05 Do you think BBT should stop selling product A? Justify your answer. [6]

[BASEL Moderator]

BBT makes a range of breakfast cereals. One of BBT’s objectives is to act in an ethical way with all of its stakeholders. The Marketing Director has been looking at BBT’s marketing strategy for some of its products. BBT uses competitive pricing. She thinks that product A, one of its popular brands, is in the decline stage of the product life cycle. She cannot decide what to do with product A.

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05 Do you think BBT should stop selling product A? Justify your answer. [6]

Possible KN Points:
• Sales of Product A fallen
• Product A still the highest sales
• Have other products that are increasing in demand
• Use extension strategies
• Could use opportunity to introduce new brands