Strategija produktnega portfelja blagovne znamke Murales

Lenaršič, Matic (author), Klinar, Miha (mentor), Pritržnik, Lidija (comentor)

Podjetje Murales d.d. se ukvarja s proizvodnjo jedilniškega pohištva. Približno polovico prometa predstavlja izdelava izdelkov za druga podjetja, polovico pa trženje izdelkov pod lastno blagovno znamko. V magistrskem delu sem raziskal konkurenčne izdelke na slovenskem trgu, potrebe uporabnikov in trende. Ovrednotil sem, na kakšen način podjetje upravlja oblikovanje, in preučil stične točke blagovne znamke. Na podlagi ugotovitev raziskave sem opredelil tri scenarije razvoja portfelja izdelkov, izmed katerih sem izbral najprimernejšega. Izbran scenarij je izmed opredeljenih za podjetje najlažje dosegljiv. Izvedel sem izbor izdelkov obstoječega portfelja, ovrednotil obstoječe oblikovne rešitve in izdelal smernice za posodobitev. Rezultat naloge je shematski prikaz prenovljenih izdelkov, razvrščenih po smiselnih izdelčnih družinah. Magistrsko delo se osredotoča na izdelčno strategijo. Za prepričljiv nastop podjetja na trgu bi bila potrebna še podrobnejša obravnava drugih ključnih stičnih točk blagovne znamke.

• Language: Slovenian
• Keywords: industrijsko oblikovanje, strategija, blagovna znamka, portfelj izdelkov, stične točke, podjetje Murales, magistrska naloga
• Work type: Master's thesis/paper
• Organization: ALUO - Academy of Fine Arts and Design
• Year: 2023
• PID: 20.500.12556/RUL-150051
• Publication date in RUL: 13.09.2023

Secondary language

• Language: English
• Title: Product portfolio strategy of the Murales brand

Abstract

The company Murales d.d. is engaged in the production of dining furniture. About half of the turnover is the production of products for other companies, and the other half is the marketing of products under their own brand. In the master's thesis, I researched competitive products in the Slovenian market, user needs, and trends. I evaluated how the company manages design and examined brand touchpoints. Based on the research insights, I outlined three scenarios for further development of the product portfolio, from which I chose the most suitable one and at the same time the easiest to achieve. I carried out a selection of the existing product portfolio, evaluated existing design solutions, and created guidelines for further design projects. The result of the thesis is a schematic representation of the refurbished products, divided into new product groups. The thesis focuses on product strategy. For orchestrated market appearance additional work will be required also on other brand touchpoints.

• Keywords: industrial design, strategy, brand, product portfolio, touch points, Murales company, MA thesis