| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 101 === Saturated market likely happens once a product is in maturity stage of product life cycle. Many companies are already aware of the problems of market saturation of their industry and start having early intentional designed of their product or service for replacement at some point.
The growth of population and economy drive the penetration of product penetrate faster into the market. More competitors start to come up and the product are successfully reach maximum amount of market. The market becomes mature and sales grow slower. Though, market saturation can be considered as a successful sales record. However, business does not simply work this way. Companies are not established to simply sell a product and then dismantle the business. Most businesses are long-term ventures. Therefore, once the market becomes saturated with their products, they are presented with a challenge of how to continue generating revenue.
This study will elaborate the marketing strategy in saturated market in order to continue generating revenue, to prevent further decline. Furthermore, the marketing strategy process and ideas was proposed in this study. It is also found that leadership role plays an important role as a tool to support the successful of all the management process and marketing strategy implementation in facing saturated condition.
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