You have been a product manager for an innovative health tech diagnostic equipment since it was in the development phase of its life cycle. It was introduced to the market over a decade ago and has been one of the top profit-making products of your company. This product entered its maturity stage three years ago. Recently, with COVID 19 happening, your top management and strategists are pulling funds from the current product portfolio. You and the other product managers have been asked to build a case in defence of your product’s continued funding for research and product enhancement.

You are convinced that your product should not hit the Decline stage yet, what would be the reasons for you being so confident, which management tools will you use to analyze and present your case to top management for continuous funding?