Product Life Cycle Management Essay

1146 words - 5 pages

Product Life Cycle Management Analysis

Cindy Lueskow

University of Phoenix

Product Life Cycle Management Analysis: Apple IPod

The Product Life Cycle Management Analysis is based upon the Introductory, Growth, Maturity and Decline stages of the Apple IPod, a portable player launched in 2001. Objectives here were to give the program shape, provide intent and target strategies to reach the consumers. Apples strategy was to release a fun product wrapped in a small package in which consumers have a sense of belonging. The iPod is a way to enjoy vast amounts of music.
Apple’s introduction phase started slowly in 2001-2004 with sales between 100-200 thousand units per ...view middle of the document...

They kept improving the iTunes counterpart making an abundance of deals with reluctant record companies. Apple was impacting the business market significantly enough and stopped pursuing new deals with more record companies. We know where the iPod stands, and that it is a remarkable product being sold at more than three hundred retail stores, online stores with various hardware and software sold.
All this is a great indication that Apple has managed the iPod through the growth stage very well. The iPod has its own unique appeal for range of all ages and personalities. Different models to satisfy the many needs of the consumers. Some of the examples of product decisions that Apple has made “include aspects such as function, appearance, packaging, service, warranty, etc.” (Quick MBA 2007, para 5) Growth strategies come from sale sources that include first, the non-users of the product category, second, the competitors’ customers and lastly the company’s current customers. To motivate customers to purchase frequent or multiple units are primary methods in boosting sales for the owners. The new enhancements of innovation with the IPod are the key driver that leads owners to purchase models with advanced features. Apple will need to depend on consumer base for a source of the iPod demand as sales began to cool down last year. IPod sales in 2006 were roughly fifty-eight percent of its total revenue. Following the fiscal year thirty-five percent of sales made up the total revenue. The S-curve depicts the product life cycle. This is one of the stages the iPod has been in as sales entered the iPod into rapid growth rate. Outstanding sales in quarter one of 2009 generated over $3.6 billion while moving ahead to the second quarter they expected revenue in the range of about $7.6 billion to $8 billion.
For the upcoming quarters, based on customer satisfaction, there will be high rates in the cost, sales and the prices in Apple iPod’s Business. IPod has expanded its market by the Touch’s new capabilities. IPod owners may use Touch for massive boost in capabilities. This will influence new owners to up grade as the shuffle should be appealing to price sensitive consumers. Marketing and promoting music is the way to go today as iPod has many alternative distributions that provides potential future buyers. The Apple iPod phenomenon has more to do with the design and marketing then with the industry requirement. The ever...

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