Growth strategy is a strategy created by Igor Ansoff; to consider ways to grow the business via existing and/or new products, in existing and/or new markets-one of strategic tools to manage the product. Growth strategy can be applied in all stages of Product Life Cycle Concept: introduction stage, growth, mature and decline. In this paper, however, the growth strategy will only be applied at the stage of maturity. This step is selected because the current and actual data of Sari Roti demonstrates that their products can be categorized in the maturity stage.

The purpose of this paper is first, identifying the phase of Sari Roti in Product Life Cycle concept. Second is to apply application the proper strategy to be deployed at the existing phase. Third is to recognize how growth strategy can work at maturity product; upturn the market condition and break from the following process of decline phase. And finally author would like to show the importance of "innovation" to fresh the market, give the market something new, in order to survive in the competition.

The discussion on pricing strategy can't be explored in this paper because there are no available data to support the discussion. This paper also describes only the strategy formulation process and does not discuss the execution process. Aside form this limitation, the author expects this paper will become an interesting discussion material in the areas of Product Life Cycle concept and in the creation of strategy to survive in the competition.



Survey Research : Sari Roti [PT Nippon Indosari Corpindo]



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