International Journal of Business, Technology, and Organizational Behavior (IJBTOB) ISSN: 2775-4936 Vol. 3 No. 1, February 2023 https://ijbtob.org 1 Determination of Product Life Cycle (PLC) for Formulation of Marketing Strategy at UD. Matt Coffee Bondowoso Sonnia Pritantiwi 1* , Feti Fatimah 2 , Haris Hermawan 3 1,2,3 Faculty of Economics, Universitas Muhammadiyah Jember, Indonesia * Corresponding Author: Email: sonniatiwi@gmail.com, fetifatimah@unmuhjember.ac.id, harishermawan@unmuhjember.ac.id Abstract UD. Matt Coffee is an agroindustry that produces various processed coffees, including green beans, roasted coffee, and ground coffee. Owner of UD. Matt Coffee took the initiative to establish this agro-industry to improve the welfare of smallholder coffee farmers in Sumberwringin District because the trading process for green bean is considered unprofitable and does not yet have added value. This study aims to determine and analyze the position of UD. Matt Coffee Arabica Coffee products uses a Product Life Cycle (PLC) approach based on the Polli and Cook method and to determine and analyze marketing strategies in developing its business based on the Product Life Cycle (PLC) for UD. Matt Coffee Arabica Coffee products. The analytical method used in this study is the Polli and Cook method to determine the position of UD. Matt Coffee Arabica Coffee products based on the product life cycle. The data collection technique used interview techniques with resource persons, namely the owner of UD. Matt Coffee. The results showed that at the growth stage through the Product Life Cycle approach at UD. Matt Coffee Bondowoso. The growth stage is characterized by rapid market acceptance and a substantial increase in UD. Matt Coffee Bondowoso’s profits and research results also show that the strategy adopted by UD. Matt Coffee Bondowoso in accordance with its position in the product life cycle, namely UD. Matt Coffee Bondowoso is looking for innovative strategies to maintain and even increase sales growth which includes market, product and marketing mix modifications. Keywords: Marketing, Product Life Cycle (PLC), Strategy. 1. Introduction An understanding of the company's positioning, the capabilities of its competitors, and determining where, when, and how the competitive conditions faced are necessary for competition because this matter is carried out so that all aspects of the situation can be identified completely and used to formulate the right strategy. The essence of this competitive strategy is to realize the entire company environment, both internally and externally, in a way that is conducive to achieving company goals (Fatimah and Tyas 2020). This is important because almost every product has a shelf life, the stages through which product sales go through are different, and each stage presents its own unique challenges, and the profit derived from sales will rise and fall at various stages throughout the product life cycle. (Kotler and Armstrong 2008) states that the Product Life Cycle can be applied by marketers as a useful framework for describing how product and market mechanisms work. The stages in the Product Life Cycle that must be considered are the introduction stage, the growth stage, the maturity stage, and the decline stage (Kotler and Armstrong 2008). When a product is first launched into the market, it often experiences a gradual acceleration of sales during the introduction stage. Due to the significant costs associated with product launches, no