Market research of a new product development (NDP)

Market research of a new
product development

Executive Summary
Purpose: Main purpose of this dissertation is to research of new product from natural marble
based on ROCAILLE company in Lebanon. This is a main purpose and helps in identifying of
factors such as quality, cost, service and delivery time to achieve high customers satisfaction,
evaluating of the the process of new product to generate high success in competition and
examination on how to obtain high efficiency in marketing.
Design/methodology/approach – This dissertation is based on primary research that helps in
gathering of valid and reliable information within less period of time. Primary information
gathered through questionnaire to answer the each research question.
Findings- Findings of the dissertation analysed through frequency distribution analysis. This is
an analytical tool that support investigator in analysing of quantitative information in less period
of time. This supported investigator in accomplishment of research aim and objectives within
less period of time and in successful manner.
Practical implications – This research finds the impact of new product development in
improvement of business growth and success. This research also has implication in finding of
different factors that effects in improvement of customer satisfaction towards brand or product.
Originality/value– This research is higher value because with the help of this, investigator can
easily increase their understanding about the significance of new product development in
business development.
Key word – New product development

Table of Contents
Executive Summary ........................................................................................................................2
Title: Market research of new product from natural marble based on ROCAILLE company in
Lebanon............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY...................................................................................................11
Data analysis and interpretation.....................................................................................................15
CONCLUSION AND RECOMMENDATIONS ...................................................................29
REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY ..................................32
REFERENCES..............................................................................................................................33
Appendix........................................................................................................................................34
Questionnaire............................................................................................................................34
.......................................................................................................................................................35

Title: Market research of new product from natural marble based on
ROCAILLE company in Lebanon.
INTRODUCTION
There are different factors and elements that need to be consider by organisation while
developing and creating products. It is essential to identify and analyse various elements for
creating high quality products that will lead to satisfy the customers. product development refer
as the process of creating or manufacturing new or different product which is significant for
meeting with the requirement of customers. There are various steps and phases that are includes
in product development process. Customers satisfaction is important part of organisation as it
helps in meeting with the needs of customers as well as increase loyalty of customer with the
company. Customer satisfaction can be describe as measurement which is significant for
determining happiness of customers by purchasing products. It is important for company to
satisfy the need and want of customers as it will lead to have major impact on overall
performance of company. Customer’s satisfaction can be enhanced by providing high quality
products, service as well as capabilities of organisation. High customer satisfaction leads to
increase in sales and profitability of organisation and assist company in gaining competitive
advantage. There are different ways and approaches that are significant for developing strong
customer satisfaction. High product and services standards of company is very effective for
enhancing the experience of customers as well as creating higher customer satisfaction. Chosen
company for this report is ROCAILLE. This company was developed in year 1984 and it is
dealing in marble industry. ROCAILLE organisation is a well known international contacting
company that is providing high quality products and services to customers. This company is has
highly technical productive capacity in conjunction with a skilled operational team. ROCAILLE
company is market area of Venezuela, Singapore, USA and Europe. This report includes
different elements for new products development. In this report, different element that are
required to achieve better marketing of new products has been determined. Literature review will
include proper and authentic data and information about the topic. In this research methodology
consist the process of collecting and gathering data in more effective and accurate manner.

Research aim and objectives
Aim:
The aim of this research is how to maximize achieving better marketing of new product
results in companies producing natural marble.
Objectives:
 Identify factors such as quality, cost, service and delivery time to achieve high
customers satisfaction.
 Evaluate the process of new product to generate high success in competition.
 Examination on how to obtain high efficiency in marketing.
Research Questions
 What are the factors such as quality, cost, service and delivery time to achieve high
customers satisfaction?
 What is the process of new product to generate high success in competition? How to obtain high efficiency in marketing?
Rationale of the research:
Main reason behind doing this investigation is to identify the factors that helps in
achieving of higher customer satisfaction. This research also helps in identifying the process of
new product development. Along with this, current investigation is important at personal as well
as academic level. At personal level, this research helps researcher in improvement of its
research skills such as data collection, data analysis, time management, literature review etc. All
these are useful skills for researcher in conducting of present investigation systematically and
timely. At professional level. At academic level, this investigation support students by increasing
their knowledge and understanding about the impact of new product development in
improvement of customer satisfaction and attainment of competitive advantages. Therefore,
current investigation is essential at each and every level.

LITERATURE REVIEW
Literature review is the systematic process of gathering secondary data about the specific
area of study. There are different sources that will be essential in collecting of secondary data
such as books, journals, magazines, publication research etc. All these are considered effective
and useful sources of gathering secondary data. Main purpose of literature review is to identify
the research gap. Main gap of this dissertation is the achieving of better marketing efforts of new
product results in companies producing natural marble. In previous studies, there were data
available about the impact of new product development in business success but there were lack
of information regarding the marketing efforts of new product development. In order to
overcome this gap, research questions will be described as below:
What are the factors such as quality, cost, service and delivery time to achieve high
customers satisfaction?
Customer satisfaction is considered as one of the essential marketing term which evaluates
how goods or services provided through organisation surpass an expectation to consumers. This
is significant as it facilitates organisation and marketers with a metric that it can utilise for
managing as well as developing its enterprises. It has been determined that customer satisfaction
is very crucial part of business and it will lead to have major impact on business. Company needs
to focus on increasing customer satisfaction as well as increasing the quality of services to meet
with the requirement of customers. Moreover, there are several factors like cost, quality, services
and delivery time which influences the satisfaction of consumers. So, this is vital for all entities
such as ROCAILLE company to undertaken all these factors in order to attain higher customer
satisfaction. All these factors are discussed below: Quality: This is considered as the important factor which is usually facilitates consumer
value which are rendering standard product or service which meets audiences’
expectations. As consumer expectations are arising and for remaining competitive into
market area it is important for ROCAILLE Company to undertake this factor. As they are
planning to introduce new product that is natural marble so this is significant for them to
consider this factor while manufacturing goods. Because higher or standard products
quality are helpful for respective firm to achieve high customer satisfaction competitive
market.

 Cost: This is also considered as one of the crucial factor as it provided essential message
to customers. Moreover, it is determined that cost enhance so accordingly audiences
perspectives of product quality is being sold. It is so as consumer are usually sceptical
regarding cost which appear to be “ too effective to be true”. Also, it s suggested to all
entities that the cost of product should be reasonable not too high more too low as this is
an effective way to keep consumers satisfied. Therefore, ROCAILLE Company has to set
their product cost between low to high for its new product that is natural marble as this
helps them to achieve higher customer satisfaction. Service: This is considered as the factor which mainly states the difference between
consumer expectation as well as service perception. Moreover, the satisfaction of
customer or dissatisfaction is being developed through its experiences of buying and
availing services. So, the ROCAILLE Company has to provide standard services with
help of internet, modern transportation methods and others which will assists them to
achieve higher customer satisfaction effectively.
 Delivery time: It is also considered as one of the vital factor that influences customer
satisfaction. As per the Econsultancy report, in about 48% of audiences are do have
interest to wait for more time approx 5 days for its purchase, where as 23% are can wait
for at least 8 days or more. Delivery time does not only influences the buying decision
but also have greater affects upon consumer satisfaction (The 15 Key Factors That
Influence Customer Satisfaction, 2019). So, it is crucial for ROCAILLE Company to
deliver their new product that is natural marble to its potential clients on time as this
show timekeeping and helpful to attain higher customer satisfaction.
What is the process of new product to generate high success in competition?
As per the views of Maximillian Claessen (2015), new product developing process
includes the idea of creative and original product in market area. It is essential for organisation to
develop and create products which is as per the need and want of customers in order to gain
success in market area. New product development process can be describe as the procedure for
creating or manufacturing completely new products which is significant for enhancing meeting
with the need of customers. In this organisation is planning to introduce completely new product
which is effective for enhancing experience of customer. New product will assist in gaining
competitive advantage over other rival companies. This can be define as the original product or

improvement in current product with the motive of increasing its effectiveness and efficiency. It
is important for company to conduct accurate research in order to understand and determine the
needs or requirement of customers. Data and information collected through this can be used in
development of new products as well as successfully increasing potential of organisation.
Consideration of customers need and wants will assist respective company to successfully
develop products and meet with the requirement of customers. It has been analysed that the
process of developing new product includes anything which is significant to meet with the desire
of customers and it is perceived by consumer. Any customer will consider as product as new
with anything new or different has been add by manufacturer which was not available with the
previous experience. It is important for company to consider new input or other elements while
developing new products as it will lead to have major impact on overall quality and performance
of company’s new products. It is very difficult for respective company to develop and create
new product as the process of manufacturing product is very complex and difficult. There are
different elements or aspects which can be consider by organisation while developing new
products. There are different categories of new product development process in the term of
introducing newness to the company or market place. There are different options that is available
to company which will help in determine various factors for developing new product. Different
category form which company can choose such as –
 Developing new product is creating different product which is completely new to the
world.
 Creating new product line that s significant for entering into new line of products which
is for the first time.
 Respective company can make modification or addition to the current or existing product
line. Organisation will be increasing or add new supplements in the existing product line.
 Organisation can conduct improvement in existing products. In this modification
organisation will create new product which is significant for providing extra values to
customers

 Repositioning can be describe as the offering of existing products to new customer base.
Company will be introducing current product and new product for different customer
segment.
 New product which offer similar type of performance and provide value to customers in
lower cost.
It is significant for respective organisation to consider these categories while developing and
creating new products as it will help in successfully implement new product as well as
successfully attaining desired goals. Process of new products for ROCAILLE company in order
to generate high success in competition in mention below – Idea generation – This is first step and in this stage company needs to identify and
determine the new idea for creating products. ROCAILLE organisation has idea of
developing natural marble products for providing high quality products to customers. In
this step of product development process, company will focus on solving customers
problems or enhancing experience of customers. Generation of idea is the first and basic
step for development of product and in this step organisation to will come up with idea
which is significant for resolving customers needs. For example ROCAILLE organisation
is planning to create new and innovative products which will help in increasing sales and
profits of business. It is crucial for respective organisation to analyse its internal strength
and weakness as well as external opportunity or threat which can have direct impact on
performance of company. It is very important that generated idea is unique and creative
as it will lead to have major impact on overall process of product development. Idea evaluation – Once ides is generated it is crucial to evaluate the worth of the ides
before taking it forward. It is important for respective company to effective and
efficiently evaluate the ideas in order to screening new ideas. In this step of product
development process respective company will be screening different idea and evaluate
them in order to select the most effective and suitable idea. It is crucial for ROCAILLE
company to evaluate idea with the motive of selecting best and most effective solution to
the problem. In this step, different aspects of ideas will be determined and critically
evaluated. This is significant for identifying pros and cons of various ideas and selecting

the most effective in order to achieve desired goal. Through this step organisation will be
able to reject ideas which that are not suitable for the company. Define concept – In this step of new product it is crucial to consider the specification of
ideas and defining the concept of new idea. It includes determining technical feasibility,
products design as well as potential of market area. Defining of concept will be done be
company after successfully evaluating the ideas or screening them in most effective
manner. In this step of products development process. ROCAILLE organisation will
identify and describe the specification of ideas of the new product. This is very effective
for taking defining the idea in complete and detail statement. Concept defining step is
significant for successfully performing development process and determining what
product needs to be achieved. Strategic analysis – It is crucial to develop effective and strong strategies in order to
make sure idea of new products fit well in ROCAILLE company. In this step respective
organisation will create strategic plan, determining the demand, cost of developing
products as well as profit margin of business. It is essential for respective company to
analyse the strategies for successfully creating products as well as offering its to customer
base. During the process of new product development strategic analysis play crucial role
in this will help company to create a proper and effective plan which is helpful in
reducing the cost of business along with this earning more profits. In this phase
respective company will be able to identify the demand of new product in market area so
that better steps could be taken. Strategic analysis step will assist company to
successfully develop new product as well as effectively conduct marketing activities in
order to increase sales of company. Product development and testing – At this stage of new products process, ROCAILLE
company will actually develop or create products. In this step of new product
development respective company will actually develop and create new product. It is
essential for organisation to collect raw material and other resources for collecting data as
well as other resources that is crucial for development of product. It is important for
respective company to prepare a rough prototype according to which product needs to be
developed. This step will include testing of products in order to determine the

effectiveness of the products. Testing of new natural marble products will assist company
in analysing actual performance of products as well as determining need of
modifications. Testing is very important as through this organisation will be able to
determine the actual performance of products as well as determine whether new product
of company is able to meet with the set standards or not. There are different methods for
resting new products which will assist in identifying the need of modification in the new
products. If new product is able to successfully clear the test of new product then
company will move to next stage of product development process. Commercialisation – It is important for respective company to determine and evaluate
price of products. ROCAILLE organisation needs to consider the cost of business for
developing products as well as rival company product price in order to gain competitive
advantage over other rival companies. Commercialisation will help in providing
information about the respective company product to potential customers. Testing of new
product is significant for providing information to management in order to take final
decision regarding the product. Through testing step ROCAILLE company will
determine whether to launch product or not. Commercialisation step is significant for
successfully market new developed product into market area with the motive of attracting
more and more customers towards the company. This is very important step for company
as it help in increasing sales of products and earning more profits. Commercialisation
step is consider to be cost incurring stage as in this company will be conducting different
marketing and promotional activities of increasing demand of new developed product in
market area.
 Products launch – This is the last phase of new product process and in this phase
ROCAILLE company will focus on lunching new products in market area as well as
smooth introduction of products to potential customers with the motive of increasing
sales. Once all the step of new product development process is successfully performed
respective company will focus on launching of new product in market area. This step is
significant for providing products to customer so that they can use it. Launching of new
product in market area is very useful to proving correct and accurate information to
customers about the new products as well as its features. Through this company will be

able to increase the awareness of products in market area as well as able to successfully
meet with the need and want of customers.
How to obtain high efficiency in marketing?
According to the views of Amy Osmond Cook (2020), it has been determined that there are
different ways that will assist company in obtaining high efficiency in marketing. It is essential
that ROCAILLE company to conduct effective and efficient marketing practices for attracting
more and more customers as well as enhancing sales of new product. Marketing can be describe
as the business function that is useful for promoting products in market area as well as attracting
more and more customers towards business. There are different ways and approaches that are
mention below in order to obtain high efficiency in marketing.
 Effective planning – It is essential for organisation to conduct effective and efficient
planning in order to successfully attain high efficiency in marketing. Planning will assist
in developing or creating correct plan of action which help in directing all employees to
working accordingly.
 Communication of gaols – ROCAILLE organisation needs to communicate goals and
targets with team member so that marketing objectives can be successfully attain.
Communication will help in providing direction all each team member as well as resolve
issues or risk.
 Use high technology – There are different types of technology in market area and these
technology is significant for obtaining efficiency in marketing. ROCAILLE organisation
needs to consider new and advance technology for performing marketing practices as it is
significant manner.
It is crucial for respective company to conduct effective and efficient marketing practices
as this will help in attracting more customers as well as increasing sales of company.
ROCAILLE company is planning to market its new natural marble products so that potential
customers can collect information about the products and purchase product. For respective
company obtaining marking efficiency is very important as it will help organisation in
earning more profits. There are three major factors which will affect company in order to
obtain efficiency in market and impact on overall business practices. It is essential that this
organisation is considering this factors that is time to market, target cost and new product

development success. All of these factors are crucial for successfully obtaining success and
effectively implementing marketing practices. Different factors that will have impact on
obtaining effectiveness in marketing is mention below –
Time to market – This can be describe as the time which is most effective and appropriate for
organisation to initially conceives a products or service idea to the point in which actual offering
of company is accessible to customers. Correct and accurate time to market products and
services of company is significant for obtaining marketing efficiency as well as achieving
desired goals. Time to market product will lead to have major impact on overall performance and
potential of company as it will affect the behaviour of customers to purchase products. For
example if ROCAILLE company is marketing its products on right and accurate time as well as
product of respective organisation is available in market for the purchase of customer then it will
lead to have significant impact on marketing practices. By determining time to market,
respective company will be able to correctly manage the resources of organisation and this help
in timely delivery of products to customers. Through time to market approach total revenues of
respective company will increase and customers will be able to purchase desired products of
organisation. Time to market is useful approach in order to boost margin revenues of company
and it is significant for gaining competitive advantage over other rival company. Through correct
time to market products and services ROCAILLE organisation will be able to attain desired goals
as well as gain competitive edge over other rival companies.
Target cost – This factor refer as the method that is used for costing the products as well as
selling it to customers. It is essential for company to set correct price or cost of new developed
product so that organisation is able to earn desired amount of profit. Target cost includes
reduction of selling price form the profit margin of product.
NPD success – New product development is the driving force of organisations and critical for
their organic growth and success. Strong worldwide competition, Insatiable consumer appetite,
changing consumer behaviour and technology, force business to invest in new products to
succeed or for their survival. NPD is essential factor for an organisation in obtaining
effectiveness in marketing. Therefore, success of new product development is important for
companies in improvement of its growth and success within less period of time.

RESEARCH METHODOLOGY
It is the particular process or tool utilised by researcher to find out, choose, process and
determine information about a topic. Research methods can be tools and approaches that can be
used by the surveyor to collect relevant information and data regarding a particular topic
(Kumar, 2019). In term of collecting data, investigator used qualitative and quantitative research
methods.
Research philosophy: This is an essential way of collecting, analysing and using
information regarding the research topic. There are two types of philosophies such as positivism
and interpretivisim. These are significant but according to the present investigation, positivism
philosophy is more useful because it facilitate in gathering and evaluating of quantitative data.
Main reason behind using positivism philosophy is it not require maximum time and also
provides data in form of numbers (Flick, 2015). Interpretivisim research philosophy is not
suitable for current investigation because it requires qualitative data that takes maximum time as
well as resources. Therefore, positivism research philosophy will be followed within an
investigation for collecting and analysing quantitative data.
Research approach: This refers as an important process of analysing or evaluating
information through approaches. There are two approaches of data analysis such as inductive and
deductive. Inductive approach of research is useful in analysing of qualitative information,
whereas, deductive approach is important in analysing of quantitative information. Both are
effective but for analysing quantitative data about the new product development, deductive
approach is valuable (Gioia, Corley and Hamilton, 2013). Main purpose of using deductive
approach is it facilitate in analysing of numerical information within minimum time period.
Inductive approach is not significant for present study because it requires data in form of
qualitative and also takes more resources.
Research strategy: This is important for investigator in collecting of appropriate
information about the topic. There are various types of research strategies including
experimental, survey, action research etc. These are essential strategies but for carrying out
present study, survey is a best strategy for collecting primary information regarding the new
product development (Green, Camilli and Elmore, 2012).
Research choice: There are three essential types of research choice such as mono
method, mixed method and multi-method. These are considered essential choice of the research

but according to the present investigation, mono method is a best choice because it helps in
gathering of only one type of data either qualitative or quantitative. Mono method and mixed
method are not valuable for doing this investigation because it requires both types of data such as
qualitative and quantitative. Therefore, mono method is an essential choice of current
investigation. For this, qualitative and quantitative methods will be explained as below:
Qualitative research method- It is explained as a market research methodology that
concentrates on acquiring information through open ended and conversational communication.
In this method the information is in theoretical form which s collected by researcher to attain the
research objectives in effective form. It is main descriptive research which is utilising to
acknowledge or fundamental causes, recommendations and enlargement. The tools that are
implemented to carry out qualitative research consider observation, interviews, group discussion
and many more. It offers insights into problem or assists to expand thoughts or hypothesis for
possible quantitative investigation. Qualitative method is also implemented to uncover trends in
opinions and dive deeper in the complexities. This set of method also has the advantage of being
flexible and easy acceptable to changes in the research atmosphere and can be organised with
less cost in several cases. But the issue o appropriate validity or reliability is a main criticism.
Because of the subjective nature of qualitative information and its purpose in single contexts, it is
complex to apply conventional standards of reliability and validity.
Quantitative research method- This research method is implemented to quantify the
issue by way of generating statistical information that can be distorted into usable statistics. It is
implemented to quantify attitudes, ideas, behaviours, opinions and other defined alternatives and
generalises outcomes form a larger sample population. It is completed in numerical form with
the tools and techniques of statistical, visual communication, computer, mathematical and others.
This type of research includes survey, questionnaire, interview and email etc. which needed
statistical information to subject of research (Mohajan, 2018). This kind of research method are
crucial to control extraneous variables and used by researcher to design the study which is
analysed before it begins. But the limitation of this research methodology is that there are poor
knowledge of the application of numerical analysis which may unfavourable influence
determination and subsequent interpretation.
In addition to it, survey is an essential research tool and method which can be used by the
surveyor to collect appropriate and adequate data for the completion of research in effective

form. Survey methodology studies the in depth sampling of people units from a population and
managing information tools on that sample (Zangirolami-Raimundo, Echeimberg and Leone,
2018). It considers tools or processes that ask several question type to a pre-explained sample to
organize dated collection and maximize the survey response rate. In current research project, the
researcher can conduct survey to analyses the opinion and consider feedback of customer that
how to achieve great success in marketplace. By using different kind of survey like online
survey, telephonic survey and email survey, the investigator can collect required information in
better form for getting effective research outcomes. Therefore, within an investigation,
quantitative research under mono method is a best and valuable choice for because it support in
collecting of numerical information within less period of time.
Time Horizon: Time is essential part of dissertation because it helps in starting and
completing of full project within given time period. There are two significant approaches of time
horizon such as cross-sectional and longitudinal (Kumar, 2019). Both are essential approaches of
time horizon but for carrying out present study, cross-sectional approach of time is more
valuable and useful for investigation. This approach is based on real situation and also helps in
completion of each activity of dissertation in allotted time period. Therefore, within an
investigation, cross-sectional approach of time horizon is more valuable and essential as compare
to longitudinal approach.
Data collection: This is the process of collecting information through primary and
secondary sources. In order to gather primary information, questionnaire is a best method that
will be used by investigator. In case of secondary method, there are various sources such as
magazines, books, publication research, articles etc. These are considered essential sources of
secondary data collection that are only use for literature review. Therefore, within an
investigation both sources of data collection are useful for investigator (Mackenzie and et. al.,
2012).
Research instruments: This is essential part of methodology because it helps
investigator in gathering of information through research instruments. There are various
instruments of data collection such as questionnaire, interview, focus group, observation etc.
These are main instruments of data collection but for collecting primary information about the
new product development, questionnaire will be applied (Mackey and Gass, 2015). This is an

effective and essential method of primary data collection and also assist researcher in gathering
of valid or reliable data within less period of time.
Research ethics: Following ethics within an investigation is important for researcher.
There are different principles of research ethics such as minimize the risk of harm, protecting
confidentiality and integrity, providing right to withdraw etc. These are considered main
principles of research ethics that must be follow by investigator for conducting present
investigation (McCusker and Gunaydin, 2015). Along with this, there are some some research
ethics that should be apply by investigator within an investigation such as honesty, objectivity,
integrity, carefulness, openness, confidentiality etc. All these ethics must be follow by
investigator in present study. This will helps them in completing of full project ethically and
systematically.

Data analysis and interpretation
This is a significant part of dissertation because it helps in analyzing of information about
the topic. In order to analyses information, there will be requirement of using analytical
technique. Frequency distribution analysis is an analytical technique of analyzing or evaluating
quantitative data. In this technique, researcher will require to make frequency table and split
entire table in single table (Miller and et. al., 2012). This will helps investigator in evaluating of
quantitative data in less period of time. MS-Excel software will also use by investigation for
making graphs according to the research questions. Frequency distribution table of current
investigation will be shown as below:
Frequency distribution table
Q1) According to you, new product development helps an organisation in
attaining of customer base?
Frequency
a) Yes 25
b) No 5
Q2) What are the importance of new product development for ROCAILLE
company in Lebanon?
Frequency
a) Lead to sales growth and stability 10
b) Respondents to customers needs 10
c) Increase profit and control 10
Q3) What are the effective factors that helps ROCAILLE in achieving of
high customers satisfaction?
Frequency
a) Product quality 8
b) Cost of the product 6
c) Product features 7
d) Delivery time of product 9
Q4) According to you, process of new product development helps in
generating of high success in competition.
Frequency

a) Strongly agree 20
b) Agree 7
c) Disagree 2
d) Strongly disagree 1
Q5) What are the significant ways that will be essential in obtaining of high
efficiency in marketing?
Frequency
a) Effective planning 9
b) Communication of gaols 10
c) Use high technology 11
Q6) In your opinion, what types of factors have impact for ROCAILLE in
obtaining of effectiveness in marketing?
Frequency
a) Time to market 12
b) Target cost 8
c) NPD success 10
Q7) Is new product development help ROCAILLE in accomplishing of
competitive advantages?
Frequency
a) Yes 25
b) No 5
Q8) What are the effective marketing channels that would assist
ROCAILLE in developing of new product in marketplace.
Frequency
a) Direct selling 8
b) Selling through intermediaries 6
c) Catalogue direct 7
d) Internet direct 9

Q9) What are the major challenges that may be faced by ROCAILLE in
developing new product?
Frequency
a) Global competition 11
b) Time pressure 9
c) Dynamic environment 10
Theme 1: New product development helps an organisation in attaining of customer base.
Q1) According to you, new product development helps an organisation in
attaining of customer base?
Frequency
a) Yes 25
b) No 5
Interpretation: New product development is refers to the important activity for business
organisation to bring a new products to market with the aim of generating larger profitability.
Mainly, it includes planning of product design along with business consideration that support in
25
5
a) Yes
b) No

accomplishing a competitive edge in market place. In this regard, new product development is
also refers to the transformation of various market opportunities that may assist in increasing
market share. With the help of this company easily invite more and more customers and also
influence them to buy the same. As 25 out of 30 people share their views that new product
development assist in increasing customers base. On the other side, rest of 5 participants are not
familiar with this statement.
Theme 2: Importance of new product development for ROCAILLE company in Lebanon.
Q2) What are the importance of new product development for ROCAILLE
company in Lebanon?
Frequency
a) Lead to sales growth and stability 10
b) Respondents to customers needs 10
c) Increase profit and control 10
Interpretation: In business organisation, new product development provide various important to
the company in accomplishing competitive success. In relation to this, 10 people give their views
10
10
10
a) Lead to sales growth and
stability
b) Respondents to customers
needs
c) Increase profit and control

that it may lead to increase sales growth and also keep stable nature in market place. Along with
this, 10 participants think that it may assist in respondent to customers needs by providing them
quality and innovative products as per their demand. Furthermore, remaining 10 respondents said
that it NPD contributes in increasing profitability and control of company. These are directly
support in capturing larger market share from its competitors and attain sustainability at market
place.
Theme 3: Effective factors that helps ROCAILLE in achieving of high customers
satisfaction.
Q3) What are the effective factors that helps ROCAILLE in achieving of
high customers satisfaction?
Frequency
a) Product quality 8
b) Cost of the product 6
c) Product features 7
d) Delivery time of product 9
8
6 7
9
a) Product quality
b) Cost of the product
c) Product features
d) Delivery time of product

Interpretation: In order to attain higher customers satisfaction, it is important for company to
includes all the necessary factors at the time of producing new product. This can be beneficial in
improving competitive brand image and make strong customers base. In this regards, 8 people
give their views that product quality is one of the important factor that change the customers
needs. In addition to this, 6 participants think that cost of the products is also crucial in which
company needs to set affordable price so that customers can easily buy the same. Furthermore, 7
respondents said that product feature is also help in inviting customers as it encourage them
towards the company products. Apart from this, rest of 9 people share their views that delivery
time of products is also crucial that change the customers demand and at the same time also
assist in satisfying customers requirements. All these factors also contributes in improving
positive brand reputation at market area.
Theme 4: Process of new product development helps in generating of high success in
competition.
Q4) According to you, process of new product development helps in
generating of high success in competition.
Frequency
a) Strongly agree 20
b) Agree 7
c) Disagree 2
d) Strongly disagree 1

Interpretation: For capturing larger market share, process of new product development is
consider as an important activity that provide hue opportunities to company in attaining
competitive benefits in market. With the use of new product development process, business can
invite more and more customers towards its services that helpful in improving overall
performance level. Mainly, NPD is also a driving force of company that support in attaining the
organic growth. As it also assist in improving insatiable consumer appetite, changing customers
behaviour and technology, strong worldwide competition. One of the main advantage of NPD is
that it can gain new market and larger market share that can subsequently assist to defend against
the competitive pressures. In context to this, 20 out of 30 people are strongly agree with this
theme as they think that new product development process contributes in generating high
competitive success. Along with this, 7 participants are agree towards this statement, 2
respondents are disagree and rest of 1 people is strongly disagree with this theme.
Theme 5: Significant ways that will be essential in obtaining of high efficiency in
marketing.
20
7
2
1
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

Q5) What are the significant ways that will be essential in obtaining of high
efficiency in marketing?
Frequency
a) Effective planning 9
b) Communication of gaols 10
c) Use high technology 11
Interpretation: For attaining competitive success in market place, it is important for
company to implement appropriate ways that can support in obtaining high efficiency level in
competitive market place. In this regard, 9 out of 30 people give their views that effective
planning is consider as an important way in which company plan each and every aspects of
producing new products in market place. This can be beneficial in attaining competitive edge in
market form its competitors. Along with this, 10 participants think that communication of goals
is also help in interacting with customers to analyse their needs and demands. Furthermore, 11
respondents said that use high technology is also beneficial in obtaining effectiveness in market
place. It also provide opportunities to expand their marketing activities in an effective way. By
9
10
11
a) Effective planning
b) Communication of gaols
c) Use high technology

using all these alternative ways, business organisation can easily improve their competitiveness
and effectiveness in marketing.
Theme 6: Types of factors have impact for ROCAILLE in obtaining of effectiveness in
marketing.
Q6) In your opinion, what types of factors have impact for ROCAILLE in
obtaining of effectiveness in marketing?
Frequency
a) Time to market 12
b) Target cost 8
c) NPD success 10
Interpretation: Every business wants to attain competitive success in market place as it includes
different factors that directly impact in attaining effectiveness in market place. In this regards, 12
participants give their views that time to market is consider as an effective factor that support in
changing the customers behaviour towards the products. Thus, it is significant for company to
serve their new products in correct and accurate time so that competitive advantage can be easily
12
8
10
a) Time to market
b) Target cost
c) NPD success

attained. Along with this, 8 people said that target cost is also consider as an important type of
factor in which company is responsible for costing the products as well as selling it to customers.
For attaining desirable results, firm must set product cost accurate and affordable so that buyers
can easily get influenced and encouraged towards the same. On the other side, remaining 10
respondents think that NPD success is a factor that help in determining the actual performance of
new products and at the same time also provide opportunities to accomplishing their competitive
success in market place.
Theme 7: New product development help ROCAILLE in accomplishing of competitive
advantages.
Q7) Is new product development help ROCAILLE in accomplishing of
competitive advantages?
Frequency
a) Yes 25
b) No 5
25
5
a) Yes
b) No

Interpretation: As per preceding graphical representation it can be evaluated that new product
development is refers to the effective process that help in bringing a new products to market
place that never be used before but at the same time also taken to market by others. It is effective
for company that help in providing new value to the customers in order to get their higher
satisfaction level. With the help of this, company can easily generate larger profitability level and
attain competitive advantage at market from its competitors. One of the main advantage of new
product development is to capture customers attentions towards its products and also encourage
them to buy the same. This will increase the sales and profitability level. Along with this, new
product development also beneficial in improving performance of company because it transform
a market opportunity into a marketable new products that contributes in satisfying customers
requirements. With the assistance of this, company can build their competitive and positive
brand image at market. In this regards, 25 out of 30 people are agree with this theme as they
think that yes new product development help company in attaining competitive advantage in
market from its rivals. Apart from this, rest of 5 people are not familiar with current statement.
Theme 8: Effective marketing channels that would assist ROCAILLE in developing of new
product in marketplace.
Q8) What are the effective marketing channels that would assist
ROCAILLE in developing of new product in marketplace?
Frequency
a) Direct selling 8
b) Selling through intermediaries 6
c) Catalogue direct 7
d) Internet direct 9

Interpretation: From the above mentioned graph it has been analysed that it is crucial for
company to use effective market channels to develop new products in the market place. This can
be effective in maximising the profitability level of the company. Mainly, new product
development assist in inviting large number of customers that contributes in capturing larger
market share from its rivals. In relation to this, 8 out of 30 people said that direct selling is an
effective market channel by which company directly sell their products to customers as per their
needs and wants. Furthermore, 6 participants give their views that selling through intermediaries
is also an appropriate marketing channel by which company can easily develop new products in
market place. In addition to this, 7 participants give their opinion towards this statement that
Catalogue direct is consider as an effective channel of marketing that provide assistance to
business organisation in producing new product development within the competitive market. On
the other side, remaining 9 respondents think that internet direct is refers to the effective
marketing channel in which firm sell their new products through different platform such as
Facebook, Instagram and many more. With the assistance of this, company can easily develop
new products and at the same time also generate larger profitability.
8
6 7
9
a) Direct selling
b) Selling through
intermediaries
c) Catalogue direct
d) Internet direct

Theme 9: Major challenges that may be faced by ROCAILLE in developing new product.
Q9) What are the major challenges that may be faced by ROCAILLE in
developing new product?
Frequency
a) Global competition 11
b) Time pressure 9
c) Dynamic environment 10
Interpretation: Development of new product is one of the important task for business
organization to expand their business in market place. As it provide huge opportunity to improve
their market share by inviting more and more customers. But, it is not a simple task as it create
various issues in-front of company at the time of developing new products in market. In this
regard, 11 out of 30 people think that global competition is one of the major challenges that
faced by company in new product development as it can reduce the positive brand image because
in new market various company give high competition by providing better quality of products to
large number of customers. Along with this, 9 participants share their views that time pressure is
11
9
10
a) Global competition
b) Time pressure
c) Dynamic environment

an issue that may negatively impact over the company at the time of developing new products.
On the other hand, rest of 10 respondents said that dynamic environment is consider as a biggest
issue in-front of company at the time of new product development. It includes various changes
that affect the company and its new products as well. All these can reduce the effectiveness of
business in producing new product in market place.
Findings on the basis of secondary information collected for literature review
This is an important and essential part of dissertation that helps investigator in
accomplishment of research objectives successfully. Findings and discussion on the basis of
secondary data will be discussed as below:
To identify factors such as quality, cost, service and delivery time to achieve high customers
satisfaction.
From the above gathered secondary data form articles, magazines, books and many other
sources for literature review, it has been discussed that cost, service, quality and delivery time of
product are more essential and important for an organisation in attainment of higher customer
satisfaction. Quality of product helps an organisation in maintaining of strong brand reputation in
marketplace and in also customer’s mind. This helped customers in increment on its trust and
loyalty towards that brand that results in higher satisfaction level among customers. Cost of
product is also an important factor of increasing customer’s satisfaction level. A price that is
neither too maximum nor too minimum sends a positive or favourable message to the client
regarding the product quality and the value of their purchase. Therefore, cost is also an important
factor of increasing satisfaction level of customers towards the brand. Providing effective
services to the customers is also essential and significant for the company because it helps them
in improvement of satisfaction among customers. Delivery time of the product is also significant
in increasing satisfaction of customers. On-Time Delivery shows the organisation's ability to
meet expectation level of customers with regard to the time it takes to meet a specific order or
service request. Therefore, this objective is attained by collecting information from secondary
sources and also in questionnaire.
To evaluate the process of new product to generate high success in competition.
From the above gathered secondary data for literature review, it has been discussed that
there are different steps in the process of new product development. These steps are idea

generation, idea evaluation, define concept, strategic analysis, product development and testing,
commercialisation and products launch. These are major steps within the process of new product
development and helps an organisation in accomplishment of its product success in marketplace.
All successful development of product actions provides different benefits to an organisation such
as new value of customers, improved society, continued existence of the company, higher
customer satisfaction etc. These are major benefits that helped an organisation in successfully
development of new product in marketplace. The first and most essential reason for any
innovative development is to give new value to the client. Without this, there is no reason for
them to invest their money for the new product. Therefore, all stages of new product
development are essential for company in increment of higher customer satisfaction. This
objective is also attained through primary as well as secondary sources of data collection.
To examine on how to obtain high efficiency in marketing.
From the above collected data from articles, books, magazines etc. for literature review, it
has been determined that marketing is important for developing new product in marketplace.
There are some effective ways that helped in obtaining of high efficiency within marketing.
These ways are effective planning, communication of goals and use high technology. All these
are considered more effective and essential ways for obtaining high efficiency in marketing.
Effective planning is necessary for an organization while using marketing channels for new
product development. This will be essential and important for company in successfully
development of product in marketplace and also promoting of product quality through marketing
channels. Communication of goals are also important way of obtaining higher efficiency in
marketing. Communication about the product quality, cost, service and delivery time is
significant because it helps an organization in increasing of customer base and also in attainment
of competitive advantages within less period of time. High technology is also an essential and
important way for obtaining higher efficiency in marketing. With the help of this way, company
become in providence of entire information about the product through effective types of
technologies. This helped in accomplishment of research aim and objectives within less period of
time and in successful manner.
CONCLUSION AND RECOMMENDATIONS
Conclusion

From the above mentioned information, it has been concluded that product development
is essential for company in attainment of higher customer satisfaction. Most of the respondents
had knowledge about the significance of new product development in attaining of higher
customer satisfaction. From the above findings. It has been concluded that there are different
importance of new product development for an organization such as lead to sales growth and
stability, responds to customers needs, increase profit and control. These are major importance of
new product development that helps company in improvement of its growth and success. There
are various factors that helped company in achievement of high customer satisfaction. These
factors are cost of product, product quality, features of the product and delivery time of product.
These supported company in developing of high success in competition. Along with this, there
are number of significant ways determined that are essential in obtaining of high efficiency in
marketing. These are communication of goals, effective planning and use of high technology.
These ways supported company in acquiring of high efficiency in marketing that results in
successfully development of new product. There are different factors such as time to market,
target cost and NPD success. These factors helped company in obtaining of effectiveness in
marketing. Therefore, these factors are important for business in accomplishment of competitive
advantages successfully. Marketing is important for company in development of new product in
marketplace. Marketing channels are direct selling, catalogue direct, internet direct selling
through intermediaries etc. These channels helped company in development of new product
successfully. Apart from this, there are different challenges faced by company while developing
new product such as global competition, time pressure and dynamic etc. These are major
challenges that impacts over business performance of an organization.
Along with this, quantitative research methodology used within an investigation. This
helped researcher in gathering of reliable and valid data through questionnaire. This is important
for investigator in attainment of research aim and objectives within less period of time and in
successful manner. In this method, different number of close-ended questions prepared that
results in identifying of appropriate opinion of respondents about the research topic.
Recommendations
As per preceding research it has been recommended that new product development is one
of the important activity for every business organization in enhancing its brand image at market
place. In this, company needs to analysis market trends and customers taste before developing

new products in market place. Along with this, business organization needs to consider all the
necessary factors including cost, quality, delivery time and many more. This can be effective in
attaining higher satisfaction level at market place. As customers satisfaction is one of the
important element that needs to be consider in new product development that help them in
improving brand image at market place. At the time of new product development organization
should evaluate the demand of customers and market trends. By this firm may improve the
possibilities of attaining success in developing its products in market. Proper process of NPD
should includes by the company that consider various stages such as idea generation, idea
evaluation, define concept, strategic analysis, product development and testing,
commercialization and products launch in the market. This can be beneficial in increasing the
demand of company new product in market by which profit can be easily maximized. In addition
to this, organization also focus in obtaining high efficiency in market in order to established its
competitive image at market place. For attaining the same, business organization needs to
implement effective planning, proper communication of goals, use of high and modern
technology within the product development. All these are effective in making new product more
success and at the same time company also capture larger market share from its competitors by
offering its quality services to its target customers. Basically, organization get various benefits
by introducing new products in market place like it lead in increasing sales growth and stability,
meet customers needs and enhance profit as well. In order to attain all these importance, firm
should ensure that all the necessary factors such as products quality, product features, product
cost and delivery time of products are includes at the time of new product development. All these
factors are effective in increasing demand of new product in marker place and also influence
customers to buy the same.
Furthermore, obtaining effectiveness in marketing company needs to analysis all types of
factors that affect the organizational performance such as time to market, target cost, NPD
success and many more. With the help of these factors, firm can analyses actual performance of
new products in market and also determine the area that must required for further improvements.
Apart from this, company is also responsible for analyzing global competition before producing
new products as it provide the actual competitiveness in market so that negative impact over the
overall performance of company. For inviting as well as influencing large number of customers,
implementation of plan is also crucial as it includes all the necessary requirements, company

target customers, purpose of New product development, its marketing and many more. This will
be effective in improving the sale of the company. Online platform and high technology should
be used by business organization to promote and sale its quality products in market place. It
contributes in attaining competitive success in wider market and established its competitive
image as compare to its competitors.

REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY
Reflection
I am happy that I get an opportunity of doing this investigation over the new product
from natural marble based on ROCAILLE company in Lebanon. This is an interesting topic and
helped me by improving my knowledge about the significance of new product development
within an organization. I used questionnaire for collection primary information about the topic.
This was an effective method of data collection that helps in gathering of valid and reliable data
about the topic. There are different methodologies that used by me for collecting quantitative
information such as deductive approach, positivism philosophy, questionnaire etc. All these
methodologies helped me in collecting of quantitative data successfully and timely. I also used
different sources of collecting secondary information for literature review such as books,
magazines, publication research articles etc. All these are useful and valuable sources of
secondary data collection. Apart from this, by conducting this investigation, I faced certain
challenges such as lack of time, unethical behavior of respondents, lack of sources etc. These are
major issues that impact on my performance while gathering of primary information. I also faced
few challenges while gathering secondary information for literature review such as data may be
out of date or inaccurate, data maybe old and out of date, company publishing the data may not
be reputable etc. These are major challenges faced by me in conducting secondary research.
Alternative research methodology
This is an another important part of the dissertation that helps investigator in conducting
of further investigation successfully. Interview is an alternative research methodology of
questionnaire that could be used by researcher for conducting further investigation successfully.
In this method, research will require to make open-ended questions and gather qualitative
information successfully. There are different number of further areas that will be essential in
doing of further investigation such as role of HRM in improvement of business performance,
importance of the functions of HRM in attraction of talented employees etc. These are major
areas that will be important for investigator in doing of further investigation systematically.

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THE NEW PRODUCT DEVELOPMENT PROCESS (NPD) – OBTAIN NEW PRODUCTS.
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Appendix
Questionnaire
Questionnaire
Q1) According to you, new product development helps an organisation in attaining of customer
base?
a) Yes
b) No
Q2) What are the importance of new product development for ROCAILLE company in
Lebanon?
a) Lead to sales growth and stability
b) Respondents to customers needs
c) Increase profit and control
Q3) What are the effective factors that helps ROCAILLE in achieving of high customers
satisfaction?
a) Product quality
b) Cost of the product
c) Product features
d) Delivery time of product
Q4) According to you, process of new product development helps in generating of high success
in competition.
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q5) What are the significant ways that will be essential in obtaining of high efficiency in
marketing?
a) Effective planning
b) Communication of gaols
c) Use high technology
Q6) In your opinion, what types of factors have impact for ROCAILLE in obtaining of

effectiveness in marketing?
a) Time to market
b) Target cost
c) NPD success
Q7) Is new product development help ROCAILLE in accomplishing of competitive
advantages?
a) Yes
b) No
Q8) What are the effective marketing channels that would assist ROCAILLE in developing of
new product in marketplace.
a) Direct selling
b) Selling through intermediaries
c) Catalogue direct
d) Internet direct
Q9) What are the major challenges that may be faced by ROCAILLE in developing new
product?
a) Global competition
b) Time pressure
c) Dynamic environment
Q10) Provide any recommendations to ROCAILLE in successfully development of new
product.