Determination of Product Life Cycle (PLC) for Formulation of Marketing Strategy UD. Matt Coffee Bondowoso

UD Matt Coffee is an agroindustry that produces various processed coffees, including green beans, roasted coffee, and ground coffee. Owner of UD. took the initiative to establish this agro-industry improve welfare smallholder coffee farmers in Sumberwringin District because trading process for bean considered unprofitable does not yet have added value. This study aims determine analyze position Arabica products uses a Product Life Cycle (PLC) approach based on Polli Cook method marketing strategies developing its business products. The analytical used product life cycle. data collection technique interview techniques with resource persons, namely owner Coffee. results showed at growth stage through Bondowoso. characterized by rapid market acceptance substantial increase Bondowoso’s profits research also show strategy adopted Bondowoso accordance cycle, looking innovative maintain even sales which includes market, mix modifications.
 Keywords: Marketing, (PLC), Strategy.