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Product Life Cycle (PLC) is a theory which assumes that all products follow a similar set of characteristics in relation to their pattern of sales. In short, they all go through the same series of stages in their life.

One of the many ways to determine the appropriateness of a theory is to consider how well the theory can be used to explain empirical evidence. However the first disadvantage can be seen; Where is evidence to support the adoption of the PLC?

The second problem is that the PLC simply lacks precisionas it loosely describes the pattern of sales through time.

And the third issue with PLC would be that, in order for it to be a useful model for making decisions, it should have predictive qualities. For example it would be helpful for the firm to predict when the product would reach it's maturity rather realising it AFTER they have reached that stage.

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