MARKETING STRATEGY IN LIFE CYCLE PRODUCTS

MARKETING STRATEGY IN LIFE CYCLE PRODUCTS

Strategi Pemasaran

Product Life Cycle is an important concept that provides an understanding of the competitive dynamics of a product. Product Life Cycle is a graph that illustrated the history of the product since it was introduced to the market until withdrawn from the market. The Product Life Cycle (PLC) strategy is based on four stages: The first stage in the product life cycle is the Introduction Phase which in this stage is low sales, the Second Growth Stage is marked by the rapid rise of the sales level because the product has been accepted and known to the market, The Third Phase Maturity of sales is still rising but with declining growth due to many competitors, and the fourth Stage of Decrease where sales are increasingly moving towards a decline caused by changes in market tastes. At each stage there are different opportunities and problems in relation to marketing strategy and how to make a profit. By recognizing the stage at which a product is located, or to be addressed, the management can formulate and plan the right strategy. In each stage Product life cycle is required strategy of its own strategy. It requires the special ability of a manager to be able to create and implement the right marketing mix at the right time

NURANI, SE, M.M.

LPPM Universitas Tulungagung

ENGLISH

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