Apple iPhone SE: Marketing Strategy and the Product Life Cycle (PLC)

This presentation delves into the concept of the Product Life Cycle (PLC) and its significance for marketing managers, particularly in the context of pricing strategy. It provides an overview of Apple Inc. and its product offerings, focusing on the iPhone SE. The analysis covers the four stages of the PLC—Introduction, Growth, Maturity, and Decline—with specific examples related to the iPhone SE's characteristics at each stage. It highlights how understanding the PLC helps marketing managers determine a product's market position, plan for sales improvements, and generate innovative ideas. Furthermore, the presentation discusses the implications of neglecting PLC monitoring, using examples like HTC EVO 3D and Motorola DROID Bionic to illustrate the potential negative consequences. The presentation concludes by emphasizing the importance of PLC in adapting marketing strategies to maintain a competitive edge.