Analýza úspěšnosti nového produktu na softwarovém trhu

Abstract

Thesis deals with analysis of success in a new product introduction on the software market. Five customers have bought product since its introduction on the market in 2008. The objective of thesis is to suggest some steps for increasing of product sales. This product is reservation system intended for travel offices and agencies. Work is concretely focused on market research of reservation systems and work also detects awareness about introduced product. Marketing research classifies the potential clients into two groups – the users and non-users of reservation systems. From survey resulted opportunities for product use in both groups. The results from research showed low awareness about product and different requirements of companies on product according to their sizes and software experience. Recommendations concern improvement of new product communication as well as communication of company. The product including price is appropriate to conform to requirements of individual customers. The seventh chapter shows all results and suggestions within the improvement of situation.