One of the frameworks that can be used while deciding whether to extend a
product line / product mix or whether to discontinue a product is to map the
product on its product life cycle (PLC). A classic PLC is provided above for
the mapping.
In the context of a product line, line filling adds more products, and line
stretching can involve either upward stretching (offering higher end
products) or downward stretching (offering lower end products) or both. For
a discussion on product line extensions, please refer to
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