Strategies for Mature Market
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STRATEGIES FOR MATURE MARKET
GROUP 11
ANJALI SUHASRUCHINOOPURSURAJIT VIDISHA
“THE TRAILBLAZER”
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INTRODUCTION
PRODUCT LIFE CYCLE1
THE TRANSITION STAGE2
Alliance Business School, Bangalore
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Alliance Business School, Bangalore
3
PRODUCT LIFE CYCLE
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STATE OF EQUILLIBRIUM
SIGNIFICANT GROWTH OR INNOVATION
WELL ESTABLISHED BRAND
ENTRENCHED CUSTOMER RELATIONSHIP
HIGH INDUSTRY STANDARDS
DEFINITIONDEFINITION
MATURE MARKET
Alliance Business School, Bangalore
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FEATURES
SATURATION LEVEL
INDUSTRYSTANDARDS
DOMINATEDESTABLISHED
PLAYERSSTABLE
CLIENTELE
Alliance Business School, Bangalore
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CHALLENGES
RETAIN THEIR CUSTOMERS
LOYALTY AND SATISFACTION
FINANCIALSUCCESS
LOWER DELIVERY COSTPRODUCT DIFFERENTATIONCUSTOMER SERVICE QUALITY
Alliance Business School, Bangalore
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EXAMPLES
COFFEEAUTOMOBILE
MOBILES
AEROSPACE INDUSTRY
HEALTH CARE
GOVERNMENT SERVICES
EXAMPLES
Alliance Business School, Bangalore
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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
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WINNING GROWTH STRATEGIES IN MATURE
MARKETS
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“THE TRAILBLAZER”