Gaps of market saturation can be seen in product life cycle, when products reach the market saturation it starts to decline, the organisation should create a strategy to maintain the market. New product development strategy is one of the most effective strategies although it’s complex and challenging. (Hauser and Dahan, 2007) Product development can be done by create new function or product, innovate the existing, and improve and enhance the product. This helps organisations extension of product life cycle and maintaining of existing products. (Rausand, 2008)