What do you think is the most important stage in a product’s life cycle?
The product life cycle (2021)
Now that you have covered the basics of the product life cycle, complete the following exercise.
Instructions: Determining the most important stage in the cycle
- Reflect on what you think is the most important stage in this cycle.
- Write your answer in the discussion below, and explain why you think your chosen PLC stage is the most important.
- Try to find a real-world example that you can use in answering this. It might be an example from your professional experience or one you’ve found elsewhere.
- Reflect on at least one of comments from random learners below. Do you agree with their response? How do their experiences differ from yours?
Molly Campbell
What comes to mind as the most important stage for me is the decline stage. With the ever changing tech landscape, I feel that apps/websites etc have such a difficult task of staying relevant. Social media apps are what I thought of in this situation. Apps/sites such as Facebook or Instagram are now competing with SnapChat and TikTok, so both have updated their functions to include more video and filters, etc to be relevant in that market. They are trying extremely hard to prevent their decline and become obsolete. I do agree with others that development is very important as well, and the example I gave may have to go back to the development stage in a sense to redesign and update things to meet consumer demands.
Christina Bek Larsen
As it is a cycle, I find it very difficult to point to one stage as the most important one. One stage doesn’t exist without the previous one, I suppose. I think each stage requires something specific from the PM. With competition and evolving needs in mind, I am thinking about the growth stage as being a tricky stage. To keep relevant and ensure your rpoduct is growing seems like a challenge.
Ibukun Oni
I think the “Development stage” is the most important phase because if the right product is not developed to meet the needs of customers, then efforts during the other stages become futile.
I recall developing a digital product, the first assignment of the project team was to ensure that the product met the needs of our customers.
Chibuzo Anazodo
I think the Development stage is the most important because that is where you figure out what fits your consumers needs as well as trends in your industry to adapt or avoid to build a product that will thrive through all stages and still remain relevant after Maturity.
Peter Scheinsohn
I would say introduction, is most important step in the product life cycle. Even, if product was properly developed, but not good enough introduced and advertised or not clear enough introduced for which group it is, it will significantly influence its further growth. However, i also agree that proper development stage and growth stage are also very important, but good start (“introduction”) is vital in my humble opinion.
I believe the most important stage in the Project Life Cycle (PLC) is the planning stage. This is because it lays the foundation for everything that follows. A well-thought-out plan provides clarity, ensures alignment with goals, and helps to anticipate potential challenges. Without this, even the best execution efforts can falter.
For instance, during my internship as a project manager at Excelerate, we worked on streamlining a company’s logistics system. The planning phase was crucial—it involved stakeholder meetings, resource allocation, risk assessments, and defining deliverables. Because of this detailed planning, the implementation went smoothly, and the project met its deadlines and objectives.
A real-world example of poor planning is Fyre Festival. The organizers jumped straight to the execution phase without solid groundwork, leading to a catastrophic failure. This highlights how skipping or underestimating planning can lead to unmet expectations and loss of trust.
Looking at another learner’s comment, someone emphasized the execution phase as the most important. They argued that “even the best plans mean nothing without action.” I agree to an extent—execution is indeed critical—but I see it as a natural progression from planning. From my experience, well-planned projects make execution seamless, while poor planning often results in last-minute chaos. Their perspective seems more action-oriented, whereas mine emphasizes the importance of foresight.
What do you think? Could a project succeed without meticulous planning?
I would go for two PLC stages; the development and growth stages.
With the right strategies in the developmental stage of a product, it lasts longer in the market and its growth stage balances this by increasing its market gap and also making it top the trend; thereby solving future problems that may arise for customers.
My references would be Coca-Cola products and Apple products.
Salami Misturah Favour
I would say Growth, is most important step in the product life cycle. After the product was properly developed and placed in the market,the Growth stage is where ensuring visibility takes place and hereby the decisions taken will leave a lasting impact on the business.
A real life example is the , Veekee James Brand who was just an Instagram fashion influencer that I barely know before getting married but right now,she does everything that can set her feet on high just to make herself and her lifestyle trending when we know that for all celebrities there’s no good or bad publicity so in a nutshell,we can say Growth is what she’s aiming for just so she won’t be forgotten
So in a nutshell,we can all agree that the growth stage is where all other stages prioritize extension and growth of their product or business
Cohort5
I would say introduction, because if a product is not properly advertised or you don’t create awareness about the product in the market even after developing it, it will make the audience not to have deep knowledge about that product and you won’t experienced massive growth which is the next stage.
The most important phase of the product life cycle often depends on the context and goals of a company. However, many argue that the Growth phase is crucial because it marks the transition from a concept or niche product to one that is gaining widespread market adoption and profitability. During this phase, a product gains momentum, customer loyalty, and market share, which are essential for long-term success.
However, each phase has its own significance. For instance, the Development phase is critical for product innovation and laying the foundation for future growth, while the Maturity phase is key to optimizing operations, maximizing profits, and defending market share.
Let’s examine Coca-Cola’s product life cycle as a real-life example to illustrate this,
The Growth phase of Coca-Cola was the most crucial stage in its product life cycle, as it marked the company’s rapid market expansion and brand establishment. During this phase, Coca-Cola expanded its distribution nationally and internationally, creating a recognizable global brand. Innovative marketing, such as iconic ads featuring Santa Claus, and the introduction of the unique glass bottle helped build strong emotional connections with consumers. Additionally, Coca-Cola’s franchised bottling system allowed for efficient scaling and consistent product quality, which built customer loyalty. Despite growing competition, Coca-Cola’s strong brand identity and consumer trust enabled it to dominate the soft drink market, laying the foundation for its long-term success. Without this pivotal growth phase, Coca-Cola’s market leadership would not have been possible.
The maturity stage is the most important stage in a product’s life cycle. It’s when an organization can finally reap the rewards of their hard work and investment, as profits begin to roll in. However, in today’s fast-paced and competitive market, reaching this stage is becoming increasingly challenging. The rise of artificial intelligence (AI) and human innovation has led to a surge in new products and services, making it tougher for organizations to stand out and achieve maturity.
I think the most important stage in a product’s life cycle is GROWTH STAGE.
It’s during the growth stage that the product proves its market viability and gains momentum. This is when the product starts to achieve widespread adoption, build a solid customer base, and start to generate significant revenue.
The growth stage is where a product either solidifies its place in the market or risks fading out.
The Growth Phase of a product life cycle is arguably the most important because it’s when a product truly takes off. This phase is marked by increasing sales and market acceptance, which are critical for a product’s long-term success. During this time, a product moves from just being known to being widely adopted, generating significant revenue and gaining market share.
A great example of this is the iPhone. After its initial launch, the iPhone entered its Growth Phase around 2008-2009. This period saw a massive surge in sales as more consumers started to embrace the smartphone. Apple’s strategic efforts to expand distribution, release new models, and ramp up marketing paid off. The Growth Phase was when the iPhone established itself as a leader in the market, driving huge revenues and building a loyal customer base.
This act did not only solidified Apple’s position in the market but also provided the funds needed for further innovation and expansion.
To me, In the product life cycle, all stages starting from Development, Introduction, Growth, Maturity, and Decline are important.Each stage has its role in making sure the product succeeds.They all work together to keep the process smooth and effective.
No one is more important than the other.
When I examined the product lifecycle, I found the introduction stage to be incredibly critical.
Many products launched in the summer fail to survive the winter due to insufficient initial investment. New products require significant noise and marketing efforts to gain traction, yet businesses economize on essential resources, like hiring skilled marketing and development teams. This approach frequently leads to the early demise of even the most promising ideas.
Countless mobile apps serve as a prime example. While a few manage to capture the market’s attention and sustain growth, most vanish quickly.