Kako je tržište stalan i organiziran oblik dovođenja u kontakt ponude s potražnjom te mehanizam kojim se reguliraju odnosi prodavača i kupaca u uvjetima razmjene tako je vrlo važno da se na tom tržištu u pravo vrijeme i u rukama pravih kupaca nađe pravi proizvod. Zbog toga je potrebno razumjeti proces razvoja i uvođenja novog proizvoda na tržište kojim je objašnjena procedura razvoja proizvoda od same ideje do njegovog ulaska na tržište. Pri tome je bitno da se provede proces istraživanja tržišta koji se smatra organiziranim, planiranim i kreativnim oblikom marketing aktivnosti poduzeća, te koji započinje određenim problemom koji treba riješiti. Na temelju rezultata istraživanja poslovni subjekti donose daljnje odluke u svom poslovanju i o poduzimanju daljnih aktivnosti za rješavanje problema što u konačnici olakšava postupak razvoja novog proizvoda. Uporabom raznih metoda istraživanja moguće je napraviti segmentaciju tržišta koja se radi zbog razumijevanja tržišta na kojem želimo prodavati naše proizvode. Poslovni subjekti, s obzirom da kupci žele nove proizvode, a konkurencija će učiniti sve da ih što je moguće prije opskrbi, kontinuirano rade na usavršavanju svojih napredovanja kako bi uvijek bili bolji od konkurencije, pa to rade i kroz razvoj i uvođenje novog proizvoda na tržište o čemu će se najviše pisati u ovom radu.

As the market is a permanent and organized way of demand’s getting in touch with supply and a mechanism regulating the relationship between sellers and buyers in exchange terms, it is very important to find the right product in the market at the right time and in the hands of genuine buyers. It is therefore necessary to understand the process of developing and introducing a new product on the market explaining the product development process from the idea itself to its entry into the market. It is important to conduct a market research process that is considered an organized, planned and creative form of business marketing activity, which starts with a certain problem to be solved. Based on the results of the research, business entities make further decisions in their business and take further action to solve the problem, which ultimately facilitates the process of developing a new product. By using various research methods it is possible to make a segmentation of the market for the understanding of the market where we want to sell our products. Businesses, as buyers want new products, and the competition do everything it can to supply those businesses as soon as possible, continually work to perfect their progress in order to always be better than the competition, so they work through the development and introduction of a new product on the market. Most of this will be covered in this graduate paper.