سياسة تطوير المنتجات الجديدة واثرها في رفع الحصة التسويقية للمنشآت الصناعية في القطاع الخاص اليمنى(دراسة تطبيقية علي بعض الشركات للفترة من 2003-2005)

Abstract

Abstract This study targets to know to what extent the adoption and application of the principles and fimdamentals of the modem concept of marketing in the system of the management of the schemes of the industrial sector of the Yemen Republic, the method of their practice of the job of developing the new products and the impact of the existence of an independent department for the promotion of the products in increasing the marketing quota of the finn. The study problem is represented in the following: Although, the finn achieves its strategic targets and works for the development and promotion of its sales by gaining the marketing opportunities in accordance with the requirements, needs and desires of the consumers, and its ability to achieve its marketing quota, but there are some obstacles which hinder these finns to continue and to head onward in achieving this goal which it strive for. This is what we touch in the Yemen Industrial Sector. Whereas, some firms start as giant finns in delivering their products and their products find great acceptance by the consumers. Then it did not take long before these products start to deteriorate by the constnners, then it did not take long before these products start to deteriorate and decrease. The cause of that many be attributed to the non- thinking of the development and promotion of these products so as the firm keep its markets and its marketing quota in these markets. Also this study targets to analyze the policy of the development of the new products in the private industrial sector in Yemen through the realization of the reality of the development, the concept, targets, stages and means from the higher administrations point of view in this sector. Generally, this study targets to answer the following questions: l- What is the importance of the development of the new products for the meant companies?. what are the followed styles for that by the meant companies?. And to know to what extent these companies allot financial capital in their annual balance for the development operation and it sufficiency ? . 2- What are the push forces or the potent causes behind the development operation which the administration of the companies try to implement?. And to what extent the development plans are existing or not?. 3- What are the bodies to which the development operation is charged with in these companies, and the sources resorted to for obtaining new ideas’). And what is the role of the marketing research in deepening and ditfusing the concept of the commodity development ?. This study depends on a nlunber of hypothesis which are :- 1- There is a correlation between taking seriously the activity of developing the products and the usage of the marketing researches in the development activity. 2- There is a correlation between the existence of a department for the promotion of the products and the administration philosophy towards the concept of marketing. 3- There is a correlation between the existence of a _department for the promotion of the products and the dependence on the marketing researches for the solution of the marketing problems.

4- The motives and the causes for the products promotion is the goal of the endurance and continuity of the finn in the work field. 5- The style of the mimicry and imitation of the competitors products is the most used style in the development activity for the research community firms. A questionnaire is designed to fulfill the aims of the study and distributed to the marketing managers or who deputize them in the research sample of (60) industrial finns in which the workers numbers not less than (50) workers, and it is found that (45) finns has an independent department for the promotion of the products. The number of the bi firms which their workers mnnber not less than (50) workers are (I46) industrial finn, and perfonn production and marketing for (5) years minimally. The sample study represents 41.1% approximately, from the total number of the commtuiity research. The study shows that: Although some finns which recognize the importance of the development of the products has no an independent department for the development of new products but they practice the development operation. The study concluded that the most important causes and motives for the development of new products in the finns of the continuity and preservation of the competitive position. The most important results are I 1- There is a correlation between the existence of a department for the development of the products and the administration philosophy towards concept of the modem marketing, whereas most of the firms which has specialized department for the promotion of the products know the modem concept for marketing theoretically, and its translation practically depends on to what extent is the tmdertaking of these firms to the job of the development of the products which suit the needs and desires of the customers for gaining their faith towards the products of those firms through the perfonnance of the marketing researches. 2- There is a correlation between the existence of a department for the promotion of the new products and the level of the sales for the produced quantities when new products promoted . Most of the firms which has specialized departments for the development of the products sell all their produced quantities, \vhile on the contrary the finns which has no specialized departments for the promotion of the products do not sell all their produced quantities. 3- From here rise the importance ot" the existence of a department for the promotion of the new products in the firms to raise the marketing quota through the role of the development fiuiction in increasing the sales, diminishing the risk of dependence on one product and the utilization of the marketing opportunities, which may succeed for the existence of unsatisfied needs and productive in the market, or the existence of Lmutilized marketing and productive capacities, and the confronting the present products degradation stage and the severe competition. Whereas the finns which has no specialized departments for the promotion of the products face marketing problems, because they do not sell all produced quantities when they develop new products.

The finns of the community research do not regard the imitation and mimicry style of the competitors products is the much used style in the activity of the development of the new products, and the followed style by the finns of the commiulity' research for the development of the products is the introduction of simple modifications in the present commodities. There is a correlation between the existence of a department for the promotion of the products and the dependence on the marketing researches for solving the marketing problems. The most important causes for the non.-use of the marketing researches in the operation of development oi‘ new products in the finns of the community research is that : Those in charge of these finns depend on their experience to know all they need about the market. Nevertheless, most of the finns theoretically give great importance to the performance of marketing researches for the treatment of the marketing problems like the sales decrease, and the research finns does not depend on it as an approach in the operation of the development of the new products, due to the non-availability ot" the necessary fluids for these researches, and non-availability ofthe required human capabilities to do these studies. The researcher recommends the taking of fiill concern of the activity of the development of the new products, provided that independent department shall be eannarked to this activity within the organizational framework of the finn with special budget, and shall be supported by htunan qualified cadre of suitable scientific qualifications and experience in the activity of products development in a way that make it capable oi’ performing ofthis activity and achieve the targeted finn interest. Establishment of specialized educational units for this activity in the colleges , universities and vocational institutions in Yemen Republic, to graduate human cadre of high level of qualification for the target of making use of these specialized scientific qualifications for the development of this activity in the Yemen industrial firms, for raising the marketing capacity in the firms through the practice of the activity of the promotion of the new products , with the target of consolidation ol‘ the marketing modern concept and to be applied in the practice of the development activity . The necessity of having full concern about the promotion activity and the usage of the marketing researches. Whereas the job of the marketing researches works for data collection conceming the marketing activity and the proposal of the solution of the marketing problems which the firm suffers from . The development activity shall execute the promotion of the commodities which meet the consumers needs and desires and the consolidation ofthe slogan " The customer satisfaction is first". The necessity of having full concern about the marketing idea by targeting the specification of the available marketing opportunities. Whereas, it increases the finn capacity to serve its markets etliciently. :

And this depend on the philosophy of directing the consumer which make stress on the consumers need and the attempt of designing these products to satisfy these needs. 5- To study the organizational Frames deeply and to know to what extent its suitability to the distinction and creativity environment and its suitability to the reality of the Yemen environment, and is it possible to use some modern styles? ls the use of such styles will lead to better results ? Also it is possible to elaborate these studies to know to what extent the existence of a correlation between the perfonnance of the firms and the usage of the creative styles and their provision for the creation and development climate.