Elfbar: Vape firm claims it will survive UK disposable ban
This video focuses on the strategic responses of the vape brands Elfbar and Lost Mary, as well as their distributor, Green Fun Alliance, to an impending UK legislative ban on disposable vapes. This scenario is particularly relevant to Edexcel Business A Level, specifically under Theme 2 which examines the impact of legislation on the product life cycle (theme 1).
Key Terms Defined:
Product Life Cycle (PLC) - The sequence of stages that a product goes through from its introduction to the market until it is discontinued. It includes the introduction, growth, maturity, and decline stages.
Regulatory Changes - Amendments or introductions of new laws and regulations that can significantly impact business operations and market conditions.
Extension Strategies - Techniques used by businesses to prolong the lifecycle of a product, such as product modification or repositioning in the market.
Market Saturation - A stage in the market where the volume of a product has been maximized in its current state. At this point, sales growth slows due to the achieved maximum reach of potential consumers.
Environmental Impact - Refers to the effects a product has on the environment during its lifecycle, including its production, use, and disposal.
Analysis in Context with the Case Study:
The case study describes how Elfbar and Lost Mary are navigating the transition from disposable to reusable vapes in response to upcoming regulations. This adaptation is a key example of an extension strategy used to respond to external changes, notably legislative ones, that threaten the existing product's viability. The introduction of reusable vapes is aimed at sustaining market presence and adapting to consumer demand for more sustainable products.
Elfbar and Lost Mary have shifted their product offerings from disposables to reusables, which can be seen as moving from the maturity stage back to the growth stage of the PLC due to the innovation introduced. This strategic pivot is crucial for maintaining relevance and compliance in a market increasingly governed by strict regulations and environmental considerations.
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