Wednesday, July 25, 2012

Global Marketing Challenges!



At the current modern stage of development the problem of strengthening the compatibility of an enterprise and its production is getting more and more urgent. Today the competitive fight is a sound step towards to the civilized market, with such notions as costumers’ demands and the products themselves to be met. One of the key elements that guarantee market success is the development of the competitive product of high quality. The development of an innovation product, as I think, is one of the most risky processes, as unsound product decisions lead to huge losses. Product decisions affect greatly on the compliance of a producer interests with those of a consumer. In general, innovation goods development covers the following problems:
– the development and introduction of new product on to the market;
– product modification;
– diversification of goods and their discontinued line;
– products elimination.
Thus, for decision-making on development of the new goods carrying out of marketing researches which has specificity for the industrial enterprises is necessary. The aim of the article is mechanics of marketing researches of new product and developed algorithm of their conduction. Theoretical and methodological basis of this article is formed by the research of
Ukrainian and foreign scientists in the sphere of new goods, analysis of the effectiveness of new product testing under market conditions; as well as state laws and regulations that regulate business activities in Ukraine.
There are rational approaches to the determination and analysis of marketing research to new product. The theory of innovation development was formed in the middle of the 20th century. The conceptual approach to the innovation theory was carried out by J.Schumpeter. He considered the innovation to be the change of the production technology and to have the essential meaning and importance. The modern theory of new products development is based on the results of foreign researchers of business. They underlined the importance of thorough testing of new goods concept at the early stages of the development of a new product. They considered that it is essential to make the diagnosis of goods market portfolio and only then you have to analyze new goods development strategy. According to him the introduction of these rules are quite natural and they are dictated by our life, as any idea never comes out from nothing: the search for the idea must be based on the accurate assessment of market demands. Thus, offered the following list of stages of a product innovation process:
1. goods market portfolio diagnosis;
2. the strategy of new products development, generating ideas, selection and choice;
3. economic analysis;
4. development;
5. testing.
But other scientists (Karakai, Starostina) prefer another consequence:
1. to elaborate of ideas;
2. selection of ideas;
3. idea development and its testing;
4. business-analyse;
5. the analysis of possibilities of production and sale;
6. the development of a product;
7. testing under the market conditions.
All mentioned above shows that there is no unique approach as to the development of innovating products, with the marketing approach involved. I mean the focusing on the research at the stage of generating ideas and their selection and with piloting marketing as well. In the article methods of logical results generalizing, economic and statistics methods of analysis, structural and functional analysis, as well as graphic analysis were used.
            Carrying out of marketing researches has the specificity for development and deducing of the new products on the market. The concept of marketing of innovations is one of the main things of marketing activity of the enterprises policy. Paramount problem of services of marketing at the enterprises becomes carrying out of marketing researches with the purpose of revealing of a short-term level of demand and consumer motivations, presence of competing products and services and opportunities of an output of a novelty on the market. Thus there should be a communication between developers and experts in marketing for decision-making on innovative development of a product. In the given communication it is meant an innovation not only introduction of a new product on the market, but also other innovations, such as:
1.      the new or improved kinds of production (product innovations);
2.      the new or improved services (innovation of services);
3.      the new or improved productions and technologies (process and technological  innovations);
4.      the new or improved industrial systems.
Importance of marketing researches consists in the following: First, speed of occurrence of innovations has increased ability of experts in marketing to expect consumer behavior. The classical approach at which under each new idea marketing research was carried out Secondly, change in behavior of consumers. The aspiration to correspond to desires of consumers, led to occurrence of various novelties with the improved properties. Thirdly, the technology of carrying out of marketing researches leads the commercialization of production. Results of researches really give an opportunity to develop new and to modify the existing goods. Fourthly, today in market space firm’s in potential of networks dominate; with existing resources of a network allow providing automatically acquaintance with the new products among a wide audience of consumers.
New products development is at the cross-roads of marketing, scientific-technical and production decisions. And the main attention is focused on costumer’s needs, determination of market segments and niches in connection with technical possibilities of using achievements of science and technology to develop and promote more affective new products. The task of a new product planning consists of the search and development of alternative variants of product policy, analyzing their possible chances and risks. Within the view of improving the results of planning actions it is important to pay attention to basic problems of product innovation, which are the follows: generating ideas stage, ideas selection stage and ideas realization stage (piloting marketing).