Maturity phase strategy

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This phase is followed by a decline in sales growth, which is associated with the saturation on the market and the appearance of the other products which meet customers needs. In this phase, managers should adapt the action specific to the current competitive position.

Proposed actions

The dominant competitive position

  • maintain and grow along with the industry,
  • invest company resources

Strong competitive position

  • maintain and grow along with the industry,
  • invest company resources

Average competitive position

  • keep company position, find a niche and try to protect it
  • minimum or/and selective investments

Favourable competitive position

  • finding a niche or a gradual withdrawal
  • minimum investments or disinvestment

Weak competitive position

  • development or gradual withdrawal
  • selective investment or disinvestment

References