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A new product or service that is launched quickly into the market is very important in order to gain a competitive advantage over other similar products. In the world today, product development managers are faced with very serious pressures of trying to bring global or world class products into the market as early as possible. A lot of factors add to these mounting pressures such as, fast rate of technological advancement, the growth of globalization and markets which brings about a more stronger product competition, the rising costs of Research and Development (R&D), life cycles of products been shorter and improved mass communication ( Ali et al, 1995). The fast rate of these products been made not to last for a long time enhances the need for new products to be developed early enough to make sure that the timely introduction of such product(s) is met (coredero, 1991). In order for a product to succeed or even survive, the organization must be able to be used to product strategies and must be able to go through proper development skillfully, and also be able to apply and manage a product’s strategy that differentiates success that is endured from failure (Mcgrath, 2000).

The socially accepted strategies for a new product sometimes doesn’t make available enough adjustable perspectives for examining what determines success in an environment that is highly competitive (calantone and di Benedetto, 1990). The importance of the strategies used to attain success has been shown in this research work (Cooper, 1980), writers often present their conclusions as limited due to some environmental factors in the course of this study ( Cf, Cooper, 1990). Droge and Calantone (1996) looked at the connections between performances, strategy, structure, market environment in the view of developing a new product. A platform strategy in the development of a new product on