In this stage customer sales reach to saturation level, competitors come up with the aggressive strategies which directly impact organization growth rate. At this stage organization take critical decision of changing pricing, modifying product to differentiate their product from competitors.
Sales of product already reach to saturation level increase in market share is pretty much difficult so company just focus to retain market share to continue the inflow of cash. Every organization wishes that their product stay for long time on this stage.
This stage is sort of bad news for organization, at this stage product sales decline result in minimum or no profit margin. Marketing manager have to take the decision whether to go with this product means to harvest or divest the product.
At each stage marketing management have to take decision about the marketing mix. Best marketing mix can gives fruitful results to organization in the form of revenues and profits.
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