| dc.description.abstract | Improving and updating product lines is crucial for the success for any
company. Because of changes not only in the need of consumers but also technology,
product should be improved or updated to adapt and satisfy market. This process is
even more important to a small or start-up companies which is trying to compete with
big ones.
Failure for an organisation to change could result in a decline in sales and
with competitors racing ahead, the process of new product development is crucial
within an organisation. It is designed to develop, test and considered viability of
products, which are new to the market in order to ensure the growth or survival of an
organization. On the other hand, improve the current products will help company
captivating more customers’ awareness and achieving more market segmentation.
However, producing and updating product is not enough; it also requires many other
steps to build up success for a product. It is product positioning, marketing
campaign…and so on.
As for that, the aim of this research is to discover insights to help building
a product improvement plan for Bleenie Handmade, a new start-up.
Key words: brand awareness, new product development, product
positioning. | en_US |
