competitive strategy analysis according to product life cycle and implications in profit (studies in business services aqiqah al hilal Bandung) Anita Dewi Rachmawati, Vanessa Gaffar, Heny Hendrayati
Universitas Pendidikan Indonesia
Setiabudi no 299 bandung, Jawa Barat 40154, Indonesia
Abstract
This study aims to determine the appropriate competitive strategy analysis of the product life cycle and its implications on earnings (study on business services Aqiqah Al-Hilal Bandung). The method used in this research is quantitative descriptive study through interviews and literatur. The results of this study indicate that business services Aqiqah Al-Hilal Bandung are in the development cycle (growth) with the characteristics of significant profit growth from 2015 to 2016. Also in terms of competitors with similar business more and more. In order for business services Aqiqah Al-Hilal to reach the stage of maturity there are several strategies to be done in order to reach that stage, and according to the theory (Kotler) strategy should include the company improve the quality of products and add new features, adding new models and accompanying products, entering new market segments, the company increased its distribution coverage and entering new distribution channels, the company switched from the ads that are aware of the products to the ads that are selecting products, the company lowered the price.
Keywords: Marketing, competitive strategy, product life cycle
