Thảo luận tiếng anh: Provide stages in developing and launching the products and suggest some solution to make your products always your customer’s wants.

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 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 time for what have been done.+ Step 6 : Testing the market To be more careful , enterprises can perform the testing market by deploying small market in the region . This work is aimed at assessing factors related to marketing functions such as pricing, distribution channels , market , advertising messages or product positioning .+ Step 7 : Product CommercializationCommercialization of the product is actually launched the product in the market. It’s not an indepenent work, it involves strategy, resources of business, policy, infrastructure. + Some solutions to make your products stand out

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.

Class:

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

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 time for what have been done

+ Step 6 : Testing the market

To be more careful , enterprises can perform the testing market by deploying small market in the region This work is aimed at assessing factors related to marketing functions such as pricing, distribution channels , market , advertising messages or product positioning

+ Step 7 : Product Commercialization

Commercialization of the product is actually launched the product in the

market It’s not an indepenent work, it involves strategy, resources of business, policy, infrastructure

+ Some solutions to make your products stand out

III Conclusion

CONTENT

I Introduction

Developing and launching strategy is the final stage of the new product development process By now you have your product and it is market ready Your business is now keen to take the product to market This stage, often known as commercialisation, can be the most testing This is when your business will need to commit to marketing investment and will rely on key routes to market for their support Most importantly, this is the point when you relinquish control to the end user: in market, the end user will decide between success and failure Having a clear strategy is crucial to both a successful launch and managing the product in the early stages of its life-cycle Accordingly, in order to have development, testing and launching new products and services On this discussion, the remaining new product and service development stages is made clearly More specifically, the stages are 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,

+ 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

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

Use your business's existing R&D processes Identify modifications you could make to existing products, or adaptations for new products, consistent with feedback from your market and customers

-Review your quality assurance (QA) processes

Note any issues in your products and identify potential ideas for addressing gaps in quality

-Review your customer complaint records

Identify common weaknesses in your existing product range, and look for areas where improvement is most needed Learn about managing customer complaints

-Review your research

Review your customer research and market research , and plan further market and customer surveys if you identify research gaps What are your customers telling you they're looking for?What do they find frustrating or limiting about your products? How do they use your products most?

-Talk to your suppliers and other business partners

Talk to manufacturers, retailers and sales reps to capture their knowledge

of your products and thoughts for improving them

-Research and understand your competition

Try to understand your competition Review your competitors' product range and consider how the market is responding to them Do any of their products seem to be meeting needs that yours aren't?

-Study catalogues and product information

Make sure you have a comprehensive understanding of existing products available in your market

+ Step 2: Screening idea

Not every idea can be done, so we should choose the possible one Basically, ideas which are 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

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

To increase the success of new products on the market, business should build good strategy for launching the product That’s to avoid the little potential market, reduce the loss of time and effort Introducing a new product to market was difficult, creating markets harder To be successful, manufacturers must be creative, knowledgeable, visionary and adventurous Therefore, I will present four steps to search and persuade customer acceptance of new products: personality-oriented products and consumer demand, focus on describing the use, features of the product and demonstrate really useful products

An often example is about Kinh Do mooncake: I'll analyze overview of marketing activities of Kinh Do mooncakes marketing mix strategy:

- Product: To born in 1993, Kinh Do mooncake is the market leader brand Kinh Do’s products have many flavors, nice packaging, good quality Currently, the company focuses on production techniques, additive recipe

to make a separate

- Place: Kinh Do has developed distribution channels diversity with many agents Every year, in the mid-autumn season, Kinh Do organizes more than 13,000 points of sale across the country

- Promotion: Kinh Do has many attractive promotion policy Strategy for effective advertising on TV, newspapers, internet Also, Kinh Do organized fundraising program to help improve the social community

- Price: Company uses discount pricing strategy There are good incentives for customers and agents Kinh Do has many products with different prices

so customers can choose more easily

+Step4: Analyze business

This step will make clearly about profit goal, benefits of bringing products, details for the target

- Profit goal is the amount of money you need to meet a number of predetermined commitments, which is important to both you and your business in the future Identifying a profit goal will help you direct your 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 time for what have been done Because product development is a vital part of any business It doesn't matter whether the product is for consumers or other businesses, whether it is a tangible object or a service The constant change in markets and technology require that companies take steps to meet new challenges Developing new products and improving existing products is an important step in meeting this challenge New product development can be just what it sounds like the creation of a completely new product that fills a previously unaddressed niche in the economy Product development also includes re-examining an existing product to maximize its market potential through adding features, a design change or maybe just tweaking the marketing

Product innovation is not a completely hit or miss proposition There are steps a company can take to improve the likelihood of a successful development process There is no one "best" method for developing

products, and what works for one segment of a particular industry may not work for another industry, or maybe not even for another segment of that industry The mix of elements will be different for every product development project, but companies can look to a basic framework to help keep all the different elements on track

The goal of the product development process is to end up with the best possible product One that is well suited for the intended audience and contains features that are needed and desired No matter how great the new product may seem, if the market rejects it, it's a failure Taking the product development process seriously can go a long way toward making the end result a success

+ Step 6 : Testing the market

To be more careful, enterprises can perform the testing market by deploying small market in the region This work is aimed to assess factors related to marketing functions such as pricing, distribution channels, market, advertising messages or product position

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