Mature Market

A Mature Market is one that has reached a state of equilibrium. A market is considered to be in a state of equilibrium when there is an absence of significant growth, or a lack of innovation. There is stagnation in growth at this time. When supply matches demand the price decided by the market forces of demand and supply is called equilibrium price. Equilibrium price prevails in the market for a substantial period which may be from one day to one week or several months.

A Mature Market is one that is characterized by its state of equilibrium. The market may remain in this state for many years only to decline and fade away eventually. How organizations handle this stage of the market life cycle will determine how much more time they have left in the field.