Firmansyah, Dimas Akbar (2023) STRATEGI PENGEMBANGAN BISNIS BERDASARKAN ANALISIS PRODUCT LIFE CYCLE (PLC) DAN BOSTON CONSULTING GROUP (BCG) ( Studi Pada Moogs Coffee). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Café is a business that has many competitors, it takes the right strategy so that the business can compete and develop. Moogs Coffee needs to know the stages and current position of its business in order to get a new business strategy and increase its sales based on the concept of the Product Life Cycle (PLC) and the Boston Consulting Group (BCG) Matrix. The method used in this study is descriptive. The data collection technique was carried out through observation and documentation. The types and sources of research data are secondary data. The results of the study show that the Product Life Cycle (PLC) curve is in the growth stage, namely the stage where the product introduced is already known and acceptable to consumers. Meanwhile, the Boston Consulting Group (BCG) Matrix curve is in the cash cow position, namely the position of relatively high market share, but has low market growth. The discussion of this research resulted in the concept of Product Life Cycle (PLC), namely, product strategy, pricing strategy, and marketing strategy. Meanwhile, the Boston Consulting Group (BCG) Matrix produces market shrinking strategies, diversification strategies, and product development.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dimas Akbar Firmansyah | ||||||||
| Date Deposited: | 24 May 2023 07:39 | ||||||||
| Last Modified: | 24 May 2023 07:39 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13585 |
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