Task:
1. Discuss the product life cycle (PLC) of cheese and butter and the issues that need to be addressed by the marketers of these two products. In addressing this question you must include a discussion on the marketing strategies that could be used by dairy producers at each stage of the PLC.
2. Using the information provided in Exhibit 4 and 5, elaborate and interpret a portfolio matrix for the dairy producer DP A. In responding to this question it is recommended only milk sales for 2008-09 and 2009-10 periods are used.
4. How do the major supermarket pricing strategies affect the attractiveness of the dairy industry? What steps can dairy producers take to best deal with the market power of the major supermarkets?