Wiktor Jankowski 10, 11, 12

Wiktor Jankowski Questions 10, 11 and 12 A -10 WHAT IS THE BIOMECHANICS OF WORK AND WHAT RESEARCH METHODS ARE USED? Biomechanics of work is to consider the causes and effects of the charges resulting from the physical work for the musculoskeletal system of man. Methods used in biomechanics: a) experimental 
metrology of forces, displacements, electromyography 
 b) theoretical 
mathematical modeling and computer simulation: 
- multiple resources model / (model wieloczłonowy) - physical models with concentrated parameters 
- physical models with distributed parameters (MES). A -11 WHAT ARE OBJECTIVES AND STRUCTURE OF A MARKETING PLAN? Objectives: A marketing plan aims to support the strategy for a company and its products/services (profit, market occupation, sales growth, elimination of competition, promote a new product). The elements of marketing plan: I. TARGET MARKET STRATEGY
 Based on the knowledge from the customer analysis Helps to decide where the product fits II. PRODUCT/SERVICE STRATEGY Describes how the company will differentiate the product from the competition. A customer profile matrix can be created – it illustrates how the firm compares to the competition. Information about services provided to the customers should be included. III. PRICING STRATEGY
 Setting prices helps to determine what the perceived value for your product is Innovative products should be priced above market rated.

IV. DISTRIBUTION STRATEGY
 The key is to identify appropriate channels and assess how costly it is to reach them. V. COMMUNICATIONS STRATEGY
 Communicating effectively is expensive, that’s why enterpreneurs need to carefully select the appropriate strategies. VI. SALES STRATEGY Illustrates what kind and level of human capital will need to be devoted to the effort. VII.

SALES AND MARKETING FORECASTS Show projections of revenues into the future. The comparable method models the sales forecast after what other companies have achieved.

A -12 DISCUSS A PRODUCT LIFECYCLE CURVE USING THE CHOSEN EXAMPLE.

Common Product Life Curves

(a) Growth - Slump - Maturity Pattern: Here the sales rapidly grow as the product is introduced, and the fall with the same rapid rate. It is then sustained by late adopters. After introduction phase, a slump comes and it matures Common for general-use products like kitchen appliances (b) Cycle - Recycle Pattern: Here the sales grow rapidly and fall too. But then the company gives a promotional push and again the sales grow or again the first cycle is repeated. This second cycle is usually of a shorter duration. Another words, product is launched, after sometime its sales start declining and given another push. The Colgate is using this strategy to re-introduce it's sales growth. Nowadays the Colgate is doing promotions and activation events in most of the malls and housing communities to turn some potential customers into customers. They are rigorously doing advertisements on tv, radio and print media. They have hiked spending rate on advertisements. In India they are focusing youth and launching youth eccentric toothpastes. They are also taking brand ambassadors to get new customers. (c) Scalloped Pattern- Here sales pass through a succession of life cycles based on the discovery of new product characteristics, uses or users. Product is introduced. Sales keep getting higher may be because of new usages found. The product life cycles: Instance of Colgate 1. Introduction: A period of slow growth, because the product is just introduced in the market,

the profits here are nonexistent due high cost of advertising and other product introduction strategies. 1873 – 1976 Colgate toothpaste introduced to market.
 2. Growth: A period of rapid market acceptance and substantial profit improvement. 1990 to 2003 Colgate reaches out to every rural customer and strengthen it's supply chain. Colgate herbal white toothpaste launched.
2003-2007 Colgate awarded no.1 toothpaste brand for 7 consecutive years. Colgate acquired 51% market share during this period. Launched many initiatives and promotions to further increase. 3. Maturity: A slowdown in sales growth, because the product has achieved acceptance by most potential buyers. I believe this to be more of a stable stage for the product, where the graph is almost flat. HUL and P&G emerged as major competitors for Colgate.
Oral health month launched in 2010.
Colgate worked to develop toothpastes for different needs of customer. 2011-2013 many variants of Colgate toothpaste launched. 4. Decline: Here the sales show a downward drift and profits decrease. This is where the company has to really think of ways to get its product back in business. It may try hard at advertising, or may be add new features, but basically come with a new marketing strategy to increase its falling profits. Style, fashion and fad life cycles

Style is the manner in which a product is presented and certain styles come and go. The current style for mobile phone is touch screen and this style will last until a new technology style appears. So the shape of a style product life cycle is like a wave, as one style fades out, another appears

Fashion is a current trend or popular style in a particular field. A fashion can have a long or short product life cycle. Certain clothing fashions last for a short period and the product life cycle will decline very rapidly, whilst others will decline slowly or even turn into what is known as a timeless classic product life cycle. Fad is a product that is around for a short period and is generated by hype. For a fad product sales peak very quickly, as this product has a very short product life cycle. Sometimes a product may follow the standard product life cycle but have one stage of the product life cycle which has a fad type of unusually high peak in sales.