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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Syarifah Beanaiaputihati
Program Studi Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Analysis Of Marketing Strategy In The Strategic Business Division Of Government And Institution At Pt Surveyor Indonesia Syarifah Beanaiaputihati; Raden Roro Ratna Roostika
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8117

Abstract

The Testing, Inspection, and Certification (TIC) industry plays a crucial role in driving economic growth, especially in an ever-evolving market. PT Surveyor Indonesia’s Strategic Business Division for Government and Institution is a key player in this sector, requiring effective strategies to capitalize on its strengths and address weaknesses to maintain competitiveness. This study aims to analyze both internal and external factors impacting the division’s marketing strategy and to identify the most effective strategic alternatives for its development. A qualitative research approach was employed, using purposive sampling and a descriptive-qualitative methodology. Analytical tools such as the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal-External (IE) matrix, SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM) were used. The results indicate that the division falls under the Growth and Build category in the IE matrix, implying that strategies like market penetration, market development, service diversification, and strategic partnerships are the most effective in strengthening its position in both domestic and global markets. These findings provide key recommendations for enhancing the division’s competitiveness and ensuring sustainable growth in the TIC industry.
Co-Authors Raden Roro Ratna Roostika