Zavedení nového produktu na trh mobilních aplikací

Abstract

The diploma thesis is focused on the introduction of the mobile application of Sanka Systems Ltd., via this company goods can be advertised. The main goal is to propose the concept of mobile application that is going to meet the wishes and needs of potential users. Another goal is to find a suitable target segment for the introduction of the mobile application. Multidimensional statistical method called conjoint analysis was chosen for the analysis of data. Conjoint analysis was preceded by preliminary research, via this research attributes were identified and these characterize the product. The attributes are also essential for the realization of conjoint analysis. Data collection was performed via online questioning in combination with personal questioning. Proposal for the mobile application that is going to be focused on the advertising of goods is based on marketing research. Target segment for this application are smartphone users aged 16-34 years. The final mobile application should be available to users for a month, the so called trial version and it is not going to have any restrictions. The price for this application is 20 CZK. Product description is going to be based on predefined criteria, if necessary, the user is going to have the possibility to write a short text.