Question 4 Total: 20 Marks

BeastWear is an Australian custom made sports garment manufacturer that employs 2000 workers. They have expanded their business in European countries such as UK, Canada, Norway and other countries too. The company is now going through a difficult phase because there are other major competitors in this sporting industry that BeastWear has to encounter. As such, Adam, the company's new general manager and the management team at BeastWear has to ascertain competitive advantage and scope to survive. Adam feels that they will have to improvise/modify their garment products range so that they don't lose out in the competitive industry.

1. Define and explain product life cycle (3 marks)

1. Using he characteristics of FOUR(4) phases in the PLC that come after the product launch, analyse how the concept of Product Life Cycle (PLC) can help BeastWear to make future decisions

( 12 marks)

Recommend the best modification strategy that BeastWear can take in order to increase its sales. Justify your answer (5 marks)