In the maturity phase of its life cycle a company should do what?

In the maturity phase of its life cycle a company should do what?
First of all i want to tell the preceding stage of maturity is 'Growth' and succeding stage is 'Boom'. When a company has passed the groeth stage then it will attract other companies in the society of same nature. Then at this time it will have competitors and rivalries in the siciety. So when a company reaches then it should start concentrating especially on new launches of its rivalries, their marketing strategies, relationship of other competitors with each other. because when one company is making much profit then obviously other will think of raising and they can go for product differenciation or may be jointventures or mergers.