Bìznes Inform (Feb 2020)
Features of Planning the Introduction of a New Product to Market
Abstract
The article is aimed at substantiating the theoretical-methodical bases for planning the introduction of a new product to market and elaborating practical recommendations for its implementation in enterprises. In order to achieve the goal, the importance of such projects for domestic enterprises in terms of innovation activity is proved; the main stages of planning the introduction of a new product are identified; the key measures to develop, introduce and promote a new product are provided. The results of a practical approval of the proposed measures for the researched enterprise and their impact on the enterprise’s activities in general are described. As result of the research, the key stages of planning the introduction of a new product to market are defined, namely, analysis of internal and external tendencies and opportunities; analysis and testing of product samples; evaluating the efficiency of the project to introduce a new product to market; identifying the potential risks when introducing a new product; planning the volumes of release of the new product; planning the activities of informational-marketing communications to support the promotion of new product in the market; monitoring the implementation of the designed plans, analyzing the results and setting tasks for future periods. The most efficient measures in terms of the described stages are considered. The results of the authors’ research were approved on the basis of the enterprise «Pirana» Trading House» LLC. The carried out evaluation of efficiency of the recommended measures indicated a positive impact on the enterprise’s development process. It is determined that planning the introduction of a new product to market contributes to strengthening the competitive position of the enterprise, achieving its goals, and improving the efficiency of innovation activity. Further research should be directed towards finding new ways to improve efficiency of innovation in domestic enterprises, in particular in the plane of product innovations and the creation of conditions for their development, as well as improving the methods and instruments of shaping the innovative strategy of enterprise.
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