New Product Development Based on Demand
Davis-Krook, Shelby (2015)
Davis-Krook, Shelby
Satakunnan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503123109
https://urn.fi/URN:NBN:fi:amk-201503123109
Tiivistelmä
The purpose of this thesis was to determine how to develop a new product based on demand within a target market for an international company. Specifically looking at developing a new product line in an already developed brand, Alpha Performance. The research I have conducted in the following topics may help Alpha Performance if they choose to use my findings to create a one of a kind woman’s clothing line based on the demands of the Finnish market: target market research, product demand research, and the research completed to design a clothing line.
The theoretical part of the thesis consists of subjects such as product demand, generating a target market, new product development, and the factors which affect all of these. My research was done with the intentions of gaining knowledge to successfully create and launch a four piece woman’s clothing line for the international brand Alpha Performance. A group of 50 people took part in my research from the aspect of questioning and surveys and all answers were recorded and taken into careful consideration while creating this thesis and research.
The application part of the thesis was also combined with the ideas and topics learned during studies. This section of the thesis involved evaluating the current situation of the clothing company Alpha Performance, while also providing research to prove how to enhance the brand which was already created. The thesis is based on the final suggestion of a four piece woman’s clothing line which Alpha Performance could launch in December 2014. The marketing research which took place included the following: demographic market aspects, psychographic market aspects, and product demand research. The survey that took place was based on Maslow’s hierarchy of needs with the combined aspect of the “wants” that the target market felt were missing from the current competition.
The theoretical part of the thesis consists of subjects such as product demand, generating a target market, new product development, and the factors which affect all of these. My research was done with the intentions of gaining knowledge to successfully create and launch a four piece woman’s clothing line for the international brand Alpha Performance. A group of 50 people took part in my research from the aspect of questioning and surveys and all answers were recorded and taken into careful consideration while creating this thesis and research.
The application part of the thesis was also combined with the ideas and topics learned during studies. This section of the thesis involved evaluating the current situation of the clothing company Alpha Performance, while also providing research to prove how to enhance the brand which was already created. The thesis is based on the final suggestion of a four piece woman’s clothing line which Alpha Performance could launch in December 2014. The marketing research which took place included the following: demographic market aspects, psychographic market aspects, and product demand research. The survey that took place was based on Maslow’s hierarchy of needs with the combined aspect of the “wants” that the target market felt were missing from the current competition.