Стратегические решения и риск-менеджмент (May 2018)
Influence of introduction of system of economical production on processes of creation and development of an innovative product: company example «Nestlé Russia»
Abstract
In paper efficiency of introduction of system of economical production in processes of creation and development of innovative products on “Nestle”- Russia is considered. Features of introduction of system of economical production are defined by features of work of the company in FMCG sphere. Research is focused on identification of the least effective processes of development of innovative products. Research is conducted in two stages: on the first questioning in which more than 200 experts in the field of development and start of innovative products of the companies which working in sector of FMCG and have got to selection took part is carried out: «Нестле Россия», Mars, Danone, Unilever, Ferrero, RB, P&G, Froneri, L’oreal, Colgate, Pepsico, Coca-Cola, Multon. Questioning is carried out among specialists of the above-named companies from all functional divisions which are taking part in development and start of novelties: marketing, finance, planning, purchases of raw materials and materials, applied groups of factories, marketing communications, project managers; at the second stage deep interviews to experts in the field in the “Nestle Russia” company that allowed to understand better than the reason of low efficiency of separate stages of process of development and start of innovations are conducted. As a result of research a number of the factors having the strongest impact on efficiency of processes of development of new products and planning of sales is revealed: absence of standards, incorrect timing, confusion and poor quality of comments after tastings, absence of understanding of target cost of a compounding. On the basis of the conducted research the standard, allowing to systematize earlier unformalized process is offered, to define key development stages of a compounding of new products and their sequence. The practical value of the developed standard consists in: the accounting of classification of projects on three categories depending on type of raw materials, the equipment and investments; to development of timing of the project according to the chosen category taking into account the terms coordinated in the standard and features for each category of projects; introduction of internal tests of consumer preferences at factory for minimization of expenses and decrease in risks of loss in the large-scale consumer tests which are carried out by third-party agencies, a preliminary estimate of cost of a compounding applied group of factory when developing samples.
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