Marketing concentrate on the buyers or consumers determining their
needs and desires, educating the regard to the availability of products
and to important products features developing strategies to persuade
them to buy and finally enhancing their satisfaction with purchase,
marketing management includes researching, planning, organizing,
directing and controlling promotion and servicing.
In most of these decisions – making department has complete
control in other, in addition the physical distribution of the products
determining the channels that will be used and supervising the
efficient flow of goods from the factory to warehouse.
It was a business assumption that only through product planning
and development that company can offer a highly qualitative product to
the customers or users, which may even compete favourably with the
competitor’s product.
Although, the economist would want us to believe that competition
focus on the prices alone. But to the marketers and other businessmen,
competition could also take place in terms of product quality and
features, which can be successfully achieved through product planning
and development process.
The entire activity is very broad, it involves making decision on
all practical issues relating to product and product life cycle,
product development process and product distribution strategies e.t.c.
All demand the effort of a number o f individuals and their job
function over a considerable period of time. It also involves large sum
of money in planning and developing a qualitative product that will be
generally acceptable to the consumers or users.
Since most companies or business organizations wants to ensure
productivity, profitability and survival in business, it then become
very important for main regular product planning and development as the
only influential strategies for productive and profitability.
1.1 BACKGROUND OF THE SUBJECT MATTER
The decision to write on the topic the process of product planning
and development in marketing, is because of the importance of product
development in marketing activities concern. It however comprises
procedures or stages to follow in carrying out the planning of
developing the product, which in the long run bring about bottle needs
to some organization.
Different techniques have been applied to make sure that adequate
process and planning in product development must be taken place, such
as idea generation, idea screening, business analysis, product
development, test-marketing and commercialization.
However, guided by a company, the process of product planning and
development in marketing activities is best developed through a series
of stages mentioned, the formal development of new products provide
benefits such as improved team work, less rework, earlier failure detect
shorter development times, and most important – higher success rate.
At each stage or series management must decide whether to the next
stage, abandon the product, or seek additional information. From their
potential customer as their best sources for new product ideas. Then
the management will screen new product idea and evaluated to determine
which one warrant further study.
Therefore the management will
- Identifies product features
- Estimate market demand, competitors and product profitability
- Also to establish program to develop the product, and
- Assigns responsibility for further study of the product feasibility.
If the result of the business analysis are favourable then a product development will commenced.
- SIGNIFICANCE OF THE ESSAY
This extended essay has essentially been undertaken for the under mentioned reasons:
Principally, it is undertaken in partial fulfillment for the award
of the National Diploma in Business Studies, Department of Business
Administration and Management of Studies of the Kaduna Polytechnic.
The findings would be of immense of use to the process of product planning and development in marketing.
This essay would be source of reference to any student who may
desire to carry out research on motivational factors. It is also hoped
that it would be a source of reference to my sponsor when the need
arise.
1.3 OBJECTIVE OF THE ESSAY
The main objective of this essay writing is to highlight the
importance of product planning and development to marketing
organization.
- To provide suggestion and recommendation to marketing organization to words product planning and development.
- To outline the procedures of product planning and development.
- To examine the problems associated with product planning and development.
- To provide useful source of information regarding product development and planning as a strategy in marketing
1.4 LIMITATION OF THE ESSAY
It is natural that an extended study of this nature is never
conducted without some inhibiting factors. The following however are
the constraints of this study.
- INADEQUATE TIME – Academic programs of the
institution are usually plan ahead and each program has its own period
of execution, and implementation combining class work, and essay
written is not an essay task much time is consumed in moving form one
place to the other.
- FINANCE – The research study requires a lot
of finance in order to get the activities implemented accordingly. For
finance reason the writer could not get all the necessary material
needed.
- Due to the fact that there was time constraint because the
writer had to face lectures and only squeezed time to go to library to
get relevant text books.
1.5 DELIMITATION OF ESSAY
1. IMPROVING STANDARD OF LIVING
A well planned and developed product of help to improve the living
stand of the people due to it quality, performance, recommendation
e.t.c. to it consumers.
2. PROMOTING THE IMAGE OF THE ORGANIZATION
If a product is performing it function according to the
expectation of the users or consumers need, it will create good image
to such organization above other organization whose product does not
achieve such opportunity.
3. IT INCREASE SALES AND INCOME TO THE ORGANIZATION
A well planned and sound developed product couple with it
performances in satisfying users need, will attract more patronage, the
volume of sales and income to the organization which the other hand
gives and opportunity to such organization to expand toward achieving
better result.
4. OPPORTUNITY FOR NEW PRODUCT
An effective planning and development process of a product help in
creating idea for discovering new product. Such product its no rival
may boom very well due to monopolistic advantages.
1.6 DEFINITIONS OF TERMS
The terms below are explained in the context of the study
- Product: Product is anything that can be
offered to a market for attention, acquisition, use or consumption that
might satisfy a need. It includes physical objects, service person’s
place, organization and ideas.
- Product mix: - Is the complete range of the
company product service and brands aimed at all of the relevant target
markets and market segment.
- Product line: - Is when a product sold to the same customer have the same uses or go through the same distribution channel.
- Product developing: - It is the stage at which the product type is put into practice and come out with a tangible product.
- Marketing: - Is the process by which people get what they need and went through the exchange of product and services with other.
- Literature review: - A search of statistic trade journals, magazines and other books for data or insight into the problems at hand.
- Product differentiation: - Is the act of designing a set of difference to distinguish the company product from competitor’s product.
- Price: - In economics value of things measured in term of what the buyers in a market will be given in exchange for them.
- Business: - Complex economic operation
concerning those function that govern the production, distribution and
sale of goods and services for the benefit of the buyer and the profit
of the seller.