Write 10 pages with APA style on Case Study Analysis (REPORT). It would also examine the role of marketing communications towards generating competitive advantage for business organizations and development of trust and confidence among the customers so as to generate long term profitability and sustainability in the business market. Table of Contents Case Study Analysis (REPORT) 1 Executive Summary 2 Introduction 4 Part 1 4 New Product Development Process 4 Idea Generation 5 Idea Screening 5 Concept Development and Testing 5 Analysis of Business 6 Development of Product 6 Market Testing 6 Product Commercialisation 7 Product Life Cycle 7 BCG Matrix 8 Part 2 9 Marketing Communications Mix- Comparative Analysis 9 References 13 Introduction Business organizations are essentially operating in a turbulent business environment. The aspect of globalisation has increased the average number of players in the market which has intensified the competition among the business organizations. This has intensified the need for ensuring business excellence that leads to creation of competitive advantage.