3-8 o stage: at end of growth, there is a slowing customer demand Competitor rivalry increases, prices fall Least efficient firms fail and leave industry mAturity stage: most customers have bought the product, growth is slow. Relationships between suppliers, distributors more stable Usually, industry dominated by a few, large firms o Decline stage: falling demand for the product. Prices fall, weaker firms leave the industry win/MeGraw-Hill CThe McGraw-Hill Companies, Inc, 2000Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 2000 3-8 ⚫Shakeout stage: at end of growth, there is a slowing customer demand. ◼ Competitor rivalry increases, prices fall. ◼ Least efficient firms fail and leave industry. ⚫Maturity stage: most customers have bought the product, growth is slow. ◼ Relationships between suppliers, distributors more stable. ◼ Usually, industry dominated by a few, large firms. ⚫Decline stage: falling demand for the product. ◼ Prices fall, weaker firms leave the industry