New Product Launch; understanding Product Life Cycle

Purpose of Assignment

Understanding the various phases of a product or service lifecycle is critical when addressing a market. If your product is in decline and the competitor’s product is in growth, your strategy for the product or service will be different. This exercise will enable students to demonstrate an understanding of both their product/service life cycle stage and a competitor’s product. It is designed to help students explore product mix strategies in the various phases of a product or service life cycle. This tool is critical when addressing a market penetration, market saturation or product/service decline. Assignment Evaluate the potential growth rate. Look for information on similar products/services to determine a 3 year growth rate (Compound Annual Growth Rate-CAGR). The service I am using is AT&T. I am going to launch/refresh one of their cell-phone packages which is unlimited data and 4 lines for $180 a month. AT&T’s competition is Spring and Verizon. Complete in 300 words. Please cite one peer-reviewed resource. I have attached some info on AT&T. Please let me know if you have any questions.

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