It is essential for a company to understand all the levels of the product life cycle. The main reason for the importance of a business is the different strategies a company can activate based on the maturity stage of the product or service, allowing for better overall planning and profits. A product I am familiar with is Starbucks espresso. According to Starbucks’s website, the company opened its first store in 1971, (2025). Starbucks came to the world, serving coffee and tea from around the world. One of the products that Starbucks has become known for is its espresso. Espresso is a type of drink made from the coffee bean but is distinct from other coffee by its brewing method. Due to its long stance in the company, plateaued purchasing numbers, and product extension strategies, such as the blonde espresso, I believe the Starbucks espresso is in the maturity phase of the product life cycle. Given the current stage in the PLC, Starbucks will need to address some considerations. The first one is to continue adding modifications to the product. The last modification was the blonde espresso in 2012, and adding a new version to the espresso could continue to lengthen the lifecycle of the product. The second consideration Starbucks should look into is to reduce prices. Not to go into the business as a whole, but the company is widely being seen as over-priced for their products, especially with the disappearance of the cozy and homey atmosphere due to COVID. A price reduction would help bring in potential new customers and create stronger loyalty from those who already purchase the product.