The Product Life Cycle

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A presentation based on Marketing's idea that there is a product life cycle for every product that is made. Part of Standard Grade and Higher Business Management

Formation Business Technologie

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INTRODUCTION In 1960, Raymond Vernon, an American economist, developed an economic theory known as the Product Life cycle theory. As the name suggests, this theory talks about a product that goes through different stages. The international product life cycle is a theoretical model describing how an industry evolves over time and across national borders. Products enter the market and gradually disappear again. According to Raymond Vernon, each product has a certain life cycle that begins with its development and ends with its decline. ASSUMPTIONS Two assumptions have to be kept in mind while studying this Product Lifecycle Theory by Raymond Vernon. This theory is only applicable to developed countries and not to developing countries. It was assumed that the new product will only be produced in the country where it was first invented. STAGES Product Life Cycle theory talks about 4 stages: 1.Introduction Stage2.Growth State3.Maturity Stage4.Decline Stage INTRODUCTION STAGE The stages of the product life cycle theory always begin with the introduction of a new product. When an organization has developed a product successfully, it will be introduced into the national (and international) outlet. In order to create demand, investments are made with respect to consumer awareness and promotion of the new product in order to get sales going.Considering that it is the first stage of the product life cycle, the profit will be low, but when the demand for the product increases, the profit will also increase simultaneously. Since the demand for the product is increased, it will automatically enter the next stage of the product life cycle. GROWTH STAGE In this stage the demand for the product increases. As a result, the production costs decrease and high profits are generated. The product becomes widely known, and competitors will enter the market with their own version of the product. Usually, they offer the product at a much lower sales price.Increased competition can lead to a reduction in the price. Availability of the product came into question to ensure that every customer can get that product.To maintain this growth, customer satisfaction should be the number one priority of the producers. MATURITY STAGE In the maturity stage, the product is widely known and is bought by many consumers. Competition is intense and a company will do anything to remain a stable market leader. This is why the product is sold at record low prices. At this stage, the original producer of the product has to spend a lot of money to sustain their product as a market leader. They have to focus on the sale and prevent it from dropping off. This can be done by decreasing the price and maintaining the market share. Since the product is already popular, so the cost of promotion and development decreases during this stage. The profit margin also decreases, but the volume of sales is still high.

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