What is the main focus during the maturity stage of a product's life cycle?

The main focus during the maturity stage of a product's life cycle is maintaining market share. At this point, sales growth typically slows down as the product reaches peak market penetration. Competition is often intense since several competitors offer similar products, leading businesses to concentrate on retaining their existing customer base rather than aggressively seeking new customers or innovating new products.

Efforts during this stage often include improving product features, enhancing customer service, and optimizing pricing strategies to sustain sales levels. The goal is to differentiate the product within a saturated market and ensure it remains relevant to consumers. By focusing on maintaining market share, companies can secure their position and protect profitability as the market dynamics continue to evolve.