Market Saturation
Market where existing supply meets/exceeds demand; limited growth opportunity.
Real World
The UK high street coffee shop market became saturated by the early 2010s, with Costa, Starbucks, and Caffè Nero competing intensely, making it extremely difficult for independent cafés to survive on price alone.
Exam Focus
Use saturation to justify why differentiation or niche targeting is necessary — examiners reward answers that connect market conditions to strategic response.
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