Die produklewensiklus as basis vir strategiebepaling by geselekteerde vervaardigingsondernemings in die Noordwes Provinsie

Abstract

The study explores the product life cycle (PLC) as a tool for marketing decision-making and strategy development.While there is some debate regarding the concept's practical applicability, the research aimed to determine its role within manufacturing enterprises in the North West Province.The study examined the theoretical marketing process alongside an empirical analysis of how marketing decision-makers use the PLC for planning and developing elements of the marketing mix.The research concluded that while the PLC does play a role in strategic marketing, there is significant potential to broaden the level of knowledge regarding the concept to fully utilize its potential.