DECIDING ON INTRODUCING A NEW PRODUCT UNDER THE RETAIL BRAND (CROSBI ID 642048)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Pupavac, Drago
engleski
DECIDING ON INTRODUCING A NEW PRODUCT UNDER THE RETAIL BRAND
The main objective of this paper is to theoretically and practically explore the process of deciding on the introduction of new products under the retail brand. Two fundamental determinants of market positioning of branded products are price and quality. In practice it is common that products under the retail brand have lower prices and lower quality, which in case of fierce price competition between manufacturers and retailers requires dynamic price policy of branded products. As implementation of new products under the retail brand requires certain investments it is necessary to analyse the demand for these products, potential sales volume and potential production capacity, the cost that guarantees the highest volume of income and the highest profit, and only then, based on this collected data should a decision about introduction of new products under the retail brand or its sale exclusively under the manufacturer brand. This paper is dedicated to simulation models in terms of competition systems. Findings of this study should represent real-life situations, and provide a realistic way that leads to the optimal decision about introducing a product under the private label.
retail brand; manufacturer brand; product; price; costs
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Podaci o prilogu
206-216.
2016.
objavljeno
Podaci o matičnoj publikaciji
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty
Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK)
978-953-346-035-2
Podaci o skupu
TRADE PERSPECTIVES 2016 Safety, security, privacy and loyalty
predavanje
23.11.2016-24.11.2016
Zagreb, Hrvatska