In the context of the Product Life Cycle (PLC), a company has introduced an innovative product that initially attracts early adopters due to its unique features. However, as competition increases and product modifications are made, the company focuses heavily on enhancing the product’s market appeal through continuous updates, branding efforts, and increased marketing spend to counteract declining sales. This shift occurs when the company enters a phase marked by growing market saturation.

Which of the following stages in the Product Life Cycle is the company most likely in during this phase?