Marketing Strategies during the Decline Stage:

  • Increasing the firm’s investment (to dominate or strengthen its competitive position)

  • Maintaining the firm’s investment level until the uncertainties about the industry are resolved

  • Decreasing the firm’s investment level selectively, by sloughing of unprofitable customer groups, while simultaneously strengthening the firms investment in lucrative niches.

  • Harvesting (or milking) the firm’s investment to recover cash quickly.

  • Divesting the business quickly by disposing of its assets as advantageously as possible.