Emerald Article: The Logistics life Cycle of a Product
To cite this document: Paul Ryan, 1990"The Logistics life Cycle of a Product", Logistics Information Management, Vol. 3 Iss: 3 pp. 60 - 63
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LOGISTICS INFORMATION MANAGEMENT 3,3
ore attention needs to be focused on
logistics elements at the planning stage
off a product so that during and at the
end off a product's life costs can be minimised
or avoided altogether.
l ife Cycle of
Product Life Cycle
A product life cycle concept is used as a convenient way
in which to display graphically the contribution value of
a product over time.
The product life cycle is normally represented in marketing
texts as having five stages. These are usually entitled:
Figure 1 shows the normal representation of these market
stages. Notice that there is a conscious lack of detail about t he decline phase. It is assumed that from somewhere
within the company will emerge profit to sustain the
company's existence. As far as a specific product is
concerned, it is as if some lower level immortality is
expected or hoped for by the originators of the product.
T he fact that the product will, in all probability, reach a decline stage is reluctantly accepted. History shows that
a high proportion of products launched do in fact fail within a reasonably short period of time. It is therefore very
important to incorporate the decline phase in the expected
marketing plan for any product. It is more important today
due to the impact of competition, substitution and
The decline phase can be an expected and planned for
occurrence. The product life-cycle time can be short, as
in "fad" products. It can be long, as in some basic products such as washing powder. However, significant new
investments in any aspect required to change something
about the product might be good reason to reappraise the
logistics life cycle. Adding in new...