Analisis Strategi Pengembangan Produk dalam Meningkatkan Daya Saing Perusahaan

Abstract

Product development strategies are essential for maintaining a company’s competitiveness amid market competition and changing market conditions. This process includes identifying market needs, fostering innovation, and strategically launching products. Qualitative research using a literature review and SWOT analysis shows that combining internal strengths with external opportunities can enhance the success of innovation. Approaches such as incremental innovation, radical innovation, and collaboration have proven effective, particularly when they are oriented toward consumer needs. In conclusion, research-based product development provides a competitive advantage. Companies are therefore encouraged to strengthen market research, establish innovation teams, and regularly evaluate their products.