'n Produkontwikkelingstrategie vir Karbochem

Abstract

The fact that the local and international chemical industry is one of the most competitive industries in the world today, requires adequate planning in order to successfully develop new products. This study evaluates the strategy and methods used for the development of products as applied by Karbochem, a division of the Sentrachem group of companies. The purpose of the study is to provide an indication of the current shortcomings and possible corrective actions with respect to efficient product development in Karbochem. This study is mainly based on a literature survey which covers the different underlying aspects of product development. A proposed model for product development in Kubochem is derived from the literature and forms a basis for comparison with the existing procedure used by the company. Although the model provides an extensive structure for a product development strategy, this study does not justify the formulation of a complete and formal strategy. It is therefore suggested that the model be used for future studies undertaken by Karbochem. Since Karbochem operate in a corporate environment, it is necessary to take the corporate vision, mission and strategy into account when considering product development. The divisional strategy follows naturally and forms the basis for a product development strategy along with the findings from the literature survey. Certain key success factors like adequate technology and innovative management seem to be a prerequisite for efficient product development, but success in the chemical industry will however not only be determined by the specifics of the activities during product development, but also by the quality of execution of these activities.