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MNM3711 Assignment 2 Semester 2 2025 Due October 2025

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Mary C. Gilly, Philip R. Cateora International Marketing
  • september 2010
  • 9780073529943
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University of South Africa
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International Marketing
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2025/2026
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MNM3711
Assignment 2
Semester 2 2025
Due October 2025

, MNM3711

Assignment 2

Semester 2 2025

Due October 2025



International Marketing



Question 1



Europcar is in the process of introducing a new product to the international
market. Explain in detail the five stages of the international product life cycle and
practically apply each stage to Europcar.



The international product life cycle (IPLC) explains how a product evolves from
development to eventual decline as it spreads across international markets (Vernon,
1966). It highlights how innovation, adoption, and competition interact over time. Below
are the five stages, each explained and applied to Europcar’s new electric vehicle (EV)
subscription service.

Stage 1: Development

❖ Explanation: This stage involves creating and testing the product before launch.
Firms focus on design, features, regulatory compliance, and feasibility studies
(Kotler & Keller, 2016). Costs are high and revenue is absent.

❖ Application to Europcar: Europcar would run pilot schemes in Paris and Lyon,
negotiate supply contracts with EV manufacturers, develop the mobile app, and
test telematics systems before releasing the product widely.
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