Master thesis describes and analyzes the process of launching new producs of Matrx Total Results brand on czech, slovak and hungarian market. Theoretical part describes product life cycle, marketing research and marketing mix. Analytical part describes in detail prepared marketing strategy and launch process. In conclusion is an own analysis of strategy and goals fulfillment.

ABSTRACT: The use of multi-segment trunk models to investigate the crunch factor in golf may be warranted. The first aim of the study was to investigate the relationship between the trunk and lower trunk for crunch factor-related variables (trunk lateral bending and trunk axial rotation velocity). The second aim was to determine the level of association between crunch factor-related variables with swing (clubhead velocity) and launch (launch angle). Thirty-five high-level amateur male golfers (Mean ± SD: age = 23.8 ± 2.1 years, registered golfing handicap = 5 ± 1.9) without low back pain had kinematic data collected from their golf swing using a 10-camera motion analysis system operating at 500 Hz. Clubhead velocity and launch angle were collected using a validated real-time launch monitor. A positive relationship was found between the trunk and lower trunk for axial rotation velocity (r(35) = .47, P < .01). Cross-correlation analysis revealed a strong coupling relationship for the crunch factor (R2 = 0.98) between the trunk and lower trunk. Using generalised linear model analysis, it was evident that faster clubhead velocities and lower launch angles of the golf ball were related to reduced lateral bending of the lower trunk.

An analytical modal response tool was developed to investigate the characteristics of and to estimate static and dynamic launch vehicle responses to ground wind loads (GWL). The motivation of this study was to estimate the magnitude of response of the Ares I-X launch vehicle to ground winds and wind-induced oscillation (WIO) during roll-out and on the pad. This method can be extended to other launch vehicle designs or structures that possess a nearly cylindrical cross-section. Presented in this thesis is an overview of the theory used, a comparison of the theory with wind tunnel data, further investigation of the data to support the assumptions used within the analysis, and a prediction of the full-scale Ares I-X response. Additionally, an analytical investigation is presented that estimates the effect of atmospheric turbulence on WIO response. Most of the wind tunnel data presented in this report is taken from the GWL Checkout Model tested in the NASA Langley Transonic Dynamics Tunnel (TDT) in April 2007. The objective of the GWL Checkout Model was to reestablish and evaluate the capability of the facility to conduct GWL testing and to operate the associated equipment. This wind tunnel test was not necessarily intended to predict the full scale Ares vehicle response to GWL; however, it can be used to help validate the newly developed analytical method described in this thesis. A detailed GWL test incorporating updated vehicle designs and launch pad configurations of the Ares I-X flight test vehicle was also conducted in the TDT during the fall of 2008. This test provides more accurate predictions of the second bending mode response of the Ares I-X, and it models effects of the nearby tower and support structures. The proposed analytical method is also compared to select data from the Ares I-X GWL test; however, it is presented as normalized values to protect the sensitivity of the data. Results of the proposed analytical method show reasonable correlation to wind tunnel data. Also, this method was the first to determine that second bending mode WIO response was not only possible for the Ares I-X, but will also produce the most critical loads. Finally, an explanation is offered in this thesis regarding discrepancies between wind tunnel and full-scale WIO response data. / Master of Science

The 2010 National Space Policy of the United State of America introduced by President Obama directed NASA to set far reaching exploration milestones that included a crewed mission to a Near Earth Asteroid by 2025 and a crewed mission to Martian orbit by the mid-2030s. The policy was directly influenced by the recommendations of the 2009 Review of United States Human Space Flight Plans Committee, which called for an evolutionary approach to human space exploration and emphasized the criticality of budgetary, programmatic, and program sustainability. One potential method of improving the sustainability of exploration architectures is the utilization of orbital propellant depots with commercial launch services. In any exploration architecture, upwards of seventy percent of the mass required in orbit is propellant. A propellant depot based architecture allows propellant to be delivered in small increments using existing commercial launch vehicles, but will require three to five times the number of launches as compared to the using the NASA planned 70 to 130 metric ton heavy lift launch system. Past studies have shown that the utilization of propellant depots in exploration architectures have the potential of providing the sustainability that the Review of United States Human Space Flight Plans Committee emphasized. However, there is a lack of comprehensive analysis to determine the feasibility of propellant depots within the framework of human space exploration. The objective of this research is to measure the feasibility of a propellant depot and commercial launch based exploration architecture by stochastic assessment of technical, reliability, and economic risks. A propellant depot thermal model was developed to analyze the effectiveness of various thermal management systems, determine their optimal configuration, quantify the uncertainties in the system models, and stochastically compute the performance feasibility of the propellant depot system. Probabilistic cost analysis captured the uncertainty in the development cost of propellant depots and the fluctuation of commercial launch prices, and, along with the cost of launch failures, provided a metric for determining economic feasibility. Probabilistic reliability assessments using the launch schedule, launch reliability, and architecture requirements of each phase of the mission established launch success feasibility. Finally, an integrated stochastic optimization was performed to determine the feasibility of the exploration architecture. The final product of this research is an evaluation of propellant depots and commercial launch services as a practical method to achieving economic sustainability for human space exploration. A method for architecture feasibility assessment is demonstrated using stochastic system metrics and applied in the evaluation of technical, economic, and reliability feasibility of orbital propellant depots and commercial launch based exploration architectures. The results of the analysis showed the propellant depots based architectures to be technically feasible using current commercial launch vehicles, economically feasible for having a program budget less than $4 billion per year, and have launch reliability approaching the best single launch vehicle, Delta IV, with the use of redundant vehicles. These results serve to provide recommendations on the use of propellant depots in exploration architectures to the Moon, Near Earth Objects, Mars, and beyond.The 2010 National Space Policy of the United State of America introduced by President Obama directed NASA to set far reaching exploration milestones that included a crewed mission to a Near Earth Asteroid by 2025 and a crewed mission to Martian orbit by the mid-2030s. The policy was directly influenced by the recommendations of the 2009 Review of United States Human Space Flight Plans Committee, which called for an evolutionary approach to human space exploration and emphasized the criticality of budgetary, programmatic, and program sustainability. One potential method of improving the sustainability of exploration architectures is the utilization of orbital propellant depots with commercial launch services. In any exploration architecture, upwards of seventy percent of the mass required in orbit is propellant. A propellant depot based architecture allows propellant to be delivered in small increments using existing commercial launch vehicles, but will require three to five times the number of launches as compared to the using the NASA planned 70 to 130 metric ton heavy lift launch system. Past studies have shown that the utilization of propellant depots in exploration architectures have the potential of providing the sustainability that the Review of United States Human Space Flight Plans Committee emphasized. However, there is a lack of comprehensive analysis to determine the feasibility of propellant depots within the framework of human space exploration. The objective of this research is to measure the feasibility of a propellant depot and commercial launch based exploration architecture by stochastic assessment of technical, reliability, and economic risks. A propellant depot thermal model was developed to analyze the effectiveness of various thermal management systems, determine their optimal configuration, quantify the uncertainties in the system models, and stochastically compute the performance feasibility of the propellant depot system. Probabilistic cost analysis captured the uncertainty in the development cost of propellant depots and the fluctuation of commercial launch prices, and, along with the cost of launch failures, provided a metric for determining economic feasibility. Probabilistic reliability assessments using the launch schedule, launch reliability, and architecture requirements of each phase of the mission established launch success feasibility. Finally, an integrated stochastic optimization was performed to determine the feasibility of the exploration architecture. The final product of this research is an evaluation of propellant depots and commercial launch services as a practical method to achieving economic sustainability for human space exploration. A method for architecture feasibility assessment is demonstrated using stochastic system metrics and applied in the evaluation of technical, economic, and reliability feasibility of orbital propellant depots and commercial launch based exploration architectures. The results of the analysis showed the propellant depots based architectures to be technically feasible using current commercial launch vehicles, economically feasible for having a program budget less than $4 billion per year, and have launch reliability approaching the best single launch vehicle, Delta IV, with the use of redundant vehicles. These results serve to provide recommendations on the use of propellant depots in exploration architectures to the Moon, Near Earth Objects, Mars, and beyond.

Abstract The purpose of this study is to understand the contextual nature of launching industrial new products. Therefore, the launch drivers, challenges, and launch processes are examined here in two remarkably different industrial contexts. The importance of the launch for new product success has been acknowledged and the formulation of a successful launch strategy is broadly addressed in the previous launch research. However, the launch activities and the variety of industrial launch contexts have been less frequently studied. The theoretical foundation of this study builds on new product marketing, new product management, new product development, and industrial marketing research. The empirical part of the study is conducted in the form of a qualitative two-case study. The first case represents a less innovative singular design industrial product launch by a product-based firm to a competitive market, and the second case is an innovative customised industrial solution launch through a customer project by a project-based firm to a less competitive market. Thirty personal interviews form the primary data. The study primarily contributes to the new product launch research. First, the study presents how the contextual nature of launching industrial new products comes into effect, as product, firm, and market characteristics influence the perceived launch drivers, challenges, and launch process characteristics in a context. Second, the study identifies six aspects of launching and ten launch activity groups that capture the launch drivers, challenges, and activities in a context. The aspects or activity groups are not all relevant in all contexts, but their occurrence can be understood through the context characteristics. Third, the findings detail differing launch drivers and challenges and characteristics for the launch process in two industrial contexts. The only common launch process phase across the contexts is the external introduction. The findings from the project-based firm context broaden the contextual scope of the new product launch research. Fourth, the study elaborates on the scattered implications concerning the launching of innovative solutions through customer projects presented in industrial solution and reference marketing research. Fifth, the study brings forward communication as a central aspect of the process of launching. / Tiivistelmä Tämän tutkimuksen tarkoituksena on ymmärtää uusien teollisuustuotteiden lanseeraamisen kontekstisidonnaisuutta, minkä vuoksi lanseerauksen onnistumisen ajureita ja haasteita sekä lanseerausprosessia tutkitaan kahdessa hyvin erilaisessa teollisessa kontekstissa. Aiempi tutkimus on tunnistanut lanseerauksen tärkeänä uuden tuotteen menestystekijänä, ja erityisesti lanseerausstrategian merkitystä on tutkittu laajasti. Lanseerausaktiviteetit sekä teollisten lanseerauskontekstien kirjo ovat kuitenkin vähemmän tutkittuja. Tutkimus rakentuu teoreettisesti uusien tuotteiden markkinoinnin ja johtamisen, tuotekehityksen ja teollisen markkinoinnin kirjallisuuteen. Tutkimuksen empiirinen osio on toteutettu laadullisena tapaustutkimuksena. Ensimmäinen tapaus edustaa tuoteperustaisen yrityksen tekemää vähemmän innovatiivisen vakioidun itsenäisen teollisuustuotteen lanseerausta kilpaillulle markkinalle. Toinen tapaus edustaa projektiyrityksen tekemää innovatiivisen kustomoidun teollisen ratkaisun lanseerausta asiakasprojektin kautta vähemmän kilpaillulle markkinalle. Pääaineisto koostuu 30 haastattelusta. Tutkimuksessa esitetään, miten tuotteen, yrityksen ja markkinan piirteet vaikuttavat lanseerauksen onnistumisen ajureihin ja haasteisiin sekä lanseerausprosessin piirteisiin ja näin selittävät lanseerauksen kontekstisidonnaisuuden mekanismia. Tutkimuksessa tunnistetaan kuusi näkökulmaa lanseeraukseen ja kymmenen lanseerausaktiviteettiryhmää, joiden avulla voidaan kuvata ja analysoida lanseerauksen ajureita, haasteita sekä aktiviteetteja kontekstissa. Kaikki näkökulmat tai aktiviteettiryhmät eivät ole relevantteja kaikissa konteksteissa, mutta näkökulmien ja aktiviteettiryhmien painottumista voidaan ymmärtää tarkastelemalla kyseessä olevan kontekstin piirteitä. Lisäksi, tulokset erittelevät lanseerauksen ajureita ja haasteita sekä lanseerausprosessin piirteitä tutkituissa konteksteissa. Ainoa yhteinen lanseerausprosessin vaihe näissä konteksteissa on tuotteen esittely markkinoille. Tutkimus kokoaa ja kehittää nykyistä hajanaista ymmärrystä innovatiivisten teollisten ratkaisujen lanseeraamisesta asiakasprojektien kautta, ja tulokset tästä projektiyrityskontekstista laajentavat lanseeraustutkimuksen kontekstien kirjoa. Tutkimus esittää kommunikaation keskeisenä lanseerausprosessin elementtinä ja erittelee siihen liittyvät avainlöydökset tutkituista konteksteista.

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Marknadsaktiviteter vid produktlansering är ett samarbete med Haglöfs Scandinavia AB. Våren 2010 utfördes ett samarbetade med Haglöfs då ett underlag för utökat produktsortiment inom konfektion togs fram. På uppdrag av Haglöfs ska ett förslag framställas på hur en lansering ska kunna se ut om juniorkollektionen introduceras på den svenska marknaden. Hur fungerar det med produktlanseringens strategiska och taktiska lanseringsbeslut och vilka marknadsföringskanaler är lämpliga vid en produktlansering inom outdoorbranschen.Rapporten behandlar hur dagens företag inom outdoorbranschen i Sverige fullgör sina marknadsaktiviteter vid en produktlansering. Strategiska och taktiska lanseringsbeslut illustreras samt utvalda marknadsföringskanaler skildras.En lanseringsstrategi beskriver de marknadsföringsbeslut som är nödvändiga för att presentera en ny produkt till respektive målgrupp och börja generera en inkomst i form av försäljning av den nya produkten. De här marknadsföringsbesluten för nya produkter är refererade under termer som inträde på marknaden, lanseringsstrategi, produktlansering, kommersialisering samt introducering. Relationsmarknadsföring är ett brett begrepp inom marknadsföring och innebär att kraften hos relationer är en grund för marknadskommunikation. Inriktning är mot interaktion, relationer och nätverk. Event marketing, social media samt butikskommunikation används som marknadsföringsverktyg i rapporten.Inom outdoorbranschen ses ett genomgående mönster att företagen arbetar likartat och lägger ner mycket tid vid lanseringar av nya produkter. Genom utvalda marknadsaktiviteter försöker företagen skapa och bibehålla relationer med konsumenter. De aktiviteter som ligger i framkant inom outdoorbranschen är event marketing, social media samt butikskommunikation.Marketing activities at product launch is a collaboration with Haglofs Scandinavia AB. In the spring of 2010 was a cooperation with Haglofs as a basis for broader product range in the clothing was produced. On behalf of Haglofs should a suggestion be made on how the launch of the junior collection will be like if it is introduced on the Swedish market. How does it work with the product launch with strategic and tactical launch decisions and which marketing channels are appropriate for a product launch within the outdoor industry.The report discusses how today&apos;s companies within the outdoor industry in Sweden fulfills its marketing activities at a product launch. Strategic and tactical launch decisions are presented and selected marketing channels are depicted.A launch strategy describes the marketing decisions that are necessary to introduce a new product to its target market and start generating an income through sales of the new product. These marketing decisions for new products are referenced in terms of market entry, launch strategy, product launch, commercialization and introductions. Relationship marketing is a broad concept in marketing and is meant that relationships are a basis for marketing communication. Focus is on interaction, relationships and networks. Event marketing, social media and store communication are used as marketing tools in the report.Within the outdoor industry a consistent pattern has seen that companies work similarly and have spent much time at the launch of new products. Through successful marketing companies trying to create and maintain relationships with consumers. The activities that are front edge in the outdoor business are event marketing, social media and merchandising. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

Launch activities are increasingly performed by private entities and launch participants deal with a complex legal environment. The Space Treaties provide a framework placing liability for non-governmental activities on the launching State and the duty to authorize and supervise them on the appropriate State. Launch participants are subject to specific regulation in certain States or are under institutional State control in others. They also have to comply with general domestic law of liability. Limited insurance availability led to the development of contractual risk allocation techniques, the inter-participants waivers of liability and claims, inspired by NASA practice. / This thesis offers a contribution with the synthesis of information, so far scattered, on today's legal environment, providing an overview of the norms at play in this field to allow the grasp of their relative weight and interactions in the assessment of liability risk attached to launch activities. / This synthesis reveals a legal framework presently lacking the predictability necessary for an efficient liability risk management: (1) inter-participants waivers of liability suffer the weaknesses of all limitation of liability clauses; they also lack uniformity and implementation rigor; (2) the Space Treaties contain ambiguous terms preventing predictable determination of the State liable for damage and the State obliged to authorize and supervise launch activities, and do not reflect the de facto primary liability of launch operators. / This thesis offers a contribution to the advancement of legal work on these problems by suggesting new approaches emphasizing the need for: (1) harmonization of inter-participants waivers of liability to improve their consistency and validity and ensure identical flow-down by all participants; (2) improvements of the Outer Space Treaty, Liability Convention and Registration Convention for their implementation to non-governmental launch activities. / Although the launch community is small and the need for lawmaking is not as compelling as in fields such as aviation. Nevertheless, tailored adjustments to the present legal framework are required and proposed in this thesis through model clauses and an international instrument, both of which are submitted for further thinking and contribution by those sharing the opinion that creative lawmaking is now necessary to prepare for tomorrow's endeavors.

In a process monitoring/control applications tens to thousands of sensors are used for monitoring system parameters. To achieve overall system goals, their reliable performance is critical. Generally a sensor’s output signal is too small or too noisy and may not be compatible with the input requirements of a Data Acquisition System. The sensor is interfaced to Data Acquisition System, through cabling, junction boxes and Interface Electronics like excitation circuitry, multiplexers, signal-conditioning circuitry etc. An interface or signal conditioning circuit does impedance matching, filtering, multiplexing, pre-amplification, amplification and digitization to make the sensor’s output signal compatible with the Data Acquisition System. Conventional Signal Conditioning includes Multiplexers, Anti aliasing filters, Operational Amplifier, Instrumentation Amplifiers, Isolation Amplifiers and Charge Preamplifiers etc. Operational Amplifiers e.g. voltage followers with High input impedance and low output impedance are used for impedance matching between the sensor and processing electronics. Anti aliasing filters remove noise from the sensor’s output signal. Normally the sensor is located away from the processing electronics and data is transmitted through wires/cables. During transmission, interference from external fields’ especially strong Audio Frequency, Radio Frequency and 50Hz power line fields affects the sensor’s output signal. To minimize the effect of external field twisted pair shielded cables are used. Amplifiers with Differential input configuration are used to suppress the effect of interfering signals. Differential input Instrumentation Amplifiers with High input impedance, high CMRR; are most widely employed. Isolation Amplifiers isolate the input and output circuits by an extremely high impedance. Galvanic, optical isolations are most common. The conditioned data is transmitted to Data Acquisition System (DAS) and at the DAS the signal is multiplexed, filtered and digitized using Analog to Digital Converters (ADCs), followed by Digital Filtering and processing. For Control applications, the processed data is converted back to analog form using Digital to Analog Converters (DACs) for interfacing to external world. The transmission distance varies from tens of centimeters to few meters. Depending upon the distance twisted pair cables, IR transmission and Optical transmission is employed. During transmission, the data is prone to interferences from EMI, EMC, Noise and Signal to Noise ratio (SNR) degradation with distance. This affects the reliability of the system and increases the overall system cost. To eliminate the effects due to the environmental disturbances during transmission and to maintain signal integrity, it is preferred to have a unique and compact solution for each sensor where signal conditioning (excitation, filtering, amplification, compensation and digitization) is carried out and digital data can be transmitted to Data Acquisition System. Here each sensor has its own signal conditioning module. Directly interfacing sensors with micro controller yields simple and compact design solutions. Direct Sensor interface Technology (DSiT) is one of the state of the art technologies for sensor interfaces where an unconditioned, uncompensated, raw output signals from sensors are interfaced directly to a single-chip solution. The sensors’ output are multiplexed using Multiplexer; Amplified using Programmable Gain Amplifier (PGA), digitized using ADC, filtered using Digital Filters and transmitted using Digital Interfaces (SPI, I2C, UART) in a single chip. DSiT scheme incorporates all the elements necessary in an instrumentation system creating a balanced combination of features, to create truly intelligent sensor systems. The sensors are interfaced directly to a single DSiT chip, without any additional circuitry and the direct digital data transmission is achieved with the help of Digital Interfaces SPI, UART, SMBus/I2C. As this involves onchip signal conditioning and digital data transmission, expenditure on additional signal conditioning circuitry, analog interfaces for analog data transmission, separate Analog to Digital Converter for each sensor is reduced. This reduces the overall system cost and as the count of discrete components is reduced the system reliability is improved. In addition, as the data is transmitted digitally the effects of noise, S/N degradation and electromagnetic interferences are eliminated. The accuracy level achieved is sufficiently good for monitoring and control applications. In Launch Vehicles/Satellites number of sensors are used for performance evaluation, monitoring and control purposes. Harnessing, signal conditioning of the sensors’ output and onboard processing of the sensor data is carried out individually for each sensor. Implementation of the DSiT system will reduce the total weight of the launch vehicles and satellites, resulting in reduced overall system cost, increased reliability and reduced onboard processing overhead. In addition, the reduction in weight allows incorporation of larger payloads/ more propellant loading in payloads which increases the life of the Satellites. As it is compact, it can be readily used for facility parameter measurements during the ground testing of liquid engines and stages at LPSC/ISRO. Implementation of DSiT for facility parameter measurements will reduce the cabling cost and improve the reliability of the chain.

My thesis focused on the launch of new brand into commodity markets. Analysing the case study "Nestlé Coffee-mate launch into Czech and Slovak Republics" the thesis created the strategy of entering the market commonly valid for branded goods fighting the increasing power of the private labels. The main goal of the thesis was (not) to recommend Nestlé Česko, s.r.o. to enter Czech and Slovak markets. I made up particular marketing mix studying the commodity market of powdered coffee creamer category in connection with the consumer. Consequently I proposed communication strategy and communication mix. To verify the launch itself I used market test called minimarkets. Minimarkets actually took place at the end of 2008. The market test resulted into my recommendation not to launch Coffee-mate into Czech and Slovak Republic. Key indicators and expectations, so much important for the success of the launch iteself, have not been met during the testing. However, due to the methodologies selected within the thesis, the strategy how to enter the commodity market seems to be applicable onto different commodity categories. Therefore it may be used as a hint during a planning process for new competitive strategies of various brands defending themselves from the private labels.