Page 187 - GLOBAL STRATEGIC MARKETING

Table 7.1: PLC and potential strategies

Stage of Introductio Growth Maturity Decline
the PLC n

Position

Dominant Push for Hold Grow with Hold
market market industry position
share and share and and hold
hold hold market
position position share
Strong Push for Push for Grow with Hold
market market industry position or
share and share and and hold harvest
attempt to attempt to position
improve improve
position position

Favourable Push for Push for Maintain Harvest or
market market position phased
share and share and and find withdrawal
selectively selectively niche and
attempt to attempt to attempt to
improve improve protect
position position

Tenable Selectively Find niche Find niche Phased
push for and protect and protect withdrawal
position it or phased or abandon
withdrawal

Weak Concentrat Turnaround Turnaround Abandon
e efforts or or abandon or phased
withdraw withdrawal

Source: Adapted from Ranchhod, A. (2004, p.27) Marketing Strategies: A

Twenty-first Century Approach, Essex: Prentice Hall

7.7.2 Market position

• Dominant: This is obviously the best market position to be in as only
one organisation is the dominant player. For example, within the