Page 28 - BrewDog Industry Analysis
P. 28
Product Life Cycle
The Product Life Cycle (PLC) is a form of analysis involving
the process of making investment decisions based on the
different stages an industry is at during a given point in
time. The position taken will depend on firm specific
characteristics, as well as where the industry is at in its life
cycle.
Like human beings, products also have a life cycle that they
move through. From birth to death, human beings pass
through various stages e.g. birth, growth, maturity, decline
and death. A similar process is seen in the case of products.
Product life cycle (PLC) has to do with the life of a product in
the market with respect to business/commercial costs and
sales measures.
The four main stages of a product's life cycle and the
accompanying characteristics are:
