At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit.
· Product features may be enhanced to differentiate the product from that of competitors.
· Pricing may be lower because of the new competition.
· Distribution becomes more intensive and incentives may be offered to encourage preference over competing products.
- Promotion emphasizes product differentiation.
reference: Quickmba.com
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