The purpose of this study is to develop a strategy framework using the unified life cycle model (Product lifecycle and Industry life cycle). As this study is descriptive in nature and it has used multi-staged mixed methods. At first stage qualitative data was collected through interviews and focus groups while at a later part of the research quantitative data was collected from the marketing managers of telecom sector (N=100). This study provides numerous benefits over earlier studies. Firstly, both Product Life Cycle (PLC) and Industry Life Cycle (ILC) have shown weaknesses and limitations. This research has unified both PLC and ILC into one Unified Life Cycle (ULC) combining the strengths and reducing the weakness of both life cycles. Secondly, earlier studies failed to provide any integrated strategic framework of selecting appropriate marketing strategies; using both PLC and ILC in silos. The current research provides an integrated strategic framework for strategy selection using both PLC and ILC and has studied the telecom sector in Pakistan. Finally and probably most importantly this study has devised a Unified Life Cycle model showing an integrated strategy map and depicting appropriate marketing mix strategy to be used for each stage of the life cycles. Two methodological improvements also make this research as distinct achievement as compared to earlier work on this subject area. Firstly, earlier studies only provide four stages of PLC and ILC each. This research has divided each stage PLC and ILC into two stages Early and Late for each stage. This provides more in-depth and focused analysis. Secondly, earlier studies have focused on theoretical methodologies while this research has involved both academicians and practicing managers as experts. This has increased the worthiness of this piece of research for both academicians and practicing managers.