Our research addresses the problem of designing a multi-level supply chain, while taking into consideration the product life cycle. By product life cycle, we mean the succession of the four marketing stages that a product goes through since its introduction to the market and until it will be removed from. All products have a life cycle which can be classified into four discrete stages: introduction, growth, maturity and decline.Depending on the product life cycle phases, and based on a thorough analysis of the different supply chain potential actors, this study aims to establish mathematical models to design an efficient supply chain network. Three main models have been developed in this thesis. The first proposed model aims to design a product-driven supply chain with a minimal total cost, taking into consideration the evaluation of the different potential actors effectiveness, according to several criteria (cost, quality, innovation, quality service, timely delivery, ...).A second model was developed to design of a sustainable supply chain network, taking into account the product life cycle. In this model, three different objectives at the time were considered, namely, an economic objective, an environmental objective and a social objective.In the two previous models, we have assumed that the product has a classical life cycle. However, in the reality this is not always the case. Indeed, some products have very atypical life cycles, whose curves are very different from the classical one. To tackle this problem, in the third part of this thesis, we propose a stochastic model to design a robust supply chain network, taking into account the different product life cycle scenarios.