Discuss the managerial implications of the product life cycle (PLC) and its challenges.

Walker and Mullins (Chapter 8)discusses categories of new products according to their degree of newness to the company and customers in the target market. Based on Exhibit 8.4, how would you categorize Mountjoy Sparkling? What is its primary marketing objective? Strategy?

Assuming you were hired as the Marketing Director for Mountjoy, identify what additional information you would need in conducting a comprehensive analysis of the options and in developing a recommendation. Be as specific as possible.

Rank, in order of preference, the best strategic options for Alex Mountjoy to pursue, and provide an evaluation of the advantages and disadvantages of your two most preferred options.