Product development: Case study of DogNTag system for lost animals

Michal Kopáč

Diplomová práce

Abstract:

Relevant theory was studied in order to provide basis for analysis of the product from various perspectives. Desk research related to lost dog recovery methods was conducted and statistics related to dog ownership were presented. In particular, theory of product development, project management, marketing strategy development and business plan writing was studied. Technology related to analysed product was also studied. Different characteristics of the product were described and analysed. Quality of physical product and disorganized marketing activities were identified as major shortcomings of the whole project. Solution of physical tag quality issue was found in collaboration with suitable manufacturer of the product. Opinions of potential customers were analysed based survey conducted in form of questionnaire. Absence of phone number printed on the tag was defined as one of major shortcomings of the product. Based on this result, VOIP based service was suggested as solution. Expected costs and revenues, as well as potential profit were presented. Possible project implementation was presented from view of length of implementation and volume of labour requirements. Potential for further development and suggestion towards decision on project acceptance / cancellation were presented.

Keywords

product development, marketing, lost dog, business plan, improvement, dog tag, NFC, mobile phone, customer, DogNTag

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management