Analisis Portofolio Produk Harian KSP Gunung Slamet Cabang Ajibarang Menggunakan Matriks BCG
DOI:
https://doi.org/10.58192/ebismen.v4i2.3426Keywords:
KSP, Matrix Boston Consulting Group, StrategicsAbstract
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.
References
Adha, M. A., & Rahayu, N. K. (2024). Analisis Strategi Marketing Produk Pembiayaan BSI Griya, BSI Mitraguna Dan BSI OTO Di BSI Yogyakarta Dengan Metode Matriks Boston Consulting Group (BCG). Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 7(2), 1887-1896.
Asia, N., Kamarudin, J., & Fajariani, N. (2023). Analisis laporan keuangan pada koperasi simpan pinjam. Inovasi: Jurnal Ekonomi, Keuangan, dan Manajemen, 19(1), 133-142.
Birafane, M., Liu, W., & Khalikov, S. (2020). The Strategic Positioning of Moroccan Seaports: An Application of the Boston Consulting Group Growth-share Matrix. The Open Transportation Journal, 14(1), 133–142. https://doi.org/10.2174/1874447802014010133
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Hambriany, K., & Yulianto, H. (2025). Analisis Matriks Bcg Dan Hubungannya Dengan Siklus Hidup Produk. Jurnal Intelek Insan Cendikia, 2(2), 4112-4123.
Hossain, H., & Kader, M. A. (2020). An Analysis on BCG Growth Sharing Matrix. International Journal of Contemporary Research and Review, 11(10), 245–252. https://doi.org/10.15520/ijcrr.v11i10.848
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson
Lestari, S. (2024, February). Analysis of the Boston Consulting Group (BCG) Matrix in Defending Market Share on Apple Brand Smartphones. In Proceeding of International Conference on Multidisciplinary Research (Vol. 6, No. 1, pp. 189-197).
Lorensia, V., Manullang, R. R., & Tigor, R. H. (2023). Analisis Stretegi Pemasaran Dengan Model Bcg Matrik Guna Pengambangan Bisnis (Studi Kasus Pentol Di Kota Pangkalpinang). Jurnal Progresif Manajemen Bisnis, 10(2), 227-235.
Maulida, E., Djuanda, G., SIlalahi, I. V., Yasa, N. N. K., Rahmayanti, P. L. D., Tasrim, Wardhana, A., K, I. G. N. J. A. W., Aprilia, H. D., Yusiana, E., Atika, & Ismail, R. S. (2021). Manajemen Strategik. 199.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Nugroho, N. E. (2023). Analisis Matriks Boston Consulting Group (Bcg) Pada Strategi Retail Sales Mobil Merek Toyota Dalam Upaya Meraih Keunggulan Bersaing Di Grup Pt. Astra International Tbk. Jurnal Eksekutif, 20(02), 173-186.
Ompusunggu, D. P., Sutrisno, D. R. I., & Hukom, A. (2023). Konsistensi Dan Efektivitas Peran Lembaga Keuangan Non Bank (Koperasi Simpan Pinjam) Sebagai Penggerak Perekonomian Indonesia. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 4(1), 689-696.
Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). SAGE Publications.
Rajashekar, B., & Prasad, K. (2016). Strategic business units and the BCG matrix. International Journal of Research in Management, 6(2), 45–54.
Ramadani, H. D. (2020). Analisis Strategi Pemasaran Produk Tabungan iB BAS Di BPRS Bina Amanah Satria Purwokerto Dengan Matrik Boston Consulting Group (BCG) (Doctoral dissertation, IAIN).
Riono, S. B. (2022). Analisis Strategi Pemasaran Kredit, Prosedur Pemberian Kredit, dan Kualitas Pelayanan terhadap Kepuasan Nasabah Koperasi Simpan Pinjam. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 1(3), 375-386.
Saad, M., Muntalim, M., Anam, M. K., & Sativa, D. O. (2020). Strategi pemasaran usaha pembekuan ikan laut dengan metode matriks BCG dan SWOT di CV. Jioen fishery di Desa Wedung Kecamatan Brondong Kabupaten Lamongan. Jurnal Grouper, 11(2), 18.
Sahdina, S., Afriany, A., & Pitoyo, R. (2023). Analisis Strategi Pemasaran Pada Rafan Bakery Dengan Metode Analisis Swot Dan Matriks BCG. Journal of Science Education and Management Business, 2(1), 17-28.
Saragih, R., Ashadi, D., Sembiring, M. O., & Nurlinda, N. (2023). Analisis Boston Consulting Group (BCG) pada PT Bukit Asam Tbk. Jurnal Akuntansi, Keuangan dan Perpajakan, 6(1), 53-61.
Suci, R. P. (2015). Esensi Manajemen Strategi. In Zifatama
Sugiyono. (2019). Metode penelitian kualitatif, kuantitatif, dan R&D (2nd ed.). Alfabeta.
Utami, R. N. Analisis Evaluasi Kinerja Produk Deposito Ib Pt. Bprs Gunung Slamet Cabang Ajibarang Dengan Pendekatan Boston Consulting Group (Bcg).
Yuliza, M., Putra, E., Elondri, E., & Pangestu, A. (2023). Analysis of Company Strategy Using The Boston Consulting Group (BCG) Matrix at CV. Tjahaja Baru. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(3).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi, Bisnis dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
