Managing new product launch & development in the dynamic emerging market: A case study of Saudi Arabia

Abstract

This study aims at analyzing the mechanism of New Product launch and Development (NPLD) in two large Saudi Arabian organizations Almarai and Aujan, which are dedicated to the production and marketing of fast-moving consumer goods. The research has opted to utilize the Saudi Arabian established mechanism as a research tool for exploring NPDL methods with a special emphasis on the role of sales and marketing management acumen. In this case study, the information is collected from the employees in two gigantic companies, wherein they are involved in the NPLD process. There is a significant difference between the two companies in their functional adequacy and the efficiency and effectiveness of the NPLD mechanism. It has also an objective to do an analysis of the two companies in respect of scope and treatment in launching NPLD coping with the challenges surfaced in the wake of changing situation due to globalization. Despite the fact, that both companies adopted a formal Stage-Gate process, Aujan Beverage implemented this process more effectively than Almarai, perhaps owing to Aujan's greater expertise in using Stage-Gate methodology. This study emphasizes the importance of the role of sales and operations planning regarding collaborative demand forecasting. There is no doubt that leadership plays a pivotal role in ensuring the analysis, review, and improvement of NPLD process.