The goal of this final paper, from the theoretical side, was to show the phases of the product life cycle and the strategies used in each of the phases. The life span consists of four main phases, namely the introduction phase, the growth phase, the maturity phase and the decline phase. At each stage of the life cycle, the company must use certain strategies in order for the product to have as long a life as possible and for the company to achieve the highest possible profit. Throughout the life of the product, the company faces a large number of opportunities, but also threats from the environment. A good marketing strategy is to try to recognize opportunities and take advantage of them, and avoid threats or at least prepare for them. In the practical part of the work, the example of the company Ledo d.o.o. was processed. in such a way that the strategies used in each phase of the Ledo product life cycle are presented.