ANALISIS STRATEGI MODEL BOSTON CONSULTING GROUP (BCG) PT. TRIMITRA BATERAI PRAKASA

Abstract

Every company is currently competing to market its own products and advantages, therefore
every company must optimize its business strategy in order to achieve company goals. This
research was conducted with the aim of knowing: (1) The company's position in the 2018-2021
BCG matrix. (2) The business strategy that the company should implement in the future after
knowing the company's position in the BCG matrix. The data collection method used was field
research methods such as interviews with the forum group discussion (FGD) approach,
observation, documentation, and triangulation. The data approach in this study was carried
out in a qualitative descriptive manner. The data used are primary data and secondary data.
Then the data were analyzed with the Boston Consulting Group (BCG) matrix analysis. From
the results of research with BCG matrix analysis, it can be seen that the average market growth
rate of PT. Trimitra Baterai Prakasa is quite low at -5.5% and the market share value is
relatively low at 0.43x. Then PT. Trimitra Baterai Prakasa is in the dog quadrant. The strategy
that can be used by PT. Trimitra Baterai Prakasa is a divest strategy