Exposé anglais product life cycle

Pages: 7 (1528 mots) Publié le: 11 février 2009
PRESENTATION

INTRODUCTION

I-CONTEXT

II-THEORY OF PRODUCT LIFE CYCLE

III-DIFFERENT STEPS OF A PRODUCT

• THEIR IMPACT UPON THE MIX MARKETING

IV-LIMITS OF THE THEORY PRODUCT LIFE CYCLE

CONCLUSION

INTRODUCTION

The activity of presenting, advertising and selling a firm’s products in the possible way is called marketing. To measureout, to choose and to combine the means with whose it wishes to act upon the market is very important for a firm. Nowadays, firms use many policies to checking and analysing their activities. Find out the stage in which their activities are located or the path they are going on, allow them to improve their marketing thought.
Product life cycle (PLC) concept is one of these strategies used byseveral firms for analysing and checking the sale of their products growth.

I-CONTEXT

The product life cycle (PLC) concept suggests that a product passes through four stages of evolution. As a biological circle or a human being’s life, a product has got several phases: conception, introduction, growth, maturity and decline. PLC can be defined as the analysis of the great steps of hislife: from his concept to the final decision to withdraw it from the market. A product evolves and passes through theses stages, its profit is affected and different strategies have to be employed to ensure that the product is a success within its market. The product life cycle is a rudiment of the evolution of a product through the space.

|STAGES |HUMAN BEING|PRODUCT |
|0 |Conception |elaboration |
|I |Birth |introduction|
|II |Teen |growth |
|III |Adult |maturity |
|IV|old age |decline |

II-THEORY OF PRODUCT LIFE CYCLE

The product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes.Product life cycle (PLC) has to do with the life of a product in the market withrespect to business/commercial costs and sales measures; whereas product life cycle management (PLM) has more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view. The duration of each stage could be more or less long according to the product or service. It is materialized with a curve called life curve; itis a dynamic representation of his life. Generally, the PLC job is the commercial history of a product. It is identified with the “S” as a curve shape.

To say that a product has a life cycle is to assert four things:
1. That products have a limited life,
2. Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller,3. Profits rise and fall at different stages of product life cycle,
4. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.

III-DIFFERENT STEPS OF A PRODUCT

Each stage is characterized by its growth rate, its sales, its profitability, its debts, the degree of focus of the product, the speed of the...
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