Product life cycle and marketing mix case study. L & Cs extensive stock is constantly changing but they supply a range of new, reconditioned and used garage equipment.

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L & C’s extensive stock is constantly changing but they supply a range of new, reconditioned and used garage equipment. They supply new and used Garage Equipment to the whole of the U.K. but are conveniently located in the North West of England to serve surrounding areas. They use a well-known distributor called Sealey, who give a wide choice of equipment with fast delivery.***

Product Life Cycle

I believe that this product at the moment is in the growth stage of the product life cycle, as the manager stated in the interview that he has recently had a decline in demand due to the credit crunch but now profit is steadily growing. After consumers see that product is worth having and suites them the product can now be classified under the Growth Stage where sales start to increase quickly and more distribution channels are establish. L & C is in growth stage of product life cycle analysis. This is because L & C only has one outlet, which has only a few distributors in one country so far that is England. L & C has the potential to do well if it expanded if it had the right amount of funds a foil proof business plan and the will power to take the risk. However, L & C’s network of distributors and stockist is rapidly expanding throughout the UK region, expanding outside of Greater Manchester. L & C is constantly upgrading and expanding its range of products with the aim of continually improving the lives of consumers. At this stage competitors will be encouraged by the profits being made and so they enter the market resulting into price reduction.  New entries will result in product variety where some will try to improve on the product such as increasing the quality. Others try to refine their offerings to a better job of appealing to some target markets, for example to attract more consumers of different age group. So L & C will have to step its gain up if they want to maintain the growth of the product by promotion and eventually reaching maturity. RECCOMMEMDATIONS SAY HOW CAN BE MOVED TO MATURITY As to enter the maturity stage of the company, L & C’s is aim to share the same values and objectives with their members, to proven efficiency and the best of quality at the right prices. Furthermore, L & C’s also aim to develop a long-term relationship with their customers, to the extent that they become more a partner than a customer. They want to satisfy customers not just by providing quality products but also quality services that offer occasional free gifts, personalized service but also speedy delivery services. In order to understand customers’ needs, L & C will have to conduct surveys to constantly improve and meet customer expectations. Besides that L & C is recommended to expand their business market that invested in new areas of products or market development. They can design new types of products so that can provide more different styles of products that can satisfy different customers' needs. L & C is supposing to selling directly to consumers and keeping its costs lower than those of their competitors and also using the direct pricing strategy that allows them to maintain a competitive edge for the time being in a consumer market most interested in price. Due to many competitors having online purchasing, therefore, L & C can implement online purchasing for customers, in order to establish customer loyalty and expand the customer base. Furthermore, create a better pricing strategy by doing analysis, survey, improve and expand customer service. As well as, L & C can analyse and research the current market price, improve service, quality of products and improve the current website that allow customer to check the products price and obtain latest information. Also they can meet customer expectations when maintain and enhance the products quality, provide leading technology of service, create low pricing strategy, and offer best-in-class service and support. In addition, L & C needs to focus on the differentiation of products from the competition, for example Andrew Page ltd. Finally, they can provide special discount and give more privilege for their customers, and also can maintain and enhance service to attract new customer.

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Many of the customers which completed my questionnaire said they choose L & C garage equipment compared to competitors because the product was well established and the price was favourable with quality insured. ******

There is room for improvement for the quality of the products, as most of the customers said it was only ok, only 2 said it was excellent and 9 said it was good. Quality is very important to the customer and if the business wants to ...

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