ANALISIS STRATEGI PEMASARAN MENGGUNAKAN SIKLUS HIDUP PRODUK : STUDI PADA MAJALAH PROPERTI INDONESIA

The aim of this study is to describe the relationship between the concept of Product Lifecycle and decision making marketing strategy. To reach business objectives and meet the needs of consumers, company required appropriate marketing strategy . Marketing strategy decisions are translated in the implementation of the marketing strategy marketing mix consists of product, price, promotion, and distribution. Business strategy and marketing company requires a different approach in line with changes in the competitive environment of the market and the passage of time. The method used in this study is qualitative research method, where data obtained from interviews, study documents of company financial statements in 2007 � 2011, and observations of some business activities. Results were obtained by analysis of sales figures, characteristic of consumers, competitors, cost and profit of Majalah Properti Indonesia. These five characteristic are used as an indicator of the product phase in Product Life Cycle. The analysis showed that Majalah Properti Indonesia is on the decline phase. Therefore marketing strategy used by company are no longer effective and require related adjustments of their life cycle in order to be able to achieve business objectives