3: Maturity - Features and Challenges

Revenue has plateaued (flattened out; not growing any more) due to competitors entry, imitation products, market saturation (no more customers), customer reluctance / dissatisfaction. Business is well established / brand well known / business profitable with stable revenue stream.

Major risk is complacency (resting on reputation; doing nothing new). 

Reluctance to change a winning formula (management / shareholders / employees). 

Change is a risk; but it is riskier to do nothing. 

Competition is always striving for new ways to eat into ‘lazy profits’ of ‘cash cows’ with innovations / disruptive products.

Management should continue to make adaptations and improvements to products and services offered to stay ahead of the competition. 

Small scale strategic redirections, rather than risky total transformation is recommended.