The maturity stage is the third and usually longest stage of the product life cycle (PLC), in which sales growth slows or plateaus (peaks). Most potential buyers have already tried the product and the level of competition is highest.
In this stage, profits are stable or begin to decline due to the intensive marketing efforts required to protect market share. Strategies in the maturity stage focus on market modification (searching for new customers), product modification (improving quality), and marketing mix modification (changing promotions and prices).
