Industry Life Cycle

Industry life Cycle

In general, an industry will traverse through 5 stages:


1. Pioneering development:

It is characterized by modest sales growth and huge development costs.

Consequently, profits are either negligible or are in fact negative.

2. Accelerating Growth:

At this point, the industry product is gaining wider acceptance.

Hence, it is very likely that demand for this new product is outstripping supply, as the number of firms in the industry is still relatively low.

Consequently, profit margins will tend to be very high for the existing firms.

3. Mature Growth:

The abnormal high profits of the previous stage will likely attract new entrants into the industry.

As a result, supply will begin to catch up with demand, just as the growth in sales stops accelerating.

4. Stabilization (or Market Maturity):

At this stage, both supply and demand stabilize such that the growth rate of the industry now matches that of the economy as a whole.

This phase tends to be the longest of all the industry life stages because in this phase, there is neither an incentive for new firms to enter the industry nor an incentive for existing firms to exit it.

5. Decline:

As new products are introduced from other industries, the demand for the target industry’s product will begin to decline.

As a result, profitability will begin to deteriorate.

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