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Product Life Cycle (PLC) Stages


The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out (decline).


  • Each product may have a different life cycle
  • PLC determines revenue earned
  • Contributes to strategic marketing planning
  • May help the firm to identify when a product needs support, redesign, reinvigorating, withdrawal, etc.
  • May help in new product development planning
  • May help in forecasting and managing cash flow

1. Analysis
2. Design
3. Development
4. Testing
5. Implementation
6. Maintenance
7. End-of-life (EOL)



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