What is and Should be the Company's Lifespan?
Companies as RelEVE needs to constantly adapt to the changes in the business environment. They need to realize the nature of their competitors and changing trends. Mrs. Bowing is optimistic about the durability of RelEVE. Considering that women will always suffer from menstruation, she believes the demand for feminine products will probably remain stable. Therefore based on this assumption, the product life span has the potential to be indefinite if appropriate brand positioning through proper promotional mix is utilized. In order to increase the lifespan, RelEVE needs to conduct research in order to understand their consumers, to determine the trends, and learn how to reach out to new consumers. Currently, RelEVE has decided to raise $6 million dollars specifically for promotional mix in order to increase their clientele base. There is a possibility that RelEVE may cease to exist regardless of the futile attempts to rejuvenate it. Another threat to the company's lifespan is the creation of another new product that is perceived as superior to Gynofem its flagship item (Web-cam 2002).
