saturation

Definition

A stage in a product's life cycle in which everyone who might want the product already has it. If a company is in this stage, then it could inidcate that the company is not innovative, or that competitors have been able to provide superior product offerings. Typically, the company will cut down on sales and advertising expenditure if it reaches this stage, and may focus on the development of new products.

Use saturation in a sentence

You may find that your product has put saturation on the market and will need to find a way to adapt to that.

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Do to the rapid increase in new companies making the product the market had reached a level of saturation that was quickly causing a downturn in profit margins.

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Our CEO commanded me to look for new products because our new iWidget product was wildly successful, but everyone who wanted one already had one and we wouldn't make much more money because we had achieved market saturation.

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