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All Journal Indonesian Journal of Industrial Engineering & Management
RAHMAD FAUZAN
STMIK Amikom Yogyakarta
Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering

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Mrp.Payakumbuh's Proposed Marketing Strategy Using the Boston Consulting Group (BCG) and SWOT Methods Fauzan, Rahmad; Umam, Muhammad Isnaini Hadiyul; Suherman, Suherman; Hamdy, Muhammad Ihsan; Nur, Muhammad
IJIEM - Indonesian Journal of Industrial Engineering and Management Vol 7, No 1: February 2026
Publisher : Program Pascasarjana Magister Teknik Industri Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/ijiem.v7i1.31038

Abstract

Mrp.Payakumbuh is a small and medium enterprise that has grown quite rapidly in producing clothes in Payakumbuh City. This research was conducted to analyze the marketing strategy of Mrp.Payakumbuh  using the BCG Matrix method and SWOT Analysis. The results of this study using the BCG matrix by calculating the market growth rate that Mrp.Payakumbuh  are located in the position of The Dogs at 7.7% and in the calculation of the relative market share that the position of Mrp.Payakumbuh faces a low market share and low market growth rate conditions with a value of 0.83. The results of the SWOT analysis have several parts, namely Internal Factors, External Factors, IE Matrix, and effective marketing strategies in increasing sales of Mrp.Payakumbuh. Effective Company Strategy in Increasing Sales of Mrp.Payakumbuh is with the S-O Strategy (Strengths-Opportunitties utilizing promotional media for customers who repost purchases, making discounts, discounts at each specific event, and maintaining and improving the quality of products. The S-T (Strengths-Opportunitties) strategy sets prices according to changes in raw material prices, continues to pay attention to customer needs without harming the company, and adds several new types of products by paying attention to quality in order to compete with other companies. W-O Strategy (Weaknesses Opportunities) increase capital by collaborating with investors at the local level.
Co-Authors Hamdy, Muhammad Ihsan Muhammad Nur Suherman, Suherman Umam, Muhammad Isnaini Hadiyul