Potential market


PARTEA A: Identificarea rezultatului cercetării-deZvoltării (CD)

·         The project team

Echipa proiectului

Advisor’s Name:Nume: Department of Technologies and Materials
Phone:Telefon:  +40.723.163396
E-mail: dumitrudc10@yahoo.com   
Expecting date of valorization plan submission:Data aşteptată pentru trimiterea planului de valorizare  17.01.2012

·         Identification of R&D activity

Identificarea activităţii de cercetare-dezvoltare (CD)

Acronym:Acronim: DTM
Author of the R&D result:Autorul rezultatului CD:  Dr. Eng. Dumitru Constantin
Company or University:Companies au universitate:  UNIVERSITY OF  CRAIOVA, ROMANIA
Phone:Telefon:  +40.723.163396
E-mail:  dumitrudc10@yahoo.com
Sector:Domeniu:  ENG – Engineering
Type of the R&D result:Tipul rezultatului CD:  Informatic Product





PART B: valorisation plan

Partea B: Planul de valorizare

SECTION I: The product




The innovation potential of this product is related to:

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…


Potenţialul de inovare al acestui produs se referă la:

  • Inovare tehnologică (sub influenţa dezvoltării ştiinţei piaţa nu este pregătită pentru produs)
  • Inovare de piaţă (ca rezultat al sondajelor, piaţa aşteaptă produsul)
  • Înlocuirea unui produs existent
  • Produs care vizează reducerea costurilor
  • Un produs radical nou
  • Altele
The tested and evaluated product titled “Software system for optimization by simulation of robotic manufacturing systems” is a new product.
It was proposed a patent from the State Office for Inventions and Trademarks – OSIM Bucharest





What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …Ce valoare adăugată asigură produsul pentru consumatorii finali?
o calitate mai ridicată
caracteristici tehnice mai bune
Value added of product for end users:
- Developing a useful tool in optimizing the robotic manufacturing systems through simulation;
- Operation in real time;
- Enrichment of options offered to end users
- Updating information about the operation  of various components of system.
This research promotes a new software product to optimize the automated manufacturing systems through simulation.





What is the Unique Sales Proposition of the potential product?Care este caracteristica definitorie a produsului care îl diferenţiază şi îl plasează în cadrul preferinţelor consumatorilor?


Detailed commentComentariu detaliat


The defining characteristic of the software system that sets it apart and places it in the preferences of experts is the real time monitoring of a robotic manufacturing system. This system includes execution modules of QXN platforms (in real time) that are attached to automated manufacturing system, and also modules that enable users sitting away at a remote post to monitor the system activity via an ergonomic user interface with  multiple features.
Also, these products successfully compete in terms of price cost and technical performance with current software products.


SECTION 2: The Market





What is the target market for the product? National ¨

European ¨

Global ¨

Please describe the characteristics of your target market.

Care este piaţa ţintă pentru produs?

Naţională þ

Europeană þ

Globală þ

Vă rugăm să descrieţi caracteristicile pieţei ţintă

Select and commentSelectaţi şi comentaţi


The product addresses a broad range of consumers within domestic market area, but it can also be meant to foreign markets (Europe, world). The target groups are:
1. operators of machinery industry;
2. educational and research institutions (educational).

The target market is oriented to diversity, variety, change and constant innovations. User requirements change deeply and quickly. So, this diversity must flow also from product offerings. Also, clients’ ethical attitude is in constant change, it is manifested through:

- product design;

- prices balance;

- advertising compliance with reality;

- attitude and behavior towards producers.




How the product is characterized from the following options? Number of companies producing similar products in the field.• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential

Cum poate fi caracterizat produsul de următoarele opţiuni? Numărul companiilor producătoare de produse  similare în domeniu.

• De bază –  folosit de toate companiile din industria respectivă

• Leading – folosit de o singură companie sau de un număr limitat de companii competitive

• Cheie – pentru o etapă de dezvoltare, dar şi-a dovedit deja potenţialul

Detailed commentComentariu detaliat


The evaluated software product is a base product used by all companies in the machinery industry.

The main elements were identified on behavior, buying and mainstream market segment. This product has a very good behavior and it can be proposed for testing and validation by companies producing similar products in the field.






What type of market demand will be satisfied?• Existing demand – the market is already developed

• Hidden (latent) demand – the market has yet to be developed

Ce tip de cerere de piaţă  poate fi satisfăcută?

• Cerere existentă – piaţa este deja dezvoltată

• Cerere ascunsă (latentă)- piaţa urmează să fie dezvoltată

Detailed commentCometariu detaliat


The product titled “Software system for optimization through simulation of robotic manufacturing systems” can satisfy the current market demand (market is already developed). The destiny of the new product is influenced mainly by commercial environment where it is placed.
On the Romanian market, as well as global market, various software products are sold, being made ​​by reputable companies such as:

- MSC Software Corporation,

- System Modeling Corporation.

However, these companies might be interested in assimilating the new product.





What is the current stage of the product’s market life cycle?• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

Care este stadiul actual al ciclului de viaţă pe piaţă al produsului?

• Implementare, implementare în producţie (care conduce la o ofertă radicală a unui nou produs)

• Creştere (extindere rapidă în cadrul industriei şi în afara ei)

• Maturitate (parametrii caracteristicilor tehnice ale produselor ating maximul, prousele de înalt nivel pot fi produse pe baza substituţiei  technologice)

Detailed commentComentariu detaliat

The current state of the software system life cycle that is under evaluation is the implementation into production, leading to a radical offering of the new product. Thus, a software package is provided that enable viewing the states of a robotic manufacturing system and controlling these states through appropriate controls. Envisaged were both issues related to real time operation, and those related to user interface functionality, ergonomically designed, intuitively and multi-operationally.




Strategic partnerships (existing or potential).Parteneriat strategic (existent sau potenţial).
Detailed commentComentariu detaliat

Currently, there is no strategic partnership in promoting  this new software product on domestic and international markets.


SECTION 3: The Competition

Secţiunea 3: Competiţia



What is the competition within your target market?Care este competiţia în cadrul pieţei ţintă?
Detailed commentComentariu detaliat

Nationally, there is no direct competitor in this field. The target market for software products is in continuous development.
Integration of software applications within an enterprise enables coordination and synchronization of multiple heterogeneous applications both within the manufacturing system, as well as outside it. Entity to be integrated is not an object or software component, but a software application. Integration of software applications within the enterprise fits increasingly better the business process structure.




What competitive advantages will the introduction of the new product ensure?• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

Ce avantaje competitive va asigura introducerea noului produs?

• preţuri mai mici bazate pe costuri de producţie reduse

• diferenţierea produselor (unicitatea produsului propus)

Detailed commentComentariu detaliat


Competitive advantages:
- To provide a performing standardized solution, namely the software product integration within robotic manufacturing systems;
- Setting-up an interfaces model that meet user needs;
- Reducing the complexity level required to create and manage distributed systems;
- Reduce the manufacturing costs.
Also, the novelty and originality of the new product represents a competitive advantage over similar products.



Potential products relate to the following price range:• High price range

• Average price range

• Low price range

Produsele potenţiale se încadrează în următoarele categorii de preţuri:

• Preţuri ridicate

• Preţuri medii

• Preţuri reduse

Detailed commentComentariu detaliat

Economic sizing was based on information related to product cost standards. The product falls within the medium price class. After implementation, the costs should be adjusted due to lowering production costs, namely the significant increase in sales in coming years.



Potential products will be marketed:• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market

Produsul potenţial va fi promovat:

• pe pieţele reglementate (de ex. servicii de telecomunicaţii universale, produse agricole, industria pescuitului, servicii de arhitectură, furnizare de apă, etc. )

• pe pieţe care operează pe principiul unei negocieri libere între agenţii de pe piaţă

Detailed commentComentariu detaliat

To promote the product, is necessary to set-up an appropriate strategy for advertising and publicity. Advertising is focused on spreading of information meant to express and influence a group of people to buy products. Advertising is about communication, presentation or providing specific information.

Product life cycle changes place and type of promotion tools. Thus, over the initial stage the messages should be sent to publicize product characteristics, to inform potential buyers, while sales promotion is required over the expansion stage. In this respect, it is recommended the strategy to directly attract final consumers.

In general, the advertising means are accompanying the product and they contain information or instructions for use &maintenance (brochures, leaflets, information labels). They enable laying the ground for advertising means by using also technical and laboratory data. These materials are required to inform consumers, and also for sales documentation to ensure proper conduct of the operations contract. The way of combining advertising with sales promotion could ensure customer’s loyalty.
Sales promotion, due to market circumstances situation, aims to achieve specific objectives that are clear and concise on the product marketing.

SECTION 4: Indicators

Secţiunea 4: Indicatori


Estimated cost of the new productsCosturile estimate ale noului produs

8.500 Euro/unit

Expected market volume (potential / maximum number of users)Volumul estimat al pieţei (număr potenţial/ maxim de consumatori)

100 units

Expected sales volumeVolumul aşteptat al vânzărilor

850.000 Euro

Expected market share of the company (proportion between sales and total company sales in the relevant market)Segmentul de piaţă aşteptat al companiei (proporţia între vânzări şi totalul vânzărilor companiei pe piaţa relevantă)

4 %



Evaluarea cantitativă (0-5)


Please put X as appropriate.

Vă rugăm să marcaţi cu X  punctajul considerat corespunzător.



1 2 3 4 5
Added-value potentialPotenţialul de valoare adăugată X
Size of future market demandMărimea cererii viitoare pe piaţă X
Competitive positioning of the productPoziţionarea competitivă a produsului X

We agree that all informations contained in this form to be made public in the project „Inter-regional cooperation for valorization of research results – INTERVALUE”, by publication on the project website: http://www.urenio.org/intervalue/.

Suntem de acord ca informaţiile cuprinse în acest formular să fie făcute publice în cadrul proiectului „Inter-regional cooperation for valorization of research results – INTERVALUE”, prin publicarea lor pe site-ul proiectului, la adresa: http://www.urenio.org/intervalue/.

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