<![CDATA[This study aims to analyze the marketing strategy of PT Sucofindo (Persero) Tbk in increasing the market share of calibration services in Indonesia. As a state-owned enterprise operating in testing, inspection, and certification, Sucofindo must adapt to competitive market dynamics while maintaining service quality and institutional credibility. The research employs a qualitative-descriptive method supported by SWOT analysis and the Internal and External Factor Evaluation (IFE–EFE) matrices. The findings indicate that the company possesses significant internal strengths, such as nationally accredited services, competent human resources, and broad service coverage. Externally, the growing need for ISO-compliant calibration creates favorable opportunities. The IFE–EFE results show that Sucofindo is in a strong strategic position to expand its market. However, weaknesses such as limited digital marketing and the absence of loyalty programs need to be addressed. The study concludes that strategic alignment with market trends, coupled with continuous innovation, is essential to sustaining competitive advantage.]]>
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