The subject of this thesis is the process of developing new products in AD Plastik d.d. The research problem itself refers to the development of a product that implies a business activity that tries to identify the needs of potential consumers for a specific product based on the research. It is very important for a company to develop new products and invest in improving old functionality to preserve existing customers and to acquire new ones. In the example of AD Plastik d.d. specific business objectives, development issues and new product development strategy are presented. The purpose of this paper is to determine the process of developing a new product, to define the function of new product development in enterprise growth and the way in which the product is introduced to the market. Research results suggest that today's businesses are increasingly faced with a strong push for innovation, whether it's extending the range or developing new products, and that this process becomes the only way to survive on the market. In order to produce a product, it is necessary to carefully select the market and to carefully explore it, select the target group of consumers, identify their needs and wishes, and only then start the process of developing a new product. It is necessary to produce a product that is of a quality that meets the needs and wishes of consumers and has an affordable price.