STRATEGIES FOR MATURE MARKET

GROUP 11

ANJALI SUHASRUCHINOOPURSURAJIT VIDISHA

“THE TRAILBLAZER”

2

INTRODUCTION

PRODUCT LIFE CYCLE1

THE TRANSITION STAGE2

Alliance Business School, Bangalore

Alliance Business School, Bangalore

3

PRODUCT LIFE CYCLE

4

STATE OF EQUILLIBRIUM

SIGNIFICANT GROWTH OR INNOVATION

WELL ESTABLISHED BRAND

ENTRENCHED CUSTOMER RELATIONSHIP

HIGH INDUSTRY STANDARDS

DEFINITIONDEFINITION

MATURE MARKET

Alliance Business School, Bangalore

5

FEATURES

SATURATION LEVEL

INDUSTRYSTANDARDS

DOMINATEDESTABLISHED

PLAYERSSTABLE

CLIENTELE

Alliance Business School, Bangalore

6

CHALLENGES

RETAIN THEIR CUSTOMERS

LOYALTY AND SATISFACTION

FINANCIALSUCCESS

LOWER DELIVERY COSTPRODUCT DIFFERENTATIONCUSTOMER SERVICE QUALITY

Alliance Business School, Bangalore

7

EXAMPLES

COFFEEAUTOMOBILE

MOBILES

AEROSPACE INDUSTRY

HEALTH CARE

GOVERNMENT SERVICES

EXAMPLES

Alliance Business School, Bangalore

8

STRATEGIES FOR MATURE MARKETS

Maintaining current market share

STRATEGIES

Extending Volume Growth

• Increased Penetration• Extended Use• Market Expansion

• Fortess Defense• Flanker• Niche Strategy• Differential

Advantage

Alliance Business School, Bangalore

9

WINNING GROWTH STRATEGIES IN MATURE

MARKETS

“THE TRAILBLAZER”