Commercialization

Test marketing provides management the information necessary to make a last decision about whether to launch a new product. If the company goes ahead with commercialization-introducing a new product into the market-it shall face high costs. The company shall have to build or rent a manufacturing facility. The company launching a new product has to first decide on introduction timing next, the company has to decide where to launch the new product-in single location, the national market, a region, or the international market. Some companies have the capital, confidence and capacity to launch new products into completely national or international distribution. They shall develop a planned market rollout over time. In exacting, small companies can enter attractive cities or regions one at a time. Bigger companies, however, may rapidly introduce new models into several regions or into the completely national market.