EPrints Repository UNTIRTAANALISIS STRATEGI PEMASARAN PRODUCT LIFE CYCLE DAN DAYA SAING USAHA GIPANG SINGKONG DENGAN PORTER GENERIC (Suatu Kasus pada UMKM Gipang Singkong Pasir Angin Kota Cilegon)MaulidaZahrotul MillahauthorThe abundant availability of cassava in Cilegon City encourages the development of processed cassava MSMEs, including Gipang Cassava Pasir Angin MSMEs. However, these MSMEs face stiff competition, both from other processed cassava products, similar gipang producers, and modern food products, so sales are starting to slow. This condition is influenced by limited distribution channels, promotional activities that are not optimal, and business locations that are far from the city center. This research was carried out in September-December 2025 at MSMEs in Gipang Cassica Pasir Angin using a qualitative descriptive method. This study aims to analyze the marketing strategy and competitiveness of MSMEs of Gipang Cassava Pasir Angin based on the analysis of Product Life Cycle and Porter Generic. The results of the Product Life Cycle analysis using the Polli and Cook method show that MSMEs are at the growth stage with a value of 116.62 > 43.11, and the conditions of MSME competition are carried out through a cost leadership strategy. Based on these results, the alternative strategy suggested for MSMEs Gipang Caskung Pasir Angin is a differentiation strategy that is in accordance with the growth stage, which is implemented through product development, pricing that is able to penetrate the market, distribution expansion, and strengthening promotions that emphasize product value and excellence. Gipang, Marketing Strategy, Product Life Cycle, Porter GenericS Agriculture (General)2026UNIVERSITAS SULTAN AGENG TIRTAYASA;AGRIBISNISThesis

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