The purpose of this thesis was to study processes of a product launch in a company that markets and sells computer displays worldwide. A new product that has not yet entered the stage of mass-production at the time of the thesis writing, was chosen for this study. Because of the product’s unique features and absence of direct competitors, it creates a new market niche. However, it has not been without challenges for the company.

The author has set a goal to learn from this example, analyze product and marketing decisions that have been made and define a framework for a successful product launch in future.