Estrategias de lanzamiento de nuevos productos al mercado
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2016-06-24
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Jaén: Universidad de Jaén
Resumen
El lanzamiento de nuevos productos al mercado es una de las cosas más importantes, tanto para que una empresa existente en el mercado pueda sobrevivir a los continuos cambios que este presenta, como el posible éxito de emprendedores con nuevos proyectos innovadores. En la actualidad, los emprendedores tienen un peso importante en nuestra sociedad, ya que son los candidatos a promover el cambio a nivel mundial. El desarrollo de un nuevo producto, depende tanto de las nuevas necesidades o deseos de los clientes como los rápidos avances que experimentan las tecnologías, por lo que es primordial llevar a cabo un estudio de mercado. El objetivo de la investigación, es el lanzamiento de un nuevo producto al mercado aplicando una determinada estrategia, desarrollada a lo largo del trabajo. Para nuestro proyecto hemos aplicado la metodología del design thinking, para la cual hemos realizado un estudio de mercado en el que hemos seleccionado una muestra de 30 sujetos, con el objetivo de validar nuestras hipótesis planteadas y nuestro producto mínimo viable, analizando los distintos resultados obtenidos en el estudio para asegurar la posible aceptación o no en el mercado por parte de los consumidores.
The launch of new products to the market is one of the most important things both for a company in the market can survive to the continuous changes that it presents as the possible success of entrepreneurs with new innovative projects. Nowadays entrepreneurs have an important weight in our society, since they are the candidates to promote worldwide changes. The development of a new product depends on the needs or desires of customers and the fast advances that technology suffers so it´s essential to carry out a market study. The objective of the research is the launch of a new product to the market by applying a particular strategy, developed throughout the work. For our project we had applied the “design thinking” methodology, for which we had conducted a market survey in which we have selected a sample of 30 people in order to validate our hypothesis and our minimum viable product, analysing the different results obtained in the study to ensure the possible acceptance or not in the consumer market.
The launch of new products to the market is one of the most important things both for a company in the market can survive to the continuous changes that it presents as the possible success of entrepreneurs with new innovative projects. Nowadays entrepreneurs have an important weight in our society, since they are the candidates to promote worldwide changes. The development of a new product depends on the needs or desires of customers and the fast advances that technology suffers so it´s essential to carry out a market study. The objective of the research is the launch of a new product to the market by applying a particular strategy, developed throughout the work. For our project we had applied the “design thinking” methodology, for which we had conducted a market survey in which we have selected a sample of 30 people in order to validate our hypothesis and our minimum viable product, analysing the different results obtained in the study to ensure the possible acceptance or not in the consumer market.