Friday, December 24, 2010

Top 10 Mergers & Acquisitions in India for 2010

India Inc. is back making multibillion dollar deals like never before. The total deal value this year has surpassed 2007 which was the big ticket year for mergers and acquisitions. The recession and economic slowdown had caused a lot of heartburn, disappointment and distress among the corporate honchos in the country. But with deals crossing US $55 billion this year, the smiles are back on the faces of the big guns.

Along with hunting for organizations at bargains, the deals also involve going for loss making companies in developed countries to turn them around. Value buys became the order of the day. Though a number of acquisitions were in the developed world like Singapore, Australia, Europe etc, many of them happened in the developing world as well.

And then there were some which happened in India as well!

Top Mergers & Acquisitions

Tata Chemicals buys British salt

Tata Chemicals bought British Salt; a UK based white salt producing company for about US $ 13 billion. The acquisition gives Tata access to very strong brine supplies and also access to British Salt’s facilities as it produces about 800,000 tons of pure white salt every year

Reliance Power and Reliance Natural Resources merger

Market Segmentation

The division of a market into different homogeneous groups of consumers is known as market segmentation.

Rather than offer the same marketing mix to vastly different customers, market segmentation makes it possible for firms to tailor the marketing mix for specific target markets, thus better satisfying customer needs. Not all elements of the marketing mix are necessarily changed from one segment to the next. For example, in some cases only the promotional campaigns would differ.

A market segment should be:

  • measurable
  • accessible by communication and distribution channels
  • different in its response to a marketing mix
  • durable (not changing too quickly)
  • substantial enough to be profitable

A market can be segmented by various bases, and industrial markets are segmented somewhat differently from consumer markets, as described below.


Consumer Market Segmentation

A basis for segmentation is a factor that varies among groups within a market, but that is consistent within groups. One can identify four primary bases on which to segment a consumer market:

  • Geographic segmentation is based on regional variables such as region, climate, population density, and population growth rate.

  • Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family status.

  • Psychographic segmentation is based on variables such as values, attitudes, and lifestyle.

  • Behavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought.

The optimal bases on which to segment the market depend on the particular situation and are determined by marketing research, market trends, and managerial judgment.


Business Market Segmentation

While many of the consumer market segmentation bases can be applied to businesses and organizations, the different nature of business markets often leads to segmentation on the following bases:

  • Geographic segmentation - based on regional variables such as customer concentration, regional industrial growth rate, and international macroeconomic factors.

  • Customer type - based on factors such as the size of the organization, its industry, position in the value chain, etc.

  • Buyer behavior - based on factors such as loyalty to suppliers, usage patterns, and order size.


Profiling the Segments

The identified market segments are summarized by profiles, often given a descriptive name. From these profiles, the attractiveness of each segment can be evaluated and a target market segment selected.


Recommended Reading

Schewe, Charles D., and Alexander Hiam, The Portable MBA in Marketing

The Marketing Mix

(The 4 P's of Marketing)


The major marketing management decisions can be classified in one of the following four categories:

  • Product
  • Price
  • Place (distribution)
  • Promotion

These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram:


The Marketing Mix



Product


Place


Target
Market



Price


Promotion




The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.


Product

The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.

Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.


Price

Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.


Place

Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics, and levels of service.


Promotion

Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.


A Summary Table of the Marketing Mix

The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.

Summary of Marketing Mix Decisions

ProductPricePlacePromotion

Functionality

Appearance

Quality

Packaging

Brand

Warranty

Service/Support

List price

Discounts

Allowances

Financing

Leasing options

Channel members

Channel motivation

Market coverage

Locations

Logistics

Service levels

Advertising

Personal selling

Public relations

Message

Media

Budget



Recommended Reading

Schewe, Charles D., and Alexander Hiam, The Portable MBA in Marketing

SWOT Analysis

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:


SWOT Analysis Framework

Environmental Scan
/
\
Internal Analysis
External Analysis
/ \
/ \
Strengths Weaknesses
Opportunities Threats
|
SWOT Matrix


Strengths

A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:

  • patents
  • strong brand names
  • good reputation among customers
  • cost advantages from proprietary know-how
  • exclusive access to high grade natural resources
  • favorable access to distribution networks

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:

  • lack of patent protection
  • a weak brand name
  • poor reputation among customers
  • high cost structure
  • lack of access to the best natural resources
  • lack of access to key distribution channels

In some cases, a weakness may be the flip side of a strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.


Opportunities

The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include:

  • an unfulfilled customer need
  • arrival of new technologies
  • loosening of regulations
  • removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm. Some examples of such threats include:

  • shifts in consumer tastes away from the firm's products
  • emergence of substitute products
  • new regulations
  • increased trade barriers

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity.

To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:

SWOT / TOWS Matrix

Strengths
Weaknesses

Opportunities

S-O strategies W-O strategies

Threats

S-T strategies W-T strategies


  • S-O strategies pursue opportunities that are a good fit to the company's strengths.

  • W-O strategies overcome weaknesses to pursue opportunities.

  • S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats.

  • W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats.


Recommended Reading

Bradford, Robert W., Duncan, Peter J., Tarcy, Brian, Simplified Strategic Planning:

The Business Vision and Company Mission Statement

While a business must continually adapt to its competitive environment, there are certain core ideals that remain relatively steady and provide guidance in the process of strategic decision-making. These unchanging ideals form the business vision and are expressed in the company mission statement.

In their 1996 article entitled Building Your Company's Vision, James Collins and Jerry Porras provided a framework for understanding business vision and articulating it in a mission statement.

The mission statement communicates the firm's core ideology and visionary goals, generally consisting of the following three components:

  1. Core values to which the firm is committed
  2. Core purpose of the firm
  3. Visionary goals the firm will pursue to fulfill its mission

The firm's core values and purpose constitute its core ideology and remain relatively constant. They are independent of industry structure and the product life cycle.

The core ideology is not created in a mission statement; rather, the mission statement is simply an expression of what already exists. The specific phrasing of the ideology may change with the times, but the underlying ideology remains constant.

The three components of the business vision can be portrayed as follows:



Core
Values
Core
Purpose

Business
Vision

Visionary
Goals




Core Values

The core values are a few values (no more than five or so) that are central to the firm. Core values reflect the deeply held values of the organization and are independent of the current industry environment and management fads.

One way to determine whether a value is a core value to ask whether it would continue to be supported if circumstances changed and caused it to be seen as a liability. If the answer is that it would be kept, then it is core value. Another way to determine which values are core is to imagine the firm moving into a totally different industry. The values that would be carried with it into the new industry are the core values of the firm.

Core values will not change even if the industry in which the company operates changes. If the industry changes such that the core values are not appreciated, then the firm should seek new markets where its core values are viewed as an asset.

For example, if innovation is a core value but then 10 years down the road innovation is no longer valued by the current customers, rather than change its values the firm should seek new markets where innovation is advantageous.

The following are a few examples of values that some firms has chosen to be in their core:

  • excellent customer service
  • pioneering technology
  • creativity
  • integrity
  • social responsibility

Core Purpose

The core purpose is the reason that the firm exists. This core purpose is expressed in a carefully formulated mission statement. Like the core values, the core purpose is relatively unchanging and for many firms endures for decades or even centuries. This purpose sets the firm apart from other firms in its industry and sets the direction in which the firm will proceed.

The core purpose is an idealistic reason for being. While firms exist to earn a profit, the profit motive should not be highlighted in the mission statement since it provides little direction to the firm's employees. What is more important is how the firm will earn its profit since the "how" is what defines the firm.

Initial attempts at stating a core purpose often result in too specific of a statement that focuses on a product or service. To isolate the core purpose, it is useful to ask "why" in response to first-pass, product-oriented mission statements. For example, if a market research firm initially states that its purpose is to provide market research data to its customers, asking "why" leads to the fact that the data is to help customers better understand their markets. Continuing to ask "why" may lead to the revelation that the firm's core purpose is to assist its clients in reaching their objectives by helping them to better understand their markets.

The core purpose and values of the firm are not selected - they are discovered. The stated ideology should not be a goal or aspiration but rather, it should portray the firm as it really is. Any attempt to state a value that is not already held by the firm's employees is likely to not be taken seriously.


Visionary Goals

The visionary goals are the lofty objectives that the firm's management decides to pursue. This vision describes some milestone that the firm will reach in the future and may require a decade or more to achieve. In contrast to the core ideology that the firm discovers, visionary goals are selected.

These visionary goals are longer term and more challenging than strategic or tactical goals. There may be only a 50% chance of realizing the vision, but the firm must believe that it can do so. Collins and Porras describe these lofty objectives as "Big, Hairy, Audacious Goals." These goals should be challenging enough so that people nearly gasp when they learn of them and realize the effort that will be required to reach them.

Most visionary goals fall into one of the following categories:

  • Target - quantitative or qualitative goals such as a sales target or Ford's goal to "democratize the automobile."

  • Common enemy - centered on overtaking a specific firm such as the 1950's goal of Philip-Morris to displace RJR.

  • Role model - to become like another firm in a different industry or market. For example, a cycling accessories firm might strive to become "the Nike of the cycling industry."

  • Internal transformation - especially appropriate for very large corporations. For example, GE set the goal of becoming number one or number two in every market it serves.

While visionary goals may require significant stretching to achieve, many visionary companies have succeeded in reaching them. Once such a goal is reached, it needs to be replaced; otherwise, it is unlikely that the organization will continue to be successful. For example, Ford succeeded in placing the automobile within the reach of everyday people, but did not replace this goal with a better one and General Motors overtook Ford in the 1930's.


Recommended Reading

Jeffrey Abrahams, The Mission Statement Book: 301 Corporate Mission Statements from America's Top Companies

Features 300 mission statements from companies such as:

  • American Express
  • AT&T Corp.
  • Ben & Jerry's Homemade, Inc.
  • Blockbuster Inc.
  • Coca-Cola
  • Exxon
  • FedEx Corporation
  • Ford Motor Company
  • General Electric Company
  • IBM
  • Johnson & Johnson
  • Kellogg Company
  • Levi Strauss & Co.
  • Microsoft Corporation
  • Nike
  • Southwest Airlines Co.
  • Tootsie Roll Industries, Inc.
  • United Parcel Service
  • Washington Mutual Inc.

The 7 Habits of Highly Effective People

The Seven Habits - An Overview

Our character is a collection of our habits, and habits have a powerful role in our lives. Habits consist of knowledge, skill, and desire. Knowledge allows us to know what to do, skill gives us the ability to know how to do it, and desire is the motivation to do it.

The Seven Habits move us through the following stages:

  1. Dependence: the paradigm under which we are born, relying upon others to take care of us.

  2. Independence: the paradigm under which we can make our own decisions and take care of ourselves.

  3. Interdependence: the paradigm under which we cooperate to achieve something that cannot be achieved independently.

Much of the success literature today tends to value independence, encouraging people to become liberated and do their own thing. The reality is that we are interdependent, and the independent model is not optimal for use in an interdependent environment that requires leaders and team players.

To make the choice to become interdependent, one first must be independent, since dependent people have not yet developed the character for interdependence. Therefore, the first three habits focus on self-mastery, that is, achieving the private victories required to move from dependence to independence. The first three habits are:

  • Habit 1: Be Proactive
  • Habit 2: Begin with the End in Mind
  • Habit 3: Put First Things First

Habits 4, 5, and 6 then address interdependence:

  • Habit 4: Think Win/Win
  • Habit 5: Seek First to Understand, Then to Be Understood
  • Habit 6: Synergize

Finally, the seventh habit is one of renewal and continual improvement, that is, of building one's personal production capability. To be effective, one must find the proper balance between actually producing and improving one's capability to produce. Covey illustrates this point with the fable of the goose and the golden egg.

In the fable, a poor farmer's goose began laying a solid gold egg every day, and the farmer soon became rich. He also became greedy and figured that the goose must have many golden eggs within her. In order to obtain all of the eggs immediately, he killed the goose. Upon cutting it open he discovered that it was not full of golden eggs. The lesson is that if one attempts to maximize immediate production with no regard to the production capability, the capability will be lost. Effectiveness is a function of both production and the capacity to produce.

The need for balance between production and production capability applies to physical, financial, and human assets. For example, in an organization the person in charge of a particular machine may increase the machine's immediate production by postponing scheduled maintenance. As a result of the increased output, this person may be rewarded with a promotion. However, the increased immediate output comes at the expense of future production since more maintenance will have to be performed on the machine later. The person who inherits the mess may even be blamed for the inevitable downtime and high maintenance expense.

Customer loyalty also is an asset to which the production and production capability balance applies. A restaurant may have a reputation for serving great food, but the owner may decide to cut costs and lower the quality of the food. Immediately, profits will soar, but soon the restaurant's reputation will be tarnished, the customer's trust will be lost, and profits will decline.

This does not mean that only production capacity is important. If one builds capacity but never uses it, there will be no production. There is a balance between building production capacity and actually producing. Finding the right tradeoff is central to one's effectiveness.

The above has been an introduction and overview of the 7 Habits. The following introduces the first habit in Covey's framework.


FROM DEPENDENCE TO INDEPENDENCE

Habit 1: Be Proactive

A unique ability that sets humans apart from animals is self-awareness and the ability to choose how we respond to any stimulus. While conditioning can have a strong impact on our lives, we are not determined by it. There are three widely accepted theories of determinism: genetic, psychic, and environmental. Genetic determinism says that our nature is coded into our DNA, and that our personality traits are inherited from our grandparents. Psychic determinism says that our upbringing determines our personal tendencies, and that emotional pain that we felt at a young age is remembered and affects the way we behave today. Environmental determinism states that factors in our present environment are responsible for our situation, such as relatives, the national economy, etc. These theories of determinism each assume a model in which the stimulus determines the response.

Viktor Frankl was a Jewish psychiatrist who survived the death camps of Nazi Germany. While in the death camps, Frankl realized that he alone had the power to determine his response to the horror of the situation. He exercised the only freedom he had in that environment by envisioning himself teaching students after his release. He became an inspiration for others around him. He realized that in the middle of the stimulus-response model, humans have the freedom to choose.

Animals do not have this independent will. They respond to a stimulus like a computer responds to its program. They are not aware of their programming and do not have the ability to change it. The model of determinism was developed based on experiments with animals and neurotic people. Such a model neglects our ability to choose how we will respond to stimuli.

We can choose to be reactive to our environment. For example, if the weather is good, we will be happy. If the weather is bad, we will be unhappy. If people treat us well, we will feel well; if they don't, we will feel bad and become defensive. We also can choose to be proactive and not let our situation determine how we will feel. Reactive behavior can be a self-fulfilling prophecy. By accepting that there is nothing we can do about our situation, we in fact become passive and do nothing.

The first habit of highly effective people is proactivity. Proactive people are driven by values that are independent of the weather or how people treat them. Gandhi said, "They cannot take away our self respect if we do not give it to them." Our response to what happened to us affects us more than what actually happened. We can choose to use difficult situations to build our character and develop the ability to better handle such situations in the future.

Proactive people use their resourcefulness and initiative to find solutions rather than just reporting problems and waiting for other people to solve them.

Being proactive means assessing the situation and developing a positive response for it. Organizations can be proactive rather than be at the mercy of their environment. For example, a company operating in an industry that is experiencing a downturn can develop a plan to cut costs and actually use the downturn to increase market share.

Once we decide to be proactive, exactly where we focus our efforts becomes important. There are many concerns in our lives, but we do not always have control over them. One can draw a circle that represents areas of concern, and a smaller circle within the first that represents areas of control. Proactive people focus their efforts on the things over which they have influence, and in the process often expand their area of influence. Reactive people often focus their efforts on areas of concern over which they have no control. Their complaining and negative energy tend to shrink their circle of influence.

In our area of concern, we may have direct control, indirect control, or no control at all. We have direct control over problems caused by our own behavior. We can solve these problems by changing our habits. We have indirect control over problems related to other people's behavior. We can solve these problems by using various methods of human influence, such as empathy, confrontation, example, and persuasion. Many people have only a few basic methods such as fight or flight. For problems over which we have no control, first we must recognize that we have no control, and then gracefully accept that fact and make the best of the situation.


SUMMARY OF THE SEVEN HABITS

Habit 1: Be Proactive

Change starts from within, and highly effective people make the decision to improve their lives through the things that they can influence rather than by simply reacting to external forces.


Habit 2: Begin with the End in Mind

Develop a principle-centered personal mission statement. Extend the mission statement into long-term goals based on personal principles.


Habit 3: Put First Things First

Spend time doing what fits into your personal mission, observing the proper balance between production and building production capacity. Identify the key roles that you take on in life, and make time for each of them.


Habit 4: Think Win/Win

Seek agreements and relationships that are mutually beneficial. In cases where a "win/win" deal cannot be achieved, accept the fact that agreeing to make "no deal" may be the best alternative. In developing an organizational culture, be sure to reward win/win behavior among employees and avoid inadvertantly rewarding win/lose behavior.


Habit 5: Seek First to Understand, Then to Be Understood

First seek to understand the other person, and only then try to be understood. Stephen Covey presents this habit as the most important principle of interpersonal relations. Effective listening is not simply echoing what the other person has said through the lens of one's own experience. Rather, it is putting oneself in the perspective of the other person, listening empathically for both feeling and meaning.


Habit 6: Synergize

Through trustful communication, find ways to leverage individual differences to create a whole that is greater than the sum of the parts. Through mutual trust and understanding, one often can solve conflicts and find a better solution than would have been obtained through either person's own solution.


Habit 7: Sharpen the Saw

Take time out from production to build production capacity through personal renewal of the physical, mental, social/emotional, and spiritual dimensions. Maintain a balance among these dimensions.


Recommended Reading

Covey, Stephen R., The 7 Habits of Highly Effective People

Price Elasticity of Demand

The price elasticity of demand measures the responsiveness of quantity demanded to a change in price, with all other factors held constant.


Definition

The price elasticity of demand, Ed is defined as the magnitude of:


proportionate change in quantity demanded
------------------------------------------------------------------------
proportionate change in price


Since the quantity demanded decreases when the price increases, this ratio is negative; however, the absolute value usually is taken and Ed is reported as a positive number.

Because the calculation uses proportionate changes, the result is a unitless number and does not depend on the units in which the price and quantity are expressed.

As an example calculation, take the case in which a product's Ed is reported to be 0.5. Then, if the price were to increase by 10%, one would observe a decrease of approximately 5% in quantity demanded.

In the above example, we used the word "approximately" because the exact result depends on whether the initial point or the final point is used in the calculation. This matters because for a linear demand curve the price elasticity varies as one moves along the curve. For small changes in price and quantity the difference between the two results often is negligible, but for large changes the difference may be more significant. To deal with this issue, one can define the arc price elasticity of demand. The arc elasticity uses the average of the initial and final quantities and the average of the initial and final prices when calculating the proportionate change in each. Mathematically, the arc price elasticity of demand is defined as:

Q2 - Q1
-----------------------
( Q1 + Q2 ) / 2
-------------------------------
P2 - P1
-----------------------
( P1 + P2 ) / 2

where

Q1 = Initial quantity
Q2 = Final quantity
P1 = Initial price
P2 = Final price


Elastic versus Inelastic

E > 1
In this case, the quantity demanded is relatively elastic, meaning that a price change will cause an even larger change in quantity demanded. The case of Ed = infinity is referred to as perfectly elastic. In this theoretical case, the demand curve would be horizontal. For products having a high price elasticity of demand, a price increase will result in a revenue decrease since the revenue lost from the resulting decrease in quantity sold is more than the revenue gained from the price increase.

E <>
In this case, the quantity demanded is relatively inelastic, meaning that a price change will cause less of a change in quantity demanded. The case of Ed = 0 is referred to as perfectly inelastic. In this theoretical case, the demand curve would be vertical. For products whose quantity demanded is inelastic, a price increase will result in a revenue increase since the revenue lost by the relatively small decrease in quantity is less than the revenue gained from the higher price.

E = 1
In this case, the product is said to have unitary elasticity; small changes in price do not affect the total revenue.


Factors Affecting the Price Elasticity of Demand

  • Availability of substitutes: the more possible substitutes, the greater the elasticity. Note that the number of substitutes depends on how broadly one defines the product.
  • Degree of necessity or luxury: luxury products tend to have greater elasticity. Some products that initially have a low degree of necessity are habit forming and can become "necessities" to some consumers.
  • Proportion of the purchaser's budget consumed by the item: products that consume a large portion of the purchaser's budget tend to have greater elasticity.
  • Time period considered: elasticity tends to be greater over the long run because consumers have more time to adjust their behavoir.
  • Permanent or temporary price change: a one-day sale will elicit a different response than a permanent price decrease.
  • Price points: decreasing the price from $2.00 to $1.99 may elicit a greater response than decreasing it from $1.99 to $1.98.

Recommended Reading

Buchholz, Todd G. From Here to Economy: A Shortcut to Economic Literacy

The Product Life Cycle

A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.

The product revenue and profits can be plotted as a function of the life-cycle stages as shown in the graph below:


Product Life Cycle Diagram



Introduction Stage

In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows:

  • Product branding and quality level is established, and intellectual property protection such as patents and trademarks are obtained.

  • Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover development costs.

  • Distribution is selective until consumers show acceptance of the product.

  • Promotion is aimed at innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product.


Growth Stage

In the growth stage, the firm seeks to build brand preference and increase market share.

  • Product quality is maintained and additional features and support services may be added.

  • Pricing is maintained as the firm enjoys increasing demand with little competition.

  • Distribution channels are added as demand increases and customers accept the product.

  • Promotion is aimed at a broader audience.


Maturity Stage

At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit.

  • Product features may be enhanced to differentiate the product from that of competitors.

  • Pricing may be lower because of the new competition.

  • Distribution becomes more intensive and incentives may be offered to encourage preference over competing products.

  • Promotion emphasizes product differentiation.


Decline Stage

As sales decline, the firm has several options:

  • Maintain the product, possibly rejuvenating it by adding new features and finding new uses.

  • Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment.

  • Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product.

The marketing mix decisions in the decline phase will depend on the selected strategy. For example, the product may be changed if it is being rejuvenated, or left unchanged if it is being harvested or liquidated. The price may be maintained if the product is harvested, or reduced drastically if liquidated.


Recommended Reading

Gorchels, L., The Product Manager's Handbook: The Complete Product Management Resource

The Product Life Cycle

A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.

The product revenue and profits can be plotted as a function of the life-cycle stages as shown in the graph below:


Product Life Cycle Diagram



Introduction Stage

In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows:

  • Product branding and quality level is established, and intellectual property protection such as patents and trademarks are obtained.

  • Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover development costs.

  • Distribution is selective until consumers show acceptance of the product.

  • Promotion is aimed at innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product.


Growth Stage

In the growth stage, the firm seeks to build brand preference and increase market share.

  • Product quality is maintained and additional features and support services may be added.

  • Pricing is maintained as the firm enjoys increasing demand with little competition.

  • Distribution channels are added as demand increases and customers accept the product.

  • Promotion is aimed at a broader audience.


Maturity Stage

At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit.

  • Product features may be enhanced to differentiate the product from that of competitors.

  • Pricing may be lower because of the new competition.

  • Distribution becomes more intensive and incentives may be offered to encourage preference over competing products.

  • Promotion emphasizes product differentiation.


Decline Stage

As sales decline, the firm has several options:

  • Maintain the product, possibly rejuvenating it by adding new features and finding new uses.

  • Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment.

  • Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product.

The marketing mix decisions in the decline phase will depend on the selected strategy. For example, the product may be changed if it is being rejuvenated, or left unchanged if it is being harvested or liquidated. The price may be maintained if the product is harvested, or reduced drastically if liquidated.


Recommended Reading

Gorchels, L., The Product Manager's Handbook: The Complete Product Management Resource

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