How to Avoid the Decline Stage of the PLC?

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How to Avoid the Decline Stage of the PLC?

Understanding the phases of the product life cycle, are there ways of preventing these products from reaching the decline phase?


Preventing from Reaching the Decline Stage

According to Christensen's Disruptive Innovation strategy, there's no way of just staying on the top of the game for good. Personally I agree with his view and would say it's best to come up with a better product before the current product hits the decline stage and takes the whole company down with itself.

  Matt Cooper

Prevention of Decline Phase of PLC

In markets where the product cannot reach saturation, for example foods where you need to re-buy daily then you can avoid the possibility of reaching your peak selling point (bearing in mind that the population and therefore consumer numbers are always increasing).
However, also some other non-necessary products can go on for a long time, Coca Cola is very much similar to the food example but unlike food it has had to take a strong hold of the market and almost monopolise it through its ability to benefit from economies of scale.
But otherwise, I'd agree its almost impossible to avoid the decline phase.
Most companies try to come up with an addition/advancement on their previous products to hit new peaks with their newer products as they hit the decline with the old ones. E.g. Phones- phones with cameras- phones with bluetooth-phones with internet etc.


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