THE IMPACT OF NEW PRODUCT DEVELOPMENT IN AN ORGANIZATION

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ABSTRACT

Product is a very important part of the marketing mix, and consumers want and satisfaction serve as the yardstick for creating it. Hence products must be designed with the market’s need in mind. This essay writing intends to look at the basis for planning changes in marketing strategy which allows a management to take a corrective course of action. As a matter of fact, products like human beings have life span and they can die. The danger in the death of an organization product is that it could result to the closure of the organization business operations. In the light of this, it is therefore a necessity for organizations to adopt the new product in order to remain in business and have a sustainable and a new market.

TABLE OF CONTENT

Title page i

Declaration ii

Approval page iii

Dedication iv

Acknowledgement v

Abstract vii

Table of Contents viii

CHAPTER ONE

1.1 Introduction 1

1.2 Objectives of the Essay 5

1.3 Significance of the Essay 6

1.4 Scope of the Essay 6

1.5 Limitations of the Essay 6

CHAPTER TWO

Literature Review 8

The Cost of Production of a new product 33
The Meaning of a new product 36
The Need for a new product development 37
The product development stages 37
The product life cycle and new product 40

CHAPTER THREE

Summary, Conclusion and Recommendations

Summary 43
Conclusion 44
Recommendations 45

Bibliography 46

CHAPTER ONE

1.1 INTRODUCTION

A product is defined by Kotler as anything that can be offered to a market for attention, acquisition use or consumption. It includes physical objects, services, places, organization and ideas. While Holloway and Hancook view a product as any bundle of features from toothpicks to watch repairs. To Boone and Kurtza, product presents a bundle of physical, service and symbolic characteristics designed to produced consumer want and satisfaction.

All these definitions and other point to the fact that product is a very important part of the market mix, and consumer want and satisfaction serve as the yard stick for creating it. Hence products must be designed with the markets need in mind.

In marketing, product is viewed as having dimension or layer reference to figure.

The inner layer is the physical component of the product, which possesses values of varying amounts for different consumers. The outer layer is the product as actually pecimed by the consumer that is his age about the product or feeling about it. It is this perceptional layer that determined the purchase or rejection of the product, while the middle layer consists of all intervening factors that modify the way consumers receives the products. These may include the packaging artising, reputation and others that create product image.

Product planning encompasses all activities involved in devising a product to meet the requirement of the market. It is often argued that a product plan is the heart of competitive strategy. It is also believed in marketing that product success stean from product planning. A farmer ibo, sierra Leaone that consider that to plant, what quantity how should it be packaged and possible branded etc is involved in project planning.

Jolson suggests various techniques to solve new planning scenario writing, envelop curves, credence decomposition, relevance and dolphin method.

All new products, whether successful have life spans in the market.

A successful product may however have a short life span which is not in the market skillful manipulator of the promotional instrument is required to prolong the life span of such product. The promotion in turn should be sported with and adequate distribution system, effective pricing strategy and production schedule that will satisfy demand. To make a product succeed in the introductory stage, the promotion effort should be directed towards in farming and deducting potential consumers. The selective demand is stimulated in the growth stage while in the maturity sage promotional effort should be directed towards persuasion and in the decline stage all promotional effort should be curt back substantially except when attempting to revitalize the product.

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