S-Curve and Market Evolution (Product Life Cycle)

Vocabulary flashcards covering the S-curve framework, its stages, and related strategic concepts mentioned in the lecture.

S-curve (S Curve)

A visual framework mapping a product's life cycle stages—Introduction, Growth, Maturity/Checkout, Decline—and guiding strategic timing for investments, pivots, or withdrawals.

Introduction stage

Early adopters, high costs, uncertainty, and a small, uncertain market as the product is first introduced.

Growth stage

Rapid adoption and customer acquisition, expanding market, improving efficiency, and increasing competition.

Checkout stage

Phase where consumers become savvy, read labels/ingredients, compare alternatives, and demand grows more slowly or declines; competition rises (often red ocean).

Maturity (Mature) stage

Market is saturated, growth slows, profits concentrate among survivors, emphasis on cost control, incremental innovation, and loyalty.

Decline stage

Demand falls; strategic options include maximizing cash, minimizing new investment, maintaining a niche, or consolidating remaining market share.

Red Ocean

A highly competitive market space with many players and crowded demand, where margins are pressured.

Blue Ocean

A strategy to create new market space with little competition, unlocking new demand through innovation.

S-curve as a guide, not a guarantee

The curve helps time strategy and spot opportunities, but strategic analysis is still required to explain changes.