SHELF FOR SERVING LINES DEVELOPMENT AND LAUNCHING TO THE MARKET

Abstract

In today’s market, there is a very intense competition, as well as the unpredictability of customer desires and market trends that change at a rapid speed, resulting in a shorter product life cycle. The purpose of this article is to examine the industry of commercial kitchens and the main aspects could be the key of successfully launching shelf for serving lines to the market. The empirical research background for this study is defined by the performed survey-questionnaire. The results of the survey of enterprises that specialize in manufacturing professional kitchen equipment, as well as the results of the survey of customers who are interested in such products, are presented in this article. The aim of both surveys was to determine which success aspects the company should rely on, and which are the most important for successful product development and market launch. Based on the result of the research and the information which was gathered, a model for the successful development and launch of a shelf for serving lines was developed and proposed. It is a hybrid type model which is based on the principles of Stage-Gate model, Decision process model which was suggested by Kotler and Keller and Agile set of values and principles. It has 7 stages and, stages have 6 gates where the project is assessed every time. This model is a recombinational tool of launching the product to the market which could help to identify the problematic issues within the ongoing process in the company.