AN ASSESSMENT ON THE PRACTICE OF NEW PRODUCT DEVELOPMENT: THE CASE OF KALITY FOOD S.C BISCUIT

Abstract

This study is a new product-oriented thesis which is focused in developing a new product development process in the case of Kality Food S.C Biscuit. The objective of the thesis is to find and develop a framework which would clarify the entire product development and launch process and increase the success rate on the new product development of Kality food S.C biscuit. The reviews of the literature, journals and data analysis are the foundation of the new product development model. Even if most products oriented researches conduct only by using a qualitative analysis, in the form of in-depth interviews but this thesis in addition to the qualitative data student researcher gather feedback from consumers of the company was also obtained quantitatively in the form of survey questionnaire so as to increase reliability of the finding. This thesis proposes elaborated guidelines which Kality food S.C could follow in its product development process. The new product development process was developed based on the Stage-Gate process, which is a reliable and successful method used in different successful product development cases. The Stage-Gate process was adopted according to the industry and company´s strategy. Student researcher hopes that the final results and the suggested model of NPD could help the company to have a clear understanding of each stage in the product launching process and implement each of these stages in accordance with the type of the project or product development Strategy