Question

Describe the new product development process used at GoPro

Answer 1

The new product development process used in GoPro is divided into different stages:

- Generation of ideas: At this stage it is a question of formulating a new idea of a viable product.

- Proof  of concept: At this stage a new product idea is presented among the different potential consumers.

- Product development: At this stage a product prototype is generated.

- Market test: This stage is performed once the production quality prototypes are available.

- Product launch: Marketing of large scale products is carried out.

- Evaluation of the results: A performance analysis of thr new products is carried out and according to the results the competent modifications are made.

Answer 2

The new-product development process at GoPro reflects their environmental scanning efforts. First, GoPro marketers make observations of consumer behavior and they use those observations to create new product ideas. In the idea generation step, typically ideas will come internally, GoPro employees are constantly thinking of new ideas from consumers, retailers, and a team of amateur and professional athletes. GoPro also has a website where content can be submitted, the most popular content is reviewed and is often used to come up with new and creative ideas. The next step is screening and evaluation of ideas to determine if they are worth further time and effort. GoPro will assess a variety of quantitative requirements of new technologies and assess qualitative aspects of new ideas. Once an idea is approved, GoPro will start its business analysis step. The company must keep in consideration the possibility of cannibalizing sales of its own products. The amount of time needed to reach break-even points and the likely timing for competitors to respond to new products must also be considered. The next step is the development stage, this is where the company starts to develop a prototype. Often, 3D printers are used to produce prototypes, these are used to check aesthetics and dimensions of new products. Once the final design is determined, functional prototypes are then developed. The sixth step is where GoPro begins market testing. Employees go out and test GoPro products to provide feedback to the development teams. A second round of testing sends prototypes to social media advocates, professional photographers, athletes and past consumers to identify any needed changes to the product. The final stage is commercialization