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Phases in New Product Development

The New Product Development process encompasses interconnected phases that guide all businesses from idea generation to commercialization. The new product development process assists businesses in seeking innovation as well as remaining competitive in their market. The method typically comprises seven phases: idea generation, product concept development and screenings, marketing strategy development, business analysis, technical development, test marketing, and commercialization (Cooper, 2019). All these phases help companies in ensuring that there is successful development as it launches a new product. This essay will discuss the entire new product development process, explaining each phase in detail and presenting a real-life business example to illustrate the concepts.

The first phase of new product development is idea generation. This phase involves generating a pool of potential ideas that have the potential to address customer needs or fill gaps in the market. Most Businesses or companies employ several methods, including customer feedback, trend analysis, market research, and brainstorming sessions to generate innovative ideas. The goal can be achieved by creating a wide range of ideas which can be evaluated in subsequent phases.

Product Concept Development and Screening is the second phase. In this stage, businesses focus on developing and screening product concepts. This phase entails refining the ideas generated in the previous phase into concrete product concepts. These concepts are evaluated based on market potential, technical feasibility, financial viability, and strategic fit. Prototypes are developed, concept testing is conducted, and feedback is gathered to assess the feasibility and desirability of the product concepts(Fabeil et al., 2020).

The third is Marketing Strategy Development. Once a product concept is selected, businesses move to the marketing strategy development phase. This phase involves conducting market research, identifying target customers, and developing a comprehensive marketing plan. Companies define the product’s positioning, determine the marketing mix (price, product promotion, and place), and create strategies for brand communication and customer acquisition.

The fourth phase is business analysis. In this stage, businesses analyze the financial and commercial aspects of the proposed product. They assess production costs, pricing, sales projections, and profitability. Business analysis helps companies make informed decisions regarding the viability and potential success of the new product.

After completing the business analysis, the fifth phase, technical development, comes into play. This phase involves converting the product concept into a tangible and functional prototype. It includes engineering, design, and manufacturing activities, ensuring that the product meets quality standards and technical requirements.

The sixth Phase is Test Marketing. In the test marketing phase, businesses conduct controlled market tests to evaluate the performance and acceptance of the product in a natural market environment. This phase allows companies to make necessary adjustments, identify potential issues, and gather feedback before full-scale commercialization.

The seventh phase is commercialization. In this stage, the products must be launched and made available to all willing customers. Companies or businesses develop comprehensive launch strategies, including marketing campaigns, sales efforts, and distribution plans. Commercialization involves customer acquisition activities, production ramp-up, and distribution network establishment.

Apple’s iPhone provides an exemplary real-life business example that traverses all the phases of new product development. During the idea generation phase, Apple identified the opportunity to revolutionize the mobile phone market by creating a device that combines a phone, music player, and internet communicator in one. This groundbreaking idea led to the development of the iPhone. In the product concept development and screening phase, Apple refined the initial concept by incorporating features such as a touchscreen interface, an intuitive user experience, and a sleek design. The company conducted extensive concept testing and gathered feedback to ensure the viability and desirability of the product (Jain et al., 2019).

During the marketing strategy development phase, Apple strategically positioned the iPhone as a premium and innovative device targeting tech-savvy consumers. The company created a comprehensive marketing plan, emphasizing the iPhone’s unique features and benefits, and effectively communicated the value proposition. In targeting the market, Apple has conducted rigorous business analysis, assessing production costs, pricing, and profitability to ensure a successful launch. The technical development phase involved engineering, design, and manufacturing processes to bring the product to life. Test marketing played a crucial role in Apple’s new product development process. The company released the iPhone in limited markets, allowing real-world feedback and identifying necessary improvements before full-scale commercialization. In addition, Apple’s commercialization phase involved a well-executed launch strategy, including extensive marketing campaigns, widespread distribution, and sales efforts. The iPhone’s commercial success and subsequent iterations have cemented its position as a groundbreaking product in the mobile phone industry (Kaminski et al., 2020).

In conclusion, the phases of new product development provide a structured pathway for businesses to follow, from idea generation to commercialization. The real-life example of Apple’s iPhone illustrates how these phases intertwine, ensuring a new product’s successful development and launch. By employing a systematic approach and carefully navigating each stage, businesses can increase their chances of bringing innovative and market-driven products to fruition.


Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, pp. 76, 36–47.

Fabeil, N. F., Pazim, K. H., & Langgat, J. (2020). The impact of the Covid-19 pandemic crisis on micro-enterprises: Entrepreneurs’ perspective on business continuity and recovery strategy. Journal of Economics and Business, 3(2).

Jain, V., Chawla, C., Arya, S., Agarwal, R., & Agarwal, M. (2019). An Empirical Study of Product Design for New Product Development with Special Reference to the Indian Mobile Industry. Research Gate Publication, p. 81, 1241–1254.

Da Silva, R. H., Kaminski, P. C., & Armellini, F. (2020). Improving new product development innovation effectiveness using problem-solving tools during the conceptual development phase: Integrating Design Thinking and TRIZ. Creativity and Innovation Management, 29(4), 685-700.


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