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Authors: Anita Dewi Rachmawati and Ratih Hurriyati

Affiliation: Universitas Pendidikan Indonesia, Indonesia

Keyword(s): Marketing, competitive strategy, product life cycle.

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 literature. 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 (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. (More)

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Paper citation in several formats:
Rachmawati, A. and Hurriyati, R. (2018). Competitive Strategy Analysis According to Product Life Cycle and Implications in Profit - Studies in Business Services Aqiqah Al-Hilal Bandung. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME; ISBN 978-989-758-333-9; ISSN 2184-3368, SciTePress, pages 18-23. DOI: 10.5220/0007114000180023

@conference{gc-bme18,
author={Anita Dewi Rachmawati. and Ratih Hurriyati.},
title={Competitive Strategy Analysis According to Product Life Cycle and Implications in Profit - Studies in Business Services Aqiqah Al-Hilal Bandung},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME},
year={2018},
pages={18-23},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007114000180023},
isbn={978-989-758-333-9},
issn={2184-3368},
}

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME
TI - Competitive Strategy Analysis According to Product Life Cycle and Implications in Profit - Studies in Business Services Aqiqah Al-Hilal Bandung
SN - 978-989-758-333-9
IS - 2184-3368
AU - Rachmawati, A.
AU - Hurriyati, R.
PY - 2018
SP - 18
EP - 23
DO - 10.5220/0007114000180023
PB - SciTePress

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