Marketing strategy in a saturated market

Date of publication: June 15, 1986

Author: Tomiaki Nagase


In brief, the main objective of product strategies in a mature consumer market should be to achieve sales growth and a stable market share by creating new markets in one or both of two ways above: by launching new products that provide previously nonexistent consumer benefits to meet needs resulting from improvements in the consumers' living environment or lifestyles, and/or by breaking down the market into smaller segments in response to diversified consumer values.

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