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Marketing Strategies for Mature & Declining Markets Presentation

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American University in Cairo

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Module 17 Marketing Strategies for Mature & Declining Markets By: Dr Shahinaz Abdellatif Objective of this session 1. To discuss the major strategic issues in mature and declining markets Strategies for Maintaining a Competitive Advantage • Analyser & Defender strategies are both concerned with maintaining a strong share position in mature markets. • Analysers also do some product and market development to avoid being leapfrogged by competitors with more advanced products or being left behind in new applications segments. • An analyser strategy is most appropriate for developed industries that are still experiencing some technological change and may have opportunities for continued growth, such as the computer and commercial aircraft industries. Strategies for Maintaining a Competitive Advantage • Analyser & Defender strategies are both concerned with maintaining a strong share position in mature markets. • Analysers also do some product and market development to avoid being leapfrogged by competitors with more advanced products or being left behind in new applications segments. • An analyser strategy is most appropriate for developed industries that are still experiencing some technological change and may have opportunities for continued growth, such as the PC and telecom industries. Strategies for Maintaining a Competitive Advantage • Sources of competitive advantage for analyzers and defenders: - Low cost - Differentiation - product - Differentiation ...
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