[3] product quality of new car was controlled employing the new product development process(8)
1 .Idea generation: Most new product ideas are the result of a planned approach to generating innovations.The approach should be open to ideas from internal sources and external sources.
2. Screening: The organisation must undertake a screening process to eliminate those ideas that are not feasible,and to help identify the most promising of those that are.
3. Concept evaluation
The idea should be developed into a product concept that customers,management and other stakeholders can evaluate.This process is designed to determine whether the product could satisfy a customer need or want and to identify those attributes that could provide the most value to potential customers.
4. Marketing strategy
A postive concept evaluation would suggest there is a market for the product.On this basis,management can start planning a marketing strategy.This includes describing the projected sales and profits,market positioning,potential target market,marketing mix strategies and long-term goals.
5. Business analysis
Once the marketing strategy has been planned,the organisation should undertake a business analysis to determine whether the strategy will be a good fit with the company’s current offerings and its overall business objectives.A business analysis reviews how the new product will affect the organisation’s costs,sales and profit projections.
6. Product development
If the business analysis finds the new product to be a good fit with the business’s overall objectives,the next page is to convert the product concept into an actual product.This means developing a working prototype along with additional investment in research and development to ensure the design,materials and so on will result in the optimum product.
7. Test marketing
Once a prototype has been produced,the product should be tested in a market setting.Test marketing activities enable a real world assessment of the entire marketing mix that supports the product.
8. Commercialisation
If all has gone well for the previous phases,it is time to launch the new product into the market.If the new product development process has been thorough,there is solid chance that the product will succeed.