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Sales begin to decline as the market becomes saturated, new competitors emerge, or consumer preferences change. Characteristics involve declining sales, decreasing profit margins, and the necessity to discontinue the product. Considerations include minimizing costs, considering product discontinuation, or reinvention.

This is the stage where a new product is first brought to market. Main characteristics include high cost, low sales volume, and little to no profit. Considerations involve marketing strategies to boost product awareness and managing a higher cost structure due to low production volumes and potential R&D costs.

Saturation occurs when the market is fully saturated with the product. Characteristics include maximum market penetration, stable but not increasing sales, and commoditization risk. The company should consider strategies for renewal or new features, finding new markets, or product cost management.

The EOL stage is when the product is no longer sold or supported. Characteristics include withdrawal from the market, final sales, and liquidation of remaining inventory. Companies must manage remaining inventory, service and support commitments, and legal and environmental considerations of disposal.

During the growth stage, the product's sales begin to increase significantly. Main characteristics are increasing market share, growing sales, and improving profit margins. Considerations include optimizing the production process, scalability, and expanding product lines or features.