Final answer:
The appliance maker experiencing continuous loss in sales suggests the product is in the decline phase of its lifecycle. Strategic changes could help recover from the decline. The correct answer to the question is option c. decline.
Step-by-step explanation:
The situation described in the question where an appliance maker is experiencing a continuous loss in sales while competitors lead the market suggests that this product is in the decline phase of its product lifecycle. This phase is characterized by a reduction in market share, increased competition, and often results in products being phased out unless strategies are employed to rejuvenate them. Introduction, growth, and maturity are other phases of the product lifecycle, each with its own distinct characteristics, such as increasing sales during growth and stable sales during maturity.
In the context of this scenario, competitors may have ramped up their marketing efforts or innovated their products, thus leading to better market performance. In turn, the company in question could benefit from strategic changes, such as enhancing product features, rebranding, or exploring new markets to recover from the decline.
The correct option in the final answer for the described phase of the product lifecycle is c. decline.