The PDMA Handbook of New Product Development

34.1. Introduction

The last phase in the life cycle of a product line is its discontinuance. Little has been written in product management articles and textbooks about this important phase of product life. This chapter will guide you through a proven process to obsolete an active product line with minimal negative impact on customers and the company.

At first glance, it seems that the discontinuance or obsolescence of a product line is simply a matter of ceasing to produce it any more. On the face of the results, that is what really happens. However, there are many ramifications to both the internal and external organizations affected by the product obsolescence. This critical stage of product life-cycle planning is frequently overlooked, leaving customers stranded and unable to plan for future purchases. A lack of communication about discontinued products can and will turn customers away in future buying decisions (Ausura,2003). Internal systems will also be clogged with unused and unnecessary raw materials, component parts, and documentation.

The three objectives for this chapter are to help the reader:

• Evaluate which products are likely candidates for obsolescence

• Understand the scope of the potential impact of product obsolescence to customers and to the company

• Implement an obsolescence event by providing a step-by-step process to successfully obsolete an active product line.