JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Evaluation of Marketing Strategy for Jungle Gold Chocolate Products Using the Internal-External (IE) Matrix Approach

Gustiana Istita, Nelly (Unknown)
Djohanputro, Bramantyo (Unknown)
Denny Tewu, ML. (Unknown)

Article Info

Publish Date
29 Apr 2026

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

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...