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  • Category Stage Stage Characteristics Strategy Drivers

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    sujianush
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    This document outlines four stages of a category or product: intro/emerging, growth, maturity, and decline. The intro/emerging stage is characterized by new product types, incomplete experiences, and high risk. The growth stage focuses on rapid expansion, market leadership, and diversification. The maturity stage emphasizes incremental innovations, profitability, and defending market position. The decline stage involves falling revenue and profits, market consolidation, and a need to identify niches, revamp models, or divest assets.

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    ABOUT MARKETING

    Original Title

    Ppt Marketing

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    This document outlines four stages of a category or product: intro/emerging, growth, maturity, and decline. The intro/emerging stage is characterized by new product types, incomplete experiences, and high risk. The growth stage focuses on rapid expansion, market leadership, and diversification. The maturity stage emphasizes incremental innovations, profitability, and defending market position. The decline stage involves falling revenue and profits, market consolidation, and a need to identify niches, revamp models, or divest assets.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    4 views2 pages

    Category Stage Stage Characteristics Strategy Drivers

    Uploaded by

    sujianush
    This document outlines four stages of a category or product: intro/emerging, growth, maturity, and decline. The intro/emerging stage is characterized by new product types, incomplete experiences, and high risk. The growth stage focuses on rapid expansion, market leadership, and diversification. The maturity stage emphasizes incremental innovations, profitability, and defending market position. The decline stage involves falling revenue and profits, market consolidation, and a need to identify niches, revamp models, or divest assets.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    Category

    Stage

    Intro/Emerging

    Stage Characteristics

    Strategy Drivers

    New product types

    Fail fast & learn

    Early adopters

    Low penetration

    Non-traditional success
    metrics

    Incomplete product or
    user experience

    Rapid commercialization

    High risk

    Rapid growth

    Maximize market share

    Dominant market leader

    Diversify product offering

    Possible fast-follower
    position

    Rapid operational expansion

    Rapid sales channel


    expansion

    If sidelined, enter in niche;


    leverage existing strengths

    Growth

    High cash usage

    Niche opportunities

    Disruptive to traditional
    industry

    Slowed growth

    High market penetration

    Established market share


    positions

    Offer replacements & addons to current market

    Maximize profits to throw off


    cash

    Fund Emerging & Revival


    products

    Maturity

    Incremental innovations

    Most profitable stage

    Defend market position

    Decline

    Declining revenue and


    profits

    Enter a Growth category or


    market

    Survival

    Identify niche successes

    Revamp business model

    Divest to invest

    Find additional fundin

    Market consolidation
    Price competition

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