When reaching certain sales level, next move will be maintaining the level

When a company is in the maturing stage or in a stable situation, where the products achieve a certain level of sales, this is the time for ‘maintenance’. Since the trend is changing and moving faster than before especially to the high technology industry. Thus, nowadays, ‘maintenance’ should be done all the while in order to cope with the market trend. Your move should be faster than others, only then you will be able to permanently survive in the changing market.

Actually different company will have the different ways of ‘maintenance’. We are not able to fix a method to all industry and it may not be suitable. Maybe some of your may say promotion is one of the method which is suitable to all the industry for their maintenance of market position. Do you think a doctor can do promotion in order to increase his/her achievement? Promotion may not necessary to be used as one of the ‘maintenance’ method. Do you think a company will do promotion for a nearly die out product? Commonly, most of the company will maintain their market position by doing more R&D especially for the high technology companies.

As a competitor, we will pay attention to the new product being introduced in the market and try to figure out why their product is well accepted by the public. After that, when we are trying to improve on our product, we will consciously or subconsciously modify or improve our product according to the features the newly introduced product have, and in the end, the newly improved product will be similar to the newly introduced product. Most of the time, we are unwilling to spend more money for research and development and the cost for R&D is expensive. In addition to that, it takes a long time. Thus, indirectly we are infringing the IP law and others may have the possibility to sue us for imitation or plagiarism.