MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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III. EXTERNAL SITUATION ANALYSIS

E. 2. Typical Life Cycle Length

This section should discuss the typical length of the product life cycle at three levels of abstraction; product category, product line, and individual models. The section should also discuss the implications for typical life cycle length on the elements in the marketing mix. This section will vary considerably from industry to industry. Even the number of levels of abstraction can vary from industry to industry.

For example, in the personal computer industry, the product category of desktop computers might continue in maturity forever. The full tower type desktop PC has almost completely disappeared, and the mini-tower type desktop is currently being threatened by other configurations. The typical life of a product line in that industry is about two years and individual models tend to last about six months. There life cycle facts carry substantial implications for promotion, product development, pricing and even distribution.

 

 

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