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How Small Businesses Market Their Products during the Different Phases of the Product Life Cycle: The Case of Swedish Ice Cream Manufacturers

Author

Listed:
  • Annika Hallberg

    (Gothenburg University, Sweden)

  • Susana Friberg

    (Gothenburg University, Sweden)

  • Paulina Myhrman

    (Gothenburg University, Sweden)

Abstract

The Swedish ice cream market of today is dominated by a few major market leaders, which makes it a challenge for small firms to make themselves visible and survive on a long-term basis. The aim of this article is to investigate and understand how small firms in the ice cream business market their products, based on the marketing mix and the portfolio matrix, during the different phases of the product life cycle. The combination of the two models for strategic planning enables the marketing manager to conduct a more complete analysis of existing products and their place on the market and in the product life cycle. Eight CEOs of small-scale ice cream companies were interviewed. This study found that the marketing activities and strategies of large companies cannot be transferred to and implemented in small-scale businesses. Different marketing theories are developed for big businesses that have many employees and expert knowledge, which small companies do not possess. They also have less resources and knowledge to invest in expensive marketing activities in the marketing mix, and therefore the marketing mix models need to incorporate more of inexpensive marketing.

Suggested Citation

  • Annika Hallberg & Susana Friberg & Paulina Myhrman, 2014. "How Small Businesses Market Their Products during the Different Phases of the Product Life Cycle: The Case of Swedish Ice Cream Manufacturers," Eurasian Journal of Business and Management, Eurasian Publications, vol. 2(1), pages 1-13.
    • Handle: RePEc:ejn:ejbmjr:v:2:y:2014:i:1:p:1-13
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    References listed on IDEAS

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    1. William E. Cox & Jr., 1967. "Product Life Cycles as Marketing Models," The Journal of Business, University of Chicago Press, vol. 40, pages 375-375.
    2. Martie-Louise Verreynne & Denny Meyer, 2010. "Small business strategy and the industry life cycle," Small Business Economics, Springer, vol. 35(4), pages 399-416, November.
    3. Swan, John E. & Rink, David R., 1982. "Fitting market strategy to varying product life cycles," Business Horizons, Elsevier, vol. 25(1), pages 72-76.
    4. Onkvisit, Sak & Shaw, John J., 1986. "Competition and product management: Can the product life cycle help?," Business Horizons, Elsevier, vol. 29(4), pages 51-62.
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    6. Wong, Hiu-Kan & Ellis, Paul D., 2007. "Is market orientation affected by the product life cycle?," Journal of World Business, Elsevier, vol. 42(2), pages 145-156, June.
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    Cited by:

    1. Ran Wang & Weiwei Yang, 2016. "How Cafe Influences Auto Firms And Consumers? -Using Evidence From U.S. Market," Eurasian Journal of Economics and Finance, Eurasian Publications, vol. 4(3), pages 85-99.

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