Task

You are a Brand & Product Manager assigned to the Eastern Caribbean region and working for a Multinational manufacturer based in Dubai. Over the past year, you have found that several products rolled out in your area of responsibility, have enjoyed limited success. Your primary concern is that the New Product Development process is not well matched with your geographic area. On this basis, you engage the Latin America and Caribbean Vice-President and express your concerns. He indicates that the business invests heavily in a thorough quantitative analysis, before doing product development and commercialization. He however acknowledges that there might be some weaknesses in the process, but feels it will be difficult to identify where those weaknesses are.

Write him a detailed report on what you consider to be the primary weakness behind your areas lack of performance; which you believe to be the first three steps of the NPD process. Explain to him the theory behind these steps, their importance and the practical application of them in the developm