This study deals with co-planar orbital transfer of a satellite using a tether extension/retrieval mechanism. By controlling the pitch motion of the tether system, the designated velocity increment for the orbital transfer can be achieved at a prescribed position in orbit. First, this paper shows the governing equations of motion of the system by taking into consideration of the tether mass. Then, to achieve the specified tether length, pitch angle, and pitch angular rate at the designated position, this paper proposes two feedback control techniques to reduce the system's state errors: one for the pitch angular momentum error and the other for the pitch angle and pitch angular rate errors. Finally, numerical simulations demonstrate that the proposed methods can successfully achieve the designated states at the specified final position in the orbit.