Maturity Stage

The maturity stage is when a product or service reaches its peak in the market. Sales grow steadily and then stabilize, indicating that most potential customers have already purchased it. Competition is intense, and companies often focus on maintaining their market share rather than expanding sales. Marketing efforts might shift toward brand loyalty and differentiation. Profitability is generally stable but may start to decline if new competitors or changing customer preferences appear. This stage requires strategic management to sustain relevance and profitability until the product eventually declines or is replaced.