Coggle requires JavaScript to display documents.
PLC is a useful tool for conceptualising the changes that may take place during the time that a product is on the market (Fahy & Jobber, 2015)
Growth projections
Planning marketing objectives & strategies over the PLC
Product termination decisions
Innovation planning
The duration of the PLC stages is unpredictable
The standard classic S-shaped curve doesn’t appear much in practice - Fads and classics
The PLC is the result of marketing activities not the cause
Misleading objective & strategy prescriptions
STRATEGIC DIRECTION
Different for each SBU (Strategic Business Unit)
Portfolio management is based on the factors inherent at each stage of the PLC (Fahy & Jobber, 2015)
Products on the Portfolio Tool
Categorizes people or organizations according to how soon they are willing to adopt the innovation
