文章基本信息

标题：BCG MATRIX ANALYSIS ON PRODUCT MARKETING STRATEGY OF PT PUTERA PERSADA NUSANTARA
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作者：Astriningsih Astriningsih ; Iman Murtono Soenhadji
期刊名称：Faculty of Economics
出版年度：2010
卷号：0
期号：0
语种：English
出版社：Faculty of Economics
摘要：Key words : marketing mix, BCG matrix, market share, marketing strategy, marketgrowth rates.ABSTRACTEvery company wants its products can be accepted by society. Therefore, every companyshould be able to optimize marketing strategy in order to achieve its goals. Writing of this scriptaims to determine the level of market growth, relative market share, and marketing strategiesundertaken by PT Putra Persada Nusantara based on the BCG Matrix.Methods of data collection conducted within this study is to conduct interviews with themanagers of PT Putra Persada Nusantara in order to obtain data or information directly fromthe object to be studied and a way to find information on the company's website. And the dataused in this study is secondary data. Secondary data obtained from the data that has beenprocessed form of data sales report PT Putra Nusantara Persada and its competitors, namely PTSumber Mas Motor to know the market growth and relative market share.The research results identified that the market growth rate of PT Putra PersadaNusantara has a high rate of market growth and relative market value of PT Putra PersadaNusantara in the year 2008 and year 2009 are in a position quadrant Stars to indicate that thehigh-growth markets with high market share. Thus, strategies that can be used by thesecompanies is by making investments to strengthen the position of dominance in the growingmarket in the form of modal add or multiply the production of motor units.