The market development stage is divided into four stages: "introduction period", "growth period", "maturity period", and "decline period".
A business school where you can systematically learn human, goods, and money, which are the essentials of management.It is useful for many working people as a place to learn business.Globis Management Graduate School (MBA) has many leaders with high aspiring aspirations to create business and social change in such business schools.[Related images] "DX" and "M & A" are growing in demand, "diversification" is a mature period when growth is slow, and "production line improvement" is declining.Family teachers will provide business frameworks and mindset content required for business people.The fourth theme is PLC (Product Life Cycle).It indicates the stage of development of a product (product and service) market, and is to guide marketing strategies and business strategies according to its development stage.This is an essential framework for those involved in these strategies.I will explain how to incorporate this in practice.● What is PLC? PLC (Product Life Cycle: Product Life Cycle) has a horizontal axis, sales as a vertical axis, and the market development stage is the “introduction period”, “growth period”, “mature period”, and “decline period”.It is divided into four stages.Usually draws an S -shaped curve.At each stage, there are characteristics in the differences in customer understanding regarding product and usage, differences in competitiveness, and differences in marketing tissues.Along with that, marketing strategy tasks are different, so it is necessary to formulate marketing and business strategies that match each stage.Let's briefly explain the characteristics of each stage.(1) This is an early stage in the development of the market market.At this stage, sales are still small and there are not many competitions.There are many cases where the market is created by new technology.Recently, metaharas can be said to be an example.At this stage, it is important to enlighten your customers about how to use the product and the differences from conventional products.Companies need to create early demand as soon as possible.Especially in businesses (eg, SNS, etc.), in the first move (preliminary profit: the first players who have taken the market share in the first market share), it is very important to share at a stretch at this stage.(2) Growth period New products are at the stage where the market size is getting bigger and larger.As a result, many competitions enter the market and competition intensifies.The market is also subdivided, and products can be created according to a specific segment.At this stage, it is common to establish the unique characteristics of the company and differentiate it from other companies' products.It is often used to expand the lineup, not only one type of product.If it is a beverage, you will release many flavors.In recent years, such situations have been seen in carbonated water.(3) Mature, no matter what product is, it does not continue to grow forever.In some cases, there is still room for growth if you look globally, but in a certain market (eg, the Japanese domestic market), the growth will stop at some point.When the market enters the maturity, the new entry is often reduced and the industrial structure tends to be fixed.In recent years, smartphone terminals are the examples.The goal of a company that has stopped on the market is to maintain market share and expand.It is also important to extend the maturity as much as possible.For example, car manufacturers are aiming to dig up demand by performing model changes.On the other hand, the first goal is to survive small -scale lower companies.Even if the domestic market is matured, if there is a growing market abroad, it is often the case to aim for share there.(4) This is a phase in which sales in the declining market will decrease.A higher market share company or a company that has a presence in a specific niche market can survive, but other companies will withdraw.The top market share companies will be able to get cash for relatively few investments.And instead of reinvesting the cache in the product, it often turns into new businesses.In Japan, if you have a profit, there are few cases of withdrawal, but in the case of Western companies that are severe in profits, the business may be sold because the growth has slowed down even if it is still profitable.。Last year, the ERA Unilever, who sold the "Lipton" business of tea, is an example.The reason for the decline is that if you end up, the needs have decreased, but there are not many cases where customers have the fundamental needs.Of course, in some cases, such as smallpox vaccines, truly fundamental needs have disappeared.Most of the reasons for that, in most cases, another form of products that meet the fundamental needs, so -called alternatives.For example, the fundamental needs of "I want to leave memories as images" and "I want to keep a record as an image" will not disappear.But there is no need to be a silver salt film.The silver -salt film has entered the decline since the 1990s, which is the appearance of an alternative called a digital camera.The same is true for Garakae (conventional mobile phone) to be replaced with smartphones.It is still uncertain what will happen after the corona evil, but some views that flights and accommodation associated with overseas business trips will not be returned to a considerable partial online meeting.Companies often tend to be attracted to the movement of rivals in front of them in front of them, but it should be noted that the market to decline is an alternative from other industries.
