Establishing a standard guideline for new product launch process in Kärcher Oy.
Havikari, Olli-Pekka (2015)
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121120386
https://urn.fi/URN:NBN:fi:amk-2015121120386
Tiivistelmä
The objective of this thesis is to define a standard guideline for the launch of new products in Kärcher Oy. The need for such a guideline is evident as no agreed process exists, resulting in miscommunication and lost synergies within the organization as new products are launched on the market. This research is written from the point of view of the sales department, and pin-points any missing or non-value added activities specifically related to this group of people.
Theoretical, academic evidence was used to research existing models and ways of working. The actual current state of the process was examined through empirical research in the form of an employee questionnaire, where the real-time opinions and activities of the sales force were put into a measurable and statistically significant format. The evidence provided through research acted as a framework for the proposed improvements, indicating its faults, weaknesses and missing links.
As a result of the study, a guideline for a new product launch was designed. In order to re-move issues such as poor communication and wasteful activities by the salesforce, the proposal included a systematic split of roles and responsibilities inside the organization to provide clear governance and ownership of activities. In addition, the proposal unveiled certain untapped automation opportunities such as more active use of e-Commerce systems and measurable performance indicators to facilitate the product launch.
Theoretical, academic evidence was used to research existing models and ways of working. The actual current state of the process was examined through empirical research in the form of an employee questionnaire, where the real-time opinions and activities of the sales force were put into a measurable and statistically significant format. The evidence provided through research acted as a framework for the proposed improvements, indicating its faults, weaknesses and missing links.
As a result of the study, a guideline for a new product launch was designed. In order to re-move issues such as poor communication and wasteful activities by the salesforce, the proposal included a systematic split of roles and responsibilities inside the organization to provide clear governance and ownership of activities. In addition, the proposal unveiled certain untapped automation opportunities such as more active use of e-Commerce systems and measurable performance indicators to facilitate the product launch.