marktsättigung

Marktsättigung refers to a point in a market's life cycle where demand for a particular product or service has reached its peak and is no longer growing significantly. This often occurs as most potential customers who want or need the product have already purchased it, and the rate of new customer acquisition slows down considerably. Competition typically intensifies during this phase, as companies vie for the existing customer base, leading to potential price wars and increased marketing efforts.

The onset of marktsättigung can be identified through various indicators. Declining sales growth rates, increased promotional activities by competitors, and a saturation of distribution channels are common signs. Companies operating in a saturated market often shift their strategies from aggressive growth to maintaining market share and profitability. This might involve focusing on product differentiation, improving customer loyalty, exploring niche markets, or seeking international expansion to new, less saturated territories. Ultimately, marktsättigung signals a transition from a growth phase to a maturity phase, requiring strategic adjustments to sustain business operations.