In which phase of the business life-cycle do companies aim to maintain or increase market share?

The mature phase of the business life-cycle is characterized by a stabilization of sales and market presence, where the primary objective for companies becomes maintaining or increasing their market share. In this phase, businesses often face heightened competition, and therefore, they focus on differentiating their products or services, optimizing operational efficiencies, and enhancing customer loyalty to sustain their position in the market.

During the mature phase, companies may implement strategic measures such as improving customer service, running targeted marketing campaigns, or expanding their product lines to appeal to existing customers and attract new ones. Maintaining market share is crucial because the growth rate is typically slow, and losing market share can directly affect profitability and long-term viability.

In contrast, the start-up phase is focused on building a product and establishing initial market presence, while the growth phase emphasizes rapidly increasing sales and customer engagement. The decline phase often sees companies managing reduced revenues and potentially repositioning their offerings, rather than focusing on market share maintenance. Thus, the mature phase is the correct context for the objective of maintaining or increasing market share.