VIET NAM UNIVERSITY OF COMMERCE
ENGLISH FACULTY

TOPIC
Provide stages in developing and launching the products and suggest
some solution to make your products always your customer’s wants.
Teacher: Group:
Class:

OUTLINE
I. Introduction
II. Body
When developing and lauching product, we usually have 7 steps to follow:
+ Step 1 : Development ideas
Business have more ideas, the ability to choose the good one is much higher.
The idea might came from inside or out side the company, but it doesn’t matter.
Small business should take the idea from inside the company because it cost
less money and time.
+ Step 2: Screening idea
Not every idea can be done, so we should choose the posible one. Basically,
ideas which is chosen must be suitable with the resources. Good idea will
support the strategy of business, reduce unnecessary cost or use the available
resources without losing money.
+ Step 3: Marketing
To increase the success of new products on the market, business should build
good strategy for lauching the product. That’s to avoid the little market
potential, reduce the loss of time and effort
+Step 4: Analyze business:
this step will make clear about profit goal, benefits of bringing products, details
for the target, market forecasts.
+ Step 5 : Product Development

be analysed to include technical development, testing and introduction to the
market or launching products. Also, thanks to the stages with lots of flexible
activities to obtain growth and stay ahead in the market of King Do
mooncake business, we can take on board and have some solutions to make
the business stand out in the market and get highest profits as possible.
II. Body
Whenever developing and launching any product, we usually have 7 steps, as
follows:
+ Step 1 : Development ideas
The more ideas the business has, the higher ability to choose the good one.
The ideas might come from inside or outside the company, but it doesn’t
matter.
Small business should take the ideas from inside the company because it costs
less money and time.
Successful new product development (NPD) starts with identifying good
product ideas and using reliable criteria to decide which ideas to pursue.
You should take the following steps before you allocate funds to new product
development.
-Idea generation
Write a customer needs list based on the information you gather from the
sources identified below. You should try to identify existing weaknesses in
your products, gaps in your product range and areas for product
improvement.
-Brainstorm product issues
Work with your existing team members to brainstorm product issues. Your
sales and service staff speak to your customers daily, hearing feedback about
your products and the customers' needs. Capture the feedback, product
observations and ideas from your team. Make sure you recognise their ideas
and promote a shared culture of innovation .
-Use your research and development (R&D) processes

available resources without losing money.
In screening, the many ideas are reduced to smaller numbers and eventually
to the one product concept, prototype product, processing method and
advertising plan. The screening begins qualitatively and gradually develops,
as more information is obtained, to a quantitative evaluation of the predicted
outcomes for the product, production, market and finance.
So a process is required where the idea are screened or filtered and only those
ideas and thoughts are allowed to pass which are relevant and suitable for
the profitable development of the process. This process saves a lot in terms of
the saving by not going into development of irrelevant ideas.
With your list of potential new product ideas, you now need to decide which
ideas to pursue and which to discard. Consider your competition, your
existing products, their shortcomings, and the needs of your market. Draw on
the customer needs list you have developed, and the areas for product
improvement you have identified.
Develop a set of criteria to evaluate your ideas against. You criteria might
include:
• most prominently identified customer needs
• product improvements most needed
• the benefits to your target market
• the technical feasibility of the idea
• the level and scope of research and development required
• the profitability of the idea. What is its potential appeal to the market?
How would you price it?
• where the product fits in the market. Is there a gap? How close is it to
competitor products?
• the resources it will require in development
• the marketing potential of the idea
• the fit with your business profile and business objectives.
+ Step 3: Marketing

actions and strategies (once you've identified your profit drivers) to reach
your target. To set a profit goal, you will need to consider the followings: costs
(both fixed and variable), owner's annual income, operating expenses (fixed
and variable), return on borrowed capital, return for risk, return for future
growth.
- Benefits of bringing products: If a new product meets the market demands,
sales will increase rapidly. Some customers who respond early will continue
to buy, and other customers also will start buying, especially when they hear
the praises about that product. New competitors will enter the market and
find opportunities to make high profits. They will introduce products with
new features, more and more, build more selling point, and this will expand
the market. increasing the number of competitors lead to increase the focal
point of retailing sales. this will meet fully customer wishes.
- A market forecast is a core component of a market analysis. It projects the
future numbers, characteristics, and trends in your target market. A market
forecast should always be subject to a reality check. When you think you have
a forecast, you need to find a way to check it for reality. In this case if the
total market is worth some estimate, you could estimate sales of all the
competitors and see if the two numbers relate to each other. In an
international market, you might check production and import and export
figures to see whether your estimates for annual shipments appear to be in
the same general range as published figures. You might check with vendors
who sold products to this market in some given year to see whether their
results check with your forecast. You might look for macro-economic data to
confirm the relative size of this market compared to other markets with
similar characteristics.
+ Step 5 : Product Development
This step involves developing physical , technical , or a specific product. To
reduce product development time and cost study , the researchers should
focus on finding gathering information or learning available related to avoid

For example:
Although last year Kinh Do mooncake almost dominates the market but the
number 1 confectionary company Vietnam is also not subjective because
there are so many competitors lurking just outside, one would expect errors
Kinh Do’s to grab the market. Therefore, the company must always be careful
in every stage of production, testing, packaging to sell bread to the market
-In 2012, Kinh Do expected to produce 2,100 tons of moon cakes but just
before 1 week, the company's output has exceeded 15% planned to reach
2,400 tons and even then had to but because material for production and
package has passed.
-When Kinh Do wants to bring out a new cake, this company is always careful
in market research. It has used it to test the market when there are new
forms to bring out the cake sale. It is for the consumers, the customers
familiar with the company's new tasting cake form that can be sold in one or
several stores, small stores across the country.
- Then the Kinh Do collected comments from customers and receive
information from the booths, stores offering new cake form. Then the
company will take measures to change the quality of moon cake, with a price
to match income levels and eating habits of consumers.
- Find out to market demands, consumer tastes continue to produce new
cakes. In recent years, every season is an opportunity for the moon of bread
offers brand new products. No exception Kinh Do also launched a new series
Mochi jam cake, with strawberry jam, honey lemon jam, marmalade Japan,
kiwi jam processing style Japanese cuisine weird mouth. Manufacturers
that also use materials is the new jam such as jam lotus root, grapefruit peel
marmalade, chestnut jam to make a difference for the user.
-At the streets in Hanoi the mooncakes such as Pham Hung, Kim Ma, Le Van
Luong focus more closely stalls for ordinary consumers. However, a lot of the
buyers are nowhere to be seen. A female employee on Nguyen Trai (Thanh
Xuan district) assessment, the number of tourists this year halved compared

opinion leaders. This will ensure adoption by other buyers in the market place
during the product growth period.
The company has to decide on an action plan for introducing the
product by implementing the above decisions. It has to develop a viable
marketing-mix and create a respective marketing budget. When a plan is in
place for each of these three issues, then the commercialization process may
begin .
+ Some solutions to make your products stand out.
I’d like to suggest some solutions to help your products get your customer’s
expectation.
Before making a product you need to understand the customer's demands, so
these are the starting point for any new product ideas.
Providing what the customer needs rather than what your business have.
Products need to ensure quality, various designs to meet the needs of
consumers.
You must have a price competition, reasonable prices to consumers, but
businesses can still maximize profits.
The packages should provide sufficient information about the product,
packaging material is sure, secure, certified check safety products. To the logo
and colors of the product: Logo needs to be printed clearly and set in front of
packaging, the product with a natural color will get impression from customers.
In order to each product have its position on the market, extending the
product’s life cycle, you need to make compliance these steps: Development
ideas, screening idea , Marketing, Product Commercialization, Analyze
business, Product Development, Testing the market, avoid burning phase. Along
with that is the appropriate policy for each stage, for each product category.
III. Conclusion
In conclusion, the seven stages of developping and launching product may
seem like a long process but they are designed to save wasted time and
resources. New product development ideas and prototypes are tested to