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All Journal JURNAL AKUNTANSI DAN AUDITING Journal of Indonesian Economy and Business JURNAL MANAJEMEN MOTIVASI Jurnal Manajemen Risiko IIJSE
Bramantyo Djohanputro
PPM School of Management
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : jurnal manajemen motivasi

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Evaluation of Marketing Strategy for Jungle Gold Chocolate Products Using the Internal-External (IE) Matrix Approach Gustiana Istita, Nelly; Djohanputro, Bramantyo; Denny Tewu, ML.
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8918

Abstract

The chocolate industry is shifting toward sustainable and plant-based products amid supply volatility. This study evaluates Jungle Gold’s marketing strategy using the IE Matrix. Based on differentiation and value-based marketing theory, a descriptive quantitative approach was applied using IFE and EFE matrices. The results show strong product differentiation but weaknesses in pricing, capacity, and distribution. External opportunities exist, but threats remain significant. The IFE score of 2.82 and EFE score of 2.74 place the firm in a hold and maintain position. The strategy is relevant but requires improvement in digital marketing, distribution, and cost efficiency. Keywords: Marketing Strategy, IE Matrix, Plant-Based Chocolate
Co-Authors Denny Tewu, ML. Gustiana Istita, Nelly Loblobly, Immanuel Simon Musin, Abdurachman Menggala Poetranto, Pradityo Tewu, Denny Wilson Rajagukguk Zebua, Oberlin