Product Life Cycles of the Windsurfer Market

Abstract

Looks at the UK windsurfer market with a view to presenting product life cycle ideas. Concerns itself with three types of windsurfer, examining data from a structured interview accounting for 100 percent of sales in 1978. Proposes that the product life cycle provides an accurate description of the windsurfer market for both product class and form, but not for brands. Also reveals that it accurate explains increase in competitors, reduction in prices, pattern of profits and increase in retail outlets. Suggests, however, that strategies of individual firms do not correspond to those indicated by the product life cycle, owing to poor internal organization and the lack of realistic marketing policies.

Citation

Mercer, J.A.T. (1985), "Product Life Cycles of the Windsurfer Market", European Journal of Marketing, Vol. 19 No. 4, pp. 13-22. https://doi.org/10.1108/EUM0000000004744