Návrh marketingové komunikace na cílových trzích v závislosti na technologické inovaci produktu

Abstract

The dissertation thesis follows the opportunity created by the arrival of new promising material to the long-term conservative market. The objective of the dissertation thesis is to implement an efficient marketing strategy in order to assert on the market that has been resistant to a major change in material for more than hundred years. Entering a market within an era of products made for many decades with technical perfection and to full customer satisfaction, and with no customers opened to an alternation, has been a challenge for long time. The related objective of the dissertation thesis is to generalize the ascertained procedure for the possible implementation in further areas of different industries. The critical point of the thesis is to determine optimal market entry for precision rifles for long- range shooting with a significantly innovated barrel made of new composite materials combined with a steel core. Other parts of weapons underwent a number of design modifications in the past, however, as far as the barrels are concerned, no modification has taken part whatsoever. The main reasons are technical risks and limitations. Furthermore, conservative approach of customers to innovations as well as number of legal issues leading to long-term innovative cycles of the products count as other risks and limitations of innovation implementation in the industry. The key assets of the dissertation thesis reside in preparation of specification for a new weapon launching and for generalization of approach in order to follow the verified procedures of ideas within other specializations in industrial production.