The product development process typically consists of several activities that firms adapt in the complex process of delivering new products to the market. A process management approach is used to provide a structure for new product development consistency and to enable continuous improvement. Every new product will pass through a series of stages from idealization, such as design, manufacturing and market introduction.

In highly engineered products as aircrafts, automotive, and machinery that deals with complexity the new product development process passes through different phases using a complex organizational system to manage the process. The more complex the product the more complex the new product process and the management system. Such complex new products are especially in military air craft projects where it is used an integrated product team approach. The process for managing large sale complex engineering products is much slower (10 plus years) than the fast moving consumer goods (weeks).

According to Dr Robert G. Cooper the new product development process is often referred as a result of comprehensive research on reasons why products succeed and why they fail.

When teams collaborate in developing, new innovations, they have the following factors mixed into the team with a new product developmental repertoire which above all ensures that the marketability will happen relatively quickly to be produced across the board.

Step 1: Generating

Using the basic SWOT analysis as well as current marketing trends, one can keep distances from competition by generating ideologies which are affordable and rewarding in investment, considering the profits in relation to capitol invested, and widespread distribution costs into account.

Through SWOT (strengths, weakness, opportunities, threats) analysis, the enterprise:

• measures its forces to surpass the possible weak points or exploit the power points.
• consider all the marketing chances.
• recognize the marketing threats.

Step 2: Screening the Idea

During this stage many new innovations may stop as there is a set of specific criteria for ideas that should be continued or dropped.

It occurs because product development costs are being cut on “prescreening product ideas” considering the week points and the threats that may be faced such as competitors’ new innovations, how much of the market the new product will ration the new product, thinking they are chomping up etc.

Step 3: Testing the concept

The concept testing is different from test marketing. Apart from patent research, the design due diligence, and the other legalities involved with new product development, the enterprise ought to know:

• Where the marketing messages will work best
• If the consumer understands, needs or wants the product or service