Ocena atrakcyjności rynkowej wariantów nowego produktu z zastosowaniem analizy wielokryterialnej (na przykładzie nawozu fosforowego)
Assessment of the Market Attractiveness of Variants of a New Product with Application of the Multi-Criterial Analysis (on the Example of Phosphorus Fertilizer)

Summary/Abstract: An aim of the article is to present the possibility to apply the method of multi-criterial assessment in the process of new product development. The multicriterial assessment comprised variants of natural phosphorus fertilizer, which can be manufactured in one of the largest firms operating in the Polish utilisation industry – Struga S.A. For the purpose of standardisation of diagnostic features describing individual versions of the fertilizer, there was applied the zero unitarisation method. It appeared in result of the carried out analysis that the most attractive for potential customers is the cheapest version of fertilizer, even though it had the less preferred by them form (dusty). Application of the multi-criterial assessment allowed achievement a more comprehensive picture of the objects surveyed (fertilizer variants), and, thus, allowed the manufacturer for selection of the variant whose not a single feature but a cluster of features was more adjusted to the preferences of potential purchasers. The article is of the research nature, this is a case study.

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