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GCSE Business · key term
The stage when a product's sales remain high but sales growth slows or levels off.
Used by AQA and OCR
Paper 2
Revise: The Product Life Cycle and Extension StrategiesDuring maturity, sales remain high, but their rate of growth slows and may level off. Much of the potential market has already been reached, so attracting additional customers becomes harder.
Paper 1
The stage when a product's sales are high but sales growth slows or levels off.
Revise: Product Life Cycle StagesThe product life cycle describes this changing pattern of sales through four stages: introduction, growth, maturity and decline.
Identify a life cycle stage from the sales trend, not just the sales level: high but falling sales indicate decline, not maturity.
Slow sales growth could indicate introduction or maturity: a recent launch with low sales suggests introduction; established high sales suggest maturity.
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