Strategic Positioning across Product Lifecycle Stages PPT
This PPT slide, part of the 34-slide Product Lifecycle PowerPoint presentation, presents a Strategic Positioning Matrix that integrates a company's competitive position with the product lifecycle stages: Introduction, Growth, Maturity, and Decline. Each cell in the matrix outlines specific strategic actions based on the intersection of competitive position and lifecycle stage.
In the Introduction stage, companies with a dominant position are advised to hold their position while fighting for market share. Strong companies should attempt to improve their position and also fight for market share. Favorable positions suggest a selective approach to improving and fighting for market share, while tenable positions recommend a selective push for positioning. Weak positions indicate a need to consider either pushing for market entry or exiting the market altogether. Nonviable positions are not viable for further investment.
As products transition into the Growth stage, dominant firms continue to hold their position and market share, while strong firms should push for greater market share. Favorable positions still focus on improvement and selective market engagement. Tenable positions suggest finding a niche and protecting it, while weak positions may still require a decision to push or exit. Nonviable positions remain under scrutiny for potential withdrawal.
In the Maturity stage, the strategy shifts slightly. Dominant and strong positions maintain their hold while growing with the industry. Favorable positions focus on niche protection, and tenable positions emphasize maintaining share. Weak positions may need to consider a turnaround or phased withdrawal, while nonviable positions are not sustainable.
Finally, in the Decline stage, strategies vary from holding positions to harvesting or phased withdrawal, particularly for weaker and nonviable positions. This matrix serves as a guide for executives to align their strategic initiatives with their current market standing and product lifecycle stage.
This slide is part of the Product Lifecycle PowerPoint presentation.
This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It explains the approach to Product Lifecycle Analysis utilized by global strategy consulting firms.
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Maturity Model Product Strategy Product Launch Strategy Product Lifecycle Market Entry Positioning
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