A main topic of thesis has been new product launch of lever arch file OneTip. The goal has been to evaluate propriety and correctness of marketing tools used. I defined crucial project points and set up my own solutions and proposals in marketing recommendation chapter.

This thesis deals with the introduction of a new product to the local market. It is a frozen food category item, more precisely ice cream and was marketed under traditional Misa brand. The theoretical part of the thesis summarizes the interpretation of terms and important issues related to the field of study -- brand management, marketing planning and marketing mix. Practical part presents results of a qualitative research conducted as set of individual in depth interviews, on a sample of 12 respondents, with the aim to analyze motivation, needs, habits and desires of buyers when making purchase decision, and value the importance of traditional brand in the process of making purchase decision.

This thesis sets out to analyse marketing strategy of new product launch. Through review of relevant literature and papers it analyses approaches to new product launch onto an existing market from the marketing perspective. Marketing mix, diffusion of innovations and late entry into the market with dominant brand are at the core of the theoretical part. This theory is later applied at the specific case of Honda's first robotic mower and its European launch. Honda is a traditional Japanese manufacturer of cars, motorbikes, engines and an established producer of premium products in the power equipment market and is introduced in details in this thesis. To provide a complete picture, thorough macroeconomic and competition analysis is conducted together with possible outlooks into the future developments of the market.

This thesis deals with market launch of new model generation of Hyundai Tucson on Czech market. Suggestions a recommendations for new model launch are supported by detailed analysis based on intern sources and secondary data, which are divided to several following parts: Czech automotive market analysis, analysis of Sport Utility Vehicles, consumer insight analysis of previous model generation, introduction of new generation and its key features, competitors overview and comparison with them, marketing communication of Hyundai carmaker, previous model generation and its competitors and positioning. Conclusion and target of this thesis are proposals and recommendations to new model generation launch focused on product, target group, competitors and communication.

In today’s fast-changing markets, many international firms invest a significant amount of money in terms of marketing and technology to launch their products globally. To reduce such costs, a better understanding of the factors that affect the performance of global products launch is needed. However, little is known about how institutional factors of the type social, legal and political could influence the performance of global products launch. Accordingly, this thesis aims to investigate whether the simultaneous action of institutional factors of the type social, legal and political influence the performance of a new global product launch. Considering a single case study of Tesla’s products in 21 European countries between 2014 and 2019, a quantitative approach was followed using panel regression analysis. The sales of Tesla’s were used as dependent variable to represent the market performance of Tesla. For independent variables, data was collected for institutional factors including social indicators based on Hofstede framework (i.e., Uncertainty avoidance, Power distance, Individualism), political (i.e., Government Effectiveness, Voice and Accountability) and legal indicators (i.e., Rule of Law, Strength of legal rights) based on the World Bank indices. Seven hypotheses were formulated and tested. The results indicated that the market performance of Tesla’s products is positively associated with political factors in terms of voice and accountability. Moreover, the establishment of supercharger network from Tesla was found to have a significant positive impact on its products’ sales. Due to multicollinearity, some of the independent variables were removed and hence their respective hypotheses were not tested. For future research, it is recommended to use more data which incorporate a wide variety of countries including non-European countries as well as other companies offering electric cars.

As developed markets become more saturated, managers increasingly recognize the value of emerging markets as venues for growth opportunities. Yet, launching products into these markets is extremely risky due to weak institutional environments (e.g., lack of physical infrastructure), making success more uncertain. To alleviate this challenge, theory points to using emerging market footholds that yield market-specific knowledge. However, it is unclear whether knowledge is realized and, if so, what facets of harvested knowledge are effective in driving performance. Accordingly, we used data collected from a survey of business professionals to examine emerging market footholds and market-specific knowledge (i.e., customer, competitor, and logistics knowledge). Our results show that the extent of market presence held by an emerging market foothold is positively associated with all types of knowledge, yet only competitor and logistics knowledge—not customer knowledge—is positively associated with product launch performance. A supplemental sample of new product launches in developed markets revealed the opposite results wherein customer knowledge was the only significant predictor. Viewed collectively, the results suggest a market maturity threshold wherein logistics and competitive knowledge becomes less influential in driving performance, and customer knowledge becomes more influential.

Every new product launching industrial company faces the difficulties of forecasting future success or failure of a new product before launch. Before launch it is common to develop a business case in order to estimate future quantities and set prices. In the present paper the challenges of developing a standardized business case tool for a large industrial construction and mining company are presented. Few academic studies have been conducted on the challenges and complexities of developing business cases. The research question under which this study is done is: What are the challenges associated with developing an effective standardized business case tool for a large industrial construction and mining company? Due to the different subject areas of the business case for new product launch, the challenges are categorized by topics developed by the researcher in the course of this project: process and team, data gathering and validation, quantity forecast and price forecast. The main challenges found in these categories by the researcher are: finding and motivating experts for the project of developing a standardized business case, gathering and selecting all data necessary without including redundant data, ensuring that different potential new products can be forecasted and designing the price forecast to be profit-maximizing. Solutions to these challenges are provided in the context of a case company by using methods suggested by the academic literature and the evaluation of expert interviews inside the case company

Modern management literature highlights the importance of headquarter and country organisations working together in an interdependent fashion to improve their performance. However, empirical support for this link is scarce; moreover, the theoretical framework on the factors that may affect these relationships and the prerequisites for fostering them is limited. Current literature highlights the importance of high levels of interdependency between HQs and subsidiaries for the performance of the subsidiary, but a direct relationship has not been established. In this research, the link between headquarter-subsidiary interdependence and subsidiary-level performance is empirically probed and explored, using a longitudinal, multi-method approach that combines quantitative and qualitative data. Responses to surveys from 53 marketing and business managers are used to describe the interdependence levels, which are then combined with actual launch outcomes data for Xarelto® in their respective countries. Based on the survey results, a direct link between headquarter and subsidiary interdependence and the launch success of Xarleto® could not be established and subsidiary interdependence and uptake levels were used to select 10 countries for further explorative interviews. The results of these highlighted that, through fully collaborative and supportive headquarter subsidiary relationships, improved knowledge transfer, avoidance of duplication and leveraging of materials and expertise, product launch outcomes in the subsidiary could be enhanced. Moderators to these relationships and factors to maintain these relationships will be presented and this research and a link to network theory and social capital will be made. This research provides several practical recommendations that can be taken into consideration when planning future launches to enhance product uptake in subsidiary markets. / Bayer Corporation (US)

Background:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Master Programme in Fashion Management

Title:Price Strategy for Product Launch – from the Customer Value Perspective Seminar date:29th August 2011Course:Master thesis in Fashion ManagementCredits:15 ECTSAuthor:Sandra Yin-Kwan KoTutor: Lisbeth Svengren HolmBackground:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Magisterutbildning i Fashion Management