Boston Consulting Group (BCG) Methode As A Basis For Determining Marketing Mix Strategies At PT Nutriwell Global Jaya

Authors

  • Suci Citrawati Wafid Universitas Pamulang
  • Ainun Nur Anita Universitas Pamulang
  • Hamsinah Hamsinah Universitas Pamulang

Abstract

The marketing mix will directly influence consumers to decide on a purchase. Before you can develop a good marketing mix, a company must know its consumers. To find out market conditions, analysis is needed to determine market growth using the Boston Consulting Group (BCG) matrix method which can be used as a basis for analyzing business strategy selection by knowing the business position.The research method used is a descriptive qualitative research method, with data collection techniques in the form of interviews, discussions with business actors, and primary company data as a source of information.The results of calculating the BCG matrix showed that PT. Nutriwell Global Jaya is located in the Cash Cow position. In this position, it means that the product has a high market share but its growth is slowing down. This means that this product is able to generate profits but is stagnant. The company is still categorized as safe and profitable when producing Garena salt, but the investment value is small. Product improvement strategies cannot be implemented. Increasing product value through promotional activities, by shaping consumer perceptions. Achieving new market share through increasing the number of distribution channels. Product lines will be expanded, copying and modifying competitors' strategies. Packaging is formed with the product line concept. The pricing strategy taken is guided by market strengthening and focuses on competitor analysis. Promotional strategies in the cash cow position begin with understanding the purchasing decision stage. Persuasive promotion of the importance of people consuming low sodium salt. The situation was not ideal because the company did not succeed in establishing good communication with the agents, leading PT. Nutriwell Global Jaya for distribution modifications due to changes in consumer behavior (changes in viewpoint), and changes in the interests of distribution implementers, especially online sellers. The company controls marketing channels with a Vertical Marketing System (VMS) with a contractual VMS type.

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Published

2023-12-01

Issue

Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

Section

Articles

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Open Access

HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

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