Maturity Stage

 A period of a slowdown in sales growth because the product has achieved acceptance by most potential
buyers. Profits stabilize or decline because of increased competition.

 Characteristics of maturity stage:

• Peak sales.
• Low cost per customer.
• High profits.
• Customers type: Middle majority.
• Stable number of competitors or beginning to decline.

 Strategies
• Product: Diversify brands and items.
• Price: Price to match or best competitors price.
• Distribution: Build more intensive distribution.
• Advertising: Stress brand differences and benefits.
• Sales Promotion: Increase to encourage brand switching.
Graph of apple sales from 2007 to 2018