Develop a new pricing strategy for products

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Reference no: EM133026368

In some of Ethique's more advanced markets around the world, the sustainable products they sell are now starting to move into the Maturity Stage of the Product Life Cycle. This is occurring as these markets have become saturated as more and more competitors entered the markets and become well-established with their own similar products. In these markets Ethique's marketing objective has now moved from maximizing market share to maximizing profit while defending market share. Ethique needs to develop a new pricing strategy for their products in these markets that are moving into the maturity stage.

Explain which of the three main pricing strategies Ethique should use at this stage and discuss the reasoning behind your choice.

Reference no: EM133026368

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