Marketing Related Activities in New Product Development in Small and Medium Enterprises

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.



DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

New Product Development (NPD) has been defined as a network of interrelated activities that interact in order to transform a market opportunity into a product that meets the customer's needs and the strategic goals of a company. This research is established and carried out by using a quantitative research method. The research used primary data. The research strategy used in this research is quantitative. This research analyzes effectiveness of marketing activities integration in new product development. A number of 120 employees from Glass flake ltd participated in the research. After the analysis of findings, the author will conclude with further discussion pertaining to the marketing integration in new product development, the need for marketing integration, concept of integration and the concept of interface. Glassflake Pvt. Ltd is one of the leading innovators and manufacturer of glass flake, which is commonly known as borosilicate glass, a functional substrate with excellent anticorrosion characteristics, that supplies core markets (B2B) in coatings, pigments and polymer industries. NPD process is a multistage, multidisciplinary process. Product innovation is not simply a matter of R&D, but consists of many varied activities that ideally should be undertaken by different groups within the firm: market research, R&D, sales, engineering, industrial design, production, and advertising. In this research we will focus on integrating marketing strategies for NPD in SMEs and analyze the role of marketing activities in the new product development process in SMEs, impact of integrating marketing activities in the development process of new products and analyze the process of New Product Development (NPD) in small businesses and evaluate the success factors of the process in coordination of marketing department.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 03: METHODOLOGY1

Research Design1

Quantitative Data Analysis1

Instrument2

Sample2

Data Collection3

Likert Scale3

Interview Questionnaire4

Confidentiality4

Validity4

CHAPTER 04: ANALYSIS OF FINDINGS6

CHAPTER 05: DISCUSSION AND ANALYSIS35

Benefits of Marketing Integration38

Scope of Marketing Integration40

New Product Development (NPD)42

The NPD Process44

Marketing Integration in NPD44

Need for Marketing Integration in NPD46

Environmental Uncertainty47

Integration Mechanism in NPD48

CHAPTER 06: CONCLUSION50

Implications for Theory and Practice52

Limitations of the Study and Suggestions for Future Research55

REFERENCES58

APPENDIX76

Questionnaire76

CHAPTER 03: METHODOLOGY

Research Design

This research is established and carried out by using a quantitative research method. The project used primary data. The purpose of the study is to develop theory rather than testing hypothesis or theory. Data will be collected by questionnaire to investigate the impact of integrating marketing activities in the development process of new product. Many data collections methods can be applied in this regard, ...