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Sierra Leone Case Study

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The main purpose of this research is to investigate the impact of new product development on the profitability of manufacturing company in Sierra Leone, a case study Sierra Leone Brewery Limited.
New product development process allows companies to successfully deals with intensive competition in a rapid changing market conditions. For companies to gain competitive advantage over their competitors must increase their ability of continuously innovating new product to introduce in the market.
New product development is a business and engineering term which describes the complete process of bringing new products to the market. In the words of Kotler et al. 2008 new product development is the development of original products, product improvements, …show more content…

Freetown is home to State House, the Sierra Leone House of Parliament, and national stadium, the Sierra Leone Supreme court, Bank of Sierra Leone and cotton tree.
1.1.2 BACGROUND OF THE CASE STUY Sierra Leone brewery limited was founded on the 16th March, 1963 in Freetown, Sierra Leone. It has its headquarter in wellington Estate, Freetown, sierra Leone. The company is owned and controlled by Heineken (83.15%), Guinness (11.59%), Paterson Zochonis (3.02%) and Sierra Leoneans (2.24%). The managing Director of Sierra Leone is Willy Ngana. It has about 125 employees working in Sierra Leone Brewery Limited.
The business sectors activities of Sierra Leone Brewery Limited include the manufacturing, marketing and selling of Lager, Beer, Stout and malt drinks. The brands of Sierra Leone Brewery Limited include Star, Multina, Heineken, Guinness, Mutzig etc.
1.2 STATEMENT OF THE …show more content…

As a result of this, it is either that the product fails or gain marginal success in the market. This is of the reason that there are lots of new products in the market begging for demand owing to the fact that the demand is not created. This is evident in the case of Mutzig beer where in you buy one and entitle to one. On the other hand a product idea that carries market based research that will carries a weight of benefits to give to the market, this will make a lot of customers awaits the introduction of the product into the

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