đ
25 May 2025
DOI: 10.58192/ebismen.v4i2.3426
Analisis Portofolio Produk Harian KSP Gunung Slamet Cabang Ajibarang Menggunakan Matriks BCG
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
đ Abstract
To achieve optimal funding, an effective marketing strategy is needed for the success of the company. The Boston Consulting Group (BCG) Matrix functions as an analytical tool designed to improve performance through mapping between units based on growth rates and relative market share. This research is a field study with a qualitative descriptive approach. The focus of this study is the daily products of KSP Gunung Slamet Ajibarang Branch. The data collection methods applied by the researcher consist of observation, structured interviews, and documentation. The findings of this study describe the product position and strategies that can be implemented by considering market growth and existing market share. Daily products are in the cash cow category with market growth of 6.66% and a relative market share of around 1.10. Strategies that can be implemented include increasing productivity and quality to ensure competitiveness and provide value to consumers.
đ Keywords
#KSP; Matrix Boston Consulting Group; Strategics
âšī¸ Informasi Publikasi
Tanggal Publikasi
25 May 2025
Volume / Nomor / Tahun
Volume 4, Nomor 2, Tahun 2025
đ HOW TO CITE
Evridanisa, Nayla Cahya; Nurhaliza, Putri Amellia; Argianto, Rifqi Tegar; Shafrani, Yoiz Shofwa, "Analisis Portofolio Produk Harian KSP Gunung Slamet Cabang Ajibarang Menggunakan Matriks BCG," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 2, May. 2025.
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