Marketingová strategie pro inovaci výrobku
Title Alternative:Marketing strategy for product innovation
Loading...
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Technická Univerzita v Liberci
Abstract
Cílem této diplomové práce bylo pomoci firmě Rapeto a.s. se rozhodnout, jaké kroky v oblasti inovací podniknout a navrhnout pro ni vhodnou marketingovou strategii. Rapeto a.s. je firma podnikající na českém trhu v oblasti potravinových doplňků a jako {\clqq}správná`` společnost si je vědoma, že pokud nebude schopna reagovat na potřebu změny, ztratí zákazníky a postupně s tím podíl na trhu i zisk. Práce se proto nejdříve ve své teoretické části věnuje zdrojům inovačních podnětů a charakteristice dvou rozdílných způsobů inovace. Nechybí ani srovnání těchto strategií a zdůvodnění vhodnosti jejich použití. Praktická část práce se zaměřuje na firmu Rapeto a.s. a především na produkty, protože těch se inovace měla týkat. Po zvolení oblasti inovace, následuje navržení marketingové strategie a v závěru práce se ještě firmě doporučuje obrátit se na AIP ČR a pokusit se získat dotaci na inovaci.
The aim of this Diploma work was to help the organisation Rapeto stock company to distinguish what steps are necessary to undertake in terms of innovation and to suggest a suitable marketing strategy. Rapeto stock company is an organisation operating on the Czech market in the sector of supplements. As a knowledgeable company it realises that if the management would not be able to react on the changing environment, the company will lose customers and consequently the market share even profit as well. The first part of this study is therefore concerned with theory evaluating sources of innovation´s stimuli. It further explains the two different forms of innovation processes. The comparisons of the various strategies and rationalisation of their suitability is discussed too. The second part of the work deals with the organisation Rapeto stock company, particularly their products which are the main subject to the change. After determining the desired innovation areas there are specific marketing strategies suggested. At the end of this study it is recommended that the organisation contacts the AIP CR and attempts to receive an innovation grant.
The aim of this Diploma work was to help the organisation Rapeto stock company to distinguish what steps are necessary to undertake in terms of innovation and to suggest a suitable marketing strategy. Rapeto stock company is an organisation operating on the Czech market in the sector of supplements. As a knowledgeable company it realises that if the management would not be able to react on the changing environment, the company will lose customers and consequently the market share even profit as well. The first part of this study is therefore concerned with theory evaluating sources of innovation´s stimuli. It further explains the two different forms of innovation processes. The comparisons of the various strategies and rationalisation of their suitability is discussed too. The second part of the work deals with the organisation Rapeto stock company, particularly their products which are the main subject to the change. After determining the desired innovation areas there are specific marketing strategies suggested. At the end of this study it is recommended that the organisation contacts the AIP CR and attempts to receive an innovation grant.
Description
katedra: KMG; přílohy: 1 CD; rozsah: 76 s., 13 s. příloh
Subject(s)
distribuce, inovace, inovativní marketing, konkurence, marketingová strategie, pivovarské kvasnice, produkt, reklama, trh, vertikální marketing, zákazník, životní cyklus výrobku, distribution, innovation, innovative marketing, competition, marketing strategy, brewer`s yeast, product, promotion, market, vertical marketing, customer, product life cycle