Otto Klepnner developed the concept of product life cycle in 1931, he essentially developed a pioneer and he proposed that a product passes by 3 stages: pioneering, competitive and persistent. The basic concept of the product life cycle was developed in the 1950s and popularized in the early 1960s. In 1957, Jones put forward a theory that the product life cycle includes the following characteristics: • Introduction • Growth • Maturity • Saturation • Decline. Currently, the recognized terms for product life cycle are • Introduction • Growth • Maturity • Decline WHAT IS PRODUCT LIFE CYCLE? The product life cycle is one of the most attractive and central concepts in marketing theory and practice. Today, it is one of the most essential elements of a marketing theory. Just like humans, even products have their life cycle. The concept of product life cycle is not very new. It has been analyzed and discussed in the fields of marketing, management and manufacturing. This life cycle explains that all products that are born in the market over time grow then mature and eventually die. TABLE 1: MARKETING OBJECTIVES GROWTH IN INTRODUCTION DECLINE IN MATURITY Raise awareness and test a product Increase market share Maximize profitability Reduce expenses ADVANTAGES In order to predict the chaotic market, managers always need the prediction tools therefore fundamentally ; The product life cycle allows managers to execute appropriate competitive forces by forecasting the directions of a product at a macro level. PLC models help determine when it is reasonable to remove dead products.LIMITATIONSMany researchers apply the same PLC model but it is different for different products, some fail after the introductory phase and some......mid paper......straight from introductory stage to mature stage. This is the main problem in the product life cycle. There is no fixed path for a product. Therefore, for each product, there should be a lot of research and close observation throughout its life. If there is no proper research, the product will not go further after its introduction phase. The idea of ​​the product life cycle has been around for a while. In order to make the product profitable and stay in the market, it is important for the manufacturer to understand the importance of the product life cycle. However, the key to effective manufacturing is not only understanding this life cycle, but also proactively managing products throughout their lifespan, applying the appropriate resources and sales and marketing strategies, depending on the stage at which the products are in the cycle..