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Title:UVAJANJE NOVEGA PRODUKTA NA TRG V PODJETJU ADRIA MOBIL D. O. O.
Authors:ID Martinčič, Klavdija (Author)
ID Erjavec, Karmen (Mentor) More about this mentor... New window
Files:.pdf 1255$$diplomska_naloga_martincic.pdf (761,82 KB)
MD5: 08BFCAD31544F85748053B5ECA6E465C
 
Language:Slovenian
Work type:Bachelor thesis/paper
Organization:UNM FEI - University of Novo mesto - Faculty of Economics and Informatics
Abstract:Uvajanje novega produkta na trg predstavlja kompleksen in strateško pomemben proces, ki ima velik vpliv na dolgoročni uspeh podjetja. V času nenehnih tržnih sprememb, intenzivne konkurence in vedno bolj zahtevnih potrošnikov morajo podjetja nove izdelke uvajati premišljeno in usklajeno z vidika trženja. Namen naloge je predstaviti, kako potekata načrtovanje in izvedba uvajanja novega izdelka, kdo so ključni akterji v tem procesu, kako podjetje oblikuje trženjsko strategijo in kakšno vlogo igrajo distributerji ter digitalni kanali. Poleg tega naloga izpostavlja najpogostejše izzive in tveganja, ki se lahko pojavijo ob neustrezni uskladitvi posameznih elementov strategije, ter predlaga načine, kako jih preseči. Teoretični del diplomskega dela obravnava ključne koncepte, ki vplivajo na uspešnost uvajanja novega izdelka, kot so faze razvoja produkta, pomen trženjskega spleta, digitalno trženje, tržno komuniciranje in sodelovanje z distributerji. Poseben poudarek je namenjen povezovanju trženjskih strategij z internimi procesi podjetja ter vlogi distribucijske mreže pri širjenju ponudbe na mednarodnih trgih. Empirični del naloge temelji na študiji primera podjetja Adria Mobil, d. o. o., ki velja za enega vodilnih proizvajalcev počitniških vozil v Evropi. S poglobljenim intervjujem z direktorico prodajnih operacij in analizo internih dokumentov smo raziskali proces uvajanja novega produkta v podjetju ter vlogo posameznih oddelkov pri tem. Posebej smo se osredotočili na vlogo trženja in podporo, ki jo podjetje nudi distributerjem v fazi lansiranja. Rezultati raziskave so pokazali, da podjetje Adria Mobil, d. o. o., uvaja nove izdelke na podlagi strukturiranega E2E modela (end-to-end oziroma »od začetka do konca«), ki vključuje razvoj ideje, testiranja, povratne informacije s trga ter lokalizacijo vsebin. Podjetje uspešno povezuje oddelke in vključuje distributerje kot aktivne partnerje pri oblikovanju končne ponudbe. Ugotovili smo tudi, da ima digitalna podpora, ki jo omogoča platforma Adria Hub, ključno vlogo pri pravočasnem in enotnem posredovanju informacij na različne trge. Diplomska naloga osvetljuje pomen sodelovanja, načrtnega trženja in strateškega razmišljanja pri uvajanju novega produkta. Ugotovitve kažejo, da uspešna uvedba ni zgolj rezultat inovacije, temveč predvsem premišljene organizacije, prilagajanja trgu in učinkovitega povezovanja internih ter eksternih deležnikov. Naloga tako prispeva k boljšemu razumevanju konkretnega poslovnega procesa v praksi ter poudarja pomembnost povezovanja razvojnih in trženjskih funkcij podjetja pri ustvarjanju konkurenčne prednosti.
Keywords:uvajanje novega produkta, trženjska strategija, tržno komuniciranje, razvoj izdelka, digitalno trženje.
Year of publishing:2025
PID:20.500.12556/ReVIS-12213 New window
Publication date in ReVIS:17.09.2025
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Downloads:0
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Secondary language

Language:English
Title:LAUNCHING A NEW PRODUCT ON THE MARKET IN COMPANY ADRIA MOBIL D. O. O.
Abstract:The introduction of a new product to the market represents a complex and strategically important process that significantly impacts a company's long-term success. In a time of constant market changes, intense competition, and increasingly demanding consumers, companies must launch new products thoughtfully and in alignment with marketing perspectives. The theoretical part of the paper addresses key concepts that influence the success of new product introduction, such as the stages of product development, the importance of the marketing mix, digital marketing, marketing communication, and cooperation with distributors. Special attention is given to linking marketing strategies with internal company processes and the role of the distribution network in expanding the product range on international markets. The empirical part of the paper is based on a case study of Adria Mobil, d. o. o., one of the leading manufacturers of recreational vehicles in Europe. Using an in-depth interview with the Director of Sales Operations and analysis of internal documents, we examined the process of introducing a new product within the company and the roles of individual departments. We focused in particular on the role of marketing and the support the company provides to distributors during the product launch phase. The results of the research show that Adria Mobil, d. o. o., introduces new products based on a structured E2E (end-to-end) model, which includes idea development, testing, market feedback, and content localization. The company successfully connects departments and involves distributors as active partners in shaping the final offer. We also found that the digital support enabled by the Adria Hub platform plays a key role in timely and consistent dissemination of information across various markets. The paper highlights the importance of collaboration, planned marketing, and strategic thinking in the introduction of a new product. The findings indicate that a successful launch is not solely the result of innovation, but rather of deliberate organisation, market adaptation, and effective coordination of internal and external stakeholders. Thus, the thesis contributes to a better understanding of a specific business process in practice and emphasises the importance of integrating development and marketing functions in building competitive advantage.
Keywords:new product introduction, marketing strategy, marketing communication, product development, digital marketing.


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