The following material refers to the PLC as far as the product category is concerned unless otherwise stated. Return to Content List Growth Need to encourage strong brand loyalty, competitors are entering the market place.
Profits begin to decline late in the growth stage.
May need to pursue further segmentation . MM considerations May need to perform some type of product modification to correct weak or omitted attributes in the product. May begin to move toward intensive distribution -the product is more accepted, therefore intermediaries are more inclined to risk accepting the product. New competitors like Coca Cola will help grow the size of the market. Return to Content List Maturity Sales curve peaks-severe competition, consumers are now experienced specialists.