Termékciklus

Termékciklus refers to the progression of a product through distinct stages from its introduction to the market until its eventual decline and withdrawal. This concept is fundamental in marketing and business strategy, as understanding the current stage of a product's life cycle allows companies to make informed decisions about pricing, promotion, distribution, and product development. The typical stages are introduction, growth, maturity, and decline.

During the introduction stage, a new product is launched, often accompanied by significant marketing efforts to create awareness and encourage trial. Sales are typically low, and profits may be negative due to high development and marketing costs. The growth stage is characterized by increasing sales and market acceptance. Competitors may begin to enter the market, and the company focuses on building brand preference and expanding distribution. Profits usually rise during this phase.

The maturity stage is when sales growth slows down and eventually plateaus. The market is saturated, and competition is intense. Companies often focus on differentiating their product, maintaining market share, and maximizing profits through cost efficiencies. This stage can last for a significant period. Finally, the decline stage sees a decrease in sales and profits as consumer preferences change, new technologies emerge, or substitute products become more popular. Companies may choose to harvest remaining profits, divest the product, or discontinue it altogether. Effective management of the product life cycle is crucial for sustained business success.