factory to provide people with the knowledge of ocean education and environmental pollution. This study suggests that the growth in the four companies in the development process, with the changes in the business environment must take appropriate strategic response. For those small and medium enterprises in the mullet processing industry should be establishing strategic alliances in terms of exchange of technology and experience, so as to upgrade the industry to foreign markets. At the same time, Official government (Agriculture, Fisheries, local government) should play a leader role to integrate those mullet processing enterprises and academic institutes (ocean or food science) together to develop high value-added industries mullet products and generate relevant cultural and creative business. With increasing ocean pollution, and the mainland fishermen’s culling and malicious mischief, today market is flooded with poor quality mullets. How to educate consumers to identify genuine mullet and further understand its economic and cultural values should be an important issue for industry and government. The study results provide valuable reference for related industries.
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Янгулов, Е. П. "Формування стратегії розвитку на засадах системного підходу." Thesis, 2019. http://dspace.oneu.edu.ua/jspui/handle/123456789/11516.
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У роботі розглядаються теоретичні аспекти Дослідження, аналізу, системної моделі управління організацією та формування стратегії розвитку підприємства
Проаналізовано Фінансово-економічну діяльність ТОВ «Телекарт-Прилад», товарний портфель підприємства, перспективність та можливість реалізації стратегій розвитку за різними напрямками.
Запропоновано активізація роботи на ринку телекомунікаційного обладнання споживчого призначення, відкриття фірмового магазину.Diploma thesis deals with theoretical aspects of researching, analysis system model of management of the organization and formations of the development strategy of the enterprise are considered. It was analysed financial and economic activity of LLC “Telekart-Prylad”, a commodity portfolio of the enterprise, prospects and a possibility of implementation of development strategies for the different directions. It is offered аctivization of work in the market of the telecommunication equipment of consumer appointment, opening of brand store.
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Martins, Afonso Miguel Araújo Ribeiro De Luís. "Scenarios and Ansoff Matrix: an application to the future of hotel investment in Portugal." Master's thesis, 2020. http://hdl.handle.net/10362/104475.
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This paper presentsa methodological approach to link scenario planning with strategy outlining, in the field of hotel investments,through the application of Ansoff matrix in distinct identified scenarios. We show that scenario planning when linked with Ansoff matrix,enhancesstrategic thinking inside organizations and helps companies to evaluate current product portfolio,and to identify future-entry-market strategies. In addition, this paper presentsthat multipoint forecasting improves strategic resilience and agilityby promotingstrategy development for each identified scenario.Finally, this provides insights to hotel investors,aboutfuture market trends and dynamic customer needs, to adapt the current product portfolio.
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CHO, MO-CHIN, and 卓木欽. "Analyzing Product Profit Margin and Organizational Growth with The ANSOFF Matrix - The Case of Company P." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/m3z646.
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碩士中華大學
企業管理學系
107
With a history of 40 years since the establishment in 1979, P is a specialist chemical company producing zinc and copper chemicals, with clients covering the ceramics, plastics, rubber, papermaking, shoemaking, electronics, steelworks, and fiber industries. In 2012, it became the bellwether of the R&D and manufacture of zinc and copper chemicals. In addition to Taiwan, it has plants in mainland China and Vietnam, winning the trust and support of over 1,000 clients worldwide through internationalization. As the leader of the industry, it has become an inseparable partner to various industries. To investigate what operational strategies company P has adopted from the establishment to facilitate its growth into the present-day scale, this study examines the growth process of company P with the ANSOFF matrix and analyzes the differences in product profit margin and corporate growth of company P adopting different operational strategies. This study discerns the development trend of Taiwan’s chemical engineering industry and company P with the in-depth interview and investigates the growth process of company P at different stages with the ANSOFF matrix. The analysis results show that product innovation and new market cultivation are the keys to success of company P. From manufacturing industrial chemical products at the beginning, it maximizes product profit and organizational growth through diversification to the high-tech industry and the cleaning agent industry.
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Kozitska, Karyna. "Marketing como estratégia de crescimento: caso Helitene." Master's thesis, 2020. http://hdl.handle.net/10773/29238.
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No contexto de uma constante mudança e evolução, o marketing sempre foi uma ferramenta fundamental para acompanhar as alterações dos mercados, de forma a promover a adaptação das estratégias às novas condições das empresas.
O presente relatório do estágio tem como foco o crescimento da Helitene – Indústria de Plásticos, Lda., localizada em Aveiro, via implementação das estratégias do marketing. O processo descrito tem por base a aplicação da matriz Ansoff ao mercado Business-to-Business e a elaboração dos planos estratégico, tático e operacional, com a implementação de ações concretas para atingir cada uma das estratégias.
As atividades relativas à “Penetração de mercado” abrangem a criação de uma identidade da marca, a elaboração de materiais promocionais e a uniformização da comunicação. No que toca o “Desenvolvimento de mercado”, estas focam-se muito na análise da presença da Helitene no mercado nacional e da participação nas feiras, como uma forma de chegar aos novos clientes. Para o “Desenvolvimento de produto” recorreu-se a um estudo de mercado, com o intuito de diversificação da oferta das mangueiras do jardim da empresa, através da conceção de uma nova. Com a finalidade de se tornar um parceiro amigo do ambiente, também foi desenhada uma nova embalagem, mais sustentável. Adicionalmente, este trabalho inclui um capítulo dedicado ao marketing interno, devido a importância dos colaboradores para o bom funcionamento de uma organização e para o cumprimento dos seus objetivos.
Os resultados deste relatório, para além de darem exemplos concretos de implementação da estratégia de crescimento via marketing numa pequena e média empresa no ramo de indústria de plásticos, também demonstram que o marketing é uma área estratégica impulsionadora da inovação e do crescimento.In the context of constant innovation and evolution, marketing has always been a fundamental tool to follow market changes, in order to help companies to adapt their strategies to the new conditions. This internship report aims to outline the growth of Helitene - Indústria de Plásticos, Lda., located in Aveiro, through the implementation of marketing strategies. This process is based on the application of the Ansoff matrix to the Business-to-Business market and the elaboration of strategic, tactical and operational plans with the implemention of the concrete actions to be taken to achieve each of the strategies. Thereby, “Market penetration” activities comprehend a brand identity creation, the development of promotional materials and the implementation of integrated communication. “Market development” is mainly focused on the analysis of Helitene's presence in the national market and its participation in fairs, as a way of reaching new customers. A market study is used for “Product development” to diversify the company's garden hoses offer by creation of a new one. Finally, to become an environmentally friendly partner, a new, more sustainable packaging is designed. Additionally, this report includes a chapter about internal marketing due to the importance of employees to maintain an organization working properly and to reach its goals. The results of this work paper, besides of giving concrete examples of implementing the growth strategy via marketing in a small and medium-sized company in the plastics industry, also demonstrate that marketing is a strategic area that boosts innovation and growth.
Mestrado em Marketing
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CHANG, CHIEH-CHUN, and 張捷軍. "The Research of Management for Restaurant Chain Industry from the Perspectives of Service Innovation and Ansoff Matrix- A Case Study of A Company." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/3r5kn9.
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碩士醒吾科技大學
行銷與流通管理系所
103
In recent years, the overall service industry in Taiwan, supported by the Government policies, has flourished. And many domestic restaurant chains are dramatically mushrooming, with many of these food and beverage companies entering the international market. Despite the impact of food safety incidents, the image of "Taiwan as Home to Gourmet Food” still holds a place in the globe. So the service industry has become one of the major driving forces to Taiwan’s industrial development. This study, which uses the case study method, explores and compiles from the literature on the strategy pattern, business model, etc. operations conducted by the domestic restaurant chain industry. It also tries to understand the background and current status of the chain industry and to further understand its advantages and disadvantages, and the competitiveness of each case of enterprises by using the SWOT analysis, service innovation mode analysis, and Ansoff matrix analysis. Finally, through interviews, short and long-term improvement recommendations are compiled and induced for the enterprises to maintain sustainable development. At the conclusion of this study, I found that the business success models in the individual enterprises had come much more from the cost control, shop decoration design and product line extensions than from the service innovation. And the concept should be aimed to develop new markets and new customers. But the individual enterprises I have studied have their business conducted utilizing the concept of “complementary products” in the existing markets and customer base. They have only repositioned their products to attract customers, as evidenced by Wowprime Corp.; only a few of their brands have been popular among the customers. The finding, an important discovery by the study, indicates that the Taiwan restaurant chain industry will encounter a red ocean market if these corporations do not consider combining localization and the cross-cultural innovation. Keywords: service innovation, Ansoff Matrix , restaurant chain industry
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BRYCHTA, Michal. "Uvedení výrobku na trh." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394611.
Full textAbstract:
The aim of this thesis is to determine the strategy and partial steps that are needed to introduce the product on the market. The theoretical part defines the basic terms, which were described in accordance with professional literature related to this topic. The thesis describes SWOT analysis, BCG Matrix, market segmentation and Marketing Mix. In the practical part, the current state of the Marketing Mix is evaluated and it is pointed out how it should be newly set up correctly. The product development strategy was chosen based on Ansoff matrix. The market share of old brilliant watercolours gradually decreased, so the company took a step that innovated this product (saturation, pigment expansion and new packaging). Changes made to the product should have a positive impact on the volume of units sold and the gradual increase in market share. Furthermore, it is important that the company follows the new steps that are suggested based on the marketing mix. It is crucial that the company segment the market properly. In the Market Segmentation section, 11 categories are newly introduced. Brilliant watercolours are newly categorized as Creative, designed for a wide range of elementary art schools and creatives who are not satisfied with plain watercolours and products from ART category (professional products) are, in terms of price, inadequate to use. The new steps to introduce the product on the market include the costs that are reflected in the break-even point calculation. The resulting value is to show whether the payback time has been extended or shortened.