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Product Life Cycles


The term “Product Life Cycle” in finance refers to the stages a product goes through from introduction to withdrawal from the market. These stages include introduction, growth, maturity, and decline. It is a strategy tool to plan for different stages, manage product performance, and make the necessary decisions regarding investments, marketing, and further product development.


Product Life Cycles in phonetics is pronounced as: “PRAH-dukt lahif SIGH-kuhlz”

Key Takeaways


  1. Stages of the Product Life Cycle: The Product Life Cycle consists of four main stages – Introduction, Growth, Maturity, and Decline. Each stage represents a unique set of opportunities, challenges, and strategies that companies must navigate to maximize returns on their product investments.
  2. Importance of Product Life Cycle: Understanding the Product Life Cycle is crucial for businesses as it allows them to forecast the performance, plan strategies accordingly, allocate resources, and manage the product portfolio effectively. It serves as an important tool in the product’s strategic planning process.
  3. PLC Management: Management of the Product Life Cycle is critical to shaping a product’s commercial success. Strategies such as repositioning, innovating, or promoting can be deployed to extend the life of a product. Identifying the right moment to implement changes is crucial and can significantly affect the product’s lifespan and profitability.



Understanding the concept of product life cycles is crucial in business and finance due to its role in strategic planning and decision making. It provides businesses with a framework to analyze, manage, and forecast the performance of a product from its inception to withdrawal from the market. By knowing which stage—introduction, growth, maturity, or decline—a product is at, businesses can effectively tailor marketing efforts, manage inventory, plan for new product development, and decide on product discontinuation when necessary. Consequently, this enables businesses to optimize resources, identify new opportunities, and manage potential risks—thereby leading to increased profitability, competitive advantages, and sustainable growth.


Product life cycles are an important tool used in business strategy and planning, primarily because they help businesses understand how a product is performing in the market and how it is expected to perform in the future. Businesses can use the product life cycle to make critical decisions about marketing, manufacturing, and product support. By analyzing a product’s life cycle, a company can identify whether a product is growing, remaining stable, or declining in sales, and thus implement strategies to maximize profits and longevity or decide when it’s time to phase out the product.The product life cycle concept also serves as an effective tool for managing cash flow and investment. In the introductory phase, companies often have to spend heavily on advertising and promotion and may also have higher production costs due to low sales volumes. In the growth phase, as more customers become aware of the product and demand increases, revenue typically starts to exceed expenses. During the maturity phase, competition may increase, leading to price reductions and slowing sales. The decline phase is where sales decrease substantially, which can prompt companies to discontinue the product or seek to extend its life through modifications or tapping new markets. Hence, understanding the life cycle stages helps a company to allocate resources appropriately and ensure sustainable growth.


1. Apple iPhones: Apple Inc. operates extensively on the concept of the product life cycle. For instance, Apple introduces a new model of iPhone almost every year. Initially, when a new model is introduced, it’s in the introduction phase where demand slowly builds up. Then it enters the growth phase where consumer demand surges. After a while, it enters the maturity phase where the market saturates. And finally, when a newer model is introduced, the older one enters the decline phase.2. Coca Cola: Coca Cola introduced a product named “New Coke” in 1985. When launched, it was in the introduction phase, and was heavily promoted. Despite all their marketing efforts, the product failed to resonate with consumers leading the product to rapid decline phase, and eventually it was withdrawn from the market.3. Kodak Film Cameras: Kodak once dominated the photography industry with their film cameras. During the earlier years, film cameras were in the introduction and growth phase. As technology evolved, it entered the maturity stage where sales peaked. As digital photography took over, film cameras entered the decline stage where demand fell leading Kodak to bankruptcy in 2012.

Frequently Asked Questions(FAQ)

What is a Product Life Cycle in finance and business?

The Product Life Cycle (PLC) is a concept in business and finance that describes the stages a product goes through from when it was first thought of until it finally is removed from the market – introduction, growth, maturity, and decline.

What is the relevance of understanding the Product Life Cycle for a business?

Understanding the Product Life Cycle can help businesses to plan and manage their products strategically, by understanding the stage a product is currently in and anticipating the next stages.

What occurs during the ‘introduction’ stage?

During the introduction stage, a product hits the market. This includes the process of product development, research, testing, and finally, its launch and marketing. Sales are typically slower during this phase.

Can you describe the ‘growth’ phase of the PLC?

In the ‘growth’ stage, the product gains consumer acceptance and sales begin to increase. During this phase, companies will usually put effort into brand preference and increasing market share.

What happens during the ‘maturity’ phase of the Product Life Cycle?

The ‘maturity’ stage is characterized by saturated sales. That is, the product has reached its peak and no longer significantly adds to company revenue. It is during this stage that companies try to maintain their market share with tools like augmenting the product through add-ons or improved features.

How can a company handle the ‘decline’ stage in a PLC?

In a ‘decline’ stage, the popularity and sales of a product wane. Companies often decide to discontinue the product, or they may sell it to another company, or they can try varied strategies like market modification, product modification or marketing mix modification to extend its life.

Can product life cycles vary in length?

Yes, the length of each phase of the Product Life Cycle can vary vastly depending on the product, the market, and the strategy of the company. Some products may stay in the maturity stage for a prolonged period, while others may have a short growth phase and quickly reach the decline stage.

Is it possible to predict a product’s life cycle with absolute certainty?

No, it is not possible to predict a product’s life cycle with absolute certainty. Market dynamics, changing consumer preferences, and competitive actions can all impact the length and magnitude of each stage. However, understanding the typical pattern can help with strategic planning.

Related Finance Terms

  • Introduction Stage
  • Growth Stage
  • Maturity Stage
  • Decline Stage
  • Product Development

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